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testing your copy?

by G12863
5 replies
Sorry if this sounds like a dumb post, newbie here, but I was reading John Caples' Tested Advertising Methods, and the point of the whole book is for you to send out and test your opy. But I started to get a little confused. If you're freelancing on your own and you have an assignment, do you send out some practice copy to test results and adjust accordingly? But it doesnt seem so realistic if you're on a deadline and need that copy out soon. And by practice copy, dont you still send it out to your targeted prospects so wouldnt they receive multilple sales letter for the same product? Can this book even apply to freelancers? And should I try a different book for a complete newbie?
#copy
  • Profile picture of the author Mark Pescetti
    Everything you write for clients needs to be tested.

    If a client is rushing to launch and doesn't thoroughly test your copy for effectiveness, it's not an ideal situation - for anyone.

    Copy ALWAYS has to be tested. And even if it converts right off the bat, those numbers are a huge attraction-factor for getting major league affiliates on board.

    If the copy doesn't convert, it's up to you on how you want to handle it.

    You might want to get a piece of the backend - so you have incentive to tweak or even rewrite the copy.

    Keep in mind though...

    You have to work with people who know how to drive relevant traffic to the offer. If a client is asking you how to drive traffic before or after the copy is finished, it ain't an ideal situation - to say the very least.

    Do the best you can to make sure your clients are leaving ample time to test - before rolling out a full launch.

    Likewise...

    Make sure they know how to drive traffic. Ask them what their traffic sources are. You need that info anyways. It can (and usually does) effect how you write (or position) the copy.

    Mark
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  • Profile picture of the author G12863
    Again pardon me if this sounds dumb, but when they say testing copy, they mean sending your copy out to a few prospects and adjust accordingly?
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    • Profile picture of the author Mark Pescetti
      Originally Posted by G12863 View Post

      Again pardon me if this sounds dumb, but when they say testing copy, they mean sending your copy out to a few prospects and adjust accordingly?
      Nope.

      Every copywriter has a different process.

      I spend a lot of time interviewing and collaborating with clients - so when they receive their copy, it's a fleshed out vision of what they wanted.

      More importantly...

      It's something that'll appeal to their audience.

      So when I say testing, it's not about appeasing the client; it's about appealing to their target audience.

      The clients needs to drive traffic onto the copy and see how it performs (not just send it to "a few" prospects.)

      Then we have data. We have numbers. What have percentages.

      Based on that information, the next step is obvious.

      But not until that information is gathered does copy has any real value. Make sense?

      Also...

      The testing process is also showing the effectiveness of the web/graphic design, video production, etc. The copy is just one aspect of conversions.

      That being said...

      IF the copy is doing its job, the conversions should perform well enough - as long as the design isn't a botch job.

      Mark
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  • Profile picture of the author Steve The Copywriter
    A good test is sending the copy to 2,000 plus "targeted" people.

    And measure the response.

    And always try and eclipse it.

    This is what I do with mailshots, flyers and postcards - and no reason on earth why it shouldn't be just as effective on the wondrous interweb.


    Steve
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  • Profile picture of the author Steve The Copywriter
    Which is why you mustn't overdo it on the design.

    It should always work in harmony with your copy - never against it.

    If in doubt - leave the design out.

    Btw - the only people on earth who care about your logo, are you, maybe your nearest and dearest and your graphic designer.

    The only exceptions would be worldwide brands like Nike (and they only needed a "tick" aka "swoosh").


    Steve
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