Copywriting Errors that Drive Your Readers Mad

Wrong Use of Words.

I know, I know. The English language can be confusing sometimes.

(As my lovely Turkish friend reminded me recently: “Why is the word ‘oven’ pronounced ‘uv-ven’ and not ‘o-ven’?” Good point!)

But we’re an English-speaking nation, and we should try to use the right words if we can.

What really bugs me are these common misuses of words – and I see them all the time:

1. “Your” instead of “You’re”
   “Your” means something belonging to you. “You’re” is the contraction of “You are.”
   Example: Your car is parked outside. (Correct)
   You’re going to be late. (Correct)
2. “To” instead of “Too”
   “To” is used for expressing movement or direction. “Too” means “also” or “excessively.”
   Example: I’m going to the store. (Correct)
   I want to go too. (Correct)
3. “Loose” instead of “Lose”
   “Loose” means free or not tight. “Lose” is to fail or be without.
   Example: My shirt is too loose. (Correct)
   Don’t lose your keys. (Correct)
4. “Their” instead of “There”
   “Their” is a possessive pronoun. “There” indicates a place or existence.
   Example: Their house is beautiful. (Correct)
   There are many books on the shelf. (Correct)

Additional common mistakes to watch out for:

5. “It’s” vs. “Its”
   “It’s” is a contraction of “it is” or “it has.” “Its” is the possessive form of “it.”
   Example: It’s raining outside. (Correct)
   The dog wagged its tail. (Correct)
6. “Affect” vs. “Effect”
   “Affect” is usually a verb meaning to influence. “Effect” is usually a noun meaning result.
   Example: The weather affects my mood. (Correct)
   The effect of the medicine was immediate. (Correct)
7. “Than” vs. “Then”
   “Than” is used for comparisons. “Then” relates to time or sequence.
   Example: She is taller than her brother. (Correct)
   We’ll eat dinner, then watch a movie. (Correct)

Remember, proper grammar and word usage can significantly improve your communication skills and help you avoid misunderstandings. While English can be tricky, paying attention to these common mistakes can make a big difference in your writing and speaking.

Wrong Use of Apostrophe

Ah, this little doozie…

Putting apostrophes in the wrong place can be so annoying that there’s even a website dedicated to it called Apostrophe Abuse. Ha!

An apostrophe should be used for the contraction of words, such as “You’re,” “That’s,” and “Haven’t,” or to indicate ownership, like “Lil’s” or “Tony’s.”

However, it is NOT meant to be used to improve the appearance of plural words that end in a vowel! This common misuse can lead to confusion and frustration for readers.

Common Errors Include:

1. “Menu’s” instead of “Menus”
   • Correct: Menus
   • Incorrect: Menu’s (The apostrophe suggests ownership, which is unnecessary here.)
2. “Soda’s” instead of “Sodas”
   • Correct: Sodas
   • Incorrect: Soda’s (Again, no ownership is implied.)
3. “How-to’s” instead of “How-tos”
   • Correct: How-tos
   • Incorrect: How-to’s (The plural form does not require an apostrophe.)
4. “Pasta’s” instead of “Pasta”
   • Correct: Pasta
   • Incorrect: Pasta’s (No plural form is needed here!)

Other Common Mistakes

Another frequent error is using “Its” instead of “It’s.”

• “Its” means something belonging to it, while “It’s” is the contraction of “It is.”

For example:

• Correct: The dog wagged its tail.
• Incorrect: It’s tail was wagging.

And what about “Party’s” instead of “Parties”?

• Correct: Parties
• Incorrect: Party’s (This misuse suggests ownership rather than plurality.)

Conclusion

Apostrophes are small punctuation marks, but their correct usage can significantly impact clarity and professionalism in writing. Misplacing them not only distracts readers but can also undermine your credibility as a writer.

So, the next time you’re tempted to add an apostrophe to a plural word, take a moment to reconsider. Remember that apostrophes serve specific purposes: they indicate contractions and possession, not plurality. By being mindful of these common errors, you can enhance your writing and communicate more effectively. Grrrr indeed!

Being too Stiff

We were all taught at school to write formally and to use big, flowery words in our essays. Well, in the real world, this kind of copy isn’t going to please anyone except lawyers and English teachers.

If you really want to engage your readers, you need to communicate with them in their language. This means having a conversation with them and writing as if you’re talking with them face to face.

Here are some quick tips to help you write copy that connects with your readers:

• Write like you talk
• Use simple words – no jargon
• Start your sentences with “And” or “But” (don’t listen to your English teachers!)
• Use contractions as much as possible, e.g., “I’m,” “There’s,” and “Would’ve”
• Use first-person wherever you can – especially “you”

And if you’re writing a blog post or an article that’s personality-driven, also include exclamations and colloquialisms like “Wow!”, “Oh yeah,” or “Whew!” as you would in person. This makes you more real!

Going on and on and on and on

Yep, I’m talking about rambling – or what I call waffling. Going on and on without any sub-headings or paragraph breaks, or massively long sentences without punctuation.

Whenever I see a web page or article that has screeds and screeds of copy with no breaks in between, my eyes instantly glaze over. I click out – even before finishing the first paragraph!

So how do you stop rambling?

• Cut to the chase – be direct and say what you have to
• Use lots of sub-headings – and make them descriptive, so your readers can see at a glance what you have to say
• Use bullet points wherever you can
• Write short sentences and be as brief as possible
• Use punctuation – commas, dashes, full stops. The purpose of punctuation is to make your copy easier to digest – so use it!

Keyword Stuffing

Arrgghhh… this drives me crazy too!!

I’ve come across so many articles that may actually contain good content, but I wouldn’t know because they’re so full of keywords that I’d already switched off and clicked away.

You see, copy is supposed to flow, but when every other word is a keyword, the content becomes stilted and difficult to read.

I have to say I like the changes to Google’s algorithm because it means we get better-quality content, written more for readers than search engines. Hoorah to that!

What About You?

Is there anything that drives you mad? Have you made any of these copywriting errors yourself? Perhaps you’ve come across other copywriting errors that drive you batty? I’d love to know – please leave me a comment below!

Additional Tips for Effective Copywriting:

1. Know your audience: Tailor your writing style and vocabulary to your target readers.
2. Use active voice: It makes your writing more dynamic and engaging.
3. Tell a story: People remember stories better than facts and figures.
4. Use power words: Certain words trigger emotional responses and can make your copy more compelling.
5. Proofread and edit: Always review your work for errors and clarity.
6. Use white space: Break up your text with appropriate spacing to make it more readable.
7. Include a call-to-action: Tell your readers what you want them to do next.

Remember, good copywriting is about communicating effectively with your audience. It’s not just about following rules, but about creating a connection with your readers and conveying your message in a clear, engaging way.