Make the most of the attention you get from prospects and avoid these criminal mistakes in your copy! There’s a distinct difference in writing to sell and writing to inform. Many people believe they’re writing to inform when they start writing for their website, brochures and sales letters.

Remember though, you’re in the business of selling and you’re copy should reflect that.

Here are 5 reasons why your copy fails miserably to deliver:

1. You’re talking about yourself

Don’t be the self-absorbed jerk at the cocktail party! Why should I be interested in your services, when all you’ve done is talk about yourself – and not once, have you talked about my needs?

Your readers are more interested in hearing about how you can help them and the benefits they receive. Focus on talking directly to the reader by using “you” and move away from the self-centered “we” and “I”.

2. It’s all Greek to me

Please, don’t make me look up words I don’t understand in your copy. Especially when I’m busy and pressed for time.

Using words your target audience don’t understand, alienates whoever is reading your content. Plus it makes them feel stupid!

Fancy words, jargon and buzz words are best avoided and better suited for writing academic paper.

You don’t get extra credit here for using big words! So just keep it simple and concise.

3. Long product descriptions

Okay, I get it – your product has loads of excellent features. But I don’t want to hear all of them, just the ones that are relevant to my needs.

Restrain yourself from including everything you know about the product. Instead include enough information for your prospects to take the next step.

4. Talking about your company history

Yes, I’m sure your company has a fantastic story to tell with lots of triumphs and losses. Going back to reason number 1, keep it relevant to the context of your goals.

You need to keep the reader in mind. And ask yourself whether you’d want to read the entire history of the company.

Unless it helps you with your sales message, you should probably limit the length of your company history. Just include a short description of what your company does.

5. Where are the benefits?

If I have to ask myself, “how does this help me?” Then your copy has failed!

Translate your features into benefits. For example, what does a Solid-State Drive (SSD) do for me?

Don’t worry! You can always develop your skills in copywriting. There are many resources available online for you to learn from.

My favorites are Copyblogger and ProBlogger. Both provide you with tips to improve your writing and increasing your web presence.

For more related Kanguro posts, check out:

7 Essential Ingredients for Copywriting Success

6 tips for crafting the perfect headline