Is your marketing copy in good health? As a freelance writer and daily reader of marketing copy, I see a range of marketing copy that suffers from various maladies—some acute, some chronic. Rarely are these conditions fatal to your business, but they keep you from fully flourishing. Most common marketing copy mistakes include vague marketing puffery, not making clear who you're talking to, and broadcasting rather than mind-reading. Vague marketing puffery leaves the reader wondering what you actually do, while not addressing a specific reader can lead to high bounce rates. Broadcasting messages without regard to whether your audience cares about them is also a common mistake that fails to answer this question that the reader always has: what's in this for me? A prescription for healthy marketing copy involves assuming too much about the reader and focusing on their needs, anticipating that they don't know anything about you or who you're addressing, and making sure your content is precise and clear while also being useful, entertaining, or engaging.