Copywriting Guide - Why Copywriting Matters

2. Copyright ©All rights reserved worldwide. YOUR RIGHTS: This book is restricted to your personal use only. It does not come with any other rights. LEGAL DISCLAIMER: This book is protected by international copyright law and may not be copied, reproduced, given away, or used to create derivative works without the publisher’s expressed permission. The publisher retains full copyrights to this book. The author has made every reasonable effort to be as accurate and complete as possible in the creation of this book and to ensure that the information provided is free from errors; however, the author/publisher/ reseller assumes no responsibility for errors, omissions, or contrary interpretation of the subject matter herein and does not warrant or represent at any time that the contents within are accurate due to the rapidly changing nature of the Internet. Any perceived slights of specific persons, peoples, or organizations are unintentional. The purpose of this book is to educate and there are no guarantees of income, sales or results implied. The publisher/author/reseller can therefore not be held accountable for any poor results you may attain when implementing the techniques or when following any guidelines set out for you in this book. Any product, website, and company names mentioned in this report are the trademarks or copyright properties of their respective owners. The author/publisher/reseller are not associated or affiliated with them in any way. Nor does the referred product, website, and company names sponsor, endorse, or approve this product. COMPENSATION DISCLOSURE: Unless otherwise expressly stated, you should assume that the links contained in this book may author/publisher/reseller will earn commission if you click on them and buy the product/service mentioned in this book. However, the author/publisher/reseller disclaim any liability that may result from your involvement with any such websites/products. You should perform due diligence before buying mentioned products or services. This constitutes the entire license agreement. Any disputes or terms not discussed in this agreement are at the sole discretion of the publisher. be affiliate links and either the Copywriting Mistakes

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5. Introduction Copywriting is undoubtedly one of the most vital skills one can possess in the business world. Not only is it useful for crafting sales letters, which is what people typically think of when they hear the word ?copywriting?, but it is also invaluable for crafting emails for email marketing, for writing effective calls to action on websites, blogs, and social media, and many other uses. The trouble is that a lot of newbie copywriters (and even seasoned veterans) seem to make the same few mistakes over and over, and these mistakes can absolutely destroy otherwise effective copy. In this report, we’re going to take a look at the 7 Killer Copywriting Mistakes, and how you can avoid making these disastrous mistakes in your own copy. Once you learn these big mistakes and how to avoid them, you’ll be on your way to crafting the most effective sales copy you’ve ever written! Hint: Most mistakes center around the lack of value. We’ll discuss this more in just a minute. So let’s get started. Copywriting Mistakes

6. Value in Copywriting The first thing we absolutely must discuss is value. Value is the one thing you must constantly focus on in your sales copy if you want to be truly successful at the craft. Value is what you are ultimately trying to offer your customers. Not necessarily monetary value, but some sort of benefit. The thing is, you know the value of your product. After all, you probably created it. At the very least, if it’s your primary product, you should know it inside and out. (If you don’t, you’d better learn it, and FAST!) But your potential customers don’t know your product’s value. It’s up to your copy to constantly let them know the value of your product. You’ll soon learn how failing to concentrate on value is involved in several of the big mistakes, and how you can be sure you’re demonstrating value during every step of the copywriting process. Remember, from start to finish, you must concentrate on what your product can do for the reader. Copywriting Mistakes

7. Mistake #1 Lack of Value in the Headline Everyone who knows anything at all about copywriting knows that the headline is absolutely the most important part of your sales copy. Get the headline wrong, and you’ll lose 75-80% of your traffic right off the bat. (Yes, that’s a real statistic. About 5 times as many people read a sales letter’s headline as read the body!) Your headline should tell someone exactly what the product can do for them right off the bat. It should not, contrary to popular opinion, pose a question – at least not without a corresponding answer included in the headline itself. Rather, it should tell someone exactly what they will get right off the bat. Examples: BAD– What Would You Do If Someone Broke Into Your House? GOOD– Get Our Free Report And Learn How To Stop A Burglar Dead In His Tracks! BAD– Do You Want To Lose Weight Quickly? GOOD– Lose 10 Pounds In 10 Days With Our Breakthrough System! Copywriting Mistakes

