20 Copywriting Disasters (and how to avoid them)
Transcript of 20 Copywriting Disasters (and how to avoid them)
![Page 1: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/1.jpg)
1
20 21 Copywriting Disasters (And how to avoid them)
Ian Lurie
CEO & Founder
![Page 2: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/2.jpg)
3
Our secret lair
![Page 3: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/3.jpg)
4
portent.co/20copy
yes, like this, no ‘m’
Tweet your questions with #portentu
![Page 4: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/4.jpg)
5 5
We’ve all been there.
![Page 5: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/5.jpg)
6 6
by golly, ian, this copy is
perfect!!!
The copy’s perfect
Our Philsophy: Smart, Efficient, Quick Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Did I men)on how efficient we are? Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
![Page 6: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/6.jpg)
7 7
The client loves it
we love it!!
Our Philsophy: Smart, Efficient, Quick Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Did I men)on how efficient we are? Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
![Page 7: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/7.jpg)
8 8
and then…
![Page 8: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/8.jpg)
9 9
boom.
ian, you suck.
Our Philsophy: Smart, Efficient, Quick Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Did I men)on how efficient we are? Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
![Page 9: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/9.jpg)
10 10
20 disasters haunt us all.
![Page 10: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/10.jpg)
11 11
I’ve been in every one.
![Page 11: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/11.jpg)
12 12
But you can avoid them, sometimes.
They’ve inevitable. They hit all of us.
![Page 12: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/12.jpg)
13 13
Learn from my pain.
![Page 13: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/13.jpg)
14 14
Three disaster classifications
embarrassing: no permanent consequences
bad: you may get fired
gods preserve us (gpu): I don’t know you
![Page 14: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/14.jpg)
15 15
Here we go.
![Page 15: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/15.jpg)
16 16
Disaster 1: The Great Philsophy Massacre
![Page 16: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/16.jpg)
17 17
Uh-huh
What’s wrong with this picture?
Our Philsophy: Smart, Efficient, Quick Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Did I men)on how efficient we are? Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
![Page 17: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/17.jpg)
18 18
Cost: $5,000
Classification: Bad
Our Philsophy: Smart, Efficient, Quick Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Did I men)on how efficient we are? Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
![Page 18: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/18.jpg)
19 19
Use a #$@&%*! spell checker
Avoidable
Our Philsophy: Smart, Efficient, Quick Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Did I men)on how efficient we are? Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
![Page 19: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/19.jpg)
20 20
Read it backwards
Avoidable
Our Philsophy: Smart, Efficient, Quick Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Did I men)on how efficient we are? Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
![Page 20: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/20.jpg)
21 21
Have someone else read it?
Avoidable
Our Philsophy: Smart, Efficient, Quick Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Did I men)on how efficient we are? Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
![Page 21: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/21.jpg)
22 22
Disaster 2: The incomplete headline
![Page 22: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/22.jpg)
23 23
Egads.
Teacher, Student in Fertility Experiment
![Page 23: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/23.jpg)
24 24
Egads.
Teacher, Student in Fertility Experiment
Teacher, Student Research Bee Fertility
![Page 24: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/24.jpg)
25 25
Really, really embarrassing
Classification: Embarrassing
Teacher, Student in Fertility Experiment
![Page 25: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/25.jpg)
26 26
But, like I always say…
![Page 26: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/26.jpg)
27 27
When life gives you lemons…
![Page 27: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/27.jpg)
28 28
Supreme Court Tries Sodomy
Laugh at someone else.
![Page 28: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/28.jpg)
29 29
The Blank Sheet of Paper Test
Avoidable
Supreme Court Tries Sodomy
![Page 29: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/29.jpg)
30 30
The Blank Sheet of Paper Test
Avoidable
Supreme Court Tries Sodomy Case
![Page 30: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/30.jpg)
31 31
The blank sheet of paper test
Supreme Court Tries Sodomy
If I write this headline on a blank sheet of paper and show it to a stranger, will they know what I’m talking about? Correctly?
