Copywriter's hell or what to avoid in your texts
There are things that when a good copywriter hears or sees, their eyes roll, the corners of their mouth start twitching into an unwanted grimace, and they might even get goosebumps. That’s why we are constantly surprised by how often these flaws appear.
Here are 5 copywriting red flags that we definitely do not tolerate at WeBetter. And you shouldn't want them in your texts either.
1. Your vague “solution”
This word sounds like something important, but actually says nothing at all. What should the customer imagine under "mobility solution"? Just tell them directly what you offer. For example, shared bikes for companies and cities. Because we can all easily picture a bike, a company, and a city right off the bat, and simply connect the offered service with our needs.
2. “More than just…” and other copy clichés
More than just coffee. More than just an app. More than just a brand. How about trying something more than just a phrase that dazzles no one anymore? If your product really is more, make it known with proof, a story, or an emotion. Customers respond to this.
3. Promises without proof
The same goes for all “best” claims. We are the best, the fastest, the most reliable. And who says that? Without reviews, case studies, or real numbers, it sounds like an empty statement again. And we know how (not) effective those are. If you assert something, back it up. In today's world, just promising is not enough. It is necessary to build trust. And that trust gives your brand a chance to stand out.
4. We, we, we... and the customer is nowhere to be found
Brands love to talk about themselves. Especially large corporations that have a lot of history. We have been in the market since year XY, we have an experienced team of experts and our own, deeply thought-out philosophy. But what does the customer get out of it? Try turning your successes around next time and instead of "We have been in the market for 25 years," say something like "For 25 years, we have been helping people live in their own homes."
5. Overly formal language for brands that want to be human
“More,” “also,” “too,” or even “or.” Does this sound like something a brand selling lifestyle would say? Probably not. The language a brand uses should match its personality. If it is to be natural, friendly, and relaxed, it shouldn’t write like our Czech teacher from elementary school. Let’s write as we speak. And when we are unsure, let's read it out loud. That way we can usually tell right away where it feels off.
Do we have clarity on this?
Copywriting is definitely not about having text that is cut out like from a language manual. Your texts should resonate, entertain, inspire, simply evoke emotions and, last but not least, sell.
Not sure how to do it? Reach out to us! At WeBetter, we know that every word carries weight, so it never falls into emptiness.
