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Three copywriting pitfalls to avoid in times of change 8 May 2025

The only constant is change. And that applies to business content as much as everything else. In the many years I’ve been copywriting, I’ve noticed some common errors made by companies in times of changing priorities. Read on to discover three of the biggest ones and how to avoid them.

1. Reacting instead of responding

Marketing moves fast. But going into kneejerk mode in response to the latest copywriting trends can create more problems than it solves. It’s great to seize an opportunity, but doing so without a clear strategy can mean that your business ends up with a fragmented message that confuses rather than convinces. Examples of this could be a sudden change of tone of voice or reframing one aspect of the business in your content. Step back from this particular pitfall by looking at the bigger picture. How would these potential changes support your wider copywriting strategy? Ask yourself how you plan to maintain these changes. Look at your content holistically – website, blog articles, sales assets, PR content – and consider how your proposed changes will support your whole message. That way you’ll share a more consistent and considered message with the world.

2. A sudden stop

It’s important to be decisive when something isn’t working. That could be a particular social media channel or a series of blog articles. But before you pull the plug, take a moment to consider the implications. Perhaps the content has started slow but is gradually building up an audience. Why risk losing that? Or maybe the idea just needs to be a bit more developed. With so much going on in business and in marketing, it can seem easier just to come to sudden stop. But like all communications, it pays to be considered in how you do this. Are there any potential clients you need to inform? Is there any way you can repurpose this content in another form? Refocusing your efforts is a great plan but don’t waste the efforts you’ve already made.

3. Information overload

As I often say on this blog, less is more. There’s a reason decluttering can be such a powerful process. Amid the hurly-burly of reaching the right people in times of change it can be all too tempting for your copywriting approach to go large-scale. But information overload doesn’t generally win people over. Again, strategy is vital here. Begin by prioritising the messages you want to share. What’s the most important thing you have to say to your potential customers? What do people really need to know about your product or service? Create a hierarchy of messaging and use that as the basis of your plan. Take your time to build a cohesive story about what you do. This will ensure that public perception keeps pace with your company’s evolution.

Ready for a change?

Change can be both exciting and scary. Evolving your business or updating your approach can be fraught with risks. Make sure your marketing isn’t one of them by adopting a more strategic copywriting approach. However you’re planning on growing, renewing or updating your business, I wish you every success! And if you want to chat content – or change – let me know.