photo credit: karen horton
Just as there are steps you must take to write great copy, there are also mistakes you can make that can destroy your marketing messages and reduce your ROI to a fraction of what it could have been.
Don't make the mistake of thinking that your customers care about you and your company. They don't, they are only interested in what is in it for them, what will make their life easier and better. Never use the same marketing copy everywhere and anywhere. Different demographics and mediums should have their own copy to go off of, as there will be different people you are marketing towards.
You don't always have to sound highly intelligent in your copy. Actually, the more human you sound the better, your customers will see you as a "down to earth" type of person and are more apt to visit your company based on that alone. Base the writing of your copy on whomever you are marketing. If it's for teenagers make it on their level, if it is for elderly people do the same and so on as suggested on Entrepreneur.com.