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7 Biggest Copywriting Mistakes to Avoid
I recently went through another lesson in the Copywriting Launchpad that covered seven common mistakes beginners (and even experienced writers) make. These notes are mainly for my own learning, but I thought they might help someone else too.
Mistake #1: Not Planning Your Marketing Foundations
Many people jump straight into writing copy without knowing why it should work. They simply write something and hope it converts.
Before writing, you need to understand your marketing message. If your copy doesn't work, it may be because:
- It doesn't have a strong USP.
- You didn't address important objections.
- Your mechanism isn't clear.
- Your message isn't aligned with your audience.
Before writing, research and define:
- Who you are targeting
- Audience pain points
- Consequences of not solving the problem
- Their current roadblocks
- The old methods they've already tried
- The root problem
- Their desires
- Your new method
- Your solution
- Your offer
- Your USP
- The emotional connection
- The Big Idea
- Your mechanism
- The benefits
- Market sophistication
- Market awareness
- Their objections
Without understanding your message first, your copy won't resonate or stick.
Mistake #2: Not Researching Your Audience
This is probably the most important part of copywriting.
You can know thousands of words, but if you don't understand your audience, those words won't save you.
Every reader is silently asking:
"Is this for me?"
If you don't know exactly who you're talking to, you'll end up speaking to nobody.
Be laser-focused on your audience.
Mistake #3: Trying to Sell More Than One Idea
Don't squeeze multiple ideas into one piece of copy.
Confused people don't make decisions.
Stick to:
- One idea
- One concept
- One principle
- One message
Ask yourself:
"What's the one thing I want my prospect to believe after reading this?"
Write that sentence before you start writing and keep referring back to it.
Mistake #4: Not Focusing on the First Few Lines
It's often said that around 80% of your copy's success is determined by the hook.
The first few lines decide whether people:
- Keep reading
- Watch the video
- Or scroll away
Think of it like fishing.
If your bait isn't attractive, the fish won't bite.
Your hook should immediately answer the questions running through your reader's mind:
- What is this about?
- Does this interest me?
- Should I keep reading?
- What will I gain?
- Who are you?
- Why should I listen to you?
Create curiosity and show a clear benefit within the first few seconds.
Mistake #5: Writing in Big Chunks
Large blocks of text are difficult to read.
Break your copy into short paragraphs and short lines.
This makes it easier to scan and keeps readers moving through your copy.
Always format your writing for the reader, not for yourself.
Mistake #6: Using Complicated Words to Sound Smart
Don't try to impress people with fancy vocabulary.
Complicated words create distance between you and the reader.
Meet people where they are, not where you wish they were.
If your copy is difficult to read, most people won't bother finishing it.
Read your copy several times and remove words or phrases that feel unnecessary or confusing.
One practical tip is to ask ChatGPT to make your copy more conversational and closer to a Grade 3–4 reading level while keeping your message intact.
Mistake #7: Not Using AI to Help You Write
AI shouldn't replace your thinking. But it's also a mistake not to use it.
Imagine two people filling a swimming pool.
One has a small cup. The other has a bucket.
The person with the bucket finishes much faster, not because he's working harder, but because he's working smarter.
Writing every first draft from scratch without AI takes far more time and effort.
AI can quickly generate a starting point that you can then improve, refine, and make your own.
Custom AI tools can be especially helpful because they're trained around your writing process and frameworks.
The goal isn't to let AI write your copy.
The goal is to let AI speed up the parts that don't require your best thinking, so you can spend more time improving the parts that do.
Final Thought
Good copy rarely happens by accident.
It starts with ...
understanding your audience,
planning your message,
focusing on one idea,
writing a strong hook,
keeping your copy easy to read,
using simple language, and
using AI as a tool—not a replacement for thinking.
Avoiding these seven mistakes alone can dramatically improve the quality of your copy.
Which of these seven mistakes do you think has the biggest impact on conversion rates?
For me, it's audience research.
Everything else becomes much easier once you truly understand who you're writing for.
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7 Biggest Copywriting Mistakes to Avoid
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