5 Copywriting Mistakes Active Lifestyle Brands Make (And How to Fix Them)!

Chances are you’re here because you’re an active lifestyle brand (or someone who supports them.. ahem, JUST like me!) curious about good copywriting. I think we can all relate here… We’re on a mission to craft captivating words that encourage readers to take action! We are speaking to the go-getters, thrill-seekers, and those crazy-ass athletes who push the limits beyond what others may perceive as possible!

Which is why when I see lack-luster copy on a website or newsletter, I physically do that Michael Scott cringe face we all know and love – you know the one:

Think about it! Our customers are excited to get out and get going. They typically have the motivation and energy levels of a Jack Russel Terrier on a treadmill behind a dangling milk bone- and our copy should reflect that, right? (RIGHT!)

After scouring the internet and reading through content published by some obviously skilled and passionate active lifestyle brands, I found THESE five copywriting mistakes popping up consistently, like corn kernels on a hot stove.

Take a look! After you finish, you may feel more equipped to to re-evaluate the content on your site, newsletters, and social to ensure your words are really WOW-ing your people!

Mistake #1: Active Lifestyle Brands Using Generic and Uninspiring Copywriting

The problem:

Brands using vague terms in their copywriting like “amazing,” “incredible,” “best,” and “experience” without specific details.

Why it makes copywriters cringe:

These generic, vague terms fail to capture the unique essence of the brand and leaves no lasting impression on the reader.

Let’s use trail shoes as an example- To one person, “incredible” trail shoes may mean they are wide-toed and have reflective elements. To another, “incredible” trail shoes may mean they are ultra-grippy with extra padding for rocky terrain. “Incredible” is anything BUT incredible when it comes to describing your products or services.

The Remix!

• Use sensory language: Describe how the product feels, tastes, looks, or smells. Use words like soft, rugged, breathable for a feelings. Use statements like “the crunch of gravel on the trail, the rush of wind for sounds. Adjectives for looks include vibrant, neon, bright! You get the picture- use those adjectives in a fun, creative, and descriptive way that leads your reader to a known sense.
• Focus on benefits, not just features: Instead of “durable backpack,” say “backpack that conquers any terrain, keeping your gear safe and dry on multi-day adventures.” Paint a picture of how the product is durable, not just that it is.
• Tell a story: Share a personal anecdote, customer testimonial, or inspiring adventure that connects with the reader’s aspirations. Connect with your audience! Give a specific recount of a hiking trip where that portable water purifier quenched your thirst on a 17 mile hike on a July afternoon. Take your readers with you!

Mistake #2: Brands Using Copy that Ignores the Target Audience

Problem:

Active brands and athletes using overly technical jargon or focusing on features that are irrelevant to the specific needs and desires of the target customer.

Why it makes copywriters cringe

I see it often. This high-level, complex vocabulary may speak to a few of your top-tier consumers, but ultimately, it alienates potential customers. It can make the brand seem inaccessible or uninteresting.

Maybe you have a large number of consumers that are elite running champions! Perhaps the majority of them understand what you mean when you go off on a tangent about carbon-plated shoes with nitrogen infused insoles. But then someone who is a minimalist looking to upgrade their racing flats logs in and stares at your paragraph about super shoes and feels so unwelcome they hop offline all together.

The Remix:

• Conduct thorough audience research: Understand their demographics, interests, pain points, and motivations. Poll your audiences on social and see where they are at regarding your services or products.
  
• Use inclusive language: Avoid gendered terms and cater to a diverse range of abilities and experiences. Remember, all ages, genders, and ethnicities are welcome in sport- your copy should reflect that.
  
• Speak directly to their desires: Highlight how the product or service will help them achieve their goals (e.g., “conquer that summit,” “explore new horizons,” “spend more time in nature”). You aren’t selling your product or service, you’re selling then a solution that helps them achieve a goal.

Mistake #3: Overusing Marketing Jargon

The Problem:

Flooding copy with buzzwords like “synergy,” “holistic,” “cutting-edge,” and “paradigm shift.”

