There is no blue print to the perfect copy but there are general things writers can avoid. I found a great Foundr interview by esteemed copywriter Joanna Wiebe who gave some tips on how to write engaging content that really resonates with fans, customers, and followers. Here is what I took away from what Joanna had to say on common mistakes writers make:
The hardest thing for people to do is be themselves in every situation, especially when it comes to business. We have been conditioned to “sound” professional and it is killing our ability to connect with people. Talk normal.
Personally, I cannot tell you how many times I see the words “motivating”, “resource”, “platform”, “lifestyle”, and “empowering”. If tons of other entrepreneurs and creatives are using them, you shouldn’t be using them. I have to say I’m guilty of doing this myself. Cracking open the thesaurus as we speak…
Being concise is great, but being “simple” may not always work in your favor. Straight to the point is can be dull and it typically will not catch someone’s attention. Wiebe wasn’t necessarily in favor of being long winded but the point she was trying to get across was this: Pack a punch with how you express yourself.
Your best copy is not a thought in your head. Go out and look for words your followers are actually using. Look in forums, Youtube comments, and use words that come up in natural language.
Safe is boring and it won’t get you noticed. Joanna said it best- “If it doesn’t scare you, you’re probably not doing it right”