30 Customer-Repellent Copywriting Mistakes (And How To Fix Them)

Oops, we all stumble sometimes—even in copywriting!

Those little missteps can sometimes send your prospects running in the opposite direction. It's just part of the game, right?

What's important is that we learn how to spot these cheeky copywriting booby traps. We need to:

  • Recognize the common mistakes (some of them can be sneaky!)
  • Learn how to swerve and avoid them like a pro
  • Do a regular copywriting health check (You're not making these mistakes, are you?)

You might be thinking, "Hey, I'm pretty switched on, I've probably caught most of these!" That's awesome. However, some errors are crafty little things, slipping under the radar despite our best efforts.

Here's the good news—once you know what to look for, these mistakes are as easy to spot as a kangaroo in a field of rabbits. They're completely logical when you've got your copywriting fundamentals down pat. Fixing them can give your copy a serious glow-up!

So, are you ready to dive in? Let's unpack the 30 copywriting blunders that make customers say "nope"—and, of course, how to turn those mistakes around!


Table of Contents

Customer-Repellent Copywriting Mistake #1: Not Conversational

30 customer-repellent copywriting mistakes (and how to fix them)

Guess what? The secret weapon in your copywriting toolkit is the art of crafting chatty, laid-back content. Casual writing tends to get more love because it rings true and real—it feels like a buddy shooting the breeze with you, not some stiff, formal talk.

Copywriting is the grand dance of persuasion and sales, right? Well, you can bet your boots that sales will only roll in if your copy feels like a friendly chat. Nothing spells relatable more than language that echoes your audience's chatter.

So, where do we start? First, let's get this straight: there's a difference between having a 'conversation' and being 'conversational'. Next, you'll want to write copy that feels as comfy and authentic as a catch-up chat with your best friend. Just keep an eye out for the goof-ups people often make in real conversations.

You're aiming for that sweet spot where your writing is relaxed, breezy, and rolls off the tongue, yet still holds a dash of sophistication to avoid sounding too casual. To really nail down what stellar conversational copy looks like, try weaving in phrases like these:

  • You see...
  • I understand.
  • I get it.
  • So, here's the story...
  • Let's backtrack a bit...
  • I couldn't believe it.
  • But then, something changed.
  • Something changed, though.
  • But, know that situation was not the same in the past.
  • Crazy, huh?
  • Incredible, right?
  • Wow, just wow.
  • Yikes.

To make things easier, voice out the content of your copy or run it through a text-to-speech tool. Then go from there and edit as needed, making things flow better and sound more natural.

Learn more on how to use conversational copywriting in this article.

30 customer-repellent copywriting mistakes (and how to fix them)

Customer-Repellent Copywriting Mistake #2: Wrong Tone

Hold onto your hats, because we're diving into a cool part of writing. See, copywriting is all about emotions and connections—it's got to hit home with your reader. If your tone is off, it's like hitting a sour note during a beautiful symphony—it just won't feel right.

Think about your audience—they've got a sharp eye for branding and consistency. If your tone zigzags all over the place, they're gonna pick up on that. Sure, they might not pinpoint right away what's bugging them, but something about your copy could give them a niggling feeling of discomfort.

It might come across as jarring, out of place, like a fish out of water. They'll scratch their heads, wondering why this piece feels like a stranger in a familiar crowd.

That's why it's so vital that the tone you craft fits your audience like a glove. Not only could it sound inconsistent, but it also might not resonate with them. And that's a big no-no.

So, here's the drill. Scrutinize previous copy and content and aim to hit that same sweet spot. Whether you're a one-man band or part of a writing troupe, your copy should sing the same tune. If you're following in someone else's footsteps, keep an ear out for their tone.


Customer-Repellent Copywriting Mistake #3: Not Enough Emotion


30 customer-repellent copywriting mistakes (and how to fix them)

Picture this: You've spent endless hours, pouring over your words, chiseling them until they glimmer like a perfect jewel. You've got your message on point. Ready, set, publish! 

Then... silence. 

It's like a tumbleweed blowing in the wind. Your piece, a masterpiece in your eyes, is a snooze fest for your readers. Your carefully crafted message fell on deaf ears, and you're left scratching your head.

Here's the secret sauce: copywriting is a thrilling dance with emotions and psychology. Imagine it like a high-stakes game of poker—you need to read your audience's minds and hearts. 

If you can't strike that emotional chord, you can't win their trust. And without trust, you can say goodbye to conversions.

So, copywriting is your ticket to leave an unforgettable imprint on your readers' hearts. How do you do it? 

Start by revisiting those life-altering moments that stirred up a whirlwind of emotions within you. Then, put your thinking cap on and brainstorm ways to weave those powerful emotions into your message.

Some emotions you might try to tap into are:

  • Anger
  • Sadness
  • Desire (to be something)
  • Desire (to have something)
  • Desire (to experience something)
  • Anxiety
  • Fear (of missing out)
  • Fear (of danger)
  • Fear (of not living up to an expectation)
  • Fear (of losing something)
  • Loneliness
  • Humiliation
  • Rejection
  • Stress
  • Guilt
  • Failure

You can use any emotion in your copy, but negative emotions work particularly well. You can also use positive emotions, illustrating how good things could be with your offer. The key idea is to use one of these emotions to carry your copy to a single point or theme.

Learn how to craft compelling emotional hooks in your copy here.


