NOTE: The article below is by Ryan Healy, who is not only a good friend, but also happens to be one of my favorite copywriters to study and talk with. Let us know what you think in the “comments” section below…
Every time I critique an ad or sales letter, I see some of the same “amateur” mistakes repeated over and over again.
Heck, I used to make these same mistakes myself… even though I knew better!
You see, once you’re in the zone — and you sink into a deep writing trance — it’s easy to make these mistakes.
In fact, it’s actually good to make mistakes when you’re writing. That’s because you should “turn off” the critical side of your brain and just let the words flow.
The problem arises when you don’t go back to critique your ad and correct mistakes later.
With that in mind, let me share three amateur copywriting mistakes to look for in your own ads and sales letters.
Amateur Copywriting Mistake #1: Writing to a Crowd
When you’re selling a product through an ad, always write to an audience of one. This is hard at first because it’s easy to imagine “all the people” who will be reading your copy.
Resist this urge.
It’s me and you; not me and them.
When you re-read your ad, look for phrases like “you all”; “some of you”; “many of you”; etc.
These phrases imply you are talking to a large audience. Let me give you an example:
“Writing sales copy is not the easiest thing in the world. Many of you know what I’m talking about.”
See that phrase, “Many of you”? It shouldn’t be there.
So how do you “write around” this issue so that you’re only writing to one person? You can use what I call “assumptive writing.” Here’s what it looks like:
“If you’ve ever tried to write an ad, then you know how draining it can be.”
Here I’m still talking to one person. And I use an “if/then” statement to address my reader directly without making a false assumption. If my reader hasn’t written an ad, the word “if” will get him to imagine writing an ad… and then imagine how hard it is.
Another technique: Imagine writing a letter to your best friend. Visualize him or her in your mind’s eye. This will keep you from using awkward “crowd phrases” like “you all.”
Amateur Copywriting Mistake #2: Educating Your Prospect
It’s natural to want to educate your prospect into wanting your product or service. But let me tell you: It’s also a recipe for financial disaster.
You will never have enough money to educate people into buying from you. If the demand doesn’t already exist, you won’t be able to educate enough people to create that demand.
As you critique your copy, the question to ask yourself is: “Am I teaching or selling here?”
If you’re explaining why your prospect needs your product or service, you’re probably educating. And you need to change that copy or delete it altogether.
If you’re explaining the benefits of your product and how it will save your prospect time, money, etc, then you’re probably selling. And that’s a good thing!
Always remember: The purpose of your ad is to tap into the demand that already exists — not to create demand.
Amateur Copywriting Mistake #3: Not Telling Your Full Sales Message
When you’re writing an ad, it’s important that you deliver your complete sales message. Don’t hold back.
The common fear is that Mr. Prospect “will never read that much.”
Well, I’ve got news for you. If you’re interested in a subject — really interested — don’t you read everything you can get your hands on?
If you’re interested in copywriting, do you read only one copywriting blog? One copywriting book?
Of course not!
You buy two, three, four, even 10 books. You read dozens of blogs. And so forth.
The same is true for your prospect.
Two days ago, John left a comment on my blog saying as much: “When I get into a subject, I can easily buy 5 to 10 books if my interest persists.”
Somebody who buys 5-10 books on a single subject is not somebody who will shy away from reading a 10-page report or sales letter.
That’s why it’s so important that you tell your complete sales message.
I’ve sometimes purchased a product because of a single bullet point. And I bet you have to.
What if that bullet point had been cut in the interest of saving space or making the ad easier to read?
The advertiser would have lost the sale.
So: If you’re holding back, don’t. Make sure you say everything that needs to be said about your product or service.
How to Critique an Ad
These are not the only mistakes I see. They just happen to be three of the most common ones. But there are dozens more.
That’s why I’ve created the “Conversion Booster Check List.” It’s a two-page document that lists all the questions you should ask yourself as you critique your copy.
You can get this check list FREE when you vist my business growth blog. I hope to see you there!
My Best,
-Ryan M. Healy
P.S. One of my most popular copywriting articles on my blog is Do Questions Work as Headlines? Check it out when you have a minute.
