Cowfish Media

Great copy can be difficult to achieve, and unfortunately, horrendous copy can be relatively easy to create!

We’ve compiled our list of 5 of the most common copywriting mistakes, and how to avoid them – so you’ll be one step closer to producing top-notch copywriting.

Coming in at 5…

Operating with a sole focus.

Usually, organisations will want their copywriting to achieve results in more than one department. While in-depth, educational copy is fine, there’s no point in producing an interesting read if it’s not going to bring in readers in the first place.

Similarly, writing for SEO purposes has huge positive impacts, but writing purely for Googlebots, with no regard to actual human beings is a false economy (and usually reads extremely badly).

It can be easy to get carried with writing something that sounds fantastic and completely forgetting whether or not it’s serving its purpose. Always keep your copywriting targets at the forefront of your mind, and create copy that fulfills several targets all at once.

Onto number 4….

Writing the way that you talk.

Of course any piece of writing needs to have a voice, and a chatty style can be effective and appealing to many sectors. However, there’s a big difference between this and simply writing in the same way you would chat to someone in ‘real’ life. Doing so can result in copy that can come across as poorly planned, poorly thought out or even rude or antagonising. That’s not to say that the same would happen if you actually spoke out loud in the same style; more that speech does not directly translate to writing, and different styles must be applied when using either, in order for text (or indeed a conversation) to come out the way it should.

Take time to note the differences between the way things are written and the way you speak them aloud. This will help you to recognise the variations between spoken and written voices, and to find your own for each.

Half way there, at number 3…

Blinding your readers with science.

Sometimes products come with high-tech specifications or involve a lot of technical or in-depth expert knowledge. But when writing copy, it should be borne in mind that a reader wants the chance to gain a quick overview of what something is, what it does and how it works without having to wade through complicated details. Reserve advanced write-ups for longer, separate articles or feature posts, or at least move them further down the product page.

Leaping in at number 2…

Lack of consistency.

This is something that we’ve witnessed far too much online, even on the websites of professional copywriters! When you’re part of an organisation, it can be hard to know whether to write as the individual you are or as the company you represent.

The Cowfish have seen many sites that constantly flit between referring to themselves as ‘I’ and ‘we’. While there’s absolutely no problem with operating a company as a sole trader, or with operating it as a representation of the organisation as a whole, changing between the two can confuse visitors and even make them doubt your validity.

It’s fine to mark differences in your site between you as an individual and the company as a whole, but telling you audience that you operate as a single, sole trader and then referring to your company as a ‘we’ is a definite no no.

Choose the option that suits you best, and stick to it.

Flying in at number 1…..

Apostrophes!

Alright, alright, incorrect apostrophe usage may not be the crime of the century, but it’s something that’s becoming a bigger and bigger issue, and one that drives the Cowfish absolutely crazy!

The point is, while it’s not always seen as one of the major issues, not using apostrophes correctly gives off the wrong image. It shows up inconsistencies, a lack of attention to detail, and perhaps even a lack of care over your written content. And if you’re not seen to be taking the time to get your written content spot on, then what else could you be slacking on…?

Not many people will downright refuse to purchase from somewhere because of an apostrophe being in the wrong place (unless they are pendants like us!) but creating an image that’s polished in every area shows that you know what you’re doing, you’re investing time in your business, and that you care about getting every aspect of it right – which are all vital reassurances for prospective customers and clients.

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