8. These headlines (the GOOD headlines) let people immediately know what results they can expect upon use of the product. There’s no question posed that makes the reader think, which can result in the reader leaving. Instead, there’s a clear, definitive result posed that lets a reader know whether or not the product is what they are looking for. Not only that but these headlines get a user to keep reading out of curiosity. Now that they know what they can achieve, they want to know more about how they can achieve it. Ultimately, the job of the headline is to get people to read the rest of the copy (or at least skip right to the call-to-action where they can take that desired action.) If your headline successfully does its job of conveying value, Copywriting Mistakes

9. Mistake #2 Focusing on ?Action Words? in the Call-to-Action Many copywriters have read about the importance of using ?action words? to get people to take a desired action, such as buying a product, adding an item to their shopping cart, or subscribing to an email newsletter. And using those words is a good idea in some areas of your copy. However, too many people have taken the ?action word? thing too far and are using them in their calls-to-action as their primary focus. Remember, we’re focusing on value. We want to let people know what they can GET at every step of the process in our copy. So instead of focusing on action words, focus on value words. Value words let people know they can GET something. In fact, GET is one of the most powerful value words there is! Instead of saying ?Click Here? say ?Get Your Report Now?. Instead of saying ?Join Now? say ?Get Free Access Now?. By focusing on your value words, you will find your conversions increase significantly, and more people will respond to your copy in the way you want them to than if you use those oft-touted ?action words?. Copywriting Mistakes

10. Mistake #3 Not Knowing Your Audience A lot of people are certain they know their market inside and out. They’re so sure, in fact, that they do little to no research and instead write copy based on what they believe their audience thinks and feels. The trouble is… ?hat if you do this a?d you’re wrong? Market research is vital. There’s a reason why mega corporations spend huge amounts of their marketing budgets on research. They do all types of research, including uncovering their market demographics and focus groups that test individual products. You need to know your market inside and out not only to make sure you’re writing the right stuff, but to make sure you’re NOT writing the WRONG stuff. Think of it this way. Let’s say your market happens to be mostly females, but you erroneously believe it is mostly males. You write your copy specifically to target men, and you throw a minor joke about ?make sure your wife doesn’t know you’re buying this!? If your market is mostly women, they’ve probably just been insulted and also feel like your product isn’t for them since it’s obviously targeting men. Never assume to know your audience. Make sure you know it! Copywriting Mistakes

11. Mistake #4 Bland Copy That Is Hard To Read I’m not talking about boring copy here, although that would certainly be a big mistake. I’m talking about copy that is nothing but a bunch of monochromatic words bunched up together on a page. If you’ve ever read sales copy like this, you’ll understand how hard it is on the eyes, and how frustrating it is to try to read a solid wall of text with little to nothing to break it up. Make sure you are making your copy look as interesting as possible by adding interesting elements to the text. Use elements such as bold, color, underline, italics, etc. Bullets are a great way to break up large chunks of text into parts that are easier to digest: Use bullets to list various features Use bullets to list benefits Use bullets to make important text stand out Don’t forget that you can also use bold, underlines, etc. to make text stand outwithin those bullet points!!! Copywriting Mistakes

12. Mistake #5 Useless Images Images are incredibly useful in copy when they are highly targeted to the topic and make sense. However, if you use random images simply because they were all you could find that would fit with your topic, you’re actually hurting your sales copy more than you’re helping it. Disjointed images only serve to confuse potential customers. They see an image and wonder, ?What does this mean?? Just because you understand how a particular image fits in with your message doesn’t mean your reader will. Imagine, for a moment, that you see this image: Copywriting Mistakes

13. Do you immediately recognize what this image is supposed to symbolize? Would it help you better understand a piece of copy, or would it simply distract you while you try to figure out what in the heck its supposed to say? I mean, this could mean anything, right? It could be about blogging, it could be about video marketing, or it could be about online educatio?… you just can’t tell without a bit of thought. Even then, are you sure? Maybe you’d just ig?ore it… skip right o?er it. E?e? the?, that ?ould ?ea? the image was pretty much useless, wouldn’t it? Yes, images do help convey messages. But only if those images are easy to recognize in concept and truly support the message you’re trying to convey. Simply inserting images for the sake of having those all-important images in your copy is not helpful. Be sure that the images you use help convey your message. Make sure those images are immediately recognizable, and that almost everyone you encounter would immediately understand what that image was meant to say. Copywriting Mistakes