![Page 31: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/31.jpg)
32 32
Disaster 3: Search term avoidance
![Page 32: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/32.jpg)
33 33
Wedding garment
Bridesmaid dress?
![Page 33: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/33.jpg)
34 34
Destination formalwear
Bridesmaid dress?
![Page 34: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/34.jpg)
35 35
Destination dress
Bridesmaid dress?
![Page 35: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/35.jpg)
36 36
Failure to use audience’s lexicon
Classification: Bad
![Page 36: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/36.jpg)
37 37
Have a brain
Avoidable
![Page 37: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/37.jpg)
38 38
Use WordStream
Avoidable
![Page 38: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/38.jpg)
39 39
Use SEMRush
Avoidable
![Page 39: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/39.jpg)
40 40
Use Surveys
Avoidable
![Page 40: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/40.jpg)
41 41
USE ANYTHING BUT GUESSING!!!
Avoidable
![Page 41: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/41.jpg)
42 42
Disaster 4: Baffle ‘em with
![Page 42: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/42.jpg)
43 43
I am ashamed
I wrote this
We create extant systems by adapting legacy infrastructure to current interprative mechanisms, thereby building longer time-to-obsolescence.
![Page 43: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/43.jpg)
44 44
Drives away customers like the plague. Sounds like I sneezed repeatedly on the page.
Classification: Bad
We create extant systems by adapting legacy infrastructure to current interprative mechanisms, thereby building longer time-to-obsolescence.
![Page 44: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/44.jpg)
45 45
Knowledge of a word does not require its use.
Avoidable
![Page 45: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/45.jpg)
46 46
Also: The Blank Sheet of Paper Test
Avoidable
![Page 46: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/46.jpg)
47 47
The Blank Sheet of Paper Test
Supreme Court Tries Sodomy
If I write this headline on a blank sheet of paper and show it to a stranger, will they know what I’m talking about? Correctly?
We create extant systems by adapting legacy blah blah blah blah blah mumble blah
![Page 47: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/47.jpg)
48 48
The Blank Sheet of Paper Test
Supreme Court Tries Sodomy
Not even if I gave them a dictionary.
We create extant systems by adapting legacy blah blah blah blah blah mumble blah
![Page 48: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/48.jpg)
49 49
The Blank Sheet of Paper Test
Supreme Court Tries Sodomy
Better. Not great. But better.
Our products extend the life of existing enterprise software by connecting it to modern, more usable interfaces.
![Page 49: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/49.jpg)
50 50
Disaster 5: The poop sandwich
![Page 50: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/50.jpg)
51 51
Yummy on the outside IAN LURIE // JAN 7 2013
How to Create an Online Experience
for Humans
Marketers Dying By A Thousand Data
Points
What Project Managers Actually Do Announcing RainGage
One-Trick Ponies Get Shot: Doing
Digital Strategy Right
Research: Site Speed Is Hurting Your
Everyone’s Revenue
Advertising should
Marketing is what we do. Advertising is what we often make as a result. It sounds very
fulfilling. Alas, the process usually looks something like this:
1. The marketing team builds out brilliant messaging and brand story.
2. They brainstorm some nifty ideas.
3. Then, they pull together a completely incomprehensible collection of marketing
platitudes creative brief around the ideas, which they pitch over the wall to
management.
4. Every yahoo who thinks they know anything about marketingAll stakeholders
review the brief. All draw their own conclusions. None of those conclusions agree.
5. Armed with these insights, the creative team staggers into a separate room to
spawn beautiful but confusing creative that complies with corporate branding
guidelines.
6. Stakeholders review the creative and say “This is great!”
7. The marketing team reviews the creative and says “This won’t convert!” Then they
pout.
