The ability to beautifully express their thoughts? Congenital Literacy? Attention to detail? Three times past. Good copywriter distinguishes perseverance.
What makes a good copywriter?
A good copywriter is constantly practiced. He plunges into the topic, writes and edits until the material becomes expert. Sometimes it takes hours and even days.
A good copywriter calmly accepts any criticism and says sincere thanks if it turned out to be useful to him. He attentively listens to those around him and his inner voice, and on the basis of this he tries to write even better.
A good copywriter has long accepted the fact that the first draft, in any case, will have to be rewritten and finalized, and also that productivity depends not on inspiration, but on daily work, diligence and knowledge of some professional tricks.
A good copywriter writes good texts, because he truly loves his work. He understands that this is more than a profession. This is a calling, a call from above. He just can not write.
What does a bad copywriter refuse to do?
Businesses spend huge amounts of money to deliver their messages to consumers. Despite this, users do not pay attention to all marketing messages. According to the marketing company CEB, the audience notices only 12% of advertising messages. Meanwhile, there is an almost guaranteed way to get consumers to talk about your advertising and business. Users always notice obvious marketing mistakes, relish them and criticize brands. Naturally, in this case, advertising works against the business. Therefore, entrepreneurs should avoid such blunders.
In this article you will learn about typical advertising errors that form a negative attitude of customers towards your business.
Whoever carries water, he breaks a jug
In most cases, marketing mistakes do not seriously threaten your business. Making mistakes, you draw conclusions and gain experience. Failures are gradually turning into road signs that show you the path to effective marketing. But some mistakes cost brands too much. They spoil the reputation of the business and make the company ridiculous in the eyes of customers and colleagues. Typical errors in this category include the following examples:
- Translation difficulties
Getting the business to the international level is a big success. However, some entrepreneurs manage to spoil everything, deciding to save on the services of professional translators. The American fast food chain KFC got into an unpleasant situation when it opened the first restaurant in China in the late 80s of the 20th century.
At that time, the company used the slogan “Lick Fingers”. KFC management has decided that Chinese units will also be able to use it. Businessmen did not take into account that the literal translation of the slogan from English to Chinese sounds ominously. Indeed, it is unlikely that anyone will dine at a restaurant, on the sign that says "Eat your fingers."
The transnational brand Pepsi has not escaped the literal translation trap, starting operations in China. The translation of the slogan of the company "Pepsi returns to life" from English to Chinese turned out to be even more creepy than the example of eating fingers. Chinese consumers have learned that "Pepsi is returning relatives from the grave."
The American brewing company Coors has long beaten off from Spanish consumers the desire to try their products. The slogan of Turn It Loose (do not think about it) after a literal translation into Spanish turned into a slang term, literally meaning "I have diarrhea."
Marketing advice: When planning an advertising campaign on the international market, use the services of professional translators. In no case do not translate marketing materials using online translators or software.
- Unwillingness to consider human factors
Brands are often used in marketing campaigns dry business language. They forget that there are live people on the other side of the screen or monitor. These people want to communicate with the same people, not the names of companies and products.
Business should build relationships with specific consumers, and not rush portions of information in the direction of a faceless audience. The effectiveness of this approach is confirmed by the research of the marketing company Nielsen, dedicated to the trust of the audience in advertising.
Nielsen experts asked consumers which advertising messages they trust the most. Respondents chose factors that increase the credibility of advertising. Their answers were as follows:
Marketing advice: When creating marketing messages, remember that they will be read, watched and listened to by living people. Talk to the audience about what interests you.
- Speculation on social topics
The use of social topics, for example, the topic of dealing with serious diseases, often spoils the reputation of the business. Commercial organizations can and should engage in charity and participate in solving social problems. However, they should not use this activity for advertising. This is confirmed by the following example. AT & T has posted on Twitter a commemorative anniversary of the destruction of the towers of the World Trade Center in New York (see illustration).