Customer-Repellent Copywriting Mistake #4: Not Relatable

30 customer-repellent copywriting mistakes (and how to fix them)

Have you ever noticed how businesses nowadays are really trying to make their copy more relatable? It's a pretty significant shift from the days of publishing content that felt distant and unrelatable.

So, why exactly are businesses making this change? Well, it's simple, really. Consumers are getting tired of marketers who waste their time. If your ads aren't relatable, people just ignore them or, even worse, they might laugh at them. And trust me, you definitely don't want potential customers laughing at your ads or feeling insulted. It's not a good look for any business.

So, what can writers do to establish that sense of relatability in their copy? Let's take a look at Amazon as an example. When you shop on Amazon, you're usually looking for something specific, right? You compare features because that's typically all they provide. But here's the thing: features alone don't really cut it. They don't mean much unless you can pair them with a benefit.

That's where the magic happens. It's crucial to understand why someone might want your offer. It goes beyond just the specifications and features. There's an emotional connection that you need to tap into. By doing that, you'll gain a better understanding of your target audience's identity, needs, and wants.

See, consumers are eager to find out if a product or service can positively impact their lives. Maybe they want to look cool, feel healthy, or streamline their business. Whatever it is, you need to get inside their heads and think about their genuine desires. That's how you create copy that truly resonates with people.


Customer-Repellent Copywriting Mistake #5: Makes Assumptions

30 customer-repellent copywriting mistakes (and how to fix them)

When people mention "assume," what comes to mind for you? I bet you envision someone jumping to conclusions without any evidence or proof. It's like assuming that something is genuine just because we want it to be true. It may seem obvious, but let me give you a good example just to make sure we're on the same page.

Imagine someone saying, "I assume that nobody wants to read my pet peeve rant." That's quite an assumption, isn't it? And you know what they say about assuming—when you assume things, well, let's just say it doesn't usually end well.

But here's the thing: making assumptions can easily become a habit. It's influenced by our perception of life and our worldview. We tend to group people into categories because it makes sense, especially when it comes to marketing and reaching specific audiences.

However, it's important to remember that not all humans are alike. We can't just assume that everyone fits neatly into predetermined boxes or buyer personas. While it's helpful to have a general idea of who your target customers are, it doesn't mean every single person will fit that mold. So it's crucial to account for every type of person who might be interested in your offer.

You see, the goal is not to sell to every single person out there, but it's also important not to push away potential customers by assuming things about them. That's where words like "maybe" and "if" become really effective in copywriting. By using these words, you're not assuming anything about someone's preferences or identity. If a statement applies to them, they'll resonate with it, but if not, they won't feel like you're making assumptions about who they are.

So, in the world of copywriting, let's remember to avoid unnecessary assumptions and instead focus on understanding and connecting with our audience on a genuine level.


Customer-Repellent Copywriting Mistake #6: Jargon

30 customer-repellent copywriting mistakes (and how to fix them)

When it comes to copywriting, it's essential to make sure your message is accessible to a broad audience. Let's say your target audience consists of industry professionals. You might be tempted to use industry-specific jargon in your copy, thinking it'll impress them. But here's the thing, using too much jargon can actually backfire if your audience isn't familiar with those terms.

Your main goal is to provide reliable, valuable, and accurate information while grabbing the attention of consumers and getting them to read more. And, of course, ultimately buying your products or services.

To avoid the perils of jargon-heavy copywriting, it's important to steer clear of words with multiple meanings. Jargon can be hard to understand, especially for those who are not deeply involved in your industry. Furthermore, using words with alternate definitions or slang for non-technical concepts can really confuse your readers if you're not careful.

When you overload your copy with technical language, some readers might feel lost or completely confused. So, the key is to convey your message in a way that's easy to understand while still establishing your authority on the topic. It's about simplifying complex concepts so that your target audience can digest them without feeling overwhelmed.

Now, this doesn't mean you have to pander or dumb things down. It's about being aware of where your audience is at in terms of understanding. Remember, their experience levels may vary, so it's important to tailor your copy in a way that's readable and relatable to anyone who is interested in what you're offering.


Customer-Repellent Copywriting Mistake #7: Lack Of Credibility

30 customer-repellent copywriting mistakes (and how to fix them)

Credibility is absolutely crucial for any business. Now, big giants like McDonald's or Starbucks may not worry too much about it, but for smaller enterprises, credibility can make a huge difference. This is especially true in niche markets where businesses have to work even harder to prove their worth.

So, how do you build credibility? Well, one key aspect is providing undeniable proof and making sure your business's purpose is crystal clear to anyone who comes across your copy. It's all about being specific when it comes to the details.

Another effective way to showcase your credibility is by highlighting the social impact of your product or service. When your target audience sees the positive testimonials from their peers, it's a powerful confirmation that they can trust your business more than just hearing it from you.

Don't underestimate the impact of trust logos at the top of your page either. When you associate yourself with reputable and well-known brands, it instantly boosts your credibility in the eyes of your audience.

Now, let's talk about case studies. They can be really effective, but keep in mind that they might not work in every industry. For example, in the copywriting sector, I find that case studies are fantastic because they allow me to dive into the before and after with each client, showing how their page conversions changed and how their click-through rates increased.

Don't forget to utilize anything from your past achievements that are relevant to your current product or service. Awards are a super effective technique to demonstrate your credibility, but I understand that not every industry has prestigious awards specifically tailored for them. That's okay! Data and statistics are always reliable, and every business has some metrics they can leverage to show their credibility.

