There are a multitude of reasons why your copy isn’t selling. We consider this the most common question received from novice copywriters. That’s why we’ve compiled a selection of the main reasons why your copy just isn’t working.
- Bad Writing
What is meant by ‘bad writing’?
It could be anything from bad grammar, regular misspellings, or just the wrong choice of words. The point is that bad writing is the first obstacle any novice copywriter has to overcome. These are the basics. Unfortunately, so many businesses don’t take the time to learn the basics.
- Not Knowing Your Audience
Copy that works for older people isn’t going to work for younger people. You should already have a picture of your ideal customer after copious levels of research. Your audience should be something that you know intimately. The ins and outs include: age, gender, location, likes, and dislikes. And those are just the basics. The more information you have the better.
- Not Noting Attention Span
Novices often want to say everything possible about the subject at hand. Understand that attentions are lower than at any other time in the modern age. And bear in mind that most people are also using smartphones on the go and just don’t have the time to set aside ten minutes.
The shorter the better. Cut out anything that’s unnecessary and get right to the point.
- Recycling Old Content
The last thing you should be doing is recycling the content someone else is writing. Yes, you should take inspiration from others, but you shouldn’t regurgitate everything just so you can pass a CopyScape check.
The way to do it is to take popular content and to put your own twist on it. Advance the ideas put down already. This is unique content building off the back of already popular content. It’s an extremely potent strategy.
- The Lack of Any Point
The moment you read this guide you knew what it was going to be about, and you knew what to expect. That’s how content should be written. The reader should immediately know what he or she is going to get from anything they read, including the benefit.
Too many writers treat copywriting like a mystery game, where the reader has to read all the way to the end in order to get to the point. The point should be in the opening section.
- You Don’t Reach Out
Links, statistics, and quotes are all vital parts of making people trust you. Becoming an authority should be one of your top priorities. Don’t allow people to take your word for it. Strengthen your words with external sources. This is important for both your customers and for your SEO.
How to Get Better at Your Copy
The answer is to practice. Observe what more successful writers in your field are doing to succeed. And note the differences between your copy and their copy. You will soon notice the differences and from there you’ll start to see some gradual improvements.