 | How Do You Rate Good Copywriting?
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How is the best copy produced, created, thought up?
People come up with great ideas for sales copy all the time. The goals are set for the copy in question and then folks go about trying to write stuff that gets those desired results.
- Writing Teams and Creative Pros Brainstorm
- Competitors’ Copy is Studied
- Customers Are Asked What They Like and dislike
- Different Versions are Tweaked and Discussed
- Finally something is tried…Tested! - Often multiple ideas are tested
- Results are Evaluated and the Best Performing Tested Stuff Moves on to be Made Even Better
- Now that you have a starting point, where the copy will be used becomes especially important. Can you find new places, better audiences to write for? Having great copy but showing it to an audience that does not care, will not get you very many orders or new clients. Yes, the same copy will perform differently to varying audiences. You may need specifically altered versions to best suit each specific place your copy will be seen.
- It all comes together in the testing stage. You need to find out:
- Will a few more phrases of copy increase sales?
- Perhaps changing a photo will increase sales!
- Maybe you need less copy and to just enlarge the photo?
- Will one font get the phone ringing more than another font?
- Only by testing each of these elements will you learn those answers.
- Yes, simple things like having a man in the photo instead of a woman or adding a dog to the scene could have sales jumping for you!
- Have you tried a humorous theme?
The Best Copy Writers Are Constantly Experimenting To See What Can Work
Yes, All along the process you and your company can get a break and an idea turns out to obviously be quite special. The point is that copy that makes money is no accident. Those who create great copy are not one hit wonders (a band that has one hit song record and no more).
Yes, they, the top copywriters, win constantly; usually in different and varying ways. But they do win over and over again and it is not because they get lucky and not because they were born with the gift.
It is because they keep trying until they have great performing copy and even then they are still trying to one up themselves by topping their best copy.
One bit of important advice… Do not use cliché speak! I’m talking about all those salesy phrases that you constantly hear or read. People tune out when they hear sales jargon and expressions that are always tossed at them. Once those statements may have been very potent and even clever but now they are ignored due to being used so often.
You have to say it in your own way, if you want people’s ears to perk up!
Wake your readers and listeners up! Get them out of their digitally induced stupor with something they did not expect to read.
If your copy is for a video script then surprise them…delightfully with dramatic, inspirational, informative or funny dialog.
Yes, they, the top copywriters, win constantly; usually in different and varying ways. But they do win over and over again and it is not because they get lucky and not because they were born with the gift.
It is because they keep trying until they have great performing copy and even then they are still trying to one up themselves by topping their best copy.
One bit of important advice… Do not use cliché speak! I’m talking about all those salesy phrases that you constantly hear or read. People tune out when they hear sales jargon and expressions that are always tossed at them. Once those statements may have been very potent and even clever but now they are ignored due to being used so often.
You have to say it in your own way, if you want people’s ears to perk up!
Wake your readers and listeners up! Get them out of their digitally induced stupor with something they did not expect to read.
If your copy is for a video script then surprise them…delightfully with dramatic, inspirational, informative or funny dialog.
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