Remember, building credibility is a journey, and it's all about showcasing your expertise, social proof, and past successes in a way that resonates with your target audience.


Customer-Repellent Copywriting Mistake #8: Not Specific Enough

30 customer-repellent copywriting mistakes (and how to fix them)

Imagine you're in the market for something new, but all you've got are vague descriptions and bland claims. Frustrating, right? That's how your audience feels when you aren't specific. 

When it comes to sales, the more details, the better. Think about it like you're telling a friend about this incredible new find. You'd talk about what it does, the cool features, the amazing benefits, and how it works. You'd leave no stone unturned.

Getting all these details right starts with a solid plan, like an architect's blueprint. Lay everything out on paper and see where you stand. You'll get a bird's eye view of your work, spot the gaps, and see where you need to beef things up. 

Sure, it might seem like extra work now, but trust me, it'll save you plenty of headaches down the line.

So, what should your copy do? Well, it should:

  • Focus on one topic for each section (your writing should be led by one specific point)
  • Use imagery to spark imagination (evoke imagery to engage the reader)
  • Use pattern interrupts (be unpredictable and keep the reader interested)
  • Answer questions, not ask them (asking some questions is fine, but you're mainly here to answer them)
  • Explain details, not try to let the reader figure things out (you should provide details, so the reader isn't left unsure)
  • Use few pronouns (pronouns can make writing unclear, be specific with what you're referencing)
  • Speak to one person, not a group (the reader needs to feel like you're writing for them, and them only—otherwise, it's impersonal)

Customer-Repellent Copywriting Mistake #9: Focuses On Features, Not Benefits

30 customer-repellent copywriting mistakes (and how to fix them)

When it comes to copywriting, it's easy and quite natural to get caught up in listing all the features of your product or service. I mean, people need to understand what you do, right? They want to know how your offering will impact them.

But here's the thing, if you spend too much time talking about the 57 different reporting charts in your business intelligence tool without explaining how it will save your users 2 whole days per month, it's not going to win you any customers.

The same goes for every feature you have. Instead of fixating on the features, it's important to shift your focus to the benefits when you're crafting your copy.

Let me give you an example. The number of email templates you offer might seem important, but what really matters is that your customers can send perfect emails every time, eliminating the chances of embarrassing typos or formatting mistakes. That's the true benefit they're looking for.

Here's another scenario: Let's say you're in the business of selling bananas. Now, for someone concerned about their health, the benefit would be the vitamin and mineral content of bananas. But for someone who values convenience, the benefit lies in how portable and easy-to-carry bananas are. So, you see, it all depends on your target audience and what they truly want.

At the end of the day, it's not just about the actions you enable; it's about the positive outcomes you inspire. When you highlight the primary benefits of your brand, more people are likely to buy.

So, when you're talking about a feature, make sure to translate it into a benefit—a benefit that resonates with your audience. Because let's face it, a feature alone does nothing. What truly matters is illustrating what that feature can do for the buyer and how it will improve their lives.


Customer-Repellent Copywriting Mistake #10: Weak Call To Action

30 customer-repellent copywriting mistakes (and how to fix them)

Here's a fantastic tip that's not only easy to apply but also incredibly effective. Are you ready? It's all about making sure your call to action (CTA) is concise and direct for maximum impact.

We all know that ending your copy with a strong call to action is important, but what does that really mean? Well, it means providing clear guidance to your readers about the next steps they should take.

Now, here's the trick: your copy needs to be compelling and direct. You don't want it to be too dull and dry, but at the same time, you don't want it to be overly elaborate and long-winded. It's all about finding that sweet spot.

Let's approach it from a different perspective for a moment. Even if your entire content is exciting and flawless, it's all wasted if you have a weak call to action. If your target audience isn't buying your product, you need to figure out what went wrong.

So, here's what you should do. Think about what your offer actually does for your audience. Focus on the specific benefits it provides and how it can improve their lives. Consider how much worse or harder their lives would be without it.

For example, take a look at this CTA: "Learn how to make an extra $2400 per month in your first 12 months." Now, isn't that effective? It's clear, beneficial, and precise, without being overly verbose. The ultimate goal is to highlight the benefits of your product or service to your audience.

Your call to action should align with your prospect's needs and encourage them to make an immediate purchase. Notice how in the example above, there's a time frame mentioned: "first 12 months." This creates a sense of urgency and incentive to learn something new that can help generate an extra $2400 per month sooner rather than later.

Implying scarcity or offering a limited-time deal can also work wonders in driving people to take action. People tend to respond when they feel like they might miss out on something valuable.

And if all else fails (which it usually won't, but it never hurts to have options), you can sweeten the deal with free bonuses. Think about offering free books, articles, listicles, or even video content to entice your audience even more.

So, there you have it—a powerful tip to improve your call to action and get those conversions rolling in. Make it concise, make it compelling, and make it irresistible!

Write stronger CTAs with the help of this article.


Customer-Repellent Copywriting Mistake #11: Speaks To Yourself, Not Your Audience

30 customer-repellent copywriting mistakes (and how to fix them)

It's a common trap that many writers fall into: creating content that is more about themselves than their audience. It's easy to understand why this happens. As a writer, you have a deep understanding of your topics, and they personally resonate with you. The problem, however, is that your audience is often in a different awareness stage than you are.