8. In response, the creative team adds a ‘click here’ button.
9. It goes live.
10. Everyone gets drunk. I have a Diet Coke.
11. Congrats! It’s advertising!
The result is an utter turd that converts about as well as opening your office window and
yelling “BUY MY STUFF.” But by then the process has sucked out your will to live. You
crawl across the finish line, then go hunting for chocolate.
Yes, I’m prone to exaggeration. It isn’t always this bad. Once in awhile everything falls into place. But I’m stuck in a middle seat ona 7-hour flight. So I’m grumpy. Er. More grumpy.
Why? Please, tell me why?Why does this happen over and over?
I could name all the usual suspects: Poor communications, lack of organizational clarity,
no sense of vision, no accountability, blah blah blah. But I think it comes down to
discipline: We all know what we need to do. Getting everyone to do it every time, day
after day is something else entirely.
Consistency is a butt-kicker. Anyone who’s tried to get their teen-ager to carry his
damned dishes to the dishwasher and actually put them in after each of his 9 daily
meals knows whereof I speak. We repeat the same mistakes, over and over. And over.
When it comes to creating great marketing, we’re teenagers.
Somehow, we have to keep the real goal of marketing and advertising front-of-mind,
even when deadlines, political squabbles and turf wars drive us all nuts. My solution: A
USB-capable work monitor and kidney-puncher. But I’ve been told that’s not practical.
The better way: #AdvertisingShouldFortunately, the folks at Copacino & Fujikado came up with a much better idea. They’ve
started advertisingshould.com.
It’s a Twitter-based scrapbook of ads wisdom. You can contribute to and learn from the
yummy advertising goodness within by doing 3 simple things:
1. Bookmark it, and check back every day for a nice reminder what we should be
doing.
2. Keep an eye on the #advertisingshould hashtag on Twitter.
3. And contribute: Tweet how you think advertising should work, and use the hashtag
#advertisingshould. Keep it going and it’ll keep us all on our toes. And, see your
name in the dim light of my d-list celebrity status! I’m going to do a list of my
favorites in a few weeks.
This may seem like a little thing. But it’s the little things that make projects successful,
and marketing great: A little reminder now and then goes a long way. And it’s better
than USB-administered corporal punishment. So go contribute your ideas to
#advertisingshould.
Ian LurieCEO
Ian Lurie is CEO and founder of Portent Inc. He is co-author of the 2nd
edition of the Web Marketing All-In-One for Dummies and wrote the
sections on SEO, blogging, social media and web analytics. He's
recorded training for Lynda.com, writes regularly for the Portent Blog and
has been published on AllThingsD, Forbes.com and TechCrunch. And,
Ian speaks at conferences around the world, including SearchLove,
MozCon, SIC and ad:Tech. Read More
Related Articles
2 Comments
JUSTIN MARKETING ONLINE // JAN 8 2013, 00:08:06
Hey Ian,
Love the tips (and of course the creative graphics) You make a great distinction between marketing/
advertising and one i have for sales vs. marketing is marketing gets the horse to the lake. Sales make the
horse drink the water. Look forward to more of your posts happy 2013
BEN // JAN 15 2013, 14:53:27
This is the neatest idea! I can’t wait to follow this trend on Twitter. Thanks so much for sharing.
Comments are closed.
Net Neutrality: It's more than
streaming video
Lead by Example: 10 Ways to Be a
Successful Team Leader
Yep. I'm back.
SUBSCRIBE TO THE RSS FEED
BLOG TOPICS
CONNECT
PPC . SEO . Social Media
CONVERSE
Copywriting . Creative
CONVERT
Analytics . Internet Marketing
RECENT POSTS
THIS WEEK POPULAR ALL TIME
STAY UP TO DATE.
Sign up to receive our EmailSeries!
By clicking submit you are agreeing to our
terms and conditions and privacy policy.
SIGN ME UP ›
Internet Marketing
Portent, Inc.