14. Mistake #6 Using Too Many (Or Too Few) Words Everyone seems to think that longer copy is always better, but in many cases longer copy can absolutely kill conversions. I’m not sure where the trend started – the belief that longer copy is always better than shorter. Maybe it started because all those copywriters who charge per page tend to craft longer copy to justify their inflated prices or make more per client. Who knows? Sometimes longer copy works. Some products take more copy to sell than others. A product that costs $1,997 is probably going to take a lot more convincing than a product that costs $19.97. (Although that isn’t always the case!) You probably don’t need 30 pages of copy to sell a $0.99 eBook, and you probably need more than a half page to sell a $1,997 video course with coaching. But that many not always be true. Some markets respond better to one type of copy than another, and some products need more copy than others. This brings us to our 7tha?d fi?al ?istake… Copywriting Mistakes

15. Mistake #7 Failing to Test Testing is one of the most important elements of copywriting. In fact, it could be said that testing is even more important than the headline, because if you don’t test, how can you even be certain your headline is up to par? You can use split-testing software to make your testing easier, but it’s not absolutely necessary. If you have a decent amount of traffic, you can test one version, and then test a second version manually and compare results. Split-testing just makes the process a lot easier to track and allows you to test more versions and track results accurately. Remember, you’ll need a fairly large sample size to really ensure an accurate test. At a bare minimum, you shouldn’t make a decision regarding your copy until at least 1,000 people have viewed each version. Any smaller sample size would likely result in inaccurate results, and even this small a sample size could lead to some inaccuracies. Still, it’s better than not testing at all! Test various elements such as your headline, call-to-action, graphics, and bullet points. Even your guarantee should be tested. Once you’ve hit a conversion ratio you’re happy with, you could stop testing, but you never know when you might exceed your goals with one small tweak! Copywriting Mistakes

16. Conclusion Copywriting isn’t as cut-and-dry as you might think. The fact is, there are a lot of mistakes one can make when creating any type of copy, and these little mistakes could mean BIG losses in terms of profit or conversions. It’s actually incredibly easy to make these killer mistakes, because so many people have read misleading or incorrect information, or they’ve misunderstood the information they’ve read. When you’re crafting any kind of copy, the primary thing you need to remember is that you must concentrate on value. Everything you say should point to the value of your product or service. Not on what you want the reader to do. Not on what you think they want to hear. Not on what someone else has told you to say. But on the immediate value the reader will receive when they take the action you want them to take. Remember to use words like GET in your copy. This immediately conveys value, because it reminds them they will GET something if they take the desired action. Value, value, value. Concentrate on this, and your sales copy will shine, leading to increased conversions and ultimately increased profits. Copywriting Mistakes

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19. YouTube Rank Tracker - Track Fast & Easy Unlimited Keywords & Videos Ranking - $7 One Time Payment! Tools for Writers Trello Trello is a kind of project management tool that takes the place of Post-it Notes and highlighters or scraps of paper or my pocket lists. === Google trends Google Trends is a public web facility of Google Inc., based on Google Search, that shows how often a particular search- term is entered relative to the total search-volume across various regions of the world, and in various languages. === Daily Page Daily Page emails you a writing prompt every morning, and you have the rest of the day to write your response. === 750 Words Another way to practice your writing is to do a "brain dump" exercise using a tool like 750 Words. Copywriting Mistakes

20. === Twords Twords calls itself "the app that nudges you to write." It notifies you when you haven't written in a while so you can keep yourself accountable -- and even gives you the option to connect with others who will help keep you accountable. === Quora Quora is a great place to go for crowdsourced answers if you want to reach outside your network. === Inbound.org Inbound.org is a great place to source answers from professionals === oTranscribe oTranscribe is a great tool that'll make the transcription process much less painful -- allowing more time for your own writing and analysis. === ZenPen ZenPen is a web app that gives you a "minimalist writing zone." === Copywriting Mistakes