It's crucial to always remember who you're writing for and set aside your own preferences and biases. Instead, think about a single person—the ideal customer—and write specifically for them. I know it's more complex in practice, but the benefits are undeniable.

Now, here's a little catch you should be aware of. There's a significant difference between creating content based on what you think consumers want versus what you actually know or believe they want. If you only rely on general demographic information, you'll end up with a generic tone and messaging that doesn't resonate deeply.

Ultimately, it's about going beyond surface-level demographics and understanding how individuals like Jill differ from individuals like Bill. And hey, is Jill the one who spends the most on your brand? Digging into these insights will uncover valuable information that goes beyond the basics.

Once you've discovered that deeper level of understanding, make sure your content speaks directly to your audience's pain points. That's what they truly want. Let's say you're selling financial software, like an app that tracks expenses. Bill may be a free spirit trying to become more organized, but Jill? She's a Type-A personality. She's much more inclined to convert because she needs tools that help her optimize every aspect of her life, including her finances.

Even if you have confidence in your knowledge about your target audience and you've conducted thorough research, it's important to remember that each consumer is unique. If you're not actively tailoring your content to them, they won't engage.

So, keep your audience top of mind, get to know them on a deeper level, and craft content that speaks directly to their needs and desires. That's the key to creating truly engaging and impactful copy.


Customer-Repellent Copywriting Mistake #12: Overuse Of The Same Language


30 customer-repellent copywriting mistakes (and how to fix them)

Every writer has their own unique style and writing habits. It's what makes us who we are. However, there's a danger in sticking to the same old phrases and words—it can make your writing feel stagnant to readers.

Sure, your tried-and-true phrases may have worked wonders in the past, but that doesn't mean they'll always be effective. It's time to break that habit and start embracing diversity in your writing.

Challenge yourself to use language that you don't typically reach for. Take note of those words you find yourself using over and over again, and make a conscious effort to expand your linguistic repertoire.

When crafting a blog post, for example, try using specific language that resonates with your target audience. Instead of simply saying "buy," consider using the word "purchase." It's all about tailoring your words to create a more impactful connection with your readers.

Of course, it's important to strike a balance. While it's great to have a wide range of vocabulary at your disposal, there's no need to throw in ten different words when one will suffice. Let's keep things concise and focused.

On the flip side, repetition can become monotonous. Spice things up by incorporating synonyms and variations to keep your writing fresh and engaging. Variety is the spice of life, after all!

Remember, language is vast and constantly evolving. Don't let yourself become a creature of habit when it comes to the words you choose for your writing. Embrace the richness of language and explore new ways to express yourself.

So go ahead, break free from the chains of familiarity, and let your words dance and delight your readers in ways they've never experienced before.


Customer-Repellent Copywriting Mistake #13: Too Sales-y

30 customer-repellent copywriting mistakes (and how to fix them)

Nuance is key in the world of copywriting. It's all about creating content that makes potential customers feel like you're doing them a massive favor. We know that every business aims to make money, and customers are well aware of this too. But here's the trick: show your audience why your product is the ultimate solution to their problems without sounding like a desperate salesperson.

Let's take a look at an example to illustrate this. Consider these two statements:

"Is your goal to earn more money by growing your company? You obviously do; otherwise, you wouldn't be reading this. This eBook will show you how."

Now, compare that to this approach:

"You work hard to establish a successful company. We're here to help you make the process seamless."

The first statement might come across as too direct and pushy, leaving your audience feeling overwhelmed. On the other hand, the second option may give the impression that you're taking advantage of your target audience's aspirations.

Instead, put yourself in your customers' shoes and ask yourself how your product or service can make their lives easier or better. What is it that they truly desire? Tailor your message to appeal to those desires, rather than simply stating that your offer is good and hoping it's enough.

It's important to strike the right balance and avoid going over the top. Get to know your target audience intimately, and you'll quickly realize that most consumers aren't particularly fond of heavy-handed sales pitches.

So, let your copy be nuanced, relatable, and empathetic. Show your audience that you understand their needs and offer them a genuine solution. By doing so, you'll build trust and make a real connection with your potential customers.


Customer-Repellent Copywriting Mistake #14: Weak Headlines (And Subheaders)

30 customer-repellent copywriting mistakes (and how to fix them)

A weak headline can look different depending on what type of copy you're writing. For example, a headline for a Facebook ad is much more limited to characters than a headline for a landing page.

Figure out what headlines work best and if there are guidelines to follow. Remember, different tactics yield better conversions on other platforms, so do some research.

Additionally, refrain from unnecessary punctuation that consumes character count. Instead, aim for concise and to-the-point headlines.

You don't want to create confusion among your potential customers or have them back out from clicking on your links.

Avoid using terms like "help", "guide", and "learn" unless absolutely necessary. These words often fail to capture readers' attention. And putting the reader's needs before your needs ("How to ____") is more likely to get people interested in doing what you're offering than "____ how".

In general, make your headlines exciting and make sure they do one of these things:

  • Reignite the interest of your potential customers in your product.
  • Expand the image of your product to match the timing and location of your customers' needs.
  • Introduce additional proof, details, and documentation of how well your product satisfies that desire.
  • Announce a new mechanism that meets that desire even better.
  • Utilize a new mechanism that does not allow any limitations.
  • Change that product’s image or mechanism to remove it from the competition.

