5 Common Copy Mistakes Small Business Owners Make (And How to Fix Them)

Hi there! Olivia here again, your copywriting guru with all the tips and tricks to make your copy stand out to (and actually covert!) customers. 

Many small business owners write their own copy to save time or budget. Trust me, we get it. That being said, even good businesses make simple copy mistakes that cost them customers — and this post will help fix that!

Mistake #1: Writing for Everyone

I get it, you want to appeal to as many people as possible to get the most out of your business. 

Why it’s a problem: Writing for everyone, can be vague and generic. There’s a saying in the copywriting world “Copy that tires to appeal to everyone connects with no one.” 

How to fix it: You first need to identify your ideal customer by creating a customer persona. A customer persona really dives into what your customer likes, does, where do they shop, what are their brand loyalties, how old are they, what car do they drive, what do they do in their free time, what are their values, and what would make their lives easier. 

Listen, we understand that you might have more than 1 person you’re trying to appeal to, so try to do this activity for 3 different personas. Once you do this activity, it’s time to start using language, tone, and pain points that speak directly to THAT audience. 

Mistake #2: Focusing on Features, Not Benefits

What it looks like: Another problem businesses often face when trying to sell their products or services is listing what you offer, without explaining why it matters. 

Why it’s a problem: Customers care about what’s in it for them and want to know WHY they should invest in your business. 

How to fix it: So, how do you do that? You want to turn features into benefits by asking “So what?” Instead of saying “We’re available 24/7,” write “We’re here for you when you need — even at 2am.” Creating that personal touch will make all the difference. 

Mistake #3: Too Much Jargon or Industry Speak

What it looks like: We see you, you’re an expert in your industry and know all the jargon that your colleagues use daily. Have you ever been to the doctor and find yourself asking too many questions because they’re using all the acronyms you have never heard before?

Why it’s a problem: Using technical jargon confuses or alienates readers who don’t speak that language (bonus points if you know what ROI means, we use that one a lot). 

So how do we fix this?: Keep your language simple and conversational. Write like you would talk to your customer face-to-face. My tip? Read it out loud! If it sounds unnatural, simplify it. 

Mistake #4: Weak or Missing Calls-to-Action (CTAs)

What it looks like: What good is all of your great, clear, targeted information if there is no clear next step or passive phrases like “Learn more,” or “Download now.” 

Why it’s a problem: People won’t act unless you clearly tell them how. 

How to fix it: Be specific and action-driven in multiple places on your website, social media, and ads: “Book your free consult” or “Get your custom quote.” Most importantly, match your CTA to where the customer is at in the buyer journey. The last thing you want to do is direct your customers to a “Buy now” button when the next natural step is to, for instance (when you work with ACD) Book Your Free Discovery Call. 

Mistake #5: Ignoring Formatting and Readability

What it looks like: Long paragraphs, no headers, hard-to-scan layout, and run-on sentences galore!

Why it’s a problem:  People skim. They’re too busy to read all of the information you have so carefully curated. Trust me, I know this is a long one, but valuable nonetheless. Poor formatting means your message gets lost.

How to fix it: Take the formatting of this blog for instance. Use headlines, subheadings, bullet points, and short paragraphs. Bold key points and make it easy to read on mobile. This is where most of your audience will be viewing your content so you want it to be optimized.

These are common mistakes, but easy to fix with a few tweaks. You don’t have to be a pro copywriter to write clearer, more compelling content.

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