Copywriting isn’t as difficult as some people make it out to be. But it is important to know some of the more common mistakes that can have a negative effect on your results. Ok, so now we’ll move on to discuss three mistakes that most newbies make when they write their copy.
Copywriting is a never-ending learning process, and the beginner copywriter always makes mistakes that can be avoided pretty easily. We’ll look at an area of sales copy that always seems to be a source of mistakes - the copy subheading. Headlines are to sales copy as wheels are to cars - you can’t have one without the other. But as you move further, your copy needs to be broken down into digestible chunks of content that the reader can consume easily. As you write the sales copy, it will have a main body, and the main body will have different sections each of which having a subheading for it. It’s a known fact that people online scan and skim when they read, so the subheads act as a sort of table of contents for the sales message, thus allowing the reader to get a fast idea about everything. There are many different reasons why a sales copy fails to make an impression or catch the attention of the prospect. But if it is not systematically divided into readable parts, then it would definitely be a turn off for the reader, especially when you have a long sales copy. Your subheadings will help guide your readers throughout your copy, and they must compel the reader to slow down and start reading it. Subheadings are an essential part of all sales copy, but you have to know how to use them with the greatest effect. All you can do is write the best copy you can, and you just never know when a subheading will interest a reader and it leads to a conversion. So that’s why you need to carefully write your subheadings because they are almost as important as the main headline.
Always avoid what’s called the “wall of text” effect by writing long paragraphs, make them no more than 4-5 sentences. You want your reader to actually read the copy and understand, and one way to help accomplish that is to be sure to use white space in your sales copy material. One thing to never forget about readers, if they get too irritated, annoyed, or have to work to do something they’ll be gone - just like that. Make sure your paragraphs relate to only a single idea or point, only. Keep you copy “tight” and don’t run off into tangents about anything for any reason. Stories are powerful, effective, and timeless and if it can be done, then weave a good story into your copy. You can open your copy with a story, but don’t make it too long and keep referring back to it in your copy. The format for the paragraphs holds true for the entire length of you sales letter.
Don’t make the mistake of assuming that a P.S. is not important. The fact that it has an impact on the rate of your sales conversions makes it just as important as your headline. The P.S. (or “post script”) is how you remind your customer one last time about the benefits of your product. It’s a last minute call towards getting the prospect to take action. There is going to come a time when your prospect has not yet made up his mind about buying from you. The P.S. is what will close the deal for you in those moments. In addition to that it also allows you to give away very time sensitive details that will make the prospect act quickly. Helping your prospect take quick action and making them feel the worth of your product is important if you really want to bring in sales to the table. Those are the moments when a P.S. is essential to making the sale.
It does take time and effort to become a good copywriter, but you can almost instantly become better if you just avoid making the kinds of mistakes that you’ve just read about.
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