Beyond The Words: 3 Non-Writing Mistakes Marketing Writers Make (That Haunt Our Careers)

As marketing writers, whether it be copy or content, we live and breathe language. From crafting catchy headlines and weaving compelling narratives, to being the brand guardian and eliminating typos and grammar mistakes, we spend a lot of time on word farming. But sometimes, the biggest problems with our copy, isn’t with the words themselves. Here’s three common non-writing mistakes we marketing writers make… and hopefully ways to avoid them:

Mistake One: The Personal Rejection Trap

Let's face it, rejection stings. No matter what stage that rejection comes at, it’s always painful, especially if it’s one you poured your heart and soul into. And even more painful if it’s the second or third time. BUT HOLD UP! One thing a lot of writers, especially if they’re coming into marketing or even content writing for the first time, fail to understand, is that rejection of their words is not a rejection of themselves.

Your clients often want to work with you for a reason, but what they have in mind may be different from what you understood. Check the feedback. If it’s unclear, ask clarifying questions. Use the opportunity to refine your understanding of their vision and where they are coming from. It is in your client’s best interest, yours and the agency/company you work with, to get the messaging and strategy right. 

Remember, they're invested too, and a little back-and-forth can lead to a killer final product. 

Mistake Two: The "Blind Trust" Brief Fallacy

Ok hands up, how many of us have made this mistake? Too many of us assume that what the client’s given to us is accurate and up-to-date and is entirely correct. While that may be so if it comes to the client’s own product, always, always, always take the time to double-check.

Not doing so can lead to embarrassing mistakes - and expensive consequences. At the very least it can damage your client’s credibility among both industry insiders and knowledgeable customers - at worst, it can lead to costly lawsuits.

Mistake Three: Losing Sight of the Bigger Picture 

As a marketing writer, it's easy to get lost focusing on crafting the perfect sentence or call-to-action. But don't lose sight of the overall journey. Great copy doesn't exist in isolation. It's part of the marketing funnel. 

Where does it sit? Are you creating awareness at the top, nurturing leads in the middle, or driving sales at the bottom? Understanding the funnel stage your copy targets is crucial.  For instance, blog posts at the top might focus on brand education, while landing pages at the bottom might push for a clear call to action, with the appropriate messaging for all.

By being aware of these pitfalls, you can become an expert marketing writer – someone who delivers not just beautiful words, but strategic results that move the needle for your clients. 

Image header by Karolina Kaboompics on Pexels.

What are your biggest non-writing struggles as a marketing writer? Share your experiences in the comments!