21. Power Thesaurus Power Thesaurus isn't just any thesaurus: It's a crowdsourced thesaurus that provides alternative word choices from a community of writers. === OneLook Thesaurus OneLook Thesaurus also has a "reverse dictionary": users can type in a definition or group of words related to the word they're searching for and find the right word for their piece. === Twinword Writer Twinword Writer automatically sense if you pause because you're stuck on a word. Then, it'll analyze the context of your writing and open a box suggesting alternate words you can use. === Prompts Prompts uses an algorithm to make suggestions for what you should write next. === BrainyQuote BrainyQuote is a library filled with millions of interesting quips that you can search by speaker (from Aristotle to Dr. Seuss to Audrey Hepburn) or by topic (like peace, success, leadership, and more). Copywriting Mistakes

22. === Hemingway App Hemingway App assess your writing and identify opportunities to make it simpler. === ProWritingAid ProWritingAid another tool that evaluates your writing, but it boasts some unique features that differentiate it from the tools above. === Grammarly Grammarly check for grammatical errors -- and Grammarly even checks for plagiarism. === Correctica Correctica is a great tool for triple-checking before you press "publish" or "send." === Draft Draft lets you call on a staff of reviewers to get suggested edits, for a price. === Listly Copywriting Mistakes

23. With Listly, you can invite your audience to contribute to your list. The Listly community can then vote on list items to move them up the list. === NewNovelist The NewNovelist program comes with a variety of tools to help you research, create, organise, analyse, review, and prepare your novel for publishing. === Bibisco Bibisco is comprehensive novel-writing programme created with love by book lovers to inspire writers to create “beautiful” work. === yWriter yWriter tracks your chapters and scenes but provides less creative guidance than some more comprehensive programs. === Storyist Storyist gives you an overview of your writing, tracks important elements such as characters and plot, organises your information, and provides you with templates and formatting tools for your manuscript or screenplay. === Copywriting Mistakes

24. Plotbot Plotbot gives screenwriters the option of collaborating with others on their project. === Clean Writer Pro Clean Writer Pro is a minimalist text editor for those wanting to focus on their writing without distraction. === WriteRoom WriteRoom is a bare-bones text editor that lets you focus on your words and nothing else. === Dark Room Dark Room is a similar text editor designed for Windows. It gives you the same clutter-free environment so that you can focus on your words. === OmmWriter OmmWriter’s goal is to create a clutter-free environment where you can focus on your writing in peace. === Q10 Copywriting Mistakes

25. Q10 has a variety of features to help you focus on your writing and meet your goals, including live statistics, portability, customizable appearance, a timer, writing target percentages, autosaving and autocorrection. === Write or Die Write or Die is good for those who want to achieve a minimum word count within a given period of time. === Dragon Dictation Dragon Dictation lets you dictate your words and then transcribes them for you. === MarkMyWords MarkMyWord comes with a variety of features, including compatibility with different mark-up languages, the ability to preview your work, highlighted mark-up code, a customizable interface for maximum comfort and focus, easy formatting options, and article templates. === Protagonize Protaganize is a global, award-winning online community of writers. Members can explore other authors’ work, write new material, join existing groups or create new ones, critique each other’s creations, collaborate, and promote themselves. Copywriting Mistakes

26. === GoodNotes The GoodNotes app lets you take handwritten notes and annotate pdfs with digital vector ink. GoodNotes documents on your iPad and iPhone will synchronize automatically with iCloud sync. === Mindmup Mindmup is an open-source, online mind mapping tool with collaboration, publishing, and export capabilities as well as the ability to change the look. === Mindmeister Mindmeister is another collaborative online tool for mind mapping, brainstorming, planning and more. === Bubbl.us Bubbl.us uses comment-like bubbles to help you brainstorm, organise and plan. === Scappl Copywriting Mistakes