Why it makes copywriters cringe:

Now, stay with me here- this may just be a personal opinion but I am pretty passionate about this one. These buzzwords that make marketing pros swoon actually make the general population gag a little.

In all honesty, I think these buzzwords make a brand sound pretentious and inauthentic. Keep your copy simple and realistic. No need to go impress Mr. Draper, ok?

The Remix:

• Prioritize clear and concise language: Use simple, everyday words and sentences that resonate with the target audience.
  
• Focus on authenticity: Let the product or service speak for itself through compelling storytelling and genuine customer testimonials.
  
• Use jargon sparingly and only when it’s truly relevant and adds value to the message.

Mistake #4: Neglecting Calls to Action (CTAs)

The Problem:

Failing to guide the reader towards a specific action, such as making a purchase, signing up for a newsletter, or requesting more information.

Why it makes copywriters cringe:

Not using CTAs is a HUGE missed opportunity. Now is your chance to convert website visitors into customers! You should never finish an email communication, webpage, blog post, or social media without giving your readers a “next step” that encourages action!

Keep people engaged and involved in your process! This can be as simple as encouraging people to comment with heir favorite emoji on a social media post, guiding someone from a blog post to your newsletter sign up form, or from your newsletter to your social feed. Never let them close the loop without a place to go next!

Improvement:

• Use clear and compelling CTAs: “Shop Now,” “Learn More,” “Book Your Adventure,” “Get Started Today.” Simple is ALWAYS key.

• Place CTAs strategically: Include them prominently throughout the website and social media posts. Don’t just leave it towards the end of your content. In fact, I actually challenge people to put it in their copy near the beginning as well as near the end. What I like to call- a two-fer!

• Test different CTAs: Experiment with different wording and placement to see what resonates best with your audience. Remember, nothing in this entrepreneurial journey is a failure. It’s just an experiment that teaches us what works and what doesn’t!

Mistake #5: Lack of Consistency in Your Copywriting

The Problem:

Inconsistent brand voice, messaging, and visual style across different platforms.

Why it makes copywriters cringe:

Creates confusion and dilutes the brand’s identity. I want to learn from people I know. I want to buy from people I trust! And trust comes from consistency and reliability. You can build this trust with creative imagery and carefully crafted copywriting.

The Remix:

• Develop a comprehensive brand style guide: Define your brand voice, tone, and visual identity (logo, colors, fonts, imagery). Need help with that imagery? *cough* points to my brand photography services that are SURE to boost your brand’s identity with consistent visuals across all your communication channels *cough*. Be sure to use your logo and colors in social graphics. Keep fonts aligned throughout documents via headers, subtitles, and paragraphs. Your content should feel like a familiar, cozy speak-easy on a Friday night, guiding your readers through an enjoyable experience from start to finish.

• Ensure consistency across all channels: Yep! That means your website, social media, email marketing, advertising, business cards, and other touch points. Make it easy to tell that THESE WORDS ARE YOUR OWN, FROM YOUR HEART FLOW- I LOVE YOU, I LOVE YOU, I LOVE YOU! – Natasha Bedingfield.

• Regularly review and update your brand guidelines to ensure they remain relevant and effective. Never let those go stale like those graham crackers you’ve had in your pantry since last October.

Now, Go Get Em, Tiger!

There you have it! Five of the most-seen mistakes I see active lifestyle brands make in their copy. If any of these struck a chord with you, don’t fret. Take these new nuggets of knowledge and use them to spice up your copy in new ways that will elevate your voice to reach the highest peaks your customers are currently climbing (literally). You don’t have to be “just another” active lifestyle brand out there. By avoiding these mistakes, you’ll stand out and stand tall among the rest!

Craving more delicious copywriting content that will help you build a better brand in the coming months? Be sure to sign up for my creative copy newsletter- a weekly drop-in to your inbox with sweet, sweet resources you’ll *ACTUALLY* use. No more guessing what you should say in your content – you will feel more confident and equipped than ever! Join The Compass- An Active Lifestyle Copy Club!