Small Business Owners: Are You Making This Copywriting Mistake?

You know your business best. But, when it comes to writing good copy, it’s not about telling customers what you do but how you can benefit them. Almost every business out there will tell you how good they are. But very few explain why they are good for you. 

This is the difference that will help you to gain the confidence of customers and grow your business.

The most common copywriting mistake small business owners tend to make is to try to win potential customers by highlighting their business features. Think about it! If they are already on your page, they probably know what you do. These customers want to see how you can make things better for them. 

This is why it is crucial to speak about the benefits your business can offer. Your copy must show that you are willing to walk the talk and solve their problems.

Most Common Copywriting Mistake: Writing for Yourself, Not the Customer

When you write for the customer, you’ll need to offer them a solution. A customer is on your landing page or website because they are looking for something or have a problem that needs solving. 

Let’s just say that you are a plumber. You say on your website that you have 20 years of experience. This would mean nothing unless your 20 years of experience can help you solve any type of plumbing problem (but is this in your website copy?). By writing this way, you give the customer information that is relevant to their problem.

Let’s take a look at the two ads below:

Both ads are for dentists. The ad on the left is business feature-focused. The copy tells you about the features of that particular dental clinic. However, it’s describing what it does in a very generic way. 

However, the ad on the right is customer solution-focused. The headline sells hope and confidence. This is the promise that would entice customers to visit your dental clinic on the right. Even the visual focuses on a customer with a good set of teeth, smiling. The ad promises smiles and the ability to feel good, a benefit that customers can relate to.

Here are two more ads selling drinks. But the one on the left talks about the latest features of the drink. No emotional benefit is shared. 

But the Coca-Cola ad on the right is customer-focused and tells you immediately what you can feel once you drink a can of Coke. 

Business owners make a copywriting mistake when they don’t understand their customers. This costly mistake result in unclear messaging that does not offer a benefit, is unable to convert customers, and has a high bounce rate when they don’t stay long enough on your website.

Think about your customer, do they want to see the benefits or the features of your products? Not all advertisements have to be benefit-focused. Sometimes a good advertisement combines both, so use your judgement here.

Why This Happens: The Small Business Perspective

As a small business owner who knows your product or service inside out, you probably want to explain enthusiastically about its features. You may think it is important to explain how things work in your product and service. But the truth is, your customers don’t need to know too much. 

They will be satisfied if you understand their pain points, appeal to what they care about, and offer them a professional solution to their problems. By doing so, your communication will be even better, and your customers will be more likely to buy from you. 

How Do We Fix This? Shift to Customer-Centric Copywriting.

Once you start writing copy that your customers want to read, you will notice them staying longer on your website and taking a better interest in what you have to offer. Start by writing in a way that relates to their needs, and show them that you understand where they are coming from.

Here are some copywriting tips. 

Start With The Customer’s Pain Points

Identify what your customer struggles with. There must be something about their situation that is challenging, which creates a want or need for your product. Address it and assure them that you understand the problem and your product or service is the solution. 

Use their language in your copy. As your customer speaks, understand and evaluate the words that they use. Are they friendly? Professional? Informal? Use these words and the proper intonation in your copy for your advertisement. 

Highlight Benefits Over Features

If you have a restaurant, you will want to emphasise that the food is delicious. We call this a feature of the restaurant. But what is more appealing to the customer is the benefit. 

You would get more interest by saying the food is so delicious that everyone keeps coming back for more! This benefit will entice more people to visit the restaurant and try the food. 

A good test I like to do when writing copy is the “so what?” test. Your business may have won awards or use the latest technology. So what? What really matters is how these awards and technology can benefit the customer. If they help to offer better service and make their life more convenient or appealing, you’ll have to focus on that instead to pass the ‘so what’ test!

Use Clear, Simple Language

Avoid jargon and internal speech, because it will not make sense to your customer. You probably use certain catch-phrases and abbreviations in your business.  While this may work internally, your customers will find it hard to grasp. 

It’s best to use clear, simple words that will get your messaging across easily.

Add Proof & Real-World Value

If you have testimonials from existing customers, be sure to include them in your copywriting. Customers love reviews and proofs. Google Reviews are also a great way to showcase your business’s credibility, so be sure to add those in too. 

Testimonials will certainly add value to your business. So will results and case studies. But keep these short and attractive so you don’t bore your reader! Consider using charts and infographics to make them more interesting. 

Make Your Call-to-Action (CTA) Obvious

What do you want the reader to do next? Your CTA must be strong enough to prompt the reader to contact you. It should be catchy with only 3 to 4 words. 

If you want customers to visit your business, say “Walk in today!” If you want them to make queries, you could say, “Ask us now.” Words like today and now create a sense of urgency that will make customers act fast.

When writing the CTA, be sure that it is able to live up to its promise. If you say “Send us a WhatsApp”, be sure that someone is on hand to answer the messages promptly. If you say “Make the Switch Today”, you are asking customers to leave something familiar for your business. This competitive CTA will require you to answer many questions, so be prepared! The more powerful your CTA, the more you have to be prepared to deliver on it.

Key Takeaway

Copywriting can be difficult, but with some patience, understanding of your customers, and skill, you can write an effective copy and stop making these common copywriting mistakes.

If all else fails, consider working with a professional copywriter to put your thoughts into words. Contact Inkspot Marketing to discuss your next project and how we can bring your marketing ideas to life.  

Frequently Asked Questions

What is the biggest copywriting mistake small business owners make?
The worst copywriting mistake you could make is over-promising. Do not write copy that says you can do something that you actually cannot do. For example, if you are a florist and your stock only arrives every afternoon, don’t say “Delivered fresh to you every morning.”

What makes copy convert better?
A simple, conversational writing  style that is easy to understand is better for conversion, as well as a sense of urgency. A friendly tone also helps communicate that you understand your audience and are ready to work with them.

Should I hire a copywriter, or can I write it myself?
You should hire a Copywriter. Copywriters are skilled in using certain language that convinces the reader, which increases your conversion rates. Copywriters are also trained to research and understand their clients’ products or services. They will take your business features and turn them into benefits to appeal to your target audience.

What is the most common mistake in writing?
The common and perhaps worst copywriting mistake would be writing too much about yourself and your business. Some people do this by using AI, which is more prone to talking about features rather than benefits. Remember that AI’s content is not original. It’s taken off the web and is not personal to your business. You need to tell your own story in your own original way.