Even though a million and one people say these copywriting myths I’m about to tell you, that doesn’t make them true.
As we evolve, certain thoughts and assumptions spring up. They become the norm and start to shape our lives and businesses when we believe them — even if they aren’t true.
Small business owners hold on to some myths about copywriting that are tanking their sales and conversions.
Here are the seven biggest copywriting myths debunked. I hear them more times than I can count, and you need to avoid them like the plague.
Copywriting myth #1: One size fits all
Several small business owners believe that if a piece of copy works for a situation, it will always work in any other scenario. This isn’t true.
One size doesn’t fit all. Copywriting formulas vary. Although they have the same overall concept, their approaches aren’t the same. Also, while short-form copy works effectively in some cases, the long-form copy might be best in other events.
There isn’t a single, fixed approach to copy. This is why a simple change in the call to action from “Shop Now” to “Buy Now” generated a 17% increase in clickthrough rate.
An easy way to grade the effectiveness of your message is through copy testing. Don’t assume the copy that brought in a lot of sales for a competitor brand will do the same for you.
Copywriting myth #2: Great copy always sells
This is another copywriting myth and it is EVERYWHERE.
Great copy is the penultimate factor you need to actually sell. Do you know what the ultimate element is?
No copywriting guru can save a bad product or service.
A dissatisfied customer will tell 9-15 people about their experience with your product or service. Negative reviews spread like wildfire, and not even the greatest copywriter of all time will be able to change your fate.
So, put in the work and build a value-led offer that is exactly what your ideal clients need.
Copywriting myth #3: Focus on the juicy parts
“Emphasize benefits, not features.”
You must have heard this statement a hundred and one times. And, it’s right.
But, some people paint it like this is positivity marketing and you shouldn’t talk about their pain.
You should focus on the benefits and transformation your product offers so people can see how valuable it is.
But, you should also focus on their pain points (and desires), because what will the benefits of your offer address?
Several creatives think this is a negative marketing strategy. But it’s not, if done right.
Truth is: Many people don’t even know they struggle with unresolved problems that have caused neck-deep pain points in their lives and businesses.
By addressing their pain, you gain a positioning advantage and open their eyes to why your offer is beneficial. You’re able to take them from being unaware to reaching a solution-seeking stage.
Copywriting myth #4: Copy is expensive. It’s just writing, duh
This is where many creative entrepreneurs get it wrong. Copy is not just writing.
Copy is a bridge between your products and ideal clients. It’s how you make them see the value in your offer. It’s how you tell take them from their current reality to where they want to be. It’s what convinces them to buy your product or service.
Copy is research + marketing + psychology + creativity + writing + a lot of your personality.
It’s not simply writing. So, delegating copy to your virtual assistant, social media manager, or personal assistant who is “good at writing” will not get you desired results.
And when you hire a copywriter that can get you results, it’s never expensive. It’s an investment.
Copywriting myth #5: Selling isn’t about you
This deep-rooted misconception has shaped how creatives market their products and services.
But, “Selling isn’t about you” is two-sided, and the second is positive.
The statement emphasizes the need to focus your message on your ideal clients — their pain and dreams.
However, selling is still about you. Don’t be less of who you are. Don’t hold back from showing up for yourself.
People will buy if they are connected to your brand personality, messaging, and how well you show up for them.
Copywriting myth #6: My Niche Doesn’t Need Copy
I promise, your niche needs copy. Every niche does.
Yes. Let me walk you through a quick breakdown:
Did you know that:
- Ecommerce store owners use product descriptions in their shops
- Brands create sales pages for their products and services
- Course creators and coaches need copy when they are about to launch their offers
- YouTubers use scripts for their videos
- Businesses run ads for more sales
- Websites have lead generation popups
- Businesses send emails to nurture their subscribers.
All these require copywriting. So whether you sell digital products, have coaching programs, run a blog, or offer services, you need copy!
Copywriting myth #7: A copywriter can read your audience’s minds
But, can we? Nossir!
As a copywriter, I combine market research with what I know about your business (ideal client avatar and brand goals) and turn them into aligned brand messaging.
A copywriter isn’t a mind reader. This means you still need to know who your ideal clients are, what pain points they struggle with, and how your offer solves these.
Wrap-up: Avoid these 7 copywriting myths
Don’t let these misconceptions hold you back from scaling your brand.
The world is waiting for your story, and you’re powerful enough to tell it. These copywriting myths shouldn’t stop you from marketing your course, program, or service with copy that converts.
- You can take a look at my copywriting services to find out how I can help your business grow.
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