(Part 2 of 3)

The 3 Biggest Mistakes Amateur Copywriters Make ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ Hey {NAME}, In yesterday’s email, we talked about the first of 3 big mistakes amateur copywriter’s make: Not using formulas as a proven starting point. (If you missed it, go back and read it!) Today we’re diving into another amateur copywriting mistake, and it’s a biggy. I just went to Apple’s website and took a screenshot of the first thing on their homepage: What do you immediately notice about the headline? They’re specifically targeting college students who haven’t bought a computer or tablet yet for school. An amateur copywriter might argue that it would be better to appeal to everyone who might be browsing the website and leave out the “for college” part of the headline, and it would be an expensive mistake. Here’s why: Customers buy when they’re convinced the offer is for people like them. If you try to write to “everyone” you’ll end up convincing no one. And that leads us into… Copywriting Mistake #2: Amateurs write to everyone. Pros write to someone. That’s why we spend so much time around here at DigitalMarketer talking about the Customer Value Journey and creating Customer Avatars or Ideal Client Profiles. When you’re writing copy, it’s vital to know what type of person you’re targeting, and what stage(s) of the CVJ they’re currently in because it impacts the words you use, the tone of voice you choose, and the benefits you focus on. Good copy not only compels the right people, but it repels the wrong people. Next time you’re sitting down to write marketing copy, start by putting which avatar you’re targeting and what stage of the CVJ they’re in at the top of your document, and your copy is going to be instantly improved :) Watch your inbox tomorrow for the third and final big mistake copywriting amateurs make, and an example from one of our launches at DigitalMarketer! Talk tomorrow, Mark   Sent to: {EMAIL} DigitalMarketer, 4330 Gaines Ranch Loop, 120, Austin, TX 78735, United States Know someone who’d like this email? [Forward it to a friend!]( Did someone forward this email to you? [Become a subscriber!]( Want to change what emails you get from us? [Manage your subscriptions]( Don't want future emails? [Unsubscribe]( DigitalMarketer is a skills and talent development platform for modern marketers. By combining courses, certifications, community, and coaching, we give marketers everything they need to succeed (and look really smart doing it). Our purpose is to both simplify and systemize marketing so marketers can do their best work, drive measurable results, and gain the status and respect they deserve. (Because without marketers, nothing gets sold.)