You poured your heart into that post. You double-checked the spelling and grammar. Hit all the right beats. Even added a CTA. And then edited like a pro. It was golden.
Except something felt off. Like your words were being seen but not felt.
They definitely weren’t landing the way you wanted.
So what went wrong?
Your message was good. But there is something that most “copy gurus” miss:
It’s not about sounding clever, persuasive, or polished.
It’s about not confusing your reader’s brain.
Our brains crave clarity—not complexity. The moment your copy creates cognitive friction (too dense, too vague, too all-over-the-place), your reader’s brain opts out.
Even if your message matters, the delivery makes it miss.
Let’s change that.
Below are
10 copywriting mistakes that quietly sabotage your clarity and connection
, plus brain-based fixes that help your content land, stick, and inspire action.
1. Wall-of-Text Writing
What’s the problem: Long, dense paragraphs overload the reader’s brain and cause visual fatigue.
The brain science: Cognitive Load Theory (Sweller, 1988) shows the brain processes small chunks better than large ones.
The fix: Break your content into short paragraphs. Add whitespace, subheadings, and rhythm to guide the eye and reduce fatigue. This is about reducing overwhelm. Give your reader a visual break.
2. Jargon Over Clarity
What’s the problem: Using big words or insider terms makes content harder to understand.
The brain science: Dual Coding Theory (Schnotz & Bannert, 2003) shows that the brain processes familiar, concrete language faster than abstract terms.
The fix: Use plain language and vivid imagery. Translate “expert speak” into real-world metaphors and language. Be real, not fancy.
3. Passive Voice Overload
What’s the problem: Passive constructions (“It was decided…”) weaken clarity and hide who’s doing what. Passive voice doesn’t work…unless you want to escape blame. The political use of “Mistakes were made” exists for a reason.
The brain science: Passive voice requires more mental work to process (Gernsbacher & Jescheniak, 1995).
The fix: Rewrite your sentences in active voice. Be direct and clear. Lead with the subject. “She launched the course” is stronger than “The course was launched.”
4. No Visual Hierarchy
What’s the problem: Everything looks the same—no bolding, no bullets, no headings.
The brain science: Event Segmentation Theory (Zacks & Swallow, 2007) shows that visual markers help the brain organize content into patterns. And the brain loves patterns.
The fix: Use bolded phrases, subheads, bullet points, and layout breaks to lead the reader where you want them to go. White space helps too.
5. Mixed Messaging
What’s the problem: Trying to say too many things at once muddles the message.
The brain science: The brain craves patterns and alignment. Mixed signals create dissonance and reduce trust.
The fix: Pick one clear message per piece of content. Let everything else support that core idea—your structure, tone, story, and CTA. Leave the rest for another use.
6. Too Many CTAs—or None at All
What’s the problem: You’re either asking the reader to do everything or nothing.
The brain science: Choice overload leads to decision paralysis. (Yes, that’s a real thing and often hits me at the bookstore.)
The fix: Choose one clear, low-friction action. One next step. One outcome. Make it obvious and easy. Don’t combine offers in a single CTA.
7. Too Many Negatives
What’s the problem: Words like “don’t,” “stop,” “avoid,” or “never” make the brain reverse-engineer your meaning.
The brain science: The brain processes negatives more slowly than positives (Kaup et al., 2006). The negative forces your brain to work too hard and causes friction between your message and your reader acting on that message.
The fix: Frame your messaging in the positive. “Start now” is easier to act on than “Don’t procrastinate.”
8. Emotionless Information
What’s the problem: Even informational content needs emotional context. Without emotion, the reader won’t care.
The brain science: The amygdala tags emotional content for memory and attention (Phelps, 2004). You need to make your reader care or they will forget.
The fix: Add a story snippet. A sensory detail. A metaphor to your content. You need to give the brain a reason to feel what you’re saying.
9. Redundancy Without Purpose
What’s the problem: Repeating the same idea without adding value creates reader fatigue.
The brain science: Redundant info without novelty makes the brain tune out. This is called neural or cognitive fatigue and it happens when the brain tunes out information after it hits overload or encounters repetition without reason. (Think a droning professor who keeps going over the same material again and again.)
The fix: Use repetition intentionally—for rhythm, pattern, or emphasis. Add a twist if you say it again. Make sure there is a reason to include the information again.
10. Trying to Sound Smart Instead of Clear
What’s the problem: Writing to impress often backfires. It makes your message harder to absorb and often comes off as arrogant.
The brain science: Processing Fluency (Alter & Oppenheimer, 2009) shows that ease of reading increases trust.
The fix: Ditch the over-polished prose and ten-dollar words. Write like you speak. Be natural. Let your normal voice do the heavy lifting. You want your personality to shine through—not come off like you used a thesaurus.
Final Thought: Want Copy That Connects and Converts?
Brain-friendly writing isn’t about being basic—it’s about being strategic. When you align your message with how the brain actually works, you build trust faster, deepen connections, and inspire more consistent action.
Be kind to your reader’s brain.
Need help making your copy easier to follow—and harder to ignore?
Book a 1:1 Copy & Messaging Session and I’ll walk you through your messaging like a neuroscientist and a storyteller.
Because your words should land. Let’s make sure they do.