Whether you’re a website owner, an Amazon seller, or a professional copywriter, striking a confident and persuasive note with your customers is key to drumming up leads, conversions, and sales. However, just like constantly saying “Umm” when you speak, far too many writers come across as less than professional because they make these common mistakes.
Correcting these is a simple task that can heighten the success of your writing with barely any effort.
Mistake #1: Thinking everyone communicates the same way.
Let’s pretend you have to share some news about a disappointing medical diagnosis. How will you phrase the information when you tell:
- Your spouse?
- Your mother?
- Your child?
While the details may be the same (I need have surgery to correct a serious problem), it is possible that you will go into much more detail with your spouse than the other family members. In addition to the medical specifics, you will probably also discuss the repercussions this surgery will have on your life over the next couple of weeks as you prepare, undergo, and recover from the ordeal.
You might give your mother or father the basics so as not to worry them too much. Then, if they have additional questions, you can answer them as needed.
However, for your child (depending on age), it is likely that you’ll phrase medical terms differently, use layman’s language, talk about the positive aspects of the surgery, and otherwise take the approach of everything being all right in the end.
Want another example? Read this classic blog post about writing copy for the NCIS team.
Not all people communicate in the same way. Even though the specifics of any writing project may be the same, your job as the writer is to phrase the copy to best suit your customer base.
Mistake #2: Repeating yourself.
I’m not talking about rephrasing or reframing (reinforcing the same ideas in order to get a point across to instill remembrance). I’m referring to literally repeating statements practically verbatim.
This usually comes from not knowing what to say or having a lack of information. Rather than writing in circles, expand your knowledge. Ask for more details from the manufacturer or client, or do some online research from reputable sources to gather additional facts.
Mistake #3: Using seriously overused words.
At Marketing Words, we have a strict limit that writers can only use the word “enjoy” one time in a piece of copy or a blog post. This is one of the most overused words found in copy. Which other ones do you need to keep an eye on?
- Enjoy
- Stuff — Use a real word, not slang.
- Things — Ditto.
- Great – You can find more expressive words.
- Just — Most of the time, the word “just” is similar to cellulose powder in vitamin capsules. It is used to fill space.
- So — Typically used at the beginning of sentences when making an attempt to write conversationally. It is almost always best to leave it off.
- That — If the sentence reads correctly without the use of the word “that,” leave it out. Example: He thought that he needed to go to the store reads equally well as He thought he needed to go to the store.
- Had — Same as above. Unless you are talking about something that happened in the past, you do not need to say, “She had said she was leaving” when “She said she was leaving” sounds better and uses fewer words.
These are some of my favorite copywriting thesauruses. I have the paper versions (from many years ago) and they still serve me well today.
“Words That Sell” and “More Words That Sell” by Richard Bayan
Mistake #4: Starting numerous sentences the same way.
While we might not notice it during the writing process, many people get into a subconscious habit of starting sentences the same way. Here’s a recent example I found (blog post):
It’s annoying and boring to read copy or content that is constructed this way. Proof your own writing projects (or hire a proofreader) so you can replace routine repetition with differentiation and interest.
Mistake #5: Using lazy words and phrases.
When crafting your copy, originality is important. If all you offer your reader is words and phrases they see everywhere else, they are likely to simply roll their eyes and click away.
Stand watch for words and phrases including these:
- Be sure to
- You’ll want to
- For all intents and purposes
- Perfect for ______________
- You’ll love
You may also want to jazz up your writing by using super verbs and super adjectives.
Here’s a tip that plays a big role in creating engaging copy: Simply pay attention to what you write. Too often, being in a hurry to finish causes these 5 mistakes to occur. Take your time, read and then reread what you’ve written. You’ll greatly reduce the risk of sounding like an amateur.
What many writers don’t realize is that most of the magic of copywriting happens long before the first word is ever written. This is the part of the process that is time consuming.