Follow us:
Phone: 206.575.3740
Email: [email protected]
506 2nd Ave. Suite 1700
Seattle, WA 98104-2354
Directions
Careers Staff Philosophy News Webinar Blog
© 1995-2014, Portent, Inc. All Rights Reserved. Privacy Policy
TweetTweet 121 36ShareShare 2730LikeLike
Services Work Advantage Insights Tools Blog Contact
![Page 51: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/51.jpg)
52 52
Yummy on the outside
Puke-inducing on the inside
![Page 52: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/52.jpg)
53 53
That one’s not going in the portfolio
Classification: Embarrassing
![Page 53: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/53.jpg)
54 54
Sorry, I got nothing.
Inevitable
![Page 54: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/54.jpg)
55 55
(except don’t rush to publish)
Inevitable
![Page 55: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/55.jpg)
56 56
Disaster 6: Writer’s block
![Page 56: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/56.jpg)
57 57
You’re screwed.
Classification: GPU
![Page 57: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/57.jpg)
58 58
Free writing
Enigma.io
Mitigate
![Page 58: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/58.jpg)
59 59
Step. Away. From the desk.
Mitigate
![Page 59: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/59.jpg)
60 60
Read something inspiring.
Mitigate
![Page 60: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/60.jpg)
61 61
Disaster 7: The stolen idea (intentional)
![Page 61: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/61.jpg)
62 62
I was desperate!!!!
Hey, look
![Page 62: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/62.jpg)
63 63
Just own it
Classification: Embarrassing
Stolen blatantly from Walter Chen and everyone else who’s used it
![Page 63: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/63.jpg)
64 64
It’s OK
Inevitable
Stolen blatantly from Walter Chen and everyone else who’s used it
![Page 64: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/64.jpg)
65 65
If you own it
Inevitable
Stolen blatantly from Walter Chen and everyone else who’s used it
![Page 65: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/65.jpg)
66 66
Disaster 8: Plagiarism
![Page 66: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/66.jpg)
67 67
…was in 4th grade.
Last time I did this…
![Page 67: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/67.jpg)
68 68
Classification: GPU
![Page 68: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/68.jpg)
69 69
Classification: GPU
![Page 69: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/69.jpg)
70 70
Go to jail. Go directly to jail. Because you suck.
Classification: GPU
![Page 70: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/70.jpg)
71 71
Using a scraper doesn’t make it OK.
Classification: GPU
![Page 71: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/71.jpg)
72 72
It is a bad thing. It is not the sincerest form of flattery.
Avoidable
![Page 72: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/72.jpg)
73 73
Get permission! It’s not that hard!
Avoidable
![Page 73: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/73.jpg)
74 74
Add value. Analyze. Summarize. Expand.
Avoidable
![Page 74: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/74.jpg)
75 75
Disaster 9: Plagiarism (second-hand)
![Page 75: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/75.jpg)
76 76
…but really, what are the odds
Never done this one (as far as I know)
![Page 76: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/76.jpg)
77 77
![Page 77: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/77.jpg)
78 78
You could really get into trouble
Classification: GPU I’m being generous here.
Because you’re so young
![Page 78: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/78.jpg)
79 79
A desperate copywriter. That’s what happened.
What happened?
![Page 79: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/79.jpg)
80 80
You could really get into trouble.
Classification: GPU
![Page 80: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/80.jpg)
81 81
For example, someone could call you out in a webinar that’s recorded and placed on Slideshare for all time.
Classification: GPU
![Page 81: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/81.jpg)
82 82
Use the Googles!
Avoidable
![Page 82: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/82.jpg)
83 83
Disaster 10: Telepathy
![Page 83: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/83.jpg)
84 84
…was last week.
Last time I did this…
![Page 84: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/84.jpg)
85 85
…was last week.
Last time I did this…
![Page 85: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/85.jpg)
85 85
I… am a loser.
Classification: Embarrassing
![Page 86: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/86.jpg)
87 87
Disaster 11: The bad comma
![Page 87: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/87.jpg)
88 88
This was me.