Ever read a headline that just made you go, "Wow!"? That's the power of using words that catch your attention, make your heart skip a beat, or leave you hanging in suspense. 

Adjectives, questions, those oh-so-mysterious ellipses...they all create intrigue. You'll want to make sure your headlines do the same, all while presenting a clear benefit.

Alright, ready for a crash course in headline writing? Buckle up, because there are three non-negotiable rules.

First up, make your headlines specific. Not just for your readers - though they'll appreciate it - but also for the SEO gods. Let's be honest, if your headlines don't stir up any feelings, your readers might just bounce. 

Plus, a low SEO ranking might not give many folks the chance to read your magic words.

Next, you're going to want to make complete statements. Don't leave your readers guessing what you're trying to say. If they're confused, they might not stick around to uncover the mystery.

Lastly, and most importantly, your headlines need to offer a benefit. Not just a run-of-the-mill benefit, but a real, tangible one. If your readers can't see what's in it for them, they're likely to lose interest. 

Even if your copy is the bee's knees, your readers need to feel like they're gaining something valuable from it.


Customer-Repellent Copywriting Mistake #15: Bad Formatting

30 customer-repellent copywriting mistakes (and how to fix them)

When it comes to copywriting, it's important to keep in mind the specific formatting that works best. Your ultimate goal is to make a sale quickly or, at the very least, keep your readers engaged as they inch closer to making a purchase.

One effective technique is to use headers, sub-headers, and bold text. These formatting elements make your content much easier to read and help capture and hold the attention of your target audience.

In addition, avoid presenting your content in big, intimidating blocks of text on your web pages. Instead, aim for paragraphs that consist of 3 to 5 sentences. This way, you strike a balance between providing valuable information and keeping it digestible for your readers.

Now, let's talk about the length of your articles. Having extensive content is not an issue at all. However, it's crucial to strategically distribute that content across your email marketing campaigns or other platforms. You want your writing to be visually exciting and easily scannable for your audience.

Don't be afraid to incorporate images, graphics, and videos to break up the text and add visual appeal. Proper spacing and visual elements can make a significant difference in keeping your readers engaged and interested in what you have to say.

Remember, formatting matters! By structuring your copy in a reader-friendly way and making it visually appealing, you increase the chances of capturing and maintaining your audience's attention.


Customer-Repellent Copywriting Mistake #16: Multiple Messages

30 customer-repellent copywriting mistakes (and how to fix them)

When it comes to creating excellent copy, the key is to keep it simple and easy to follow. Sometimes, you may have a couple of captivating narratives that seem to intertwine perfectly. However, including multiple stories in a single piece can actually be detrimental to your content.

Instead, focus on selecting the narrative that fits best and tell it in a way that engages your audience. How you present the story depends on what you're writing and its purpose, so feel free to make it enjoyable and captivating.

By concentrating on a single narrative and highlighting it effectively, you can greatly enhance your conversions. Good copy should revolve around one clear theme, as multiple narratives can muddle the core message you're trying to convey.

If you find yourself getting distracted by side notes or additional narratives, take a step back and give yourself some time away from the process. Returning with fresh eyes will allow you to discern what truly matters and what can be discarded, giving you a renewed perspective.

To help you stay focused, jot down any related information that comes to mind. This will allow you to narrow down your ideas and consolidate them into one main point, resulting in a more cohesive and focused piece of copy.

Remember, simplicity and clarity are key. Stick to a single narrative and make it shine to create compelling copy that resonates with your audience.


Customer-Repellent Copywriting Mistake #17: Makes Claims Without Evidence

30 customer-repellent copywriting mistakes (and how to fix them)

As a writer, the last thing you want to do is deceive your readers or make unverified claims. It's crucial to back up every statement, no matter how small, with evidence or proof.

When you make claims without providing any proof, it can give the impression that you believe your audience is gullible or easily fooled. That's not the message you want to convey. Instead, you want to build trust and credibility by offering solid evidence for your claims.

For example, saying "Our product makes people wealthy" is difficult to prove on its own. However, if you say something like "You'll double your money in six months - guaranteed," you're not only providing proof but also highlighting the tangible results your product or service can deliver.

The key takeaway here is to avoid making unsupported claims in your copywriting. Always strive to back up your statements with concrete evidence. This practice not only enhances your credibility but also instills trust in your audience, ultimately boosting your conversion rates.

To make your content more appealing to consumers, consider incorporating statistics, charts, or testimonials. Don't simply make statements without providing proof. If you want to claim that your bananas are better than the competitors', clearly explain how they are superior. Are they 35% bigger? Do they contain 20% more potassium? Whatever the case may be, ensure you provide evidence that your audience cannot question.

Remember, backing up your claims with proof is essential for establishing trust and credibility with your audience.


Customer-Repellent Copywriting Mistake #18: Overly Long Sentences

30 customer-repellent copywriting mistakes (and how to fix them)

Copywriting is a whole different ballgame compared to other forms of writing. In this field, brevity is key. Why? Well, because long sentences tend to distract readers from your main point. Too much information can be confusing. Most people just want the bottom line, plain and simple.

The less hassle and fuss, the better. That's why copywriting often consists of short and snappy sentences. They pack a punch without losing your audience's attention.

If you find it challenging to keep your content concise, there's a handy tool called Hemingway App that can help. It grades your content based on its readability, allowing you to edit and refine your copy until it gets a better grade.

