Copywriting is one of the most powerful tools you can employ in your PR and marketing mix. When done well it captures an audience’s attention, encourages them to engage with you, and hopefully inspires them to buy from you. When PR and marketing copywriting doesn’t hit the mark though, it can have catastrophic consequences for your brand.

Long form content in particular, such as press features, blog posts, or LinkedIn articles should boost brand awareness and change perceptions in a positive way. But there are some common mistakes that can interrupt the success of your copy and make it far less effective. And in worst case scenarios, poor copy can even have a negative impact on how your brand is perceived.

Mistake #1: Copywriting for you instead of your customers

Whenever you start a piece of PR or marketing copy, you should consider who it is for. It is much easier to write about the topics you care about. But a far better starting point is considering what your readers care about.

Of course, there is a place for all kinds of copy in the overall PR and marketing mix. Brochures and websites are great channels to use to boast about your products. Readers will expect you to. But if you are writing PR copy for a trade publication, or your latest blog post, it’s worth taking a different approach.

Think about concerns or problems your customers and prospects might have. What advice would help them in the current marketplace? Is sustainability becoming more important in your sector? If so, how can you help customers comply with the latest legislation? Being helpful is worth a lot.

Mistake #2 – Assuming too much previous knowledge

Just because people work in the same industry as you, doesn’t mean they know all the same things you do. Sometimes people assume knowledge because of shared industry experience. Sometimes people assume knowledge because they have already written an article on the topic. Albeit months or even years ago. Whatever the reason, it can be a turn-off for readers.

You don’t want to be patronising in your PR and marketing copywriting, but you also don’t want people to glaze over because they don’t understand what you’re talking about. It’s far better to assume that people haven’t read that piece you published once before, or haven’t visited your website, or don’t have the in-depth technical knowledge of your products that you do. Starting from the beginning can help you to fill the sales and marketing pipeline.

Mistake #3 – Jargon overload

Here’s another sure-fire way to leave your readers feeling cold – by overusing jargon. Whether in the form of abbreviations, or overly complicated technical concepts, don’t try to sound clever at the expense of helping your customers and prospects.

Even if someone is aware of the product you are selling, it doesn’t mean they know everything about it. They might not know everything about the industry infrastructure that designs and builds it. They might not know much about the governing bodies that regulate it and the certifications that accompany it. They might not understand each technical aspect of it. If it’s relevant to talk about these things, which it may well be, start from the beginning and explain things clearly.

Mistake #4 – A lack of empathy in your PR and marketing copywriting

With years in the PR and marketing copywriting bank I have come to realise that being able to empathise with different people, whether you have been in their specific position or not, is one of the biggest strengths a copywriter can have. But on the flipside of this, it’s one of the big mistakes that are made.

To be able to empathise with your audience, you need to understand their pain points and challenges. What does it feel like to be in their position? And what can you say that is genuinely helpful in addressing those difficulties?

PR and marketing copywriting that misses the mark when it comes to understanding customers can come across as rude and uncaring. If for example your customers are struggling in a difficult market and you shout about your sales success story, or news of your latest big investment, it probably won’t endear you to them. If, however, you talk about how your success or your investment will be used to support your customers in this difficult time, it will be a lot more impactful.

Mistake #5 – Going straight to sales in your PR and marketing copy

Let’s be honest, most of the copy that comes out of a business, whether for social media, magazine articles or e-mail marketing, exists to sell. Some are more direct means of selling than others, but ultimately its aim is to raise awareness of the brand, get more people talking about it, and sell more. But that doesn’t mean you can’t give your audience something first, before you ask something of them in return.

Readers of trade press articles or blog posts are looking for advice or something that will help them with their business. Yes, they might be interested in your new product as well, but you’re more likely to generate interest and demand by explaining the pain points your product solves first, rather than jumping into the features and benefits straight away.

Tell a story with your PR and marketing copywriting and build a foundation before jumping off at the deep end and expecting them to buy straight away. At the end of the day, we’re all people buying from people so it’s about building trust.

Make your PR and marketing copywriting ship-shape for success

PR and marketing copywriting can sometimes be underestimated. People think that any words on a page is good enough to promote their business. But this isn’t the case. Poor copywriting stops readers in their tracks. It can turn off prospects and put them off of dealing with you now and in the future. Spending time and money on sourcing good quality PR and marketing copywriting is worthwhile when it comes to engaging audiences and changing perceptions.

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About Blog Write Ltd

Writer of smart, engaging copy for businesses that understand the importance of great copy, but struggle to find the time to give it the attention it needs. I offer a proactive approach to deliver fresh content.