---
name: copy-anti-patterns-reference
description: Copy anti-patterns — the most common conversion-killing mistakes in sales pages and landing pages. Loaded by @copywriter for quality validation before finalizing copy.
---

# Copy Anti-Patterns — What Kills Conversion

Use this reference as a **validation checklist** after writing copy. Every anti-pattern here has been observed in real pages that underperformed. If your copy matches any pattern below, rewrite that section before delivering.

---

## 1. Generic headlines (the #1 killer)

### The "Welcome" opener
> "Welcome to [Brand Name]"
> "Welcome to the future of [category]"

**Why it kills:** Zero information, zero curiosity. The prospect already knows they arrived — they need a reason to STAY.

### The "Best Solution" claim
> "The best solution for your [need]"
> "The most powerful platform for [category]"

**Why it kills:** Unverifiable superlative. Every competitor says the same thing. The prospect's filter catches it as noise.

### The "Powerful Features" list
> "Powerful features for modern teams"
> "Everything you need to grow your business"

**Why it kills:** Feature-first, not benefit-first. "Powerful" is subjective. "Everything" is vague.

### The "Transform Your" promise
> "Transform your life with our method"
> "Revolutionize how you work"

**Why it kills:** "Transform" and "revolutionize" are so overused they've lost all meaning. No specific outcome = no click.

### How to fix any generic headline
Ask: "What specific result does the prospect get, in what timeframe, and why should they believe it?"
Then write THAT as the headline.

---

## 2. Feature-first copy

### The anti-pattern
```
Our platform includes:
- AI-powered analytics
- 50+ integrations
- Real-time dashboards
- Custom workflows
- Team collaboration tools
```

### Why it kills
Features are HOW the product works. The prospect cares about WHAT CHANGES in their life. Features belong in the detail section AFTER the benefit has been established.

### The fix
Convert every feature to a benefit:
```
With [Product], you will:
- See exactly which campaigns generate revenue (not just clicks) → makes AI analytics meaningful
- Connect your existing tools in 5 minutes — no developer needed → makes integrations a benefit
- Catch problems before your clients do → makes dashboards relevant
```

### The rule
**Features are proof of benefits. Benefits are headlines. Features are supporting evidence.**

---

## 3. Fake urgency

### The anti-pattern
> "Only 3 spots left!"
> "Offer ends tonight!"
> "Limited time — act now!"
> "This page will be taken down soon"

...when none of these are true.

### Why it kills
Sophisticated audiences (Level 3+) recognize fake scarcity instantly. It doesn't create urgency — it creates distrust. And distrust kills not just this sale, but the brand's future sales.

### When urgency is legitimate
- Live event with real capacity limits → "47 of 100 seats remaining" (show real-time count)
- Price increase on a specific date → "Price goes to R$497 on March 15" (must actually increase)
- Launch window → "Enrollment closes Friday at midnight" (must actually close)
- Limited production run → "First 500 units ship in April — after that, 8-week waitlist"

### The rule
**If the urgency isn't real, don't use it. If it IS real, prove it with specifics.**

---

## 4. Wall of text (no visual hierarchy)

### The anti-pattern
A long paragraph of unbroken text explaining the product, its benefits, its features, the company's history, and the offer all in one block with no headings, no bullets, no spacing, and no visual breaks, expecting the reader to absorb everything in order.

### Why it kills
People don't read sales pages — they scan. A wall of text gets zero scanning traction. The eye has nowhere to land.

### The fix
- Break every concept into its own section with a heading
- Use bullet points for lists of 3+ items
- Keep paragraphs to 2-3 sentences max
- Add visual spacing between sections
- Use bold for key phrases the scanner should catch

---

## 5. Self-centered copy

### The anti-pattern
> "We are proud to announce..."
> "Our team has worked hard to develop..."
> "At [Company], we believe in..."
> "Founded in 2015, we have been..."

### Why it kills
The prospect doesn't care about the company. They care about themselves. Every sentence that starts with "we" is a sentence that doesn't serve the prospect.

### The fix
Flip the subject:
- "We are proud to announce our new feature" → "You can now [do specific thing] in half the time"
- "Our team has worked hard" → "Your [problem] is now solved — here's how"
- "At [Company], we believe" → "[Specific result] is possible when [mechanism]"

### The rule
**Count the "we/our" vs "you/your" ratio. If "we" wins, rewrite.**

---

## 6. No social proof (or fake proof)

### The anti-pattern — Missing proof
A page with claims but zero evidence: no testimonials, no numbers, no case studies, no logos.

