Don't ever do these 3 things when writing a Copy!🙅‍♂️

So, there are "to-dos" in copywriting, but what about the "not-to-dos?" Exactly! So, what do you think you shouldn’t do when writing copy? Maybe focusing on too many features? Maybe showing off too much about what the business does? Like that?

Here are the first three things not to do from the article "7 Bad Copywriting Examples by Lee". We’ll be studying three mistakes first:

1.

So, you’re a copywriter, right? (I mean, you want to become one.) So...what kind of course are you attending? Writing in general? SEO writing? Content writing? No! You should focus on a course that primarily teaches copywriting. You don’t want to be too general. As a copywriter, you focus on copywriting (that’s it). In the same way, your audience is not everyone; it’s just one person. Why? Here's the quote:  

"Write to please just one person. If you open a window and make love to the world, so to speak, your story will get pneumonia."

See that? It's about creating a personal connection. Another example: When you start a YouTube channel, what’s the first thing you do? Yes, you decide what you are going to offer your audience (gaming?). Okay, then your gaming audience will come to you because they love games. If you focus on a specific gaming niche, your YouTube channel will grow even better. Why? People don’t like general content because general doesn’t meet their specific needs.

So remember, your audience is looking to meet their personal needs and wants, just for themselves. (So don’t be general.) Focus on one person, not everyone.

2. 

Do you like vague and confusing content when you read something? NO! I bet you didn’t like it when your history teacher explained something about the 90s because it was confusing (btw, I’m not talking about the subject itself but how confusing the explanation was—no hate, guys). 

So, your audience? Yes! They love it simple, straightforward, and plain. No bullsh*t. Go directly to the main point. The main point, of course, is their needs and wants. This is similar to the first point, but the focus here shifts from the audience to their specific needs and wants. Tell them and show them exactly how you’re going to give them what they need, and why you have exactly what they want! (Specificity is key.)

3.

History is confusing because of its similar names, dates, and years. That’s "vague and generic copy." Next is the type of copy that’s difficult to understand, like when you need to use your puzzle-solving ability (haha, yeah). 

Your intent isn’t to make them "solve and interpret" the copy. Your job is to explain, teach, and show them in their tone and language, so they can catch on quickly!  

Here’s a quote:  

"Sometimes the best copy to sell a horse is, 'Horse for Sale.'"

In other words, it’s more important to be clear about what your offer is and what your product or service does than it is to sound like Shakespeare.

So my fellow writers, don’t make your audience use their supernatural ability to interpret your "simple should-be copy."

Alright guys...

1. Know your audience specifically and exactly (whether it’s one person...just focus on them).  

2. Know exactly what they want and need (give them specifically what they’re seeking).  

3. Keep it simple—simple enough that even a third or fifth grader would understand what you’re offering.

Stay tuned, my fellow copywriters!