Semantics in copywriting (plus 3 things your copy always needs)

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How many cooks in the kitchen is helpful to your copy?

How many critical eyes giving you feedback actually helps?

And when do people's opinions about your copy (even from experts) start to hurt your potential conversions?

I get asked for feedback - even from non-clients often. And I'll give my feedback. I like doing it... when I have the time and space.

Here's the thing...

If your copy has three things done well, be careful about how and why you ask for feedback.

Those things are:

The hook/big idea
The offer
The execution

Is your hook or big idea strong? Is it transparent? Does it create an immediate connection with your prospects (by speaking to their experience and wants?)

Is your offer truly irresistible? And just like your hook, is it totally transparent... or do you feel like prospects MIGHT be left guessing? Are you giving as much as you possible can - without shooting yourself in the foot... or wasting opportunities for natural OTO's?

Is your execution making the most of your copy? In other words, does your VSL and/or sales letter really make your copy come alive? Is it produced/designed well?

On that third part...

If you're doing a talking head video, is your body language confident and authoritative... yet also vulnerable and authentic?

Or...

If you're doing a slide-style or doodle video, does your voiceover capture the emotion in your copy? (i.e. tonality, pacing and inflections?)

Sure, there's always a time and place for feedback, especially if you're listening to your intuition about what to apply... and what to disregard.

However...

There are also times when seeking out people's feedback traps you in a game of semantics.

Different copywriters value different approaches.

And if their approach isn't spotlighted, they might reject your copy - based on their own preferences. (We see that a lot here in the forum.)

Likewise...

A copywriter might give you a softer critique - if their style is more evident.

I remember doing a script for Agora. I hated it. Their committee process drove me nuts and it didn't feel succinct.

Here's what I mean...

When you're in the flow, your copy takes on a very specific "energy" or vibe. It may not be perfect. But it's REAL.

However...

When multiple people's opinions (and preferences) change the natural energetic/emotional flow of your copy, it loses an important... often intangible quality.

Sometimes it's best to test your copy, as is, as long as your hook/big idea, offer and execution are all done well.

The stuff in-between (i.e. how you agitate, the story you tell, proof, etc.) is a matter of personal preference. Don't lose that quality; don't lose that authenticity - just to get a copywriter's feedback applied.

Is feedback important and useful?

Abso-frickin-lutely...

...when you know how to listen for what will really help your copy reach its maximum potential. (Which is a skill in and of itself.)

Just saying...

Mark
#copy #copywriting #semantics #things

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