The Seven Deadly Sins of Copywriting

Picture this: A dark room, dimly lit by the effervescent glow of your computer screen. 

You're hunched over your keyboard, only the creek of your ergonomic chair can be heard. 

(Cheeto crumbs may be seen scattered about the desk, but we’ll keep that a secret.)

You’re laboring tirelessly to craft the perfect message. 

You think you have it all. “My readers have GOT to fall for this copy!” you cackle. 

But there’s something lurking:

The Seven Deadly Sins of Copywriting

They stand between you and a deep, meaningful, persuasive connection with your audience.

These copywriting sins are not mere pests, they can actually kill your clear-cut writing, leading to missed opportunities and a failure to connect with your reader. 

What are they, you ask? 

Gluttony: Overstuffing your writing with text; rambling on

Do you find yourself drowning in too many words? Then you may be indulging in gluttony. This insatiable appetite for words turns into an utter rambling that overwhelms your audience. 

In an age of shrinking attention spans, it’s crucial to respect your readers' time. So how do you escape the clutches of gluttony, you ask?

• Start in the Middle of the Action: Engage your readers by diving straight into the heart of the matter. Don’t bury the lede. This may mean you need to delete the unnecessary lead-up (which we’re all guilty of).

• Be Clear Over Clever: If there’s a simpler word, use it. If there’s a quicker road that leads to Rome, take it.

• Check for Repetition: Eliminate redundant words and phrases that can make your copy feel bloated.

Envy: Copying your competitor’s work; plagiarizing

Envy in copywriting is the seductive temptress. You love what they have and you want it all for yourself. But when you steal someone else’s words, you’re plucking the fruits of someone else’s labor. And, like, it’s just not cool!

Here's how you can forge your own path:

Quote and Credit: If you borrow ideas or content, make sure to quote the source and give credit where it's deserved.

Link to Original Work: Provide a direct link to the source to give your readers the option to explore further.

Add Your Unique Spin: Always put your own spin on things to make it authentically yours.

Wrath: Attacking your competitors; defensiveness

Wrath in copywriting materializes as a desire to attack or belittle competitors with your words, instead of engaging in fair and constructive comparison. While a bit of competition is healthy, keeping things professional is key.

Instead of flying off the handle trying to prove you’re better, here’s what you can do:

Create a Comparison Chart: Present a side-by-side comparison of your offerings and those of your competitors.

Leverage Customer Testimonials: Let satisfied customers sing your praises, demonstrating your superiority without resorting to belittling language.

Focus on the System: Shift the focus from targeting specific individuals or businesses to critique the industry or system as a whole.

Pride: Stealing the spotlight from your audience

Do you sometimes let your accomplishments and preferences take center stage? Pride in copywriting takes the form of focusing on your skills and talking all about yourself, rather than addressing the needs of your audience. To overcome this sin, prioritize your readers. 

Here's how you can shift the spotlight away from yourself:

Use "You" Over "We" or "I": Frame your content from the perspective of your readers, addressing their needs and desires.

Leverage Voice of Customer Data: Tailor your messages based on real customer feedback to ensure you're meeting their expectations.

Choose Simplicity: When possible, opt for simpler words and phrases to ensure your message is accessible to a broader audience.

Greed: Clickbait, False Urgency, and MONEYYY!!!!

The sin of Greed in copywriting reveals itself in the form of clickbait titles and the infamous "48 hours only" sales that mysteriously never seem to end. This kind of deceit can alienate your audience and damage your brand's reputation. 

How can you avoid falling into this tempting trap? Here are some alternatives:

Be Consistent: If you advertise a time-limited sale or promotion, make sure it truly ends as promised. Consistency in your messaging and actions builds trust with your audience.

Honest Extensions: If you do need to extend a sale, communicate this transparently with your audience. People appreciate honesty, and more time to use a discount!

Deliver on Promises: Always ensure that the value you promise is delivered. Whether it's a product or a special offer, meeting or exceeding expectations is vital for maintaining a positive relationship with your customers.

Sloth: Not editing or proofreading

Imagine a world where errors and inconsistencies run rampant! *panicked scream*

Not only is it an eyesore, it can actually tarnish your brand's reputation.

To ensure you avoid this trap of Sloth, here are some practical steps you can take:

Use an Editing App Like Grammarly: Invest in digital tools designed to help you catch spelling, grammar, and punctuation errors that might have slipped through the cracks.

Allow Yourself a Day's "Break" Before Proofreading: This is a technique known as "marinating" your content. After you've finished writing, step away from your work for a day, if possible. When you return with fresh eyes, you're more likely to spot errors and awkward phrasing that you might have missed initially. 

Consider Hiring a Professional Proofreader: Sometimes, the best way to ensure your content is error-free and of the highest quality is to bring in a professional proofreader. 

Lust: Choosing aesthetic over your audience

We all want to be popular, okay? Ain’t no shame. But Lust presents itself as the desire to craft words that look good on the surface, often at the expense of addressing your ideal readers.

While it's tempting to create content that garners likes and shares, it's best to stay grounded and speak directly to the needs of your target audience.

Here's how to ensure your writing remains sincere and audience-focused:

Don't Blindly Follow Trends: Avoid copying what seems to perform well for others without understanding how it relates to your unique brand and audience. What works for one business may not work for another, so adapt strategies to your specific context.

Address Customer's Pain Points: Focus on learning what messages your audience needs to hear, rather than what your color palette looks like on Instagram. This approach may not be as glamorous, but it will resonate more deeply with your target audience.

Embrace Authenticity: Authenticity is a powerful tool in today's content landscape. Be true to your brand and values, and your audience will appreciate the genuine connection.

So, as we journey through these treacherous waters of the Seven Deadly Sins of Copywriting, always keep in mind that every word you write could be a step closer to forging a deeper connection with your audience. Conquering these sins isn't just about becoming a more skilled writer; it's about building trust, maintaining integrity, and crafting content that resonates.

Book a free discovery call to discuss how to level up your messaging for copywriting that rakes in the $ without feeling salesy, icky, or sinful.