Six Common Copywriting Mistakes (and how to avoid them) Over the...
Andrew Gould@AndrewWriteCopy
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Apr 11, 2025
~2 min read
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Six Common Copywriting Mistakes
(and how to avoid them)
Over the last decade I've reviewed hundreds of pieces of copy.
I keep seeing the same few issues over and over again.
Now I'm going to share them with you so you won't make the same mistakes.
// THREAD //
(and how to avoid them)
Over the last decade I've reviewed hundreds of pieces of copy.
I keep seeing the same few issues over and over again.
Now I'm going to share them with you so you won't make the same mistakes.
// THREAD //
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1) Lack Of Clarity
I've read far too much copy that just doesn't make sense.
You don't want to lose clients because they can't understand what you're selling.
Clarity is vital when you're writing.
Get crystal clear on what you're selling and express it as simply as possible.
I've read far too much copy that just doesn't make sense.
You don't want to lose clients because they can't understand what you're selling.
Clarity is vital when you're writing.
Get crystal clear on what you're selling and express it as simply as possible.
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2) Over-Hyped
Your prospects aren't stupid, though some might be greedy and shortsighted.
If you make ridiculous claim after ridiculous claim, they won't believe you.
And the ones that do?
They're not people you want to work with.
So keep your claims grounded in reality.
Your prospects aren't stupid, though some might be greedy and shortsighted.
If you make ridiculous claim after ridiculous claim, they won't believe you.
And the ones that do?
They're not people you want to work with.
So keep your claims grounded in reality.
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3) No Proof
And for the claims you do make, you want to be able to back them up with proof.
I see this all the time.
Otherwise good copy hampered by a lack of proof.
As a copywriter it should be your mission to find as many proof and credibility elements as possible.
And for the claims you do make, you want to be able to back them up with proof.
I see this all the time.
Otherwise good copy hampered by a lack of proof.
As a copywriter it should be your mission to find as many proof and credibility elements as possible.
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4) I, I, I
A classic beginner mistake.
The copy is all about them.
It's all:
I did, I said, I wrote, I am.
When it should be on the reader:
You, you're, your, yours.
Always make sure your copy is focused on your prospect.
A classic beginner mistake.
The copy is all about them.
It's all:
I did, I said, I wrote, I am.
When it should be on the reader:
You, you're, your, yours.
Always make sure your copy is focused on your prospect.
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5) Wordy Sentences
A lot of people try to write like writers.
This results in long, hard to understand sentences.
To fix this keep it to one point per sentence.
And remember: short words, short sentences, short paragraphs.
Though mix it up, don't get repetitive.
A lot of people try to write like writers.
This results in long, hard to understand sentences.
To fix this keep it to one point per sentence.
And remember: short words, short sentences, short paragraphs.
Though mix it up, don't get repetitive.
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6) Too General
The last mistake is the copy isn't specific enough.
It's too broad and talks in generalities.
This is the result of a lack of research.
You want to know your prospect, offer, and market inside out so you can talk in specifics.
To sum up...
The last mistake is the copy isn't specific enough.
It's too broad and talks in generalities.
This is the result of a lack of research.
You want to know your prospect, offer, and market inside out so you can talk in specifics.
To sum up...
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- Clarity is key.
- Focus on your prospect.
- Don't make exaggerated claims.
- You can never have too much proof.
- Research your prospect, offer, and market.
- And use short words, short sentences, and short paragraphs.
- Focus on your prospect.
- Don't make exaggerated claims.
- You can never have too much proof.
- Research your prospect, offer, and market.
- And use short words, short sentences, and short paragraphs.
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