I grew up believing that “an apple a day keeps the doctor away.”
Maybe that’s why my dad always bought bowls of green apples and Pink Ladys.
But eating apples every day didn’t save me from malaria or one embarrassing afternoon when diarrhea almost made me shit my pants in the presence of my dad’s guest.
Because the “Apple magic” belief is just a myth. A misconception I believed to be true.
Likewise, some copywriting myths have circulated in the marketing industry over the years. Now, everyone and their moms throw these statements around, but that doesn’t make them true.
Many coaches and service-based creatives hold on to these misconceptions that are tanking their conversions and business growth.
In this guide, I debunk seven of the biggest copywriting myths flying around. You’ve heard them more times than you can count, and you need to avoid them like the plague.
1. One size fits all
If a piece of copy works for one occasion, it will work in any other scenario. Right?
Wrong.
When it comes to writing copy that converts, there isn’t a single, fixed approach. There are varying copywriting formulas, and although these formulas have the same overall concept, their approaches aren’t the same.
Also, the length of your sales copy matters. It’s easy to sell a $47 product using short-form copy. But, you will need to make a hell of a convincing story when asking people to join your $6997 program.
2. Great copy always sells
This is another copywriting misconception, and it is E-VERY-WHERE. I know that my job as a copywriter is to create copy assets that’ll increase your conversions and sales.
But, in full transparency, copy alone is not enough to guarantee sales. It’s the penultimate factor.
Do you know what the ultimate sales-determining factor is?
Your product.
No copywriting guru—regardless of the number of sales-magic hats they have or the 17 touchpoint checklists they make when writing copy—can save a bad or mediocre product.
If your first set of clients are dissatisfied, statistics show that they will tell 9–15 people about their experience. Negative reviews spread like wildfire.
So, put in the work and build a value-led offer that is exactly (maybe even more than) what you claim it is.
3. Focus on the juicy parts
“Emphasize benefits, not features.”
I bet you have heard this statement a hundred and one times (and, perhaps, 25 times out of that was from me)—and it’s true.
But this isn’t a replacement for “addressing the challenges your ideal clients face.” People say you shouldn’t talk about your audience’s pain points because it’s negative marketing.
Truth bomb: Talking about pain points isn’t negative marketing if done right.
Pain-point marketing is, in fact, ethical. It’s okay to address your ideal client’s challenges because, a lot of times, people don’t even know they struggle with some unresolved problems that have caused neck-deep pain points in their lives and businesses.
By addressing these, you open their eyes to their reality and help them foresee a life that’s free of these pain points, and in doing so, gain a brand positioning advantage.
4. Copy is expensive. It’s just writing, duh
Many creative ‘preneurs get it wrong here and thus miss out on the many good things copywriting can do for their businesses.
When you think copy is just writing, you become free to delegate your “conversion copywriting tasks” to your virtual assistant, blog writer, or social media manager, who still isn’t a copywriter.
But that’s not how you’ll get the results you desire.
I know because so much goes into copywriting that not many people know about.
It is not just writing. It is research + sales psychology + creativity + writing + a lot of your personality.
Copy is not just “content.” More like sales content. It’s a messaging bridge that allows your ideal clients to cross from being bystanders to becoming paying clients.
And when you hire a copywriter who can get you results (oh hey, that’s me), it’s never “expensive.” It’s an investment because you’ll get value for your money.
5. Selling isn’t about you
How many times have you heard that “people don’t care about you; they only care about what your offer can do for them?”
I’m betting it’s a lot more than you can keep track of. Now, that’s affecting how you market your offer because you believe you shouldn’t be talking about yourself.
The statement, “Selling isn’t about you,” helps you shift your message from being self-centered to audience-centric. It isn’t to banish your experience or brand story.
For example, instead of saying this:
I’m a copywriter who knows how to write words that sell. I’ve written copy that has gotten my clients $X.
You’re able to shift your message to this:
You want to sell with your words, and that is precisely what I help you achieve. You, too, can get $X every time you launch, just like some of these other clients.
But, hey—
Your ideal clients give plenty of sh*t about you. Plus, humans are drawn to backstories and crave a deeper connection that goes beyond your colorful “buy now” button.
So, selling is about you. Your experience. Your story. Your mission. Your values.
Start inserting yourself into their story. People will buy if they are in sync with your brand vibe.
Don’t be less of who you are because you think it’s cringeworthy, selfish, or boring to talk about yourself. It’s not, I promise—and if you need someone to tell your story, let’s work together.
6. “My Niche Doesn’t Need Copy”
I promise you NEED copy—and so do Felicia, Christine, and Annabelle.
Every niche does. Every business owner does.
Copywriting doesn’t always have to be in the form of SEO website copy, sales pages, or launch sequences.
There are other ways creatives use copy to improve their businesses—many of which you may not even refer to as “copy.”
Some of these copy assets include:
- product descriptions in e-commerce stores
- pre-launch social media content
- weekly newsletters to nurture subscribers
- sales emails for evergreen funnels
- scripts for YouTube and brand videos
- copy for social media ads
- micro-copy such as lead-gen popups, banners, and quick cool words in website footers
- copy for quiz funnels.
Whether you sell digital products, coaching programs, one-on-one services, or subscription-based offers, you need conversion copy. Periodt.
7. A copywriter can read your audience’s minds
But, can we?
Nossir. We’re not psychic (even though sometimes I wish I were).
As a copywriter, what I do is create conversion-driven copy based on your (and my) research. So, it boils down to you knowing exactly who you’re trying to reach.
Know your ideal client. This goes beyond their gender or age range. You need to know what makes them “tick.”
- Their interests
- main challenges
- pain points
- and desires
I created the Ideal Client Handbook—complete with prompts, templates, a story framework, and a workbook—to help you nail your ICA and come up with content and offers they will be thirsty for.
Avoid these common copywriting myths
You’re amazing at what you do. But does your brand copy reflect this?
If not, let go of these copywriting myths already and start creating bingeworthy copy that puts you at the forefront of your dream clients’ minds. You can swipe helpful templates from the resource library.
Looking to collaborate with a copywriter who can write copy that’ll stop your ideal clients in their tracks and get them to gush over your offer? Check out how I can help you.
Already know what you want? Let’s talk about your project.
