Most people who know me will know I’m not exactly fashion-oriented. I’ve found some stores with awesome sales people who will truthfully advise me what to buy and what to leave behind (“Those jeans work only if you’re wearing 5-inch heels. No? I didn’t think so.”)
I’m not exactly into home decor, either, although I’ve written copy for home stagers and interior decorators. So when my friends come to visit, they often express shock (“You’ve lived here how long?!”) and then offer brilliant suggestions.
When I asked one friend about choosing shelf units, she shook her head. “What you need is a carpet. This has to go. I’ll drive you to the carpet place since I know you won’t go on your own.”
She was right! Everybody liked the new carpet, even the dog walker, the dog, the maintenance guys and me.
This process actually is what happens when you review your own copywriting after taking a break or when you invite a knowledgeable outsider to take a look at your marketing. For instance, you might be concerned about one part of the copy but you really need something different.
Just as my friend immediately picked up on the carpet, sometimes you (or an outsider) will pick up immediately on what’s missing or what’s not working. This happens
If you don’t get a quick “aha” moment, you can explore your copy more systematically. For example:
Most important, don’t be afraid to chop off the first half (or even two-thirds) of what you’ve written. It’s hard to say good-by to something you’ve written, but typically the rewrite will go really fast.
More than once I’ve been working on copywriting when I think of an idea that totally changes what I’m offering. For instance, while rewriting the landing page for tomorrow’s call, I wrote that copywriting can be your compass for marketing strategy.
Then I saw, “The Copywriting Compass…” and realized that phrase was catchier than anything I’d done so far. That’s why you’re seeing images of compasses all over the place on my website.
The next day I was browsing through some copywriting tips (copywriters can’t resist looking through other people’s training materials) and got the idea for a new headline: “A Surprisingly Simple Way To Avoid The Nightmare Of Creating A Program You Can’t Sell”
That headline has been extremely successful. And although I had to go back and make a lot of changes to the copy, everything flowed easily.
And that’s what I’ve talked about on a webinar.
Your 21 Point Copy Makeover Checklist will help you get started writing your own sales letter compass. Download here!