Generally, you don't want your writing to exceed a 5th-grade reading level. Anything beyond that suggests that you have too many long and potentially complex sentences.

Remember, the goal here is not to flaunt your vocabulary or impress anyone with technical jargon. Instead, focus on eliminating unnecessary adjectives or descriptive words that don't add value to your copy.

You can also break down and rephrase lengthy sentences. Most of the time, you'll find that you can effectively deliver your message to your target audience using fewer words.

So, keep it short, sweet, and to the point in your copywriting. Your audience will appreciate it!


Customer-Repellent Copywriting Mistake #19: Grammar And Spelling Mistakes

30 customer-repellent copywriting mistakes (and how to fix them)

Every decent writer understands the importance of grammar and spelling. However, let's face it, we all make mistakes, especially when we're writing under tight deadlines. When time is running out, it's easy to slip up and make grammar and spelling errors.

But hey, don't worry too much because there are plenty of tools out there to help you fix those mistakes. If you need to check your spelling, punctuation, and grammar, you can rely on powerful tools like Google Docs or Grammarly.

However, it's important not to assume that these tools will catch everything. Sometimes, if your copy contains specific phrases or terms, like "advertising packages," Google might not fully grasp what you're trying to convey.

That's why editing is so crucial. Without it, you might overlook some mistakes that need to be corrected. Sure, it's great to get all your words down in one swift motion, but achieving perfection without revisiting your work is quite a challenge.

Here's a recommended solution: Once you've finished your first draft, give yourself a little break and wait a bit. Then come back to your writing with fresh eyes. This way, you'll be able to spot the mistakes that you might have missed initially.

So, don't stress too much about making grammar and spelling mistakes. Use the available tools, but remember the power of editing and taking a fresh look at your work. It's all part of the process to ensure your copy is polished and error-free.


Customer-Repellent Copywriting Mistake #20: Unclear Message

30 customer-repellent copywriting mistakes (and how to fix them)

When you're in the writing flow, it's great to keep going until you finish that first draft. But here's the thing, it's not so great when you finish that draft only to realize that the whole piece needs a major overhaul.

This usually happens when you realize that your message isn't coming across clearly. You have all the components there, but the way you've put them together doesn't make your main point shine through.

That's why it's important for your copy to address some key questions: What is the core message of your content? Who is your target audience? What should be your main focus? And is your message easily understandable?

For example, let's say you're writing an article about improving sleep by winding down two hours before bedtime. You might start with a sentence like this:

"Avoiding the use of your iPad or iPhone late at night might sound boring, but by winding down without distracting apps, media content, or blue light, you'll significantly improve the quality of your sleep."

Now, let's check if the message is clear. Did you understand what the writer wanted to convey? If you saw this as an ad in a magazine, would you feel compelled to click and learn more?

If your answer to the first question is no, it's time to rephrase and make improvements. Let's give it another shot:

"Cultivating a good, old-fashioned reading habit can work wonders for improving the quality of your sleep night after night."

Ah, that's much clearer! It clearly conveys the message of improving sleep quality and offers a solution to the problem of sleep troubles.

In general, aim to create content that's easy to comprehend. Paint a clear picture for your target audience of how your brand or product can benefit them. You don't want them to have to decipher your copy to figure out if it's useful to them.

Sometimes, it's worth being more specific in getting your point across, even if your message already seems evident. For example, if you initially wrote something like "Improve your sleep by eliminating all screens from your bedroom," you might realize that it doesn't quite cut it when talking to your average, tech-addicted reader.

That's why it's crucial to create relevant content that resonates with your target readers. Consider their age, gender, and situation to make sure your message hits home.


Customer-Repellent Copywriting Mistake #21: Don't Be Misleading

30 customer-repellent copywriting mistakes (and how to fix them)

You might think that copywriting is all about highlighting the benefits of your products to potential customers. Well, guess what? There's more to it than that. It's just as important to make sure your copy is never misleading, even unintentionally.

This is a critical aspect of copywriting because copywriters often have the task of selling a product without being able to disclose its flaws. If they do, it's considered false or misleading advertising. And trust me, you don't want legal troubles knocking on your company's door if someone realizes they've been deceived by copywriting about an essential aspect of the product.

Now, that doesn't mean copywriting lets you off the hook when it comes to doing your research. If you're making claims about something that hasn't been tested, you need to ensure you're not misleading consumers with unproven claims. It's all about being responsible.

And here's the thing: copywriting should steer clear of making absolute claims without proof too, because that can also be misleading. It's essential to strike a balance and provide the necessary evidence to support your claims.

While copywriting might sometimes take you into gray areas, it's crucial to do no harm unless absolutely necessary. Selling products is one thing, but hurting people with deceptive marketing strategies is a big no-no. By following the law and avoiding any misrepresentation of your product or service, you can protect yourself and your company, and stay on the right side of copywriting.

So remember, honesty and transparency should always be your guiding principles in the world of copywriting. It's not just about making sales; it's about building trust and maintaining a strong reputation.


Customer-Repellent Copywriting Mistake #22: Writing Too Much Copy

30 customer-repellent copywriting mistakes (and how to fix them)

One big no-no in copywriting is going overboard with the amount of copy you create.

As a writer, it's natural to have that urge to include every single detail about your product. You want to be honest and provide all the information you think is important. It feels wrong to leave anything out.