27. Scapple is described as a free-form text editor that mimics mind mapping software without imposing any hierarchy or the need to link your notes. === SimpleMind SimpleMind is a mind mapping tool that allows you to gather, organise, analyse and share your thoughts. === Tomboy Tomboy is a note-taking app that also allows you to format, organise your work into different notebooks, automatically link your notes and create lists. Useful for research as well as to-do lists. === Zim Zim is a text editor that also functions as a desktop wiki, a place to gather Wikipedia files as well as take notes, brainstorm, organise, and create emails and blogs. === Creative Writing Solutions Creative Writing Solutions is a website that offers a variety of ways to help writers get past the different causes of writer’s block, such as fear, lack of ideas or lack of motivation. The site offers prompts, challenges, advice on specific issues, lesson plans for kids, mentorship and more. === Copywriting Mistakes

28. Writing Toolkit Writing Toolkit, is a mobile app that’s useful for all kinds of writers – fiction and non-fiction, veteran and novice. In addition to help with the mechanics of writing, its toolbox shows not only different aids for developing your fiction story but also tips for journalists, bloggers, technical writers and more. === The Story Starter The Story Starter is a fun tool that generates random lines to give you ideas for starting your story. === Evernote Evernote is a note-taking and sharing app that can be used across devices. A note can be in many forms, from an image to a handwritten note, web page, voice memo or video file. === Diigo Diigo’s original main purpose was to provide users with a way to store, organise and annotate their web content. === Feedly Copywriting Mistakes

29. Feedly lets you put all your content in one place. Content includes your publications, YouTube channels, blogs, collections and even keyword alerts. === Readability Readability allows you to adjust and save web pages for greater readability, enjoyability and convenience. === Anti-Social Anti-Social is a timed Chrome plug-in that allows you block the social media features on websites, such as comments as well as Facebook, Twitter and other icons. === StayFocused A Chrome extension that lets you block those distracting websites that keep you from making progress with your work, especially handy if you’re slaving away on a thesis. Cold Turkey Cold Turkey helps you improve your productivity by blocking websites, preventing you from becoming distracted and forcing you to concentrate on your work. === EssentialPIM Copywriting Mistakes

30. EssentialPIM (PIM stands for “personal information manager”) is an organisational tool that allows you to manage your personal information such as notes, appointments, contacts, tasks, mail, and passwords. === LeechBlock LeechBlock is a Mozilla add-on that lets you choose when and which sites to block in order to eliminate distractions and maximize your productivity. === Keybr.com Keybr.com keeps track of your speed, number of errors, and other stats while teaching you to touch type by focusing on similar though randomly generated sets of letters. === APAStyle APA style is the writing and reference style devised by the American Psychological Association and used in the social sciences. === LanguageTool LanguageTool is an open-source proofreading tool for over twenty languages, including all different versions of English. Copywriting Mistakes

31. === WordWeb WordWeb is a customizable, downloadable dictionary and thesaurus as well as a word and term finder. === OneLook OneLook automatically searches multiple dictionaries for the word in question and provides you with links. === Acronym Finder Acronym Finder allows you plug in acronyms and abbreviations to discover their meaning. === MediLexicon MediLexicon provides users with links to a medical dictionary, medical abbreviations, information on drugs, medical news, medical and surgical equipment, and miscellaneous medical information on such categories as hospitals, medical associations and pharmaceutical firms. === RhymeZone RhymeZone lets you plug in a word and then provides you with a list of rhyming options. Copywriting Mistakes

32. === Visuwords Visuwords creates diagrams around a word using different types of colored lines to connect it to related words and phrases. === Word Counter Word Counter allows you to track the number of words and characters of your text, either as you type or by cutting and pasting. === Copyscape Copyscape is a plagiarism tool with different levels of checks. The free version lets you compare content from different articles or web pages. === FastPencil FastPencil is a self-publishing platform that helps authors through the various stages of book creation, publishing and selling. PenFlip With PenFlip, you enter your text into either your own text editor or an online markdown editor. You then submit it for public or private feedback that you reject or accept, and Copywriting Mistakes

33. finally you publish it as an e-book or on the web. Works with both short and longer works. === Calibre Calibre is an open-source e-book tool that includes library management, e-book conversion, e-book reader syncing, an e-book viewer, an e-book editor, online library access, and news-to-ebook conversion. === To ePub To ePub converts your pdf files to different e-book formats, including epub and mobi. === Sigil Sigil is a simple, easy-to-use, open-source e-book creator and editor that lets you edit e-books and convert them to .EPUB format. === CreateSpace CreateSpace is Amazon’s online publishing platform for hard-copy and e-book self-publishers. === Cliche Finder Copywriting Mistakes

