3 Copywriting Mistakes Health Experts Make
It can be easy to forget that not everyone is an expert like you, especially when you eat sleep and breath knowledge in your industry! But, if you’re trying to speak to a broader audience who doesn’t have that same background, you need to simplify your copywriting so the average, everyday person can follow along. When you speak to them at their level, it builds trust, connection, they’ll be more likely to engage with your content, and they’ll feel more comfortable asking questions.
This is easier said than done though! To help, we’ve included some of the most common mistakes we see health experts make online below. Did we miss any? Email us or comment down below to let us know!
Mistake #1: Using the Passive Voice
This is the style of writing that’s most common in textbooks and medical documents. It creates distance, it’s a little stuffy, and, frankly, it’s boring! It’s things like, “After your appointment, the next steps will be outlined for you by your practitioner.”
How to fix it: Make the agent of the sentence your subject, and the old subject into your new object! In other words, “flip it and reverse it!” “After your appointment, next steps will be outlined for you by your practitioner” becomes “After your appointment, your practitioner will outline next steps for you.”
Ditching the passive voice in your marketing copywriting will help your readers connect with your message, which improves your readability and engagement rates.
Mistake #2: Using Industry Jargon
Industry jargon is exclusionary, always. It’s a language that ONLY those who are “in the club” know how to speak. It can make people feel left out, or even make them feel stupid — which I know is never your intention!
Bottom line: avoid barrier-building jargon in your copywriting at all costs!
Mistake #3: Saying Too Much for the Platform You’re On
You’re a smart cookie, and you have TONS of knowledge (plus research to back it up). The thing is, not every platform or online channel can handle that kind of info.
Consider where you’re saying what. A social post isn’t the best place to download your entire brain, but a blog post might be! And, if your blog posts are going on 3,000+ words, maybe it’s time for an eBook!
Your readers are on each channel expecting content tailored for that channel. When you overload them with more than they were expecting they’re more likely to scroll past or move on — write your content with the channel in mind and more people will stop to read it.
Never Make a Copywriting Mistake Again
Effective copywriting can make the difference between your content resonating, or falling flat. Download our “Before You Hit Publish” guide and use it to double check your copywriting before you post so you know your message will resonate with your readers.