3 common copywriting mistakes we all make (and how to fix them)
Ugh, we’ve all been there 😬😅
Even the most seasoned copywriters (yes, including me) fall into these common traps from time to time. It’s easy to do. You’re writing with the best of intentions, you think you’re being clear, persuasive, helpful... and yet, something’s just not landing.
SPOILER: We’re all guilty of these mistakes.
But here’s the good news: once you know what these common pitfalls are, you can catch yourself before they trip up your copy. Better still, you can fix them quickly and make your content instantly more powerful, engaging, and effective.
Let’s dig into 3 common copywriting mistakes we all make, and most importantly, how to fix them.
Mistake #1: Talking about features, not benefits
This one is the classic. The rookie mistake. And yet... it sneaks up on everyone.
You’re proud of what you’ve created—your product, your service, your offer. You want to tell people everything about it: the specs, the features, all the cool stuff it can do. But here’s the hard truth:
Your audience doesn’t care about what it is. They care about what it does for them.
Features are factual. Benefits are emotional.
A feature is: "This course includes 10 video modules."
A benefit is: "You’ll finally feel confident writing your own copy after just a few hours."
Features describe. Benefits sell.
When you shift from listing features to highlighting benefits, you start speaking your customer’s language. You start showing them how their life will be better, easier, more exciting, more successful—because of what you’re offering.
How to fix it:
Put yourself in your customer’s shoes. What’s in it for them?
For every feature you list, ask: "So what?" Then answer that with the benefit.
Focus on feelings. How will they feel after using your product or service?
Example:
Instead of: "Includes 24/7 customer support."
Try: "Got a problem? We’re here day or night to fix it fast, so you’re never stuck."
Mistake #2: Making It Too Complicated
I get it, you want to sound professional, knowledgeable, impressive.
But here’s the thing: if your reader has to work to understand your copy, you’ve already lost them.
Confusion is the #1 enemy of good copy.
Your job as a copywriter isn’t to show off. It’s to communicate. Clearly. Quickly. Effectively.
If your audience has to pause to figure out what you mean, they’ll probably bounce.
How to fix it:
Cut the fluff. Strip away unnecessary words, long-winded intros, and filler phrases.
Ditch the jargon. Write like a human, not a textbook.
Be direct. Say what you mean, in as few words as possible.
Quick tips for clarity:
Use short sentences.
Break up big blocks of text.
Use bullet points or lists when it helps.
Get to the point quickly, especially in the first few lines.
And remember: clarity isn’t just about words. It’s about experience.
Is your branding consistent across platforms?
Is your message aligned everywhere your customer encounters you?
Is it always clear what action you want them to take?
Don’t make your audience guess. Tell them. Show them.
Mistake #3: Forgetting to use the word "because"
This one is super subtle, but incredibly powerful.
You’ve made a bold claim. "We’re the best. We’re the fastest. We’re the most reliable."
Okay... but why?
Your audience is sceptical. They’ve heard big claims before and been burned. Now, they want proof. They want context. They want a reason to believe you.
And that’s where the magic of "because" comes in.
Because" taps into a psychological principle known as the 'Because Effect', people are more likely to comply or agree when they’re given a reason, even a simple one. "Because" gives your statements weight. It answers the silent "why should I care?" that’s always running in the back of your reader’s mind.
How to fix it:
Don’t just make a claim, back it up.
Use "because" to connect the dots for your reader.
Support bold statements with facts, testimonials, case studies, or examples.
Example:
Instead of: "We’re the leading copywriting agency in Ireland."
Try: "We’re the leading copywriting agency in Ireland because we’ve helped over 500 brands increase their conversions with strategic, human-first copy."
So, if you want to make your copy more persuasive? Start giving your reader more "because."
The Takeaway
Here’s the thing: these mistakes aren’t signs of bad writing, they’re signs of rushed writing. Of being too close to your offer. Of trying to say too much or prove too much.
We’ve all done it. And we’ll probably do it again. But now that you know what to look for, you can catch yourself sooner, and write copy that:
Speaks to benefits, not just features.
Is clear, simple, and easy to act on.
Backs up claims with real, meaningful reasons.
So, I’m curious, what’s the copywriting mistake you catch yourself making over and over again? Confessions in the comments, ha! 👇