AT & T's followers thought the company was using the memory of a tragic event to advertise its own product. The audience’s negative reaction made AT & T marketers remove tweet within an hour of posting.
Marketing advice: Do not use social themes or tragic events to promote your business. Leave this niche to social services and non-profit organizations that cannot be blamed for speculating on tragedies for your own benefit. By the way, non-profit organizations are able to use high-profile events to attract public attention to certain issues about which we wrote here.
- Lack of sensitivity
Sensitivity is a psychological term. It denotes a person's ability to feel the reactions, moods, ulterior motives of other people.
The distributor of the Subaru car brand in Abu Dhabi has shown low sensitivity to gender issues. Subaru marketers have described a fatal accident caused by a woman driver. They illustrated the description with a picture that social network users considered offensive to women (see illustration).
Representatives of Subaru apologized for the publication of the note because of the criticism of users of social networks.
Marketing advice: When publishing marketing content, try to predict how users will respond. Think about whether the publication offends members of the audience.
- Incorrect use of social networking features
The emergence of new features of social networks increases the possibilities of marketers. However, representatives of brands often use the functions of social networks incorrectly. For example, McDonald's restaurant chain used the hashtag #McDStories to encourage users to share nostalgic stories associated with this brand. However, the company's specialists paid little attention to explanatory work. Users began to use the proposed hashtag to complain to the management of the restaurant chain about poor service or poor quality products.
The company AmericanAir unsuccessfully used the function of automatic responses to tweets. The appearance of identical responses to any tweets showed the audience that the company does not seek to receive feedback from users.
Marketing advice: Learn the features of social networking. Use new features only if you have fully studied their operating principles. Pay attention to inform your friends and followers.
How to avoid any marketing mistakes
A business can easily defend against serious marketing mistakes. To do this, marketers need to know their audience and take into account the interests and needs of customers. Also, representatives of brands should avoid typical marketing mistakes, which include the use of machine translation, speculation on social topics, lack of sensitivity, incorrect use of social networking functions.
Do you make marketing mistakes? What is your worst mistake?
A bad copywriter refuses to admit that he is bad. He is convinced that the level of his skill has reached an absolute limit, so he does not waste time editing and, even more so, rewriting his texts.
At first glance it may seem that he is ruled by arrogance, but in fact there are other feelings here - laziness, unwillingness to leave the comfort zone and fear (fear of spending more energy and still fail).
Needless to say, how does a bad copywriter perceive criticism? That's right, he does not perceive it at all. And why? Who and what can teach him? He has been working as a copywriter for 5 years, has written a thousand articles on various subjects and knows how to make the text “selling” (as a rule, he uses such techniques for this).
You did not like my text? Many typos? Shallow immersion in the topic? What do you understand in the texts, ignoramuses!
How to become different?
Many mediocre copywriters think they are true professionals. Stubborn and self-satisfied, they do not even plan to change. When they are asked to rewrite an article or make edits to the text, most of them are offended - “the client quibbles”, “did not understand the idea of the author”, “did not appreciate my talent”, etc. And in general, they hate to receive feedback from the customer and request it only for a tick, and not to improve their text.
A good copywriter is always humble, ready to talk and listen to criticism. Despite his mastery, he takes the process of writing and editing materials very seriously. And in whatever difficult circumstances he may be, he will continue to write and develop his skills.
It's time to make a choice
Change or stay the same. Run an extra kilometer or, with everyone, sit on the ground to catch your breath. To be persistent and purposeful, or to be like most.
Choose the second option - stay in the familiar comfort zone, write useless texts and enjoy your genius. Choose the first option, you have to learn modesty and start to work a lot. Perhaps this is my personal conviction, but I am absolutely sure that development begins with modesty. Thanks to her, there is a desire to listen and change, work and become a professional in his business. Therefore…
Become more modest and start to put your soul into each your text. Write and ask for critics, get better and get better. Only in this way can you become a good copywriter.
P.S. What do you think about this? How does a good copywriter differ from a bad one? Share your thoughts in the comments.