I can teach you to be a much better marketing copywriter in 10 tweets.
Improving a few words can easily double your conversion.
THREAD: 10+ copywriting mistakes:
Improving a few words can easily double your conversion.
THREAD: 10+ copywriting mistakes:
Mistake 1: Not using an active voice
An active voice will result in shorter, sharper sentences. This makes your copy easier to follow and finish reading.
Fix: Place emphasis on the subject of the sentence. Use specific verbs to describe the primary action.
An active voice will result in shorter, sharper sentences. This makes your copy easier to follow and finish reading.
Fix: Place emphasis on the subject of the sentence. Use specific verbs to describe the primary action.
Mistake 2: Not specific enough
Specificity separates signal from the noise. Give your prospect a signal that your copy is for them.
Fix: Describe the benefit as an action statement. Use real examples of how your product is used.
Specificity separates signal from the noise. Give your prospect a signal that your copy is for them.
Fix: Describe the benefit as an action statement. Use real examples of how your product is used.
Mistake 3: No defined goal or outcome
Copy should move the prospect towards taking an action. If there's no outcome it's not copy – it's literature.
Fix: Work backwards from desired outcome. Make each sentence move the prospect closer to taking action.
Copy should move the prospect towards taking an action. If there's no outcome it's not copy – it's literature.
Fix: Work backwards from desired outcome. Make each sentence move the prospect closer to taking action.
Mistake 4: Misaligned motivation
We buy with emotion and justify with logic. The emotional motivation behind a purchase will have more pull than logical reasoning
Fix: Uncover your prospect's desire first, then build your copy around it
We buy with emotion and justify with logic. The emotional motivation behind a purchase will have more pull than logical reasoning
Fix: Uncover your prospect's desire first, then build your copy around it
Mistake 5: Not using simple words
Copy should never confuse the prospect or make them feel dumb.
Pick from words you'd use when talking with a 10 year old.
Fix: Ask a 10 year old to read your copy.
No kid? Use hemingwayapp.com to see reading level
Copy should never confuse the prospect or make them feel dumb.
Pick from words you'd use when talking with a 10 year old.
Fix: Ask a 10 year old to read your copy.
No kid? Use hemingwayapp.com to see reading level
Mistake 6: Not using your prospects' language
You're not writing for yourself – you're writing for the prospect. Use their language, not your own.
Fix: Writing shouldn't be a solo activity. Interview your prospect. Pull copy from reviews, sales calls, and service tickets.
You're not writing for yourself – you're writing for the prospect. Use their language, not your own.
Fix: Writing shouldn't be a solo activity. Interview your prospect. Pull copy from reviews, sales calls, and service tickets.
Mistake 7: Using a weak headline
Headlines open a conversation. Your prospect will only read the rest of your copy if the headline speaks to them, directly.
Fix: Use at least 1 of the following
• Urgent
• Unique
• Useful
• Ultra specific
Headlines open a conversation. Your prospect will only read the rest of your copy if the headline speaks to them, directly.
Fix: Use at least 1 of the following
• Urgent
• Unique
• Useful
• Ultra specific
Mistake 8: Not address objections
Sales people know that objection-handling can make or break a deal. Write copy that acts like a high-performing sales person.
Fix: Directly address the objection most relevant to your target persona
Sales people know that objection-handling can make or break a deal. Write copy that acts like a high-performing sales person.
Fix: Directly address the objection most relevant to your target persona
Mistake 9: Not enough examples
Examples help your prospect understand how your product fits into their world.
Fix: Describe how real customers use your product (and the benefits their received)
Examples help your prospect understand how your product fits into their world.
Fix: Describe how real customers use your product (and the benefits their received)
Mistake 10: No social proof
Your prospect can spot a sales pitch from a mile away. Social proof lets others do the selling for you (without feeling forced).
Fix: Take screenshots of shoutouts. Use with permission. Re-write them as headers.
Your prospect can spot a sales pitch from a mile away. Social proof lets others do the selling for you (without feeling forced).
Fix: Take screenshots of shoutouts. Use with permission. Re-write them as headers.
Mistake 11: Emphasis on features
Features don't answer your prospect's most important question: "what's in it for me?"
Fix: Translate your features into the benefit your customer will receive
Features don't answer your prospect's most important question: "what's in it for me?"
Fix: Translate your features into the benefit your customer will receive
Mistake 12: Sentences are too long
Short, choppy sentences are high energy. They also don't take a lot of commitment to finish. Long sentences will tire out your prospect.
Fix: Replace comas with periods. Present one idea per sentence. Remove redundant words.
Short, choppy sentences are high energy. They also don't take a lot of commitment to finish. Long sentences will tire out your prospect.
Fix: Replace comas with periods. Present one idea per sentence. Remove redundant words.
Recap
• Focus on features, not benefits
• Get super specific
• Write towards an action
• Align your copy with the motivation of your prospect
• Use simple words
• Write using your prospect's own words
• Write at least 10 headline – pick the best one
• Focus on features, not benefits
• Get super specific
• Write towards an action
• Align your copy with the motivation of your prospect
• Use simple words
• Write using your prospect's own words
• Write at least 10 headline – pick the best one
• Address your most common objections upfront
• Use plenty of real-life examples
• Layer on tons of social proof
• Use first person pronouns
• Write short, choppy sentences
• Use plenty of real-life examples
• Layer on tons of social proof
• Use first person pronouns
• Write short, choppy sentences
Apply these fixes to your homepage to 2x your conversion
Here's how to do it step-by-step:
Here's how to do it step-by-step:
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Learn from the world's top marketing practitioners, totally free:
demandcurve.com
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