Pitfalls for Prospective Copywriters

“We don’t need a professional Copywriter; I’ll do it myself.
After all, how hard could it be?”

If only copywriting were as easy as that.

Oddly enough, though this approach will sometimes bear fruit, the above phrase has led to the abject failure of many a venture, both on the internet and in the real world.
The simple fact is that each person has their own particular strengths and weaknesses and not all of us are born writers.

Whilst you may be an innovator, a self-help guru, a web design genius or an expert sales person, you will not necessarily benefit from a natural ability to write excellent copy.

Before assuming the role of copywriter and rushing headlong into the creation of new content for your web site or sales materials, there is one major question you should ask yourself and answer as honestly as possible.

How good are my spelling and grammar?

Although you may think that these are no longer required in view of the spell checkers and grammar tools present in every type of word processing program you’d care to mention; there are some situations even the most sophisticated computer software cannot defend you against.

You need to spot context errors yourself, because your word processor won't.

Context errors can cause chaos

”There efforts were futile without the application of our new Product.”
”Our brand new invention will help you in any manor of ways.”

There we have it; a perfect case in point. Although I am using an up-to-date version of the most commonly used word processing program on the planet, it does not find any mistakes in the above sentences.
Incidentally, without meaning to patronise anyone; if you cannot find the faults in these two sentences, you are definitely in need of a professional copywriter.

The fact is that it is possible for unwary authors to riddle their sales or web copy with contextual landmines which send prospective customers diving for cover, or at least strolling off to the competition with a quiet chuckle.

Although by and large copywriting services are usually considered to be quite expensive, they should be seen as an investment in your company’s future.
Just as good accountants will save you far more money than they charge, the extra clients gained through the use of a professional copywriter should far outweigh the initial cost.

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