Hi!

For my foreign folks, loadshedding is pretty much a daily problem in South Africa.

Let me rephrase…

Our economy is in a catastrophic downward death spiral, because we STILL don’t have electricity in 2023!

Now…

Before we launch into 5 mistakes you need to avoid as a business if you want to survive this year, a brief explanation of wtf loadshedding is.

WTF is Loadshedding?

First, the government’s definition:

Loadshedding is the deliberate and temporary interruption of power supply to different areas or regions by a utility company, usually due to an inadequate supply of electricity to meet the demand. This is done in order to prevent a total collapse of the power grid, which could result in a widespread and prolonged power outage.

During loadshedding, the power company will switch off the electricity supply to certain areas for a period of time, usually in a rotating fashion, to share the limited supply of electricity across all customers. The duration and frequency of loadshedding can vary depending on the severity of the power shortage and the capacity of the power grid.

I never understood why important, life-changing news has to be boring AF (guess that’s politics).

Now, in simple language…

Loadshedding is when electricity companies turn off the power to certain areas for a short period of time because there is not enough electricity to go around.

This is done to avoid a bigger problem where the whole power system could stop working. It's like sharing a pizza with your friends, sometimes you have to cut it into smaller slices to make sure everyone gets some. The duration and frequency of loadshedding can vary depending on how much electricity is available.

Ok, you’re up to speed?

Now the main reason why you’re reading this post…

Listen up, business owners and entrepreneurs, if we have any hope in hell surviving the current economic roller coaster ride in South Africa, then you gotta avoid these 5 mistakes at ALL costs!

Are you ready?

A Secret ALL Smart Business Owners Know…

You might think you're saving money by writing your own ads, content, or whatever, but if you're making these brutal blunders, you're throwing your marketing efforts down the drain.

In fact, the advertising graveyard is filled to the bursting brim with products and services that were brilliant but…

Died a miserable, agonizing, spluttering, death!

You see, rookie wannabe wordsmiths, took the mighty pen into their pure, un-adulterated virgin fingers and…

Unleashed tales of confusion, and cringe-worthy content into the wide wide world, hoping to attract someone…anyone…to their doors.

STOP WRITING YOUR OWN COPY!

But…

I also understand that, like me, entrepreneurs are a persistent, stubborn, and often, hard-headed bunch of folks who want to do it themselves, even when all the evidence points to a looming disaster.

So, if you want to avoid a marketing massacre, then DON’T make these 5 copy mistakes:

Mistake #1: Not Understanding Your Audience

One of the biggest traps business owners fall into when writing their own copy, is being clueless about their target audience.

You might think your product or service appeals to everyone, but in reality, there’s a specific group of people who ARE interested in what you’re selling.

To craft copy that resonates with your target audience, you need to crawl inside their heads, hearts, and souls.

Creepy, right?

But before you freak out, think of yourself as a marketing detective, simply investigating…

What are their pain points?
What are their goals and aspirations?
What motivates them to take action?

Answer these questions, and you’ll have a clear understanding of who your ideal customer is, and what to say to them.

For example, let's say you run a cleaning service.
Your target audience might be busy professionals, who don't have the time or energy to keep their homes clean.

By understanding their pain points and motivations, you can create copy that speaks directly to what they need.

Instead of focusing on the technical aspects of your cleaning service, highlight the convenience and peace of mind that comes with having a clean home without lifting a finger.

Mistake #2: Focusing Too Much On Features…and NOT Benefits

Ah yes…selling to yourself.

Another cardinal sin most business owners make (often innocently) is focusing too much on the features of their product or service, and not enough on the benefits.

Sure, your product might have all the latest bells and whistles, but what's in it for the customer?

To create copy that sells, highlight the benefits of what you’re offering.

What problem does it solve?
How does it make your customer's life easier or more enjoyable?

By answering these questions, you can create copy that speaks to the customer's needs and desires.

Let's take the example of a fitness studio.
Instead of simply listing the equipment and facilities available, highlight the benefits of working out at your studio.

Does it offer personalized training plans?
Is it a supportive community of like-minded individuals?

By focusing on the benefits, you can create copy that motivates your customers to take action.

Mistake #3: Using Jargon and Buzzwords

Yes, you’re an expert in your niche…

But that doesn't mean your customers are clued up on industry-specific language and jargon.

Using buzzwords and technical terms sounds smart, but it can also confuse and turn off your customers.

To craft copy that's easy to understand, engaging, and tugs at the heartstrings of customers…

Use plain language, ditch industry jargon (unless absolutely necessary), and explain technical terms that a five-year-old would understand.

For instance, if you're a software company, avoid using terms like "cloud-based" and "SaaS" unless your target audience is familiar with those terms.

Instead, focus on the benefits of your software and how it can help your customers save time, money, and increase productivity.

Mistake #4: Forgetting to Proofread and Edit

You could have the greatest product or service on the planet, but if your copy is riddled with errors and typos…

Potential customers will assume you’re unprofessional and lazy, and abandon you for your competition in a flash.

That’s embarrassing.

Neglecting to proofread and edit your copy can significantly impact your credibility and sales.

So, to create polished and error-free copy, take the time to read it out loud and get someone else to read it over.

Protip: There are also plenty of online tools to help you if you’re a one-person biz.

Yes, this is dreary work, but it’s the major difference between the pros running successful companies, and rookies thinking they can ignore this tiny detail (which always has hazardous consequences).

And lastly…

Mistake #5: No Clear Call To Action (CTA)

You’ve created a spectacular piece of copy. It speaks directly to your target audience, and they’re all riled up and ready to fork over piles of cash, but…

If you don't tell them what to do next, you're wasting your time, energy, and money.

Let's say you run a small bakery and you've just written a mouth-watering description for your new line of cupcakes.

Without a clear call to action, your customers might just read your copy and, well… move on.

But with a strong call to action, such as "Order now and satisfy your sweet tooth!", you can trigger your customers to take action and place an order.

A clear call to action encourages your customers to take action. It also creates urgency and direction.

This is a crucial element in your copywriting folks, neglect this at your own peril.

Remember, your ultimate goal is to convert readers into customers, and a clear call to action is the key to seeing results.

 And there you have it, 5 ways to prevent killing your business, by simply avoiding a few copy mistakes in 2023.

Hope you found this post useful…

And, of course, please leave your thoughts in the comments section below.

Bye for now

P.S. Guess what uber-successful entrepreneurs have in common?

Brilliant business owners get help. Specifically proven, professional help when there’s dire consequences on the line, like payroll, cash flow, and creditors howling at their door.

Spare yourself the confusion and frustration trying to write your own (maybe it works) marketing material.

Swimming through a swamp of online information just to write a basic sales message is madness when…

A pro copywriter can wade through the mess for you.

We’ll save you time, money, heartache, and headaches by doing all the heavy lifting for you.

If looking good without lifting an advertising finger sounds brilliant, fill in the form below and let’s get your business growing today, despite this damn loadshedding!