Common Mistakes Beginner Copywriters Make and How to Avoid Them

As a beginner copywriter, it's common to fall into traps that can hinder your success. Here, we explore the most common mistakes and provide advice on how to avoid them, ensuring your work stands out and resonates with your target audience.

Pacing and Storytelling

Eager to finish a story, some beginner copywriters rush through their work without adequate planning or pacing. Failing to consider the structure and flow of the content can result in disjointed and less engaging copy. It's crucial to set realistic timelines, understand the narrative, and revise with care. Letting pressure and self-doubt dictate your writing process can erode your confidence and produce subpar results.

Market Understanding

Many new writers underestimate the importance of understanding their target market. Poetry, advertising, technical books, radio scripts, movies, and novels each cater to different audiences and require specialized knowledge. Simply reading a lot isn't enough; writers need to delve into the nuances of their chosen genre. This includes knowing who their readers are, which publishers cover this market, and who else is writing for it. Understanding the shelf-life and potential returns of their work are also critical. Approaching writing as a job, with a clear schedule and goals, can significantly enhance professional performance.

Copying Competitors

A common mistake among copywriters, especially novices, is mirroring their competitors' strategies without offering something unique. While the advice to differentiate yourself is common, it can feel overwhelming when you're unsure of how to do so. Here’s a simple method to get started:

Positioning: The Unique Mechanism of Your Product

Positioning is the unique selling point which sets your product or service apart from the competition. There are four types of positioning to consider:

Expensive/Luxury: Target a premium audience willing to pay a premium price for quality. Cheap/Affordable: Cater to those looking for cost-effective solutions. Cure/Solution: Present your product as the solution to a common problem. Exclusive: Position your offering as rare or unavailable elsewhere.

While you can use a single position, combining two or more types can create a more compelling unique selling proposition. For example, positioning an exclusive and luxury product, or a cheap and innovative solution.

Discovering a New Mechanism

To find a unique mechanism that can set your product apart, start by identifying the main and sub problems associated with it.

Main problem: The obvious issue your product addresses. For instance, pens let you write, while highlighters let you highlight text. Sub problem: The underlying context or issue that isn't addressed. This could be a specific challenge faced by a particular group of users.

Dig deeper into your product or service to uncover sub problems that haven't been tackled by competitors. For example, a pen designed specifically for journaling could address the issue of overthinking during the writing process. The more niche and specific you can be, the better you’ll connect with your target audience.

I hope these strategies help you navigate the challenges and pitfalls that come with beginning your journey as a copywriter. By avoiding common mistakes and focusing on unique positioning, you can create compelling and effective content that resonates with your audience.