### The anti-pattern — Fake proof
- Stock photo "testimonials" with generic names
- "Trusted by thousands" without a number
- Testimonials that sound like they were written by the marketing team
- Logos of companies that aren't actually clients

### Why it kills
Claims without proof = marketing noise. The prospect has been trained by years of internet to filter unsupported claims. Missing proof means they assume the product doesn't work. Fake proof, if detected, destroys all trust permanently.

### The fix
Use any proof you have, in order of strength:
1. Specific result testimonials with name + photo + role
2. Case studies with before/after numbers
3. Raw numbers (users, revenue generated, success rate)
4. Media mentions or recognizable logos
5. Relevant certifications or credentials
6. User-generated content (screenshots, tweets, reviews)

If you have NO proof: lead with a strong guarantee to compensate.

---

## 7. Multiple CTAs competing

### The anti-pattern
```
[Buy the Product]     [Schedule a Demo]     [Download the E-book]
[Join the Newsletter]  [Watch the Video]     [Read Our Blog]
```

### Why it kills
Choice paralysis. When everything is a CTA, nothing is a CTA. The prospect doesn't know what to do and does nothing.

### The fix
- **One primary CTA** per page (the main action you want)
- **One secondary CTA** (lower commitment alternative — e.g., "not ready? download the free guide")
- Everything else is a link, not a button
- The primary CTA should appear 2-3 times on a long page (hero, after mechanism, after offer)

---

## 8. Abstract benefit language

### The anti-pattern
- "Streamline your workflow"
- "Optimize your operations"
- "Leverage cutting-edge technology"
- "Drive meaningful results"
- "Unlock your potential"
- "Empower your team"

### Why it kills
These phrases sound like they mean something, but they describe nothing specific. The prospect can't visualize what changes. Corporate jargon creates distance, not connection.

### The fix
Replace every abstract phrase with a concrete scenario:
- "Streamline your workflow" → "Finish your weekly report in 20 minutes instead of 3 hours"
- "Optimize your operations" → "Cut your shipping costs by 30% without changing carriers"
- "Empower your team" → "Your team ships features 2x faster because they stop waiting for approvals"

### The rule
**If you can't draw a picture of the benefit in the reader's mind, it's too abstract.**

---

## 9. No objection handling

### The anti-pattern
A page that presents benefits and an offer but never addresses why the prospect might say no.

### Why it kills
Every prospect has objections. If you don't address them, the prospect addresses them internally — and their internal answer is always "no."

### Common objections every page should address
1. "Is this a scam?" → Proof, guarantee, real contact info
2. "Will this work for ME?" → "Who this is for" section + specific testimonials from similar people
3. "What if it doesn't work?" → Guarantee
4. "I don't have time/money" → Reframe: what is the cost of NOT acting?
5. "How is this different?" → Mechanism explanation + competitor contrast

---

## 10. Lorem ipsum and placeholder syndrome

### The anti-pattern
Copy that's technically complete but emotionally empty:
- "Your compelling headline goes here"
- "[Insert testimonial]"
- "Description of your amazing product"
- Sections that read like templates with blanks filled in mechanically

### Why it kills
Placeholder copy signals that nobody cared enough to write real copy. If the creator doesn't care about the message, why should the prospect care about the product?

### The rule
**Every word on the page must earn its place. If a section doesn't have real content, cut the section — don't fill it with filler.**

---

## Validation checklist

Before delivering copy, verify NONE of these are present:

- [ ] No generic headlines ("Welcome," "Best solution," "Powerful features")
- [ ] No feature-first sections (benefits lead, features support)
- [ ] No fake urgency (all scarcity is real and verifiable)
- [ ] No walls of text (headings, bullets, spacing present)
- [ ] No self-centered copy ("we/our" doesn't dominate "you/your")
- [ ] No missing or fake social proof
- [ ] No competing CTAs (one primary, one secondary max)
- [ ] No abstract benefit language (every benefit is visualizable)
- [ ] No unaddressed objections (top 3 objections handled)
- [ ] No placeholder/template text
- [ ] No congruence break with ad context (if provided)