Want to cut the time it takes you to create exceptional copy in half? Get my Copywriting Cheat Sheets and video, normally $24, now only $17 with coupon code:Â Â ccsblog
This is a wonderful article – useful, practical, and most valuable. If I may presume to add to your admonitions, I would like to suggest two more words that merit being added to your list of overused or lazily used words:
– Literally
– Clearly
The word “literally” has become a current trend, a verbal habit. The word is being used as a means of emphasis, when in fact its strongest use is as an indicator that the information being given should be assessed literally rather than figuratively, In many cases it could be replaced by the word “completely” or “utterly” to equal (and less habitual) effect. However, more often than not it should be eliminated all together.
For example:
“I’m referring to literally repeating statements practically verbatim.” The use of “literally” in this sentence has no substantial value in clarifying the information being communicated. Take away that one word and the sentence retains all of its meaning and the words “practically verbatim” would actually pack more punch.
Example: “I’m referring to repeating statements practically verbatim.”
On the other hand, had the modifier “practically” not been used, then “literally” would have had more value.
Example: “I’m referring to literally repeating statements verbatim.”
Essentially “practically” and “literally” are opposite and undermine each other. But we have lately become accustomed to hearing and using the word “literally” and so tend to pepper our speech with it out of habit rather than out of necessity.
As for the word “clearly,” it has become a current verbal habit as well. Last night I watched a TV program and the various characters used the word “clearly” to begin a sentence more than 6 times in 45 minutes (I only started counting when I realized how often I was hearing it, so who knows how many times it appeared in the script.)
In each case, another word would have been equally appropriate and equally effective and would have provided much needed variety in the speech patterns of different characters.
Using a word out of habit, rather than for its own unique merit, is something we all need to be very aware of and strive to overcome – especially when we are bombarded by mediocre writing coming at us from all sides these days.
I salute you for your own excellent writing and for working to help us all write more effectively, more correctly, and with any luck, more interestingly.
Thank you!
Thanks for your comments and the two additions, Cindra. I did not use “literally” out of habit, however. It was intentional. Because I gave an example of almost identical repeats, I wanted to be certain readers understood that the second statement was to be taken literally.
Hi Karon, excellent points. I know I don’t like when people repeat the same thing over and over just to get a high word count on their blog post. Boring!
I use Yoast and it let’s me know if I get repetitive with starting sentences. Now I am much more aware of that and stray from doing it. (But I used to!)
I’ve got to watch out for those lazy words too. Time to mix it up! Thanks for your copyrighting tips!
Oh yes, I’ve been guilty of all of these things at one point or another. Glad you found the article helpful.
Excellent post! I’m finding the word “badass” has become a cliche, and I’d add that straightforward copywriting usually works best.
Terrific post, Karon! I’ve been conscious of such issues during editing. Hoping one day to make a transition into not writing them to begin with. Wondering whether it’s like typing? One day you make the transition from thinking about where letters are located into automatically knowing?
Probably a lot like that 😉 You’ll be get it.
Hey Karon,
Such a helpful and detailed post. It’s very appreciated.
I have a question: what do you think of bloggers who constantly use the phrase, “First off, …” when they’re answering a question from someone, or giving any type of reply ?
I find it annoying to constantly see this !
Second, what do you think of bloggers who constantly write with everything stretched out, i.e., “it is not good to do that *vs* it’s not good to do that” … OR … “that was not a great idea *vs* that wasn’t a great idea”.
In other words, everything they write, whether in a blog post, an email or whatever, is constantly lengthened by this habit ?
I also find that annoying and unnecessary.
Just was interested in your input.
Thanks Karon !
It depends on the individual’s writing style. Everyone has their own preferences.
I remember teachers telling us that we must choose the use of formal or informal language, such as contractions (informal) versus no contractions (formal).
Now you’re saying that “everyone has their own preferences.” Are you referring to how a client wishes to come across to their audience?
What about the guys who’ve grown up surrounded with sloppy grammar, didn’t care to listen and learn, and retained sloppy habits instead?
Hi Deb,
What I’m saying is that – as a marketer (as opposed to a student or an author) – you want to write to the preferred style of your target audience and the various segments within. If you have an audience of high-end 7-figure coaches, chances are good they won’t relate well to extremely casual language. Likewise, if your audience is solely online beginners, using complex terms (even if they are correct) might confuse and frustrate them because they won’t understand. You’ll need to gear your copy down to their level.