Unless you’ve engaged the services of an advertising agency, or some other kind of marketing company, you’re probably going to be handling writing your own copy for your marketing and website. There’s absolutely nothing wrong with that, especially for a smaller business, as the tools to write your own marketing are cheap, and usually already available to you! However, just because it’s easy to start writing your own copy, that doesn’t mean it’s easy to do it well. But if you can avoid making these “rookie mistakes” you’ll find that even your own efforts are yielding results!
Too Much Product Focus
You want to sell your product or service, but you don’t want to drive customers away! Talking too much about a product, and its features is a perfect way to do that. Remember, customers want to know what a product or service can do for them. So rather than simply talk about how great a feature is, go into the benefits and explain how customers enjoy an advantage.
Remember, you’re trying to engage people, and the best way to do that is to be a person yourself in your marketing! Unless you’re a cold, soulless, multi-national corporation that is too big to be personal, there’s no reason for you to write your marketing that way. Make it smaller, more approachable, more intimate and with actual personality, and you can win people over!
Keep It Short
You want to leave people with a favorable impression, and a wall of text is not going to do that. Remember, list just the benefits, inject some appeal and personality, and do not let this go on for too long. If you’re writing pages, and pages and pages of copy for your website or email marketing, you’re probably doing too much, and you may scare away customers with just how much they have to read!