7 Common Copywriting Mistakes Every Small Business Owner Should Avoid (And How To Fix Them)
Hi, fellow Small Biz Owner 👋
Running your own business these days means being your own marketing department too, right?
If you've ever sat staring at a blank screen trying to write your website copy, Instagram caption, or email newsletter, this guide is for you. No marketing degree required – just practical tips you can use today to connect with your ideal clients.
Key Takeaways:
Know who you're talking to
Write headlines that hook
Keep it conversational
Focus on benefits
Show proof it works
Tell people what to do next
Double-check everything
Now, let's dive deeper...
1. Writing Without Really Knowing Your Customer
The Mistake: Creating content that could be for anyone... which means it ends up speaking to no one.
The Fix:
Create a simple customer avatar: Write down their age, job, challenges, and goals.
Browse through your customer emails and social media comments – what words do they actually use?
Join Facebook groups or Reddit communities where your ideal customers hang out
Survey your existing customers (even a quick Instagram poll counts!)
Pro Tip:
Keep a "voice of customer" document where you save phrases and pain points your actual customers mention.
I use a simple Google Doc and just copy/paste interesting comments when I see them.
Real Example:
❌ "We help businesses grow"
✅ "Helping women-owned Etsy shops scale from side-hustle to full-time income"
2. Headlines That Don't Stop the Scroll
The Mistake: Being too clever or vague when you need to be clear and compelling.
The Fix:
Start with "How to..." or "X Ways to..." (they're classics because they work!)
Use numbers: "5 Simple Steps to..." or "3 Tools That..."
Address a specific pain point: "Tired of losing clients to bigger competitors?"
Test your headlines on friends who match your target audience
Pro Tip:
Use this simple formula: End Result + Timeframe + Address Objection
Example: "Book 3 New Clients This Week (Even If You Hate Sales)"
Focus on one key message per piece of content. Don't crowd your copy with multiple ideas; it dilutes the impact.
Quick Headlines Swipe File:
"The 15-Minute Morning Routine That Doubled My Productivity"
"5 Client Email Templates You Can Copy & Paste Today"
"How to Raise Your Prices Without Losing Customers"
"The Exact Instagram Strategy I Used to Book Out My Services"
3. Making It Too Complicated
The Mistake: Writing like you're submitting a college thesis instead of having a conversation.
The Fix:
Read your copy out loud – if you stumble, your readers will too
Break long paragraphs into 2-3 line chunks
Use bullet points for easy scanning
Explain concepts like you're talking to a friend over coffee
Add subheadings every 2-3 paragraphs
Pro Tip:
After writing, challenge yourself to cut 25% of the words. Your copy will be stronger for it.
Visual Break Tips:
Use emojis strategically 📱
Add relevant screenshots
Include quick tips in boxes
Use bold text for key points
4. Listing Features Instead of Painting Pictures
The Mistake: Focusing on what your product/service is rather than how it changes lives.
The Fix:
For every feature, ask "So what?" until you reach the real benefit
Use "which means..." to connect features to benefits
Share specific examples of how others have benefited
Paint a "before and after" picture
Benefit Translation Examples:
❌ "24/7 customer support"
✅ "Get answers when you need them, even at 2 AM when you're finally catching up on work"
❌ "Advanced scheduling software"
✅ "Book clients while you sleep – no more email back-and-forth"
❌ "Weekly strategy calls"
✅ "Never feel stuck or alone in growing your business again"
5. Not Building Trust Through Social Proof
The Mistake: Expecting people to just take your word for it.
The Fix:
Screenshot and save positive customer messages
Ask happy clients for quick video testimonials (even a 30-second selfie video works!)
Share specific results: "Helped Jane book 15 new clients in 30 days"
Include logos of companies you've worked with (with permission)
Pro Tip:
Create a "Wins" folder on your phone. Every time a client sends you a nice message or shares a success, save it there. You'll thank yourself later!
Creative Social Proof Ideas:
Share behind-the-scenes photos of your work
Post screenshots of client wins
Create before/after comparisons
Share specific metrics and results
6. Weak Calls to Action (CTAs)
The Mistake: Leaving your reader wondering "Okay... now what?"
The Fix:
Be specific: "Download Your Free Client Welcome Package Template"
Create urgency: "Early Bird Pricing Ends Friday"
Make it low-risk: "Try Your First Class Free"
Use action words: "Start," "Get," "Join," "Discover"
CTA Examples by Platform:
Website: "Book Your Free Strategy Call"
Email: "Yes! Send Me the Template"
Instagram: "Swipe Up to Watch the Tutorial"
Facebook: "Click Here to Join Our Free Challenge" it is, the way you tell your story online can make all the difference.
7. Rushing the Proofreading
The mistake: Publishing too quickly and missing obvious errors.
The Fix:
Use Grammarly (free version works great!) or Hemingway App for basic checks
Read your copy backward to catch typos
Step away for an hour (or overnight if possible)
🎯 Your Content Quality Checklist
(Your content's last stop before going live)
Make It Happen: Your Next Steps
Today: Pick ONE piece of content you want to improve
This Week: Create your customer avatar document
This Month: Start your "voice of customer" collection
💡 Quick Win: Take your most popular social post and rewrite the caption using these tips. Test it against your original version!
Free Resources (I personally use) to Help You Write Better Copy:
Hemingway App - Makes your writing clear and bold
Grammarly - Catches those pesky typos
AnswerThePublic - Find questions your audience is asking
Want more actionable tips like these? 💌 Join my free weekly newsletter where I share:
Copywriting templates you can swipe
Real examples from successful small businesses
Tech tools that make DIY marketing easier
