Your copy is the secret to your sales success. Clarifying, impactful copy will make booking clients, selling products, and connecting with ideal consumers easy. Whereas, fluffy, vague, indirect copy will leave you struggling to stand out, catch attention, and inspire action.

It sounds easy in theory, doesn’t it?

Great copy = easier, more aligned sales

Bad copy = wasted time & constant struggling

However, crafting this impactful copy and ensuring it’s true to you, your brand, and your audience isn’t always easy, especially if you’re new to copywriting. 

You’ve been there– pen in hand, or finger to keyboard, searching your brain for the right words. Trying to put your passion, dedication, and creativity into words that feel equally as powerful. Struggling to find the balance between personality and precision.

It’s a frustration every business owner faces, whether you’re a wedding planner, fashion designer, or home interiors. Writing and creating content is a huge part of your modern business and something you can’t afford to get wrong. 

While you might not happen upon that perfectly precise copy that turns your brand from ignored to adored overnight (although working with a professional copywriter can help you achieve this), you can improve your copy by being aware of the mistakes you’re making.

Fix these minor mistakes and elevate & improve your copy today:

Using ‘they/them’ instead of ‘you’

Impactful copy speaks to your dream clients. Your audience should feel as though you’re having a conversation with them through your copy. 

Constantly using ‘they/them’ will make your message feel distant, as though you’re speaking about or addressing someone else.

If you’re not directly talking to your audience, they’re less likely to pay attention and your messaging won’t be as impactful.

Overusing adjectives & adverbs

Adjectives and adverbs need to be used sparingly in your copy and communications.

While they can enrich and elevate your copy (especially for luxury brands), too many adjectives and adverbs can dilute the meaning of your message.

Overly hyperbolic sentences inspire caution and curiosity rather than trust and connection.

While you’re promising wonderful things, you’re exaggeration of them can lead to consumers questioning your authenticity.

Writing in the third person

As mentioned in #1, your audience wants to speak to you. They don’t want to be told about you. And writing in the third person makes it feel as though someone else is educating them on you and your brand.

Writing in the first person provides a more intimate experience and allows your audience to build connections with you because of your openness. 

Not being clear on the transformation you provide

Your audience isn’t sticking around for long, which means you need to tell them exactly how you’ll transform their life, taking them out of their current situation and into a preferable one.

Copy tip: vague phrases such as, “next level” or “make magic happen” aren’t good enough. You need to specify what the ‘next level’ or ‘magic’ is to your dream client– is it a stress-free, high-vibe wedding day? Is it developing a lucrative passive income stream?

Identify what your ideal client wants, where they’re at now, and how you (your product, offer, services) will get them there.

Small tweaks in your copy can be the difference between catching the attention of your dream consumers and being another brand to scroll by. Next time you’re crafting content for socials or website copy, consider if you’re making one of these 5 copywriting mistakes and edit accordingly.