What are common copy mistakes that tank performance?

Performance killers include: Burying the lead (most important info hidden in paragraph three). Multiple competing CTAs (paralysis of choice). Benefits-free feature lists (specs without meaning). Assuming knowledge (jargon that excludes). Empty superlatives (\"world-class,\" \"cutting-edge,\" \"best-in-class\"). Walls of text (no visual relief).

Also destructive: Misleading subject lines (bait-and-switch erodes trust). Broken personalization (\"Hi \" disasters). Unclear next steps (what should I do?). No mobile consideration (tiny text, impossible taps). Passive voice overload (\"Mistakes were made\" vs. \"We made mistakes\").

Most copy problems stem from writer-centric thinking. You wrote for what you wanted to say, not what readers need to know. Flip the perspective: what does the recipient want? What will make them act? Edit ruthlessly from that viewpoint. The best copy often comes from cutting what the writer loved but the reader didn't need.