34. Cliche Finder will find and uncover hidden clichés in your writing — phrases that have been used so much by so many people that they’ve lost their original punch. === Zen Writer Zen Writer minimizes distractions (like checking your email or Facebook) by encompassing the entire width and height of your screen and making you devote it solely to writing. === Byword Byword is a neat app available on both Windows and Mac App stores that lets you write something (whether it’s a new chapter, a blog post or any type of written content) on one device and share it with others. === Synchroedit Synchroedit is a collaborative writing software that lets multiple users in different locations work simultaneously on the same document. === Clippings.me Clippings.me allows you to create an online writer’s portfolio where you can display your work proudly. === Copywriting Mistakes

35. Pear Note PearNote records a conversation and syncs it with your notes. === Scrivener Writers across the web swear by this software and claim that ‘all-in-one writing tool’ doesn’t do it justice. === Ulysses This program is highly regarded for its ability to transfer plain text into beautiful content. === Ted Talks Ted Talks is for inspiration and information, look to experts and innovators in every subject under the sun. === Copywriting Mistakes

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38. Content Curation Tools Social Media Tools PPC Tools Content Optimization Tools Rank Tracking Tools Tops Keyword Research Tools Keywords Ideas Tools Technical Seo Tools Top Seo Tools Link Building Top Seo Tools Top Landing Pages Creators Copywriting Mistakes

39. Twitter Trending Topics Twitter Tools For Images Twitter Hashtags Top Twitter Tools Top Facebook Tools Top Lead Generation Tools Top Autoresponders Tools Build Email List Tools Top Niche Research Tools Top Trends Tools Ecommerce Software Copywriting Mistakes

40. Screen Capture Video Audio Tools Gif Creator Tools Free Banner Creators Tools Top Online Contests Tools Twitter Tools Twitter Analysis Management Tools Competitive Analysis Tools Backlink Investigation Tools Tools For Writers Instagram Tools Copywriting Mistakes

41. Notifications Monitoring Tools New Launch Products Sites Question And Answer Sites Push Notification Tools Time Management Tools Webinars Tools Heatmap Analytics Tools Free Wordpress Tutorials Website Templates builder Tools Website Testing And Analysis Tools File Sharing And Data Storage Tools Copywriting Mistakes

42. Brainstorming And Mind Mapping Tools Top Interstitial Traffic Networks Top Solo Ad Traffic Sources Top Native Ads Traffic Networks Top PPC Networks Top PPV CPV Networks Top Mobile Traffic Networks Infographic Submission Sites Free Video Submission Sites Free Article Submission Sites CPA CPM Aff Networks Copywriting Mistakes

43. Mobile Marketing Tools Scraper Extractor Tools Support Tools Graphic and Design Tools Efficiency Tools Virtual Assistant Sites Top Outsourcing Tools Traffic Analysis Tools VPN Tools Integration Services Tools Copywriting Mistakes

44. Social Media Analytics Tools Url Shortener Tools Content Ideation Tools Domain Name Idea Generators Domain Appraisal Tools Domain Email Tools Business Dashboard Tools Increasing Influence Payment Gateways Tools Project Management Tools Customer Support Copywriting Mistakes

45. Website Monitoring Tools Form Builders Website Builders Image And Cliparts Sites Design Tools Video Creating Tools Surveys Top Outreach Tools Top Live Chat Tools YouTube Marketing Tools Mobile Marketing Tools Copywriting Mistakes

46. Top Heatmaps Tools Top E-learning Platforms Top Content Tools Cloud File Storage Top Affiliate Marketing Sites Top Analytics Tools Top Social Advertising Tools Content Creation Tools Social Analytical Tools Monitoring Sharing Tools Internet Marketing Top Forums Copywriting Mistakes

47. Internet Marketing Newsfeeds Internet Marketing Top Sites Copywriting Mistakes