But here's the thing—the internet has changed the game of consumer-business interaction. Today's customers are savvy and innovative. They can smell a sales pitch from a mile away, and they won't hesitate to walk away if they feel like they're being misled.

It may sound harsh, but it's the reality we have to face. If your copy is missing crucial information or paints an overly optimistic picture of your product, customers will catch on in no time. And guess what? They won't hesitate to hit that back button and move on without making a purchase.

That's why it's crucial to keep your copy lean and mean. Don't overload it with unnecessary or unrelated product information. Instead, focus on writing what truly convinces your readers to buy. Remember, they have the power of the internet at their fingertips, so they can find all the additional data they need.

By keeping your copy concise and impactful, you'll engage your readers and build trust. They'll appreciate your honesty and transparency, and that can go a long way in winning their business.

So, resist the temptation to include every single detail and focus on delivering a compelling message that speaks directly to your target audience. Trust me, they'll appreciate it.


Customer-Repellent Copywriting Mistake #23: Rushing The Editing Process

30 customer-repellent copywriting mistakes (and how to fix them)

Also, try to use words that grab attention, shock, or surprise, often using adjectives, questions, and ellipses. It won't be effective if your headline doesn't use complete statements and specific wording to illustrate a real benefit.

Overall, there are three things your headlines must do no matter what. First, your headlines have to be specific, not just for readers but for SEO purposes. 

Remember, readers are likely to disengage if your copy fails to evoke emotions. Moreover, a low SEO ranking can further limit the number of people who even get the chance to read your content.

You should also make complete statements. Whatever idea you're trying to convey must be clearly stated in full in your headlines. If not, again, readers might not be clear on what you're leading into. 

This can lead to them losing interest before they get past the headline.

Finally, your headlines have to convey a benefit. Not just any benefit, a real, proven benefit. 

If the audience can't get any use from reading your piece, their interest won’t spark. Even if your copy is excellent, the reader has to be able to gain from whatever you're writing.

Few things to iron out while editing are:

  • Complex words and phrases.
  • Overly fluffy sentences that could use fewer words.
  • Misspelling and grammatical errors.
  • Clichés (especially if they don't mesh well with the tone).
  • That awkward phrasing doesn't sound natural out loud.

The process is lengthier, but editing is the most crucial step in copywriting. Without it, you lose opportunities for sales.


Customer-Repellent Copywriting Mistake #24: Not Jumping On The Bandwagon

30 customer-repellent copywriting mistakes (and how to fix them)

Ever heard of the bandwagon effect? It's when people start doing or believing something just because everyone else is doing it.

Now, when it comes to consumers, you've got two types. Some folks love trying out the latest and greatest products, while others prefer sticking to the tried-and-tested ones. They find comfort in knowing that others have already given it their seal of approval.

So, how do you boost your readers' confidence and make them feel secure in choosing your brand? Well, one effective way is to highlight testimonials and feature prominent clients. Show them that others have had a great experience and that there's nothing to fear.

But that's not all! You can take it a step further by showcasing your amazing team, happy customers, exciting events, and vibrant social media platforms. Basically, anything that demonstrates just how many people are absolutely in love with your brand. Make it impossible for anyone to ignore the buzz surrounding your products or services.

When your readers see that there's a whole community of satisfied customers, they'll feel more inclined to jump on the bandwagon and join in the excitement. It's all about building that sense of trust and showing them that they're not alone in choosing your brand.

So, let the bandwagon effect work in your favor by showcasing the love and support your brand receives. Get those testimonials, display your awesome team, and make sure your readers feel like they're part of something special. Together, you'll create a powerful wave of enthusiasm that others won't be able to resist.


Customer-Repellent Copywriting Mistake #25: Sounding Doubtful

30 customer-repellent copywriting mistakes (and how to fix them)

You know what's a real buzzkill? Self-doubt. It sneaks up on you when you least expect it and throws a wrench in your plans. Suddenly, you start questioning everything.

Will your efforts pay off? Will people actually like what you're offering? What if no one buys a single thing? It's enough to make you wonder if you've made a colossal mistake.

But here's the thing—we all have doubts from time to time. It's normal. Life can throw curveballs, and things don't always go according to plan. The problem arises when we let those doubts take over and start believing them.

When you start doubting yourself, it's hard for others to have faith in you too. Why should they trust you to solve their problems if you don't even believe in your own abilities?

That's why it's important to banish words like "might" and "could" from your vocabulary whenever possible. Don't use self-deprecating humor as a way to lighten the mood. Instead, strive to be confident in what you're offering without going overboard with self-promotion.

Because here's the truth: If you're not your own biggest cheerleader, why should anyone else be? You need to be your own best advocate and believe in what you're doing. When you exude confidence and trust in yourself, others will follow suit.

So let go of those nagging doubts and embrace your awesomeness. Be proud of what you bring to the table and show the world why they should choose you. When you believe in yourself, others will believe in you too. And that's when the magic happens.


Customer-Repellent Copywriting Mistake #26: Lack Of Personalization

30 customer-repellent copywriting mistakes (and how to fix them)

Let's talk about a common mistake many copywriters make—failing to personalize their messages. When your copy feels like a one-on-one conversation with your ideal customer, it hits the mark. But when it lacks that personal touch, it falls flat.

Think about it: if you're not speaking directly to your target audience's unique needs, desires, and pain points, your message won't resonate with them. Generic copy just doesn't make that connection, and potential customers won't see how your product or service is relevant to them.

