Recently I have noticed several examples of pretty bad copy and content. After examining what not to do, I discovered these nine red flags you need to look out for when creating and/or buying copy and content for your website, blog posts, email campaigns, and print marketing collateral.
Poor Grammar and Sloppy Writing
When readers see grammar mistakes, bad sentence structure, and poor writing in general, you will lose credibility. It gives the impression that you don’t have any attention to detail and that you tend to get by with the least amount of effort.
You Aren’t Targeting Your Readers, Your Clients, or Your Potential Clients
When you make your copy and content all about you and your organization; your readers, your clients, and your potential clients will move along to another option. Don’t dismiss human nature. Your target audience is concerned about themselves and how to solve their own problems. They all want to know what’s in it for them.
You Hired the Cheapest Writer Available
There are writers and copywriters out there who will work for next to nothing. You may stumble upon a great writer at a lower investment, but oftentimes you will get what you pay for.
Too Much Repetition
Your copy and content should be clear and tight without repetitive words and phrases. It can look like you’re more concerned about word count instead of communicating your message if you make the same point over and over again.
Lack of Focus
If your target audience can’t follow your content and pull out a few important key points, you have failed.
Headlines Are Too Boring or Too Complex
There are ways to spice up your headlines, and it’s crucial to do so without going overboard. Headlines need to be clear and to the point while employing words that will get your readers’ attention and touch on their pain points.
You Highlight the Features of Your Products and Services Instead of the Benefits
If you use most of your words describing how great your products and services are instead of pointing out the benefits of your products and services, your copy and content won’t effectively convert readers to clients or customers. (See #2.)
If your readers have to work too hard to comprehend your message, you will lose their attention.
Your Copywriting and Content Don’t Include Any Calls to Action
If you aren’t asking for the business, you won’t get it.
If you’re worried your copywriting and content could use some improvement, contact me to set up a time to discuss your needs. I’m happy to assess your existing marketing materials, provide honest feedback, and write copy and content that communicate your message with clarity so you can focus on growing your business.