What is bad copywriting?
There’s nothing quite like opening a business email to find out that your competition isn’t just being efficient with their copy – they’re purposely trying to scam you!
So, what is bad copywriting?
It’s the practice of trying to fool the reader by using tricky language or obscure words instead of honest information. When done right, it can be very effective – as long as you know how to spot it.
4 Examples of Bad Copywriting
To give you some examples of bad copywriting, let’s look at some of the more common phrases and words used by marketers and salespeople that try to trick consumers:
1. “Free”
Using “free” when selling something is usually a huge red flag that something is amiss. Why? Because when a business tries to trick you into buying something you’re unlikely to find out that it’s not completely free. For example, a popular clothing brand often uses the word “free” in their offers so that when you do try on a piece of clothing it feels like a coincidence and not like you’ve been conned. But, they’re actually not giving you anything for free. They’re taking advantage of your good will to trick you into thinking that you’re getting something worth paying for. Think twice about whether or not to trust a seller that uses the word “free” in their offers.
2. “Limited Time Offer”
This phrase can mean different things to different people. For example, a clothing store might use this phrase when they have a special promotion going on that day that they call a “Limited Time Offer.” While it can be effective to deceive the reader by using this phrase, it can also simply mean that the item is on sale that day and will not be available after all. To avoid any misunderstandings, it’s important to be aware of the context in which this phrase is used. If you’re not sure what this means, ask your parent or a trusted adult to help you out. They’ll be able to give you further clarification without getting tricked themselves.
3. “Sale”
Sale is another popular word used by businesses that want to trick consumers into thinking that a product is less expensive than it actually is. For example, a clothing store might use the phrase “Sale: $100” to indicate that a specific piece of clothing is on sale for $100 instead of $200. While this can be effective if the reader is not careful, it can also be a red flag that something is amiss. After all, why would a clothing store be advertising something for only $100 when they actually sell it for $200? The answer might be that they’re trying to trick you into thinking that the product is worthwhile at a discounted price.
4. “Limited”
Limited can have different meanings in different contexts. However, in most cases, it indicates that something is available for a limited number of people or that it’s a product that is restricted in some way. For example, “Limited Editions” refers to a product that is only made available in limited quantities, such as books, paintings, or sculptures.
If you see that a product or service is labeled as “Limited,” you might want to be careful because it could mean that something is wrong. For instance, a clothing store might put “Limited” on a dress they’re selling to trick you into thinking that it’s on sale and doesn’t actually fit you. But, if you’re not sure what this means, it might be a good idea to ask a trusted adult for help before making a purchase.
How do you prevent being tricked by bad copywriting?
To prevent yourself from being tricked by bad copywriting, simply be aware of the language that your competition is using. If you find that a lot of businesses around you are using the same phrases and words, it might be a good idea to do some research on the topic before creating an online store or buying a franchise. Also, if you do see that a product or service is being oversold, speak up! Simply call out the seller (or the seller’s agent) by name and provide them with the reason why you think their product is a bad fit for your family. If they don’t want to change the copy on their site or in their emails, explain to them that you’ll have to pass on their offer since they’re trying to trick you.
Even if you do decide to trust a seller who uses language that you’re not familiar with, do your best to research the topic before buying anything from them. In the end, nobody wants to get scammed, and it’s definitely not a pleasant experience. So, it’s important to be mindful of what is being said and done around you. If you see that your potential business partners are doing something that you don’t understand or that seems a little suspect, it might be a good idea to walk away. Just because others are doing it doesn’t mean that you have to as well. You’re the only one who can decide what’s best for your unique family situation.