Yep.
Best-in-class restroom flight attendant and food service.
![Page 88: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/88.jpg)
89 89
This was me.
Yep.
Best-in-class restroom, flight attendant and food service.
![Page 89: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/89.jpg)
90 90
Oy.
Classification: Bad
Best-in-class restroom flight attendant and food service.
![Page 90: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/90.jpg)
91 91
Maybe read it before you send it
Avoidable
Best-in-class restroom, flight attendant and food service.
![Page 91: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/91.jpg)
92 92
Disaster 12: Autocorrect
![Page 92: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/92.jpg)
93 93
Now you can do it on Twitter, too!
It’s not just for SMS any more
![Page 93: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/93.jpg)
94 94
And potentially stock market-trashing
Classification: Bad
![Page 94: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/94.jpg)
95 95
Read before you send
Avoidable
![Page 95: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/95.jpg)
96 96
Disaster 13: The unsafe structure
![Page 96: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/96.jpg)
97 97
Enjoy a challenge
No, readers do not
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor i
![Page 97: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/97.jpg)
98 98
Just stupid. I shouldn’t get paid.
Classification: Bad
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor i
![Page 98: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/98.jpg)
99 99
No paragraph longer than 6 lines
Avoidable
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in
![Page 99: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/99.jpg)
100 100
No more than 3 paragraphs w/o a break
Avoidable
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Subheading here Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
![Page 100: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/100.jpg)
101 101
How about (useful) images?
Avoidable
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Subheading here Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
![Page 101: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/101.jpg)
102 102
10-15 words/line
Avoidable
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Subheading here Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitaCon ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
![Page 102: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/102.jpg)
103 103
Learn a little typography
Avoidable
![Page 103: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/103.jpg)
104 104
Pearsonified’s Golden Ratio Typography Calculator
![Page 104: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/104.jpg)
105 105
Disaster 14: Giving offense
![Page 105: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/105.jpg)
106 106
This wasn’t me
Actually
![Page 106: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/106.jpg)
107 107
whoa.
Still,
![Page 107: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/107.jpg)
108 108
Just think about whether you want the result you’ll get.
Avoidable?
![Page 108: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/108.jpg)
109 109
And be aware of your cultural context.
Avoidable?
![Page 109: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/109.jpg)
110 110
Also, don’t be an asshole.
Avoidable?
Also, don’t be an asshole.
![Page 110: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/110.jpg)
111 111
Disaster 15: Going passive
![Page 111: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/111.jpg)
112 112
If I get paid by the word
Nice
With our tires, customers will ride with fewer flat tires.
![Page 112: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/112.jpg)
113 113
It’s like I’m talking to you but facing the other way
Classification: Bad
With our tires, customers will ride with fewer flat tires.
![Page 113: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/113.jpg)
114 114
Use active voice. Talk to the reader.
Easily avoided
Our bicycle tires help you ride with fewer flats.
With our tires, customers will ride with fewer flat tires.
![Page 114: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/114.jpg)
115 115
Use active voice. Talk to the reader.
Easily avoided
Avoid the plague words
“indeed”
“regardless”
![Page 115: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/115.jpg)
116 116
Disaster 16: Writing angry, or drunk, or whatever
![Page 116: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/116.jpg)
117 117
I don’t think I’ll be hearing from them any time soon
Yikes
![Page 117: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/117.jpg)
118 118
May cause other disasters
Classification: Bad, maybe GPU
![Page 118: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/118.jpg)
119 119
Walk away for a minute
Avoidable
![Page 119: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/119.jpg)
120 120
Disaster 17: Getting your facts wrong
![Page 120: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/120.jpg)
121 121
Sigh.
Let’s just play that back, shall we?
![Page 121: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/121.jpg)
122 122
Ignorance at 500 decibels is still ignorance
Classification: Bad, maybe GPU
![Page 122: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/122.jpg)
123 123
Immediately own up. Fix it. Apologize.
