Over the past 3 years of my Copywriting career I’ve noticed that people tend to make 5 common mistakes in their copy…

If you’re making any of these mistakes you need to stop and I mean stop yesterday!

So without too much waffle, here’s the list of 5:

1 – They talk about themselves

It’s all me, me, me.

The truth is, people don’t really care about you, they care about themselves.

When your copy is all about you, your readers will switch off because it isn’t helping their life in any way shape or form.

What you should be doing is talking about how your life and experiences will benefit them.

For example the mistakes I have seen and how YOU should avoid them.

It’s a simple reframe but it works.

2 – A lack of specificity (I love that word)

People have a tendency to leave things open to interpretation. Especially marketers.

They believe it builds curiosity which will then get people interested and reading.

Now, curiosity 100% works BUT only in the right place – too much curiosity and vagueness will just lead to confusion.

A confused reader is going to just click away and not give you any money.

Think about it have you ever said to yourself “I’m so confused here. I need to pay them to find out the answers!”


Say exactly what you mean and be clear.

3 – Zero confidence

Your readers will be able to sense when you aren’t confident in what you’re saying.

If you’re writing with a passive tone and beating around the bush with what you’re trying to say all you’re relaying to your audience is “I don’t really know what I’m talking about”.

The reason that people try to keep things passive and soft is simply down to their own mindset.

They don’t want to come across as pushy but what they fail to realize is you aren’t being pushy by being confident.

Own what you say like the expert that you are!

4 – HYPE!

This is one I used to suffer with.

Coming across as hypey just looks desperate and will end up with a bunch of people with buyers remorse anyway.

There is absolutely zero need for you to be hypey.

If you’ve marketed your offer to the right people and made it look attractive by demonstrating the clear benefits that your audience wants then you’ll make a sale.

Hype will only get people excited in the moment before they suddenly realise that they don’t actually want what you’re selling.

5 – You’re not being you

When people do this they tend to be trying to imitate someone successful they’ve seen.

The trouble with that is you just come across as a cheap imitation.

Instead, embrace you for you and you’ll attract the right people to you anyway!

To sum it up, just relax, focus on how you’re helping your reader, and just put your copy in front of the right people.

That’s the winning formula.

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