Three copywriting mistakes that are 100% costing your business money.
Vicki Handley
Think-Write-Sell yourself to an extra ￡5K MRR. Copywriter | Educator | Speaker | Head of Client Success @ Content to Clients | Embracing my DGAF era
I see these three mistakes every day and today I'm paying my expertise forward.
Trust me, make these small changes and you'll see a difference FAST in terms of visibility, impact, and ROI on your posts...
#1: Talking to the WRONG person.
Most frequently, although not the only time, this mismatch happens when your BUYER and USER are two different people.
E.g. A person sourcing some training vs the person receiving it.
Their needs are very different.
While the USER might want to know:
?? What their problem is
?? Why it matters, and
?? What different looks like.
(?? this is the level many service providers pitch at)
The BUYER needs, wants, and expects to know how your training solves their problem:
? Why you’re qualified to teach their team
? Your methods (to check they’re aligned), and
? The impact your training’s had on others.
See that subtle difference?
#2: Constantly JUSTIFYING your existence to people who aren’t ready.
People typically use a basic marketing funnel format to plan their copy, with awareness at the top, consideration in the middle, and conversion (buy my stuff) at the bottom.
Fine. No issues there.
BUT. What happens when we spend too long in that awareness stage is we start pitching our services to people too early in their business journey.
You know the ones:
? They’re too green
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? They don’t know they have a problem, and
? They definitely don’t have the budget to invest.
Even when our copy DOES ITS JOB of sparking interest and driving action – you spend your precious time on a call with someone who’s never going to buy. A recipe for headaches and heartaches, I'm afraid!
So, coaches and consultants (yes, I’m talking to you), make one subtle change to your approach and it’ll make a HUGE difference.
?? STOP convincing – you won’t.
?? START confirming – half the work is done.
Embrace people who KNOW they have a problem and SHOWCASE YOUR IMPACT for the best (and fastest) results.
#3: TOO MANY calls to action (CTA)
It’s so much easier asking a person to take ONE simple action than giving them a whole suite of options.
It’s too much for people’s primitive brains to handle.
You know the feeling when you’re at a restaurant and the menu’s huge and you panic and order the same thing you always do...?
That’s decision fatigue. Rather than thinking under pressure, you rely on a decision you made once before.
The same thing happens when you overdo it on your CTAs.
Give ‘em too much choice and they’ll do NOTHING. That's also a choice.
Always remember: one point, one action.
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5 个月These are all easy traps to fall into Vicki Handley. I appreciate you calling them out here.
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