Are You Writing Bad Copy?

Slap-on-the-wrist copy, ineffective copy and things that are downright illegal.

Normally, I like to focus on great copy tactics that will help your brand yield better conversions. However, in this post, let’s focus on bad copy.

And when I say “bad,” some of it will simply be poor copywriting tactics that won’t get the results you want. But later on in this post, I’ll also mention bad copy that can get you into legal trouble. So you’ll definitely want to avoid that!

Bad Copy Tactics to Avoid

Whether you pay a copywriter to write your copy, or you do it yourself, the following bad copy tactics will only deflate your marketing potential.

If you hire an experienced copywriter, you’ll be able to avoid these by default.

Avoid This! Words to Fill Up the Page

You can put words in your ads to say stuff. But you can put copy in your ads to sell stuff.

I often see fluff words on the homepage and in blog posts. For example, a cringeworthy homepage headline that wastes valuable marketing real estate would say, "Welcome to ABC Heating & Cooling. We’re so glad you’re here."

Your headlines are the place to resonate and make conversions happen.

Avoid This! Words that Don't Say Anything

Ever read a headline on a website and be like, "What does that even mean?" But really. Actually read the words on someone’s website. Here are some examples of headlines I’ve seen that left me scratching my head:

Timeless, Fabulous

Service! Service! Service!

Hand-Crafted Designs for Your Home

Premium Consulting Services

People tend to think that creative or pretty wording is great for a homepage headline. But when it comes to making a sale, writing that converts is better than writing that's creative.

Avoid This! Gimmicks

The bottom line: Don't use gimmicks to sell your stuff. What are some examples of copy gimmicks?

Oops! We Sent the Wrong Email. Here's 10% Off to Make Up for It: Just an excuse to give them a discount and send two emails.

Important Notice About Your Account: (When it’s actually not important) Tricks the person into thinking something is more important than it is.

Do Not Bend This Envelope: Implies that something of importance is inside the envelope, when in fact it’s just a sales letter.

Please Return if Recipient Unavailable: Disguises the item as if it was extremely sensitive information.

Avoid This! Setups with No Payoff

If you entice customers with a "how to" or "top mistakes people make when they XYZ," you must give them exactly that. For example, pretend you write an email subject line that says, “10 Ways You're Wasting $1000 Each Month."

Whatever you promise, you must deliver in an easy to understand way. Based on the subject line above, I sure as heck better see 10 ways I'm wasting $1000 each month!

Avoid This! Setups with Disappointing Payoff

Honestly, a disappointing payoff may be even worse than no payoff. What better way to deflate your customers and up your lame game?

For example: You run a Facebook ad with a contest that says, "Find out how to get a FREE Ferrari!"

Hot dang! Okay! People open the Facebook ad to find that the “Ferrari” is actually a rescue cat named Ferrari. I'm a huge cat lover, but I'd be ticked. Not to mention, you’d attract the wrong audience to your landing page.

Bad Copy that May Be Illegal

There's naughty, slap-on-the-wrist copy. But then there's bad copy that can lead to legal consequences. Definitely avoid these!

Avoid This! Bait and Switch

Only make promises that you can keep. Don't draw people in knowing that they can't get what you're promising. While this may seem straightforward, below is an example for more clarity.

Your Black Friday email says, “Click here to get 80% off select items!" When a customer clicks through the email, there better be at least one item at 80% off.

Avoid This! Intentional Confusion

You should never intentionally confuse your customers to get a sale. (And if you’re the sneaky type) people will eventually catch on, which can be overwhelmingly detrimental to the future of your brand.

What would be considered intentional confusion? If you already offer a 100% satisfaction guarantee to all customers, but your PPC ad copy says, "Buy in the next 24 hours for a 100% satisfaction guarantee," you’re implying that someone needs to buy within 24 hours, otherwise they’ll miss out on the guarantee.

Avoid This! Plagiarism

We’ve been told to avoid plagiarism since we were in school, so no need to dive deep.

While it’s a good idea to see what your competitors are doing, make sure you start writing your copy with a blank page in front of you.

The Cost of Bad Copy

It’s frustrating that people still use these bad copy tactics, but sometimes they work to get a sale (the shady way). Eventually, educated consumers recognize the scammy strategies that were used on them.

More than ever, customers are looking for genuine, trustworthy companies. Not to mention, people are more Internet savvy and can easily spot common scams.

Above all, high-quality marketing done in good faith wins the race!