Top 5 Copywriting Mistakes That Will Destroy Your Next Marketing Campaign

Avoid these top five copywriting mistakes to effectively engage your target audience and inspire them to take action.

Author Ernest Hemingway famously said, “There is nothing to writing. All you do is sit down at a typewriter and bleed.”

As a copywriter, I’d disagree. I don’t use a typewriter—though I find the click click click of the keys cathartic—and I'm not too fond of bodily fluids.

There are also many factors to consider when crafting results-driven copy. You can’t just open a fresh Google doc, bang out some words, and assume people will buy.

Avoid making these five copywriting mistakes to ensure your next campaign goes off without a hitch.

1. Ignoring the Audience

You absolutely must understand your target audience. Without this insight, your message risks being irrelevant. Every word you write should speak directly to the needs, desires, and pain points of your readers.

Conduct audience research, create detailed personas, and tailor your language to resonate with your specific demographic. Remember, it’s not about what you want to say but what your audience wants to hear.

2. Overly Complicated Language

Using jargon, technical terms, or overly complex sentences can alienate readers. Good copy should be clear and straightforward. Aim for simplicity; your message should be easily digestible. This doesn't mean dumbing down your content, but rather communicating your ideas in a way everyone can understand. This also ensures your copy is inclusive. Don’t forget to use active voice and short sentences to boost readability and enhance clarity.

3. No Problem to Solve

One of the biggest mistakes I see copywriters making is not outlining a problem early on.

Consumers have a “What’s in it for me?” mentality. And they won’t take the desired actions (subscribing, downloading, buying) if they don’t understand the problem this action will help them solve.

Example:

❌ Download our copywriting eBook!

✅ Snag our comprehensive eBook to learn how to write engaging, personalized copy.

4. Focusing on Features, Not Benefits

As I say time and time again, consumers don’t just buy things. They buy things to improve their lives.

While a product/service’s features are important, what truly matters is how it’ll benefit the customer. Shift your focus from “what” to “why.” For example, instead of saying, “Our blender has a 1500-watt motor,” say, “Our powerful blender makes smoothies in seconds, saving you time and hassle.”

5. Skipping the Emotional Connection

Effective copywriting taps into emotions. People make decisions based on feelings, not just logic. Neglecting to create an emotional connection can result in bland and ineffective copy.

Use storytelling, relatable scenarios, and evocative language to deeply resonate with readers. When people feel connected to your message, they’re more likely to take action.

So sure, you can sit down at a typewriter, scratch yourself, and leave a bloody mess all over your desk.

But without the proper methods, your copy will still suck.