Why Your Copy Sucks (And How to Fix It)

You’ve spent hours crafting copy, but it just isn’t landing. It feels dull, uninspired, or even worse—forgettable. Sound familiar? The truth is, bad copy happens to the best of us. Even seasoned marketers fall into the traps of lazy phrasing, confusing messages, or superficial storytelling. But don’t worry, this guide is here to call out the common copywriting mistakes holding you back and arm you with practical solutions to elevate your work.

Whether you're a junior copywriter struggling to build a strong portfolio, a content creator trying to sharpen your skills, or a marketer aiming to boost engagement, this will serve as your brutally honest mentor—and toughest critic.

By the end of this post, you'll know how to identify weak links in your writing and produce persuasive copy that earns attention, converts customers, and builds your brand. Bonus? You’ll also find bad copywriting examples, good examples, and actionable steps to practice and polish your craft.

Why Bad Copy Happens (and How You Can Overcome It)

Your copy doesn't suck because you're untalented or incapable. It sucks because bad habits creep in. Let's uncover some of the main culprits.

You’re Writing for You, Not Your Audience

The most common mistake in copywriting? Forgetting who you're talking to. If your copy focuses on you (your company, your success, why you think you're great), you lose your power to connect.

Fix It:

Know your audience inside and out. Ask yourself, What keeps them up at night? How can my product or service solve their problem?

Use reader-focused language. For example:

• Bad: “We’re award-winning email marketers with a cutting-edge approach.”

• Good: “You’ll grow your email list and boost your revenue with marketing strategies that deliver proven results.”

• Tip: Use tools like audience surveys and customer personas to dig deeper and craft messaging tailored to the people buying from you.

Your Headlines Are Boring

It doesn’t matter how solid your content is—if your headline fails, everything else fails. Boring headlines kill curiosity. Bland phrases like "5 Tips for Better Marketing" won't stop a reader from scrolling past.

Fix It:

Use numbers, humor, or urgency. Test these formulas:

• “10 Things Most Companies Get Wrong About Blogging and Copywriting”

• “Stop Making This Copywriting Mistake Immediately”

• “Is Your Copywriting Portfolio Ruining Your Career?”

The headline is your first impression. Treat it like gold.

You’re Using Filler Words

Filler words water down your copy and bore your audience. Phrases like "We are pleased to announce..." or “Our company is committed to…” don’t add value. They waste time.

Fix It:

• Be direct. Instead of, "We’re pleased to announce our new features," write, "Your new favorite features are here."

• Cut everything unnecessary. Every word should pull its weight. If it doesn't inform, persuade, or entertain, delete it.

You Lack a Clear Call to Action

Your copy might be beautifully written, but if it doesn’t guide the reader toward what they should do next, it’s fundamentally flawed.

Fix It:

Be explicit. Tell them exactly what to do:

• Bad: "Learn more."

• Good: "Download your free guide now."

Make it benefit-driven. Instead of writing, “Sign up here,” show readers what’s in it for them. Try, “Sign up for weekly tricks to 10x your writing skills.”

You Rely on Clichés

Phrases like "Thinking outside the box" or "Best in class" are empty buzzwords that fail to resonate or differentiate.

Fix It:

Use specifics. Replace vague promises with concrete details:

• Bad: “We’re the leading platform for writers.”

• Good: “Outwrite helps over 1 million marketers eliminate grammar mistakes and rewrite smarter, every single day.”

Examples of Good and Bad Copy

Bad Copywriting Example #1

• “Welcome to TechCorp, the pioneer of innovative solutions where possibilities are endless.”

?? This fails because it says nothing meaningful. It’s corporate fluff, aiming for grandeur but missing clarity entirely.

Good Copywriting Example #1

• “More than 3,000 businesses use TechCorp to save 20% on operational costs every year.”

? This works because it's specific, relevant, and impactful. It tells you what the brand delivers and why you should care.

Bad Copywriting Example #2

• “Shop now for great deals, because we care!”

?? It’s superficial and vague—this could apply to any business in any industry.

Good Copywriting Example #2

• “Get 20% off all handcrafted jewelry today. Sale ends Sunday, so don’t miss out!”

? Direct, clear, and urgent. This copy drives action and highlights the value upfront.

8 Proven Strategies to Elevate Your Copywriting Skills

Now let’s discuss the ways of improving and developing copywriting skills with a focus on actionable steps and essential keywords.

1. Learn the Craft Daily

To develop strong copywriting skills, immerse yourself in learning daily. Read blogs on copywriting and marketing to stay informed. Study the best and worst examples of copywriting to understand what works and what doesn’t, honing your judgment over time.

2. Build a Strong Portfolio

A diverse copywriting portfolio is crucial for attracting potential clients. Showcase different types of work, including email copywriting, blog posts, and other formats. A well-rounded portfolio demonstrates versatility and helps establish credibility in the competitive field of copywriting.

3. Find a Copywriting Mentor

Mentorship is a powerful tool for growth. Seek feedback from experienced professionals or join online communities and mentorship programs. This accelerates your development and strengthens your confidence as you refine your copywriting skills.

4. Practice Writing Headlines

Headlines are one of the most critical aspects of copywriting. Boost creativity and sharpen your skills by writing 20 headline variations for a single piece of content. This simple yet effective exercise is key to mastering the art of crafting compelling hooks.

5. Start Blogging

Copywriting and blogging are deeply interconnected. Launching a personal blog helps you practice important techniques like hooks, storytelling, and calls to action. Blogging serves as a low-pressure space to test your copywriting skills while building an audience.

6. Experiment with Tools

Leverage AI tools like ChatGPT to spark ideas, refine grammar, and explore new ways of structuring copy. However, it’s important to avoid over-reliance. Use these tools as assistants to enhance creativity, rather than replacements for your own skills.

7. Analyze Copywriting Mistakes

Improve by studying bad copywriting examples. Break down why they fail—are they unclear, unengaging, or poorly structured? Practice reworking these mistakes into stronger, more effective copy, which strengthens your problem-solving skills.

8. Keep Refining

Continuous improvement is the foundation of successful copywriting. Browse copywriter portfolio examples and study the structure of high-performing campaigns. Use what you learn to refine your own work and stay ahead in the ever-evolving field of copywriting.

Frequently Asked Questions on Copywriting

What is creative copywriting?

Creative copywriting is the art of crafting persuasive and imaginative messages designed to engage an audience and drive action.

Why does copywriting matter for businesses?

Good copywriting builds trust, differentiates brands, and drives conversions—making it a critical ingredient for business growth.

Is copywriting in demand?

Yes! With the rise of digital marketing, content creation, and e-commerce, skilled copywriters are in higher demand than ever.

What makes a good copywriter?

A mix of creativity, empathy, strong research skills, and the ability to align messaging with brand goals makes a standout copywriter.

Can I use ChatGPT for copywriting?

Yes, AI tools like ChatGPT can help with brainstorming and drafting, but they shouldn’t replace the strategic thinking of a human writer.

How to practice copywriting?

Write every day, analyze ads and emails, and challenge yourself to rewrite poorly written copy into something engaging and effective.

How to become a freelance copywriter?

Start by building a strong portfolio, networking with industry professionals, and pitching your services in relevant communities or platforms.

Turn Your Copy From "Meh" to Magnetic

Bad copy doesn’t have to define your career or brand. By addressing these common mistakes and refining your skills daily, you can build a copywriting portfolio that showcases your growth and expertise.

Feeling stuck? Looking for guidance? Become part of an online community of professionals or connect with an experienced copywriting mentor who can help.

Remember, great copy isn’t written—it’s rewritten. Start today. Your readers (and clients) will thank you.

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