Copywriting is one of the most important elements in the promotion of products and services. It uses powerful words that stir people’s emotions and compel them to take action.
Copywriters on the other hand, are the ones who produce copies that marketers use to make a connection with their target audience. They are the productive arm of advertising agencies that provide their clients with promotional copies in an effort to garner and increase sales.
Copywriting is a lucrative profession and it offers plenty of job prospects. It is one of the main reasons why most freelance writers want to become copywriters.
But it is good to note that copywriting, together with its opportunities and potentials, come with a lot of rules to follow and challenges to overcome in order to succeed. These include avoiding certain things that can spoil your credibility and potential to earn.
Here are some of the most common don’ts of copywriting:
1. Don’t write copies about products, services or offers that you are not sure about.
Writing out of sheer creativity or inspiration is a good indication of talent and genuine writing ability. But it can’t deliver positive results in copywriting. If you do not have sufficient information about the products, services or offers that you are promoting, chances are you will overshoot the message and it can create a bad impression on your clients. You should know what you are writing about in your copies. It will enable you to write copies that are relevant to your offerings.
2. Don’t make exaggerated claims without providing adequate facts.
Ads should be a source of credible facts, not exaggerated claims. Good copies contain claims that are supported by facts. They are expected to help their audience shape up their purchasing decisions. Copies that contain exaggerated statements do not impress readers; they make readers turn away instead.
3. Don’t miss submission deadlines.
Missing submission target dates is definitely a no-no in the copywriting business. Time is precious and and it has its own cash equivalent. Lost time is lost opportunity to earn. In that sense, you should stick to your submission deadlines in order to make your clients stay.
4. Don’t ignore client instructions or specifications.
Clients outsource copywriting jobs with the expectation that the copywriter delivers what they expect based on the instructions or specifications they gave.
A client brief contains the client’s detailed instructions about the offering. It describes how the finished product should be presented. It should be made as the basis for your copy otherwise you will end up reworking on that project.
5. Don’t send poor work samples.
Most businesses prefer to see work samples as part of their process of hiring ad firms or copywriting professionals. Winning a copywriting contract is sometimes tough and you have to go through stiff competition. You should send your prospects your best work samples in order to leave a positive and lasting impression on your prospects.
6. Don’t be too passive about the assignment.
Clients want their copywriters to get involved in the project. In short, they expect you to contribute your ideas to make their ads more effective. You should be proactive in your dealings with your clients regarding your assignment.
7. Don’t allow spelling mistakes and grammatical mistakes to spoil your copies.
Spelling errors and grammatical mistakes indicate unprofessionalism. They often tell readers that the copy or content was produced by an amateur who doesn’t have enough writing, editing and proofreading skills. You should make sure that your copies are free from mistakes before submitting them. They help to tell your clients that you deserve another project.
8. Don’t disregard research as an important part of your job.
Research is an integral part of all writing projects. It allows the copywriter to gather important facts about the product. Product information and background are necessary. They help the copywriter make verifiable claims to make the product more appealing to its target audience.
These are some of the most important things that a copywriter should avoid in his copies.
Copywriting can be fun, exciting and full of opportunities especially if you know what and what not to do.