Ray Edwards and 3 Mistakes to avoid in your copy
Ray Edwards has a great blog with super content. Check out his post from last week.
To summarize, he points out three mistakes that will degrade the quality of your copy, and therefore will lower its effectiveness.
First, focusing on you and not the customer. This can be a hard one to overcome. Show the customer why dealing with you will address his need or solve his problems.
Second, the use of cliches. We all use them from time to time. A cliche is a phrase that has become “worn out” because it is used all of the time. People tend to ignore them, and you don’t want any part of your copy ignored!
Third, using an inappropriate “voice”. You should know your audience and speak at their level. College students are different from grandmothers. Guitarists are different from rose gardneners. Speaking the language of your audience builds credibility and allows you connect with them.
See the entire post here