When we approach marketing we always have good intentions, bright plans for the future, and some kind of expectations in our mind. But it’s often the case that the way everything turns out to just look confusing for people who see your campaign.
Your message may have a friendly tone, but the content can still cause confusion. And your ad can be more than just not inspiring; it can scare your audience away. We are talking about aggressive popups. Deceiving headers. A lot of beating around the bush and no direct answers.
These mistakes could be explained by numerous factors. It’s often the case that marketers ignore their audience and their opinions while building their plan. Besides, it’s way too easy to forget that those reading your content are living human beings just like you.
Now, let’s talk about some of the major mistakes a lot of marketers make that if avoided can help achieve great marketing results.
Writing intros…that lead nowhere
Let’s say you are searching for the recipe of a lemon meringue pie. In most cases, do you care about how this gorgeous pie dances inside of your mouth? And how light and airy it feels, just like a summer breeze? Okay, we get it, we tried it, and we like it, that’s why we are here. That’s why we wanted to know how to make it.
Sometimes, long stories at the beginning of an article can provide value and be quite enjoyable, but it’s mostly true when we talk about a blog by someone who we care about and when we care to hear their story. Otherwise, if we are just googling something, we want to know how to make it, and that’s all.
When a person opens a piece of content they expect to get what they were promised. So be careful with that, or you might create a bad reputation, and your potential customer might start avoiding you.
To fix this problem, try to write intros that are directly related to the title of the post. Does this passage or two logically open the rest of the content for a reader?
Adding too many words that mean nothing
So many authors and marketers tend to add words that mean nothing. We know that there could possibly be anything ‘best’. However, there could be something best suited for the person. And that’s what they are trying to find out, whether it’s their thing or not.
By adding descriptions like ‘best on the market’, ‘insanely’, ‘next level’, we are adding nothing to the value of a product. These are pretty overused statements, and readers’ eyes got used to them long time ago. So now they mean pretty much nothing.
It’s a tendency of many writers, not just content marketers to rely heavily on adjectives. In our minds, adjectives are something that can help to make the text more beautiful and more like ‘literature’. However, in reality, simplifying things could be a much greater idea.
So you end up having extremely long sentences. And when you try to use some extremely complex grammar to show that you are smart, you can’t tell for sure whether your reader will enjoy it. If you can explain something in a simple way, why making it too complicated?
In general, you might want to focus on using only phrases and words that are necessary to deliver your idea. And if you can do without something, then you probably don’t need it.
Let’s be real, a marketer is not a medium. They cannot see what a person is thinking or what exactly they need at the moment. So it very often seems pretty insulting when some marketers are trying to make a person think in a particular way and using particular thoughts. You cannot know what’s best for a person better than that person themselves.
So it’s not the best idea to try and call your visitor names and define them for them. You can have a particular profile, but every person is unique, and you have to respect that. And of course, provide value with your content that is worth engaging with.
Marketers love to exaggerate. ‘Best quality’, ‘once-in-a-lifetime offer’, and many others, we see them all the time. And some companies are extremely persistent, and they repeat again and again that they are the best. When you hear it so many times, it makes you think. Who are you trying to convince here?
If your claims do not have any support, then think about whether you should make them at all. Even small lies or hyperbolas can damage the trust of your potential customers. Your product cannot solve all of their problems, but it can help them in some ways.
So before you are making a point, ask yourself these questions:
- Is it really true?
- Can you support this claim?
- Is it even fair to say this?
So that’s how we end the list of some of the most common obvious mistakes that marketers do in their writing. Even a professional marketer from instagram content agency sometimes makes some of these errors, just by doing everything in the way they used to do it.
Try to stay on topic, avoid too many exaggerations and unnecessary adjectives, and do not try to think or speak for your customer, they can do a pretty good job themselves.
That could be enough for a customer to want to stay on your site and start a conversation with your business.
Or you can always rely on help from a certified content marketer when you feel like you are lacking expertise in particular areas of marketing.