Mitigate
![Page 123: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/123.jpg)
124 124
Mitigate
![Page 124: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/124.jpg)
125 125
Don’t just delete it, unless asked or legally required.
Mitigate
![Page 125: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/125.jpg)
126 126
Disaster 18: Treating your customer like an algorithm
![Page 126: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/126.jpg)
127 127
I won’t believe you.
Don’t tell me you haven’t done this
This great wedding dress uses white chiffon for a dress that’s stylish at any wedding. You won’t find a better wedding dress anywhere else!
![Page 127: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/127.jpg)
128 128
Painful, actually
Classification: Bad
This great wedding dress uses white chiffon for a dress that’s stylish at any wedding. You won’t find a better wedding dress anywhere else!
![Page 128: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/128.jpg)
129 129
It doesn’t work anyway. Give it up.
Avoidable
seriously, I've seen it
before
![Page 129: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/129.jpg)
130 130
Disaster 19: Being mealy-mouthed
![Page 130: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/130.jpg)
131 131
Who am I, Michael Dukakis? Donald Rummesfeld?
Oh, just say it!!!!
I think that, and this is just my opinion, tablets are just a fad.
![Page 131: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/131.jpg)
132 132
What the hell, man.
Classification: Embarrassing
I think that, and this is just my opinion, tablets are just a fad.
![Page 132: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/132.jpg)
133 133
Just listen to Ogilvy
Avoidable
“Swing for the fences”
![Page 133: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/133.jpg)
134 134
If you don’t smile when you read it, do it again
Avoidable
Tablets are the Apple Newton of 2003.
![Page 134: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/134.jpg)
135 135
If you don’t grimace when you read it, do it again
Avoidable
Tablets are the stupidest idea ever.
![Page 135: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/135.jpg)
136 136
This isn’t trolling. It’s not writing angry. It’s making a statement.
Avoidable
![Page 136: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/136.jpg)
137 137
Disaster 20: Creating a checklist
![Page 137: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/137.jpg)
138 138
before it spreads too far.
We have to stop it
1. Write 400 words 2. Use the key phrase 10 times 3. Make the headline 70 characters 4. Use one image 5. Use one list 6. Write happy! 7. Smile! Be creative!
![Page 138: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/138.jpg)
139 139
Kind of stupid, really.
Classification: Bad
1. Write 400 words 2. Use the key phrase 10 times 3. Make the headline 70 characters 4. Use one image 5. Use one list 6. Write happy! 7. Smile! Be creative!
![Page 139: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/139.jpg)
140 140
You need something.
Mitigate
1. When you’re done, read it backwards 2. Make sure at least 1 colleague reads it 3. Wait 1 hour. Reread 4. Publish
![Page 140: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/140.jpg)
141 141
Make repeatable stuff into a checklist.
Mitigate
1. When you’re done, read it backwards 2. Make sure at least 1 colleague reads it 3. Wait 1 hour. Reread 4. Publish
![Page 141: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/141.jpg)
142 142
Disaster 21: Going for perfect
![Page 142: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/142.jpg)
143 143
is waiting for the ‘perfect’ topic
Everything I’ve never written
![Page 143: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/143.jpg)
144 144
is waiting for the ‘perfect’ story
Everything I’ve never written
![Page 144: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/144.jpg)
145 145
is waiting for the ‘perfect’ idea
Everything I’ve never written
![Page 145: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/145.jpg)
146 146
Get out there and write
![Page 146: 20 Copywriting Disasters (and how to avoid them)](https://reader030.fdocuments.in/reader030/viewer/2022020213/53ee34648d7f72633d8b6429/html5/thumbnails/146.jpg)
147
Created by Ian Lurie, CEO & Founder of Portent, Inc.
Find him @portentint or www.slideshare.net/wrttnwrd
Find his company at www.portent.com
Q&A time!!!
portent.co/20copy