Deadly Copywriting Mistakes That Kill Sales

Chances are that you are making many, if not all, of these 5 copywriting mistakes. I call them "deadly" because they’re killing your sales and your profits. Let me make you a bold promise: examine your own sales copy and eliminate these copywriting mistakes, and you will see an instant improvement in your sales. Let’s get started:

Deadly Mistake #1: Being Focused On You, Instead Of On Your Market
This is the easiest mistake to make, and the most common. Most ad copy is focused on the advertiser, not on the consumer. Big mistake. When you read copy that says things like, "We’re the best in the industry… we’ve been in business since 1979… we have the welltrained associates… our facility has won many industry awards…" what is your reaction? Most likely, your reaction is, "So what? What does that mean to me and my life?" If you’re using copy that says "we", "us", and "our" a lot find a way to change that copy so that it says "you", and "yours". Speak about the things that matter to your customer. Here’s a hint: those things are probably not what you think they are. Why not ask your customers? They know the answer, and they’ll be glad to share it with you if you’re wise enough to listen.

Deadly Mistake #2: Using a Weak, Wimpy, or Just Plain Bad Headline
In the beginning, you only have one chance to grab the reader’s attention. That chance is the headline. Make sure your headline is strong, aggressive (without being pushy), and compelling. Think of your headline as the sales pitch to get the prospect to read the whole ad it has to be compelling enough that the reader thinks, "Hey, if this is true, I need to know about it…" You get one shot. You can’t afford to blow it.

A poor headline for an automotive shop: "Our Experienced Staff Can Tend to Your Every Automotive Need, And Are ASE Certified with
the Guaranteed Lowest Prices." A much better headline for the same client: "Are Hidden Mechanical Problems with Your Car Threatening the Health and Safety of Your Family? Our 9-Point Safety Inspection Could Save Their Lives And Give You Peace of Mind…"

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