Like most copywriters, I ask clients for a testimonial after delivering the final copy. Usually they’re pleased with the copy and happy to comply.
Every so often, a client says, “I want to wait and see if the copy gets results.”
That’s a fair request, with a few caveats.
If the copy isn’t working, sometimes it just needs a few tweaks. Just tweaking a headline can completely transform results. It’s always a good idea to ask your copywriter for a few changes. Often the headline will make or break your copy.
But your copy is only one component of a system that delivers results. You could have the best copy in the world and still not make sales. Here’s why.
1 – Start with the design.
Copywriting is delivered by design. I like the say the copywriter is the quarterback. The designer guides readers to read the copy. An awkward design will distract your readers and discourage them from reading past the headline.
I once did an A/B split test of a landing page, which was a white rectangle on a plain background. I compared two colors for the background. There was about a 30% different in click rates.
2- Where is your traffic coming from?
You get conversions from traffic you send to the page. If you’re driving traffic that’s not relevant to your offer, don’t expect a lot of signups.
3 – Have you conducted market research to identify what your clients want?
You may have instructed the copywriter to highlight benefits of low interest to your audience. In fact, you could be making an offer they don’t want at all.
You probably won’t take a basket-weaving class no matter how well someone wrote the copy.
That’s just three things that could be more important than the copy. You can find countless more.
You send out a mailing the same day your fiercest competitors unveil a new product that’s better than yours (or they are doing a better job of marketing or pricing).
Would you like to learn to write your own copy by telling stories? Sign up for this course and take 50% off the published price (through August 31) with the code AUGCOPY