To avoid this blunder, you've got to do some detective work. Take the time to understand who your message is aimed at and what makes them tick. Create customer personas that capture their interests, behaviors, and pain points. Armed with this information, you can create copy that speaks directly to their hearts and minds.

Also, pay attention to the language and tone you use. Is it relatable and engaging to your target audience, or does it feel like you're talking at them? Remember, personalized copy is all about creating a sense of connection, building trust, and ultimately driving conversions.

And here's a pro tip: make sure your message can adapt to different audiences. Taking that small but essential step can truly make or break your copy. So, put in the effort to customize your messages and watch as your copy starts to hit home with your ideal customers.


Customer-Repellent Copywriting Mistake #27: Not Addressing Objections

30 customer-repellent copywriting mistakes (and how to fix them)

Every potential customer has objections when considering a purchase. You may need to resolve issues concerning prices, product quality, or effectiveness. 

Neglecting these objections might leave your copy feeling a bit...well, hollow. It's like hosting a party and ignoring half of your guests. Not cool, right?

So let's get proactive. Identify those potential worries, and give them the attention they deserve in your copy. That way, you're not just selling a product, you're providing reassurances. 

It's all about building trust, and let me tell you, nothing builds trust faster than showing your customers that you really understand them.

To avoid this mistake:

  • Do your research on common objections your potential customers may have.
  • Use customer feedback and reviews to identify pain points and address them in your copy.
  • Consider integrating a section in your page that addresses frequently asked questions, so potential customers can find answers to their concerns.

Addressing objections in your copy shows that you understand your audience and are committed to offer them the most suitable resolution to their problem. It allows you to project a trustworthy image and build credibility.

So, don't be afraid to tackle objections head-on in your copy. By doing so, you can remove doubts and persuade potential customers to act.

30 customer-repellent copywriting mistakes (and how to fix them)

Customer-Repellent Copywriting Mistake #29: Using Jokes Inappropriately

Let's talk about humor, my friend. It's a powerful tool that can really connect you with your target audience. But here's the thing: you've got to use it wisely, or it can backfire big time.

One mistake people often make is using offensive, insensitive, or inappropriate jokes. What might be hilarious to some could be downright offensive or nonsensical to others. That's why it's crucial to always consider your audience when you're trying to be funny.

Another slip-up is when jokes end up stealing the spotlight from your main message. Sure, being entertaining is important, but remember, your ultimate goal is to persuade potential customers to take action. If your jokes overshadow your message, you risk losing their attention and interest.

To avoid these blunders, it's all about using humor carefully and strategically. Think about the type of potential customers you want to attract and tailor your jokes to their taste. And don't forget to test your copy with different groups of people to get their feedback. That way, you can ensure your jokes are hitting the mark.

Always keep in mind that the main purpose of your copy is to persuade potential customers to take action. Humor should be there to enhance your copy, not to derail your message. So, steer clear of inappropriate jokes and use humor strategically to make your copy more engaging and persuasive.

Remember, a well-placed joke can work wonders, but use it with caution, my friend.


Customer-Repellent Copywriting Mistake #30: Ignoring The Competition

30 customer-repellent copywriting mistakes (and how to fix them)

You know what? It's easy to get caught up in promoting your product or service without even thinking about the competition. But let me tell you, my friend, ignoring your competition is a mistake you don't want to make. It can cost you potential customers.

Here's the deal: today's consumers are smart cookies. They do their research and compare multiple options before making a decision. If you fail to acknowledge your rivals in your content, you're missing out on a golden opportunity to show consumers why your offering is better than the rest.

By ignoring the competition, you run the risk of coming across as out of touch or even a tad arrogant. That's definitely not the vibe you want to give off. So, here's how you can avoid this mistake: take the time to research your competition. Get to know what they're all about and what makes your product or service unique in comparison.

Once you've got that intel, use it to your advantage. Craft copy that highlights your unique selling points and showcases how you stand out from the competition. And hey, if it helps make your case, don't be shy to mention the competition by name. It adds a layer of authenticity and shows that you're not afraid of a little healthy competition.

So, my friend, don't ignore the competition. Embrace it! Differentiate your product or service and help potential customers see why you're the best choice out there. Remember, in this game, acknowledging your industry rivals can actually boost your bottom line.


Increase Conversions With Copywriting

30 customer-repellent copywriting mistakes (and how to fix them)

Alright, let's be real here—slip-ups in copywriting are a fact of life, and they're not exactly a recipe for business success. Spotting some errors can be as easy as pie, while others are crafty little ninjas that take some practice to uncover.

Just think about it: every copywriting mistake is like a little speed bump slowing down your lead conversion race car. You're gonna want to steer clear of those or, if you've already hit a few, fix them up fast.

Copywriting is a bit like a jigsaw puzzle, isn't it? You've got grammar pieces, psychology pieces, formatting pieces—all fitting together to create an irresistible picture for your prospects. It's a unique beast, this copywriting thing, with an awesome power to rev up your sales.

You've probably got a good grip on some nifty copywriting skills and knowledge, ready to churn out some fantastic copy. If not, don't sweat it—there's always a whizz-kid conversion copywriter out there ready to jump in and help. So, no need to make do with so-so content. Let's make your words shine!


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About Daniel Doan

Daniel is a proven Neuro-Response copywriter with over a decade of expertise bridging the gap between what your company wants to say and what your customers actually want to read.

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