How to Fix Ineffective Copywriting

Blog Post By: Kallista Baebler, Baer Performance Marketing Intern


Have you ever come across a product that you were going to buy, but the description ruined it for you? Or maybe you didn’t need a product, but after reading the description, you were compelled to buy it? In both of these situations, the company’s copywriting had an impact on you. A company’s goal is to influence customers in the latter way, but how can you get there?


Why is copywriting important?

Although it may seem like just words, realize the copy put out by your company can mean so much more. Copywriting is one of the most essential components when it comes to branding. Copy is how you can communicate with your customers. Effective copy can create positive brand recognition for a customer or even influence them to buy a product. Just think about your favorite companies…you probably know their slogans, right?


What can make copywriting ineffective?

Although copywriting can have a major impact on customers, even small mistakes can hinder the effectiveness. But how do you know if your copywriting is ineffective? Below is a list of common mistakes made in copywriting.

  • Having typos or grammar mistakes
  • Using incorrect or unreliable information
  • Being inconsistent with your brand’s “voice”
  • Using industry language unknown to your audience
  • Trying to make your company appeal to everyone


How can you fix it?

Now that you know what’s making your copy ineffective, it’s time to make some changes. With some simple changes, your copywriting skills can improve significantly.

  • Remember to always edit your work. This will get rid of any typos you have. Also, try reading your work out loud if you have the chance. When you read out loud, mistakes become more visible, and you can see where your text doesn’t flow.
  • Check your sources. Don’t just use the first information you find when doing research. Incorrect information can also reflect badly on your company’s image. Also, check to make sure your sources are reliable and not biased.
  • Develop a “voice” for your brand. The tone and structure you use when creating copy is referred to as the company’s voice. Do you write in a relaxed manner or do you stay strictly professional? By developing a voice, you can make sure you are being consistent when representing your company. This can lead to better relations and brand recognition.
  • Don’t assume everyone knows your industry lingo. When using language unique to your company or industry, make sure to explain it, and before using an acronym, make sure you spell it out. Simple changes like this can help readers understand the message you’re sending.
  • Find your target audience. Trying to please everyone can lead to copy that is vague and doesn’t send a message at all. Find your target market and focus on appealing to them. These are the people buying your products, so they should be who you pay attention to.


Still not sure where to start when it comes to your company’s copy? At Baer Performance Marketing, we realize there isn’t a template that works for each company. That’s why we work closely with each client to develop an image and voice that best represents their brand, speaks to their target market, and evokes emotion. Contact us today to see what we can do for you.