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November 20, 2017
Content Marketing  |  6 min read

6 Mistakes to Avoid Promoting Your Business

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Shannon Haupert

Finding a way to successfully promote your business is no simple task, and it often comes with a few bumps in the road. In today’s competitive world, it’s more important than ever to find a way to communicate your value and stand out from the crowd.

The way you market your business through writing plays a huge role in the way you’re perceived. If you find that your efforts to promote your business have been unsuccessful, don’t get discouraged. We’ve compiled a list of a few writing mistakes you may be making when promoting your biz! Keep reading to find out what these mistakes are and the steps you can take to avoid them:

Mistake No. 1: Misunderstanding your audience

Understanding your audience is huge when marketing your business. In order to connect with your readers, you need to know who you’re talking to!

Whenever creating any type of copy, whether it be an email newsletter or an Instagram caption, try to picture your ideal customer. This will help you to connect with them and create compelling copy that actually converts. If you fail to understand your audience, you might miss your target market altogether.

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Mistake No. 2: Not being consistent with your brand voice

If your brand was a person, who would it be? How would they talk? This is so important to determine because it will help you to develop a unique voice for your brand. Is your brand known for being witty? Laid-back? Serious? Whatever it may be, make sure you use it consistently. The goal is for your audience to recognize you by just reading your copy!

A brand that does an amazing job of being consistent with their brand voice is Ruze Cake House. Their brand voice is relatable and casual, and this can be seen in all of their posts!

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Mistake No. 3: Using too much fluff

It might seem necessary to use a lot of words to explain something to your reader. However, most of the time less really is more. Get straight to the point when communicating with your readers and avoid using more words than needed. 

Mistake No. 4: Being too salesy

It’s important not to over-promote yourself, but at the same time, you want to communicate your company’s value. Remember to put the needs of your customer first and emphasize how your offering can benefit them, not you.

This example from TOMS entices the consumer with scarcity and follows up with the purpose of the company and how the consumer is participating when purchasing from them.

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Mistake No. 5: Lacking clarity

It’s so important to make sure your information is always easy to read. Odds are your audience isn’t looking for a novel when reading your promotion, so make good use of bullet points, bold headings, and smaller paragraphs when you can. This makes your information much more digestible and appealing. 

Mistake No. 6: Not being engaging

Your end goal when promoting your business is to get your audience involved. You want them to stop scrolling to see what your brand has to offer! With that being said, you have got to make sure that the information you are putting out there is entertaining. Here are a few tips to keep your audience interested:

  • Make the post personal: People love stories. If your audience can relate to the story you are sharing, odds are they’ll be more intrigued to read.
  • Keep the post on the shorter side: Remember that if your reader just happened to stumble upon your post while scrolling through social media, they probably don’t have tons of time to read something as long a novel. So, get to your point quickly.
  • Use a call-to-action: Your readers want to feel involved in what you are doing with your business. Allow them to have input by asking a question at the end of your post.

In the end, remember to always stay true to your brand and stick to creating content that you know your audience will enjoy. Keep these writing mistakes in mind and get out there and promote your biz.

The Small Business Guide to Writing Copy that Converts - Download Now

Shannon Haupert is an Editorial Intern at Bloguettes, an education, training and consulting training for small businesses. She loves all things writing, donuts, and coffee. She is currently studying Communications at Grand Canyon University. When she is not in class, you can catch her hanging out a local coffee shop, working on her personal blog, or on a roadtrip to the mountains.


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