The Copywriter's Toolkit: The Complete Guide to Strategic Advertising Copy

Top Mistakes Copywriters Make and How to Fix Them by Margo Berman, author of The Copywriter s Toolkit: The Complete Guide to Strategic Advertising Copy

1. The biggest general writing mistake beginners make is not thinking strategically, but only creatively. Decide on the campaign s point of view and choose who s speaking. Is it the brand, the consumer, the conscience, the brand s unique personality?
2. The biggest overall campaign mistake is not creating a big idea that can easily spin out cohesively across all media. Make the campaign interactive and share a universal truth with an on-target and on-strategy message.
3. The biggest print mistake is writing a headline that doesn t show a benefit, solve a problem or answer a need. Instead check to see if the headline entertains, informs, surprises or engages the reader, while answering: Why buy?
4. The biggest radio mistake is not writing to the ear by failing to help the listener see the message and omitting sound effects to help create a picture. Make sure to write in the vernacular, so it sounds like everyday speech: be natural, not stuffy.
5. The biggest TV writing mistake is forgetting to think about production while writing, such as adding visual effects to punctuate the spot. Picture the finished spot as you re writing so that you can tell a complete story.
6. The biggest mistake when working with a small space is not being motivated to stretch creatively and write great copy. Just because it s a small space, does not mean it s an insignificant message. Skip the intro and instantly interest the reader.
7. The biggest ambient mistake is not picturing the touchpoint where consumers receive the message. Develop traffic-stopping concepts that are intrusive. For example, at airport carousels in gambling cities, paint luggage carousel panels with red and black numbers to resemble roulette wheels.
8. The biggest blogging mistake is not asking a question to engage followers and create participation. Another good way to get readers interested is to create a multi-series blog with one main theme and post them all together at the end. For instance, if you write a gardening blog and post a series on growing roses, be sure to ask for best tips and collect all the rose-related posts and suggestions in a group at the end of the series.
9. The biggest mistake when writing for digital formats is not editing down the content. Consider the size of the screen and the audience s attention span. Then edit your copy to say more in fewer words.
10. The biggest mistake when writing a multicultural & multilingual campaign is writing a hard-to-grasp or vague message. Be sure to transcreate, not just translate your message, so that you present an idea that makes sense in the country or culture for which you are writing.