You know bad writing when you see it. You know that bad writing is flowery and verbose and full of convoluted sentences. You know that bad writing is filled with typos, grammatical mistakes, inconsistencies and poor reasoning.
But do you know what bad copywriting looks like? Do you know bad copywriting when you see it, or when you write it? This course teaches you the ten most common blunders that new and amateur copywriters make.
I’m Alan Sharpe, and I’m your instructor. I’ve been writing copy, and I’ve been teaching other folks how to write copy, since 1989. I’ve seen all of these mistakes, and I’ve even made a few of them myself.
The main benefit of taking this course is that you’ll learn how to spot the ten most common mistakes that wreck otherwise good copy. Once you learn them, you’ll avoid them.
You and I are going to look at 10 copy killers. Here they are:
Some of these mistakes you already know about, and you don’t make them anymore. But a few of these blunders may have crept into your copy unawares. You’ll be glad to learn what they are, and you’ll be glad to know how to avoid ruining your copy with any of these common mistakes.
I designed this course mainly for aspiring copywriters and new copywriters. The perfect student is someone who is new to copywriting, and who is worried about making mistakes that make them appear incompetent. But this course is also for intermediate and senior copywriters who want to make sure their copy is clear, concise, and compelling.
You’ll see from the course description that there are ten copywriting blunders to avoid. But there’s actually an eleventh mistake as well. And that’s the mistake of not taking this course. Despite what some people say, what you don’t know CAN hurt you. These copywriting blunders will wreck your copy, and sink your career.
So take this course.
One of the top blunders that amateur copywriters make is taking too long to get to the point. They lose their prospect as a result. Grabbing someone’s attention with a powerful visual or a great headline isn’t all that hard. The hard part is keeping that person’s attention. You have three seconds, max. After that, your reader is either still paying attention or they’ve turned the page, clicked to another website or changed the channel. Learn how to get to the point sooner rather than never.
Your goal with every piece of copy you write is to communicate one essential message to your reader. The single-minded proposition sums up the most important thing you can say about your product or service or brand. Learn why leaving this out of your copy is a blunder.
The designer’s job is to make your copy work visually. But your job is to make the copy flow logically. When you make your copy easy to follow, something else follows easily: sales.
Next time you finish writing a piece of copy, I want you to examine it for redundancies. Redundancies in copywriting are the mark of a careless or ignorant writer. In copywriting, a redundancy is usually an adjective that modifies a noun to make the noun mean what the noun already means. See what I mean.
If there is one rule you need to learn early on as a copywriter, it is this: specifics sell, generalities don’t. If you want your copy to sell, don’t make the mistake of writing in generalities. Write with specifics.
There are two ways to describe the same product. You can simply list the features, and hope that your potential buyers understand what those features mean, and understand the benefits of those features. Or, you can list your features, explain those features, and then describe the benefits that the buyer gets from those features. Buyers don’t care about features. They only care about what features do for them.
Always make your copy about the buyer, not your product, not your firm, not your brand. Aim your messages at the prospect and say everything from the prospect’s point of view. Don’t begin your copy with “we” when you can begin with “you.”
You have to back every claim with proof because, without proof, your potential customers won’t believe your claims.
The quickest way to make your copy irresistible is to include an offer. One of the reasons that so many advertisements and product pages don’t convert prospects into buyers is that those pages do not have an offer.
One of the biggest blunders you can make in your copy is to not ask for the order. Simply put, if you don’t ask for the order, you won’t get the order. With a few rare exceptions, every piece of copy you write must have a call to action.
I want to give you a free special report for taking this course. The report is called, “101 Terrific Opening Lines for Your Direct Mail Sales Letters.” Simply visit www.sharpecopy.com/udemyreport to sign up for my weekly newsletter, and to get your free report.
I’d also like your advice. In what way was this course helpful to you? How should I improve this course? Let me know by writing a review. I want to know your opinion. Thanks.
Are you reading my bio because you want to improve your copywriting? Bonus. That makes two of us.
Are you looking for a copywriting coach who has written for Fortune 500 accounts (Apple, IBM, Hilton Hotels, Bell)? Check.
Do you want your copywriting instructor to have experience writing in multiple channels (print, online, direct mail, radio, television, outdoor, packaging, branding)? Groovy.
If you had your way, would your copy coach also be a guy who has allergic reactions to exclamation marks, who thinks honesty in advertising is not an oxymoron, and who believes the most important person in this paragraph is you?
Take my courses.
I'm Alan Sharpe. Pleased to make your acquaintance. I'm a 27-year veteran copywriter who has been teaching people how to write persuasively since 1989.
Through my conference workshops, copywriting classes, telephone seminars, webinars, trade journal articles, newsletters, blog posts and in my many books, I have helped thousands of copywriters on four continents master the craft of persuading on paper and in pixels.
I taught myself the craft of advertising copywriting, and worked as a freelance copywriter as well as a senior copywriter for two advertising agencies. I sold everything from pump parts to utility trailers to digital video transmission systems and insurance services, working in every media. I even helped a client use direct mail to sell a coffee table book about Elvis Presley. Don't ask.
After working for a decade as a copywriter, I narrowed my focus to two specialties: writing direct mail letters for businesses, and fundraising letters for non-profits.
Now I'd like to help you write copy that gets noticed, gets read, and gets results. Let's get started.