The #1 Copywriting Mistake That’s Costing You Clients (And How to Fix It)
February 10, 2025 by
Russell Otway
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Is Your Copy Driving Clients Away?
Your copy might be losing you business without you even realizing it. Many entrepreneurs, marketers, and business owners spend hours crafting website content, sales pages, and ads—only to see little to no engagement.
The mistake? They write copy that speaks to themselves rather than to their audience.
Your customers don’t care about your company’s history, the technical details of your service, or how long you’ve been in business—unless it directly impacts them. They want to know what’s in it for them.
The good news? This mistake is completely fixable. In this guide, we’ll break down:
- Why audience-first copy is the key to conversions
- How to spot this mistake in your own writing
- Simple fixes that will instantly improve your sales copy
The #1 Copywriting Mistake: Writing for Yourself, Not Your Audience
One of the most common—and costly—mistakes in marketing copy is using language that reflects what the business wants to say, rather than what the customer needs to hear.
For example:
🚫 Company-Centered Copy:
“We are an award-winning marketing agency that has been helping businesses since 2005. Our innovative approach leverages AI-driven solutions to optimize performance.”
✅ Customer-Centered Copy:
“Want to attract more leads and close more sales? Our proven marketing strategies help businesses like yours get results—fast.”
Do you see the difference? The first version focuses on the company—who they are, what they do. The second version speaks directly to the audience—their problems, their goals, and how the service benefits them.
Why is this mistake so damaging?
- Low Engagement: If your audience doesn’t see themselves in your copy, they won’t keep reading.
- High Bounce Rate: If your website visitors don’t immediately feel your offer is relevant to them, they’ll leave.
- Lost Sales: If your copy doesn’t speak to your customers’ needs, they won’t take action.
How to Fix It: Writing Customer-Centric Copy That Converts
So, how do you shift from writing for yourself to writing for your audience? Let’s break it down into simple steps.
1. Speak Their Language (Not Yours)
Your customers don’t care about your industry jargon, technical terms, or internal processes. They just want to know how your product or service makes their life easier.
A simple way to find out how your audience talks is by listening:
- Read customer reviews (on your site, Amazon, Yelp, or competitors’ sites).
- Check forums like Reddit and Quora for real conversations about your industry.
- Use “People Also Ask” on Google to find common questions in your niche.
🔹 Example:
🚫 Industry Jargon: “Our CRM platform provides a scalable, cloud-based infrastructure for streamlined customer relationship management.”
✅ Audience-Friendly Copy: “Tired of losing track of leads? Our CRM keeps your contacts organized so you never miss a sale.”
2. Focus on Benefits, Not Features
A feature is what your product does. A benefit is how it improves the customer’s life.
Example:
🚫 Feature-Focused Copy:
“Our software includes real-time analytics and automated reporting.”
✅ Benefit-Focused Copy:
“Track your performance instantly and get automated reports—so you can spend less time on spreadsheets and more time growing your business.”
🔹 How to identify benefits in your product:
- Ask “So what?” after every feature you list.
- Think like your customer: “How does this help me?”
- Rephrase technical details into real-world benefits.
| Feature | Benefit |
|---|---|
| 12-hour battery life | Work all day without worrying about charging |
| AI-powered email assistant | Save hours by automating follow-ups |
3. Make Your First Few Lines Count
You only have a few seconds to grab attention. If your opening lines don’t immediately tell readers why they should care, they won’t keep reading.
A great rule of thumb: Start with the problem your audience is facing.
🔹 Example:
🚫 Weak Opening:
“Our company was founded with the goal of creating innovative solutions for businesses.”
✅ Strong Opening:
“Struggling to get leads? Our marketing strategies help businesses like yours triple conversions—without spending extra on ads.”
The 3-Second Copy Test: Is Your Copy Customer-Focused?
Want to see if your copy passes the customer-first test? Try this simple trick:
1️⃣ Read your copy aloud.
2️⃣ Count how many times you say “we” or “our” vs. “you” and “your.”
3️⃣ If “we” dominates, rewrite your copy to focus on “you.”
🔹 Example:
🚫 Before: “We provide expert coaching for small business owners.”
✅ After: “You’ll learn how to grow your business with personalized coaching from industry experts.”
Case Study: Before vs. After Copy Rewrite
🔥 Scenario: A coaching business struggling to get sign-ups.
🚫 Before (Mistake):
“We offer customized coaching solutions to help business owners reach their full potential.”
✅ After (Fixed for Audience Focus):
“Struggling to scale your business? Learn how to increase revenue and free up your time with a 1-on-1 coaching plan tailored to your goals.”
👉 Result? Higher engagement, more sign-ups, and lower bounce rates.
Final Thoughts: Take Action Today
Now that you know the biggest copywriting mistake, how will you apply these fixes?
🔹 Quick Recap:
✅ Write for your audience, not yourself.
✅ Focus on benefits, not features.
✅ Use customer language.
✅ Make the first few lines count.
📌 Need help transforming your copy? Book a free copy audit today! Let’s make your words work for you.
Russell Otway is the driving force behind Bold Copy Agency, a bespoke content creation service specializing in the music industry. With over a decade of experience in copywriting and a deep passion for music, Russell has carved out a niche for himself as the go-to expert for artists, labels, and music professionals seeking to elevate their brand with compelling narratives.
Having worked with a broad spectrum of clients from up-and-coming musicians to established industry giants, Russell’s expertise lies in crafting narratives that resonate with audiences and amplify an artist’s presence in a crowded market. His work is characterized by a blend of creativity, industry insight, and a keen understanding of digital marketing trends, ensuring that his clients not only stand out but also achieve their marketing objectives.
A firm believer in the power of storytelling to connect and inspire, Russell continuously explores new and innovative ways to bring music stories to life. When he’s not weaving compelling artist biographies or dynamic press releases, he can be found sharing his insights at industry conferences or contributing to leading music and marketing publications. Russell’s mission with Bold Copy Agency is simple: to help music professionals tell their stories in the most impactful way possible, unlocking their full potential and propelling their careers to new heights.
