42 Deadly Ad Copy Sins That I’ve Made

42 Deadly Ad Copy Sins That I’ve Made

by Larry Dotson

I have read thousands of ad copies online and offline over my lifetime. I have read excellent ad copies that made me buy right away and some that may have had a decent product, but had a poor ad copy that turned me away.

Now that I am in business, I have written some of my own ad copies. Some of them have worked, some of them have bombed. The key is to keep changing and testing your ad copy, don’t just write one and then stop. I don’t have a college degree in copywriting, but I know to learn from the mistakes and never give up.

Below I’ve made a list of 42 deadly ad copy sins that I’ve made over the years and that you can learn from:

  1. no compelling headline
  2. no believable testimonials
  3. no sub headlines
  4. no attractive benefits
  5. no features
  6. no strong guarantees
  7. no asking or answering questions
  8. no proof of benefits offered
  9. no contact information for questions
  10. no endorsements
  11. no conversational writing
  12. too long of sentences
  13. no deadline to order
  14. no free trials
  15. spelling mistakes
  16. grammar mistakes
  17. too light of text
  18. too dark of background
  19. ad copy doesn’t blend together
  20. no breaks in ad copy
  21. no bullets
  22. ad copy in all CAPS
  23. few ordering options
  24. no visual aids
  25. no comparison to competition
  26. no reminding of benefits or deadlines
  27. no information about your business
  28. no appealing adjectives
  29. no appealing phrases
  30. too large of text
  31. too small of text
  32. no emotional appeal
  33. too large of paragraphs
  34. no story telling
  35. no underlining or bolding of keywords
  36. too short of ad copy
  37. too long of ad copy
  38. no facts or case studies
  39. hard to understand jargon
  40. no free bonuses
  41. too low of price
  42. too high of price

Don’t get me wrong, not all 42 of my ad copy sins will apply to each and every ad you write. It is just a list you can use in the future. If you currently have an ad copy, compare it to the list right now. Your ad copy could make or break your sales.