Copywriting is essentially persuasive writing. In fluid, articulate texts, it points out benefits of using a service or product to the reader and prods them to take buying or patronizing action.

How is that achieved? Intelligent copywriting boils down to creating and creatively presenting a strong argument that convinces the visitors that by buying or patronizing the advertised product or service, they’ll be getting the best value for their money.

But despite these understanding, many copywriters make some common errors that destroy their persuasiveness. What are they?

Not understanding your target market

You must know and understand nearly everything about the personality and lifestyle of your key audience. You can’t sell to everyone. If, for example, the product you’re marketing is for women, it certainly can’t be for all women. You need to specifically know and understand their women demographic and psychographic composition: Age range, background, lifestyle, location, needs, wants, desires, preferences et cetera.

Understanding your target markets also means you need to empathize with them, identify their needs and show how your brand, product or service can solve it.

N ot having a unique selling position (USP)

So, now you understand you have a target market and you know you have competitors. But ask yourself: Why should your target audience buy the idea, service or product you’re advertising, instead of your competitor’s? In your writing, you need to give them a good reason and make it concise and articulate.

Not understanding your product

You must understand the product or service inside out, so that you can answer any possible question your audience might ask. But more importantly, know and understand the features and the benefits.

Selling yourself or the product, rather than the reward

You’re still selling the product or service anyway, but don’t turn your readers off by making it too obvious. Instead, show them you’re more concerned about their wellbeing by focusing more on the rewards or what they stand to benefit from using your item or idea.

Poor headlining

If your headline can’t grab the reader’s attention, what are the chances they’ll read the body copy? Web users have a notorious short attention span and only 8 out of them will read headline copy, with just 2 out of 10 deciding to read the rest of the copy. What are the determining factors? The creativity in the headline crafting. A good headline will hold the reader’s attention. A so-so headline will glossed over for the next one. A poor headline will potentially give your brand bad publicity.

Bland keyword stuffing

High Google ranking is key for generating traffic to your website and boosting your brand and profit potentials. But you must understand that the perfect copywriting formula to getting on the first page of Google is not about stuffing your copies with bland and unnaturally reading keywords. It may have worked previously, but Google algorithms continue to become smarter in detecting such manipulations and punishing it. Yes, filling copy with unnecessary keywords can hurt your SEO objectives; in addition to impairing your credibility and that of your advertised idea, product or service. And of course, it makes your writing look and read terrible.