Copywriter - what mistakes does he have to avoid in creating content?
Linguistic correctness is extremely important. There is not even the slightest doubt about it. First of all, and it is especially worth emphasizing, the correct use of the Polish language ensures that the recipient will understand us. Although many errors are permissible in speech, which, after all, are often not easy to control, texts should be carefully checked. It is difficult to take a source seriously if there are many linguistic errors in it. In addition, poorly structured messages can make even the most serious article entertaining. The person providing the information, i.e. in this case the copywriter, must use the Polish language well. Of course, proofreaders also take part in the publication process, and watch over the correctness, but they too may misunderstand a poorly constructed sentence. We are only human and everyone makes mistakes, but it is worth working on them and trying to speak your native language perfectly.
A good copywriter writes correctly in Polish
Does the copywriter have to write correctly? Of course! Just a light pen and a lot of knowledge are not enough. The most important thing is linguistically correct messages. Even theoretically the best text may turn out to be meaningless if the sentences are poorly constructed. Whenever there is any doubt, let's check it out. On the Internet, for example, dictionaries of the PWN publishing house are available, which you can definitely trust. Many doubts are also dispelled by their language counseling center. In addition, it is also worth visiting the website of the Polish Language Council or the Great Dictionary of the Polish Language of the Institute of Polish Language of the Polish Academy of Sciences.
Linguistic correctness will make the level of the text increase. It will certainly be treated more seriously as a reliable source. It is not true that knowledge of the Polish language is needed only for the so-called grammatical Nazis, looking for even the smallest errors on the Internet and stigmatizing them without mercy. It is not worth pigeonholing and exaggerating. If someone hasn't put a comma, that's not a reason to insult them yet, but paying attention gently and culturally won't hurt.
Copywriter learns from mistakes
If texts undergo correction, it is worth checking what mistakes we made and what we should avoid when creating new ones. Let us not perceive the suggestions and corrections as an attack, but as a lesson for the future. Usually, when someone draws attention to us, it is easier for us to remember what we did wrong.
A sales quote where product descriptions contain spelling or punctuation errors may simply scare customers away. Can we count on professional service if the description is incorrectly written? It's hard to trust someone who doesn't pay attention to the content on their website. The entry and the company will not be taken seriously and may become the star of mocking pages on social networks where Internet users catch such mishaps. It is certainly not a good advertisement.
Moreover, it is worth remembering that what is obvious to us may not always be so for the recipient. We can be convinced that linguistic correctness does not matter until - through an incomprehensible message - customers start asking about things that should be clear. Many questions can be avoided as long as the copywriter is not making mistakes.
How to write to interest your audience?
Linguistic correctness is one thing, while the recipient's interest is another equally important aspect in the copywriter's work. A good copy should not only attract the customer's interest, but also translate directly into an increase in conversion, i.e. the purchase of a given product or service. Remember that standard forms, for example: "Leader in the construction services market" or "The best promotional gadgets for companies", simply do not impress most consumers. They are too general and do not give concrete evidence as to why this is best. How does a potential customer who reads this slogan know that it is actually the most appropriate option for him? How can you prove it? These are basic questions, the answers of which will be crucial for the client's interest.
The most common mistakes made by copywriters!
The so-called empty words, so willingly used by many companies on their websites. Returns:
- We guarantee friendly service,
- Products tailored to your needs,
- Services provided at the highest level,
mean nothing. These are just common expressions that the standard recipient already omits in the daily reception of advertising content.
SEO is the most important thing and the client will manage somehow
SEO compliant texts are important, but not more important than the reader himself. First of all, we should take care of its comfort. The text, artificially saturated with key phrases and unnatural headlines, becomes incomprehensible to the average recipient. So why bother on your site, when your competitors are easier and more fun to find and read similar information? Don't write for Google, but for your client.
Exaggerating everything to the BEST!
The most comfortable shoes! Cheapest program! The most effective exercises!
Using the highest degree of adjective causes such a company to lose customer trust rather than gaining it. How can you prove to the client that this solution or product is really the BEST? It is rather difficult, and besides, it is not worth using this kind of generalities, which are empty words that make it difficult for the recipient to read the real message.
Too difficult words and complicated content
Search words will not help if they are incomprehensible to the average recipient. Of course, if we write texts for a specific industry (target group), we use some developed specialized vocabulary. However, it is worth remembering not to overdo the saturation of the text with various difficult words and phrases, because it will simply be difficult to read.
Copywriter, i.e. an excellent researcher!
There is a lot of talk about the power of content marketing today. So let's focus on quality, not quantity. Good, attractive content must, firstly, be linguistically correct, and secondly, it should be perfectly refined in terms of the message. Hard facts about a product or service turned into a story written in accessible, understandable, correct and interesting language are the best that a copywriter can do for a brand.