Bad Copywriting Examples – Lessons Learnt From Bad Copy

Bad Copywriting Examples – Lessons Learnt From Bad Copy

Have you ever read a copy that made you want to scream? You read something and you have a hard time putting a finger on what makes the copy bad but it lacks an appeal.

Obviously, creativity is an essential part of being a remarkable writer. However, you should note that when a results-oriented writer says ‘creative’ and image-oriented writer says the same they mean two different things. A results-oriented writer emphasizes problem-solving with clear, concise, and compelling copy. An image-oriented writer puts an emphasis on artistic, humorous, or clever copy.

Writing is subjective in nature; however, certain mistakes are universal. A few weeks ago, I wrote about how to write copy that sells. Now, I want us to look at some lessons learned from reading or writing bad copy:

1. Your Audience Matters

Before diving into a topic, make sure you know what your audience does and does not know. You do not want your readers to stop reading after the first paragraph because they already know what you are talking about. Rather, carry out a little research to identify your target audience.

What does your audience know? What do they need/want to know? How are you going to tell them what they need/want to know in a new way? You can look into articles produced by influential members or competitors in your field to get an idea. Note the post topics and any comments left by readers. Try to answer important questions for your target audience, not provide a general overview for beginners.

2. Your Story Makes The Writing

How you tell your story will create a difference between talking "at” and talking "to” your audience. Take time to develop your story and your writing will mimic the natural tone you would use in a conversation. For instance, when explaining something in person, would you speak in a repetitive, factual tone? Probably not.

Introduce a problem, develop its points, and then present your solutions, just as you would during a personal interaction. Try to be a problem solver and not a lecturer.

3. Get To The Point

Readers prefer simplicity. It is easy to dig deep into the point you want to make that you forget to separate it from others. Take a step back and think about where and how you can separate your points. How can you make it easier for readers to get the point you are trying to make?

Find ways to separate each sentence so that you can only make one point before moving on to the next. This will help you avoid writing content that leaves readers bored, confused, and/or disinterested in what you have to say.

4. Structure Your Information Well

This all comes down to formatting. If you present your information in a boring way, the reader will find it boring. Try to separate information into sections using bullet points, bolding, and sub-headers. Use a format that will guide your readers from one important chunk of your content to the next. This will make it easier for your readers to consume your content whether they are skimming through or reading in full.

5. Try To Use Pictures

Ever heard that a picture is worth a thousand words. Pictures are fun to look at. They make content more fun to read. Choose relevant, high-quality images to accompany your content in order to engage your readers. Images will help you illustrate your points by giving visuals of the products/services you offer. Ensure that the images are of high quality and the formatting matches the overall layout of your site.

Note that if you are using images, you should own them. Whether you bought them from a stock gallery or took them with your camera, make sure you did not get them straight from the search engine. Other people’s images can lead to sticky copyright issues that become more trouble than their use is worth.

6. Proper Grammar Matters

No one would use poor grammar on purpose. However, most people do not know when they are using poor grammar. Pay attention to the grammar check warnings that pop up in your writing program. Right-click to see the suggestion. After writing, run another check for good measure. In addition, you can ask someone else to read your copy and look for errors.

7. Avoid Hyperboles And Clichés

Just because you have an awesome product or service does not mean you should use over the top statements trying to sell it. Think of your content as your first conversation with a potential client/customer. When talking to your prospect in person, would you explain your product to them using one-liner sentences? Make your content your sales pitch since online consumers will not visit you in person for their first impressions.

Keep your content relaxed enough to relate, yet professional enough to sell. Obvious promotion should be minimal. Explain how your company does what it does in the most honest and factual way you can.

8. Check For Flow And Consistency

Admitting to your imperfections is tough, but a necessary part of producing quality content. You will not always be right. Ask your proofreader to read your content again checking for consistency and flow. This will help ensure that your points are clear and concise enough to tell your story.

Be open to taking criticism and implement it in your work. This might not be possible for every piece of content you produce, but make sure someone else proofreads all your highly visible copies for consistency and flow.

In summary,

No one is a perfect writer. Good writers have written a bad copy that has taught them a lesson or two. Good copywriters, good content marketing, and good advertising copy, however, focus on the audience. If you truly take care of your audience’s needs, they will eventually take care of you.