3 Common Sales Mistakes Small Businesses Make

For over 20 years, I’ve worked with small businesses and brands. Lately, I’ve seen more small business owners take control of their own branding and copywriting, which is fantastic!

However, the rise of ChatGPT generated content has also meant that a lot of generic (or downright bad) copy is getting out there, and that can hurt your sales.

So, I want to share three common copy mistakes I’ve noticed and offer some simple fixes to help you connect better with your customers.

1. Trying to sound too fancy

You know when you start writing about your product and suddenly, it turns into a novel?!

Yeah, we've all done it.

Here's the thing... customers want to know what you're selling without needing a dictionary.

Consider this example:

Introducing our luxuriously soft, hand-stitched, 100% organic Peruvian Pima cotton crewneck, meticulously designed for the modern professional. This exceptionally breathable, ultra-lightweight fabric ensures unparalleled comfort whether you're in the office, at a dinner party, or traveling. Its versatile aesthetic and premium craftsmanship make it a must-have staple in any wardrobe.

That's a mouthful!

Now, compare it with this:

Soft, comfortable and built to last. Our organic cotton crewneck feels good and looks even better. Great style shouldn't try too hard.

Just talking like a real person can make a huge difference.
Even big brands like Nike and Fitbit know this works better.

Sometimes less really is more.

2. Giving too many choices

Ever get that deer-in-headlights feeling when there are too many options?

That's what we call choice overload.
Here's what it looks like in real life:

We offer 25 different scents, six jar sizes, three wick types, and custom packaging options so you can find the perfect candle for your home. Choose from classic, wooden, or hemp wicks, plus our signature glass, ceramic, or metal jars available in small, medium, large, extra-large, and gift set sizes. With so many options, there's something for everyone!

It's like those 20-page restaurant menus. Too many choices just freeze people up.

Here's a better way to do it:

We keep things simple with 5 amazing scents, 3 simple sizes, and one perfect wick. Our handmade candles make your home smell great and feel welcoming.

I've seen what happens when businesses simplify things.

• Fewer abandoned carts
• More users turn into customers
• People actually buy instead of getting stuck in research mode.

3. Sounding like everyone else

Let's talk about ChatGPT and other AI writing tools.
Sure, they're tempting, but you need to use them wisely.

Good writing connects with people. Poor writing feels bland, overwhelming, or stuffy.

Look at this generic stuff:

Our premium coffee blend is smooth, rich, and balanced. Made from high-quality beans, it's perfect for coffee lovers who enjoy a great cup every morning.

Bland, right?

That could be any coffee brand ever.
Here's a better way:

Running low on energy? Our smooth, bold coffee helps you do your best work. Made for dreamers and creators with big ideas.

Talk to your customers like actual humans.

Here's What You Can Do Today

Let's keep this simple:

1. Write like you talk (but maybe skip the swear words)
2. Make choices easier for your customers
3. Let your personality shine through

Remember, you're not writing a college essay.
You're helping people understand why they should care about your product.