Hey Remi!

I would try to put yourself in the role of the target customer for the product offering. Approach the next two points with that mentality.

1. Do you understand the offering clearer than before?
- How long does it take to understand what the pitch is about?
- Are you getting bored reading it? Be honest!
- What are the key elements of the offering? What do you get?

2. Are the benefits of the offering clearly explained?
- If so, what are they?
- If not, why not?

You should be comparing your old copy with your new copy during the exercise above. It would be even better if you could look at both side-by-side.

At this point, I would recommend testing. Regardless of traffic source being organic or paid, you should be able to run some basic A/B tests on conversions. Better conversions = more effective copy.

It helps if you know someone who fits the criteria for a target customer if you don't fit it yourself. A great exercise is having them record their screen while they click through your site.

I try to follow the AIDA model with my copy, whether it is on a webpage or in an email. If you're not familiar with AIDA, it breaks down to:
A: Attention - Customer learns about your offering
I: Interest - Customer starts to care about your offering
D: Desire - Customer is engaged with your offering and has a positive disposition to it
A: Action - CHA CHING. Your customer buys from you (or takes whatever action you want them to take)

You want to walk the customer through the AIDA journey with all of your copy.

I hope this helps! Hit me up if it doesn't. Hit me up and give me a virtual high five if it does!

Hi Remi,

I would make Google your best friend. Look for top copy guys and gals,buy eBooks and follow blogs focused on copy. Learn a great deal about copy writing to find out if your hire is dead on with their work.

Ryan

Remi,

The best way to sell as an affiliate is the "friend telling a friend" approach.

If your copywriter (who is probably an article writer pretending to be a copywriter) ...

If they can't write like it is a genuine friend telling a friend?

They suck.

Does the copy excite or entice you?

Are you converting new sales at a percentage that grant profits with respect to your ad spend on traffic?

How does the copy compare to similar offers in your niche? Does the quality of the writing seem on-par with the crowd or superior?

I wouldn't rely on your personal perception. The only thing that matters in conversion, If there number is increasing, your copywriter is doing a great job. If not (even if you like the copy) - something needs to be changed.

You are not your customer!

It may take a thousand repetitions, hearing this from a thousand different people, before this sinks in.

Your opinion is not important unless you are a member of the target market...and then, as the seller, your perception is skewed anyway.

The only test is in actual performance with the target market. The rest is opinion. SARubin's post tells you what may need adjusting based on performance.

As others have said the numbers speak for themselves. Since it isn't your native language I would recommend checking it with copyscape and make sure you actually received what you paid for.

The only way to evaluate copy is by the results.


For an affiliate site that will probably mean the value of sales per visitor.


For different sales models you could test various parts of that model. i.e.


How many visitors subscribe
How many visitors make an initial purchase
How many visitors buy OTOs
How many visitors purchase in the follow up email sequence etc.
How many purchases buy other products


So measures of each point of the sales funnel will give you more detailed information on what is/needs improving.


But bottom line is you need to test. And that means A/B or split testing.


So run your current affiliate page alternately to each visitor against your new affiliate page. You will need to check up on what constitutes "statistical significance". That basically means how many visitors versus the difference in the performance. So when do you know that one page is really performing better than the other?


Google these things for more detail.


Forget perception of any individual. Their point of view will be meaningless. Different people judge things in different ways.

Personally, I would read the content like it's not yours and see if it sells you on taking action. If it doesn't sell you on taking action, it's no good.

In addition, if you know you're feeding quality traffic to the content and it's converting at a reasonable rate, then it's good copywriting. If not, it may not be the best.

Benjamin Ehinger

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Hi Remi

Make sure that the candidate is a copywriter and not a content writer, or vice versa depending on your needs.

You would want to first assess the writer's credentials on the subject matter (maybe qualifications if it is a specialized niche), portfolio of work (ensure their name is on any online articles or at least a reference from a website owner with their published content), ability to commit to a schedule and comparative rates.

Then give the writer a trial run of at least 3 articles so you can evaluate the quality of their content specific to your needs. Only then should you commit to a more long term relationship or contract.

Conversions can be due to many factors. It would be unfair to hold the writer responsible unless there is content by other writers that have a better conversion rate.

Well, you can always check if the content is unique simply by using Google. And track if the copy stimulates your audience to act the way you want it to act.
But in general, there is no objective criteria for evaluation. You either feel that the copy meets TA needs or not.

A simple test would be whether or not you want to buy the product or service after reading it. That's a simple test, because you'll have the impulse to buy, even if it's your own product.

More importantly, get inside the head of your demographic. This is the first objective of a great copywriter. You can't please everybody. There is however, definitely a way of writing and selling to your demographic that will appeal to the largest amount of people in it.

Hire a proofreading service, a real one, to do quality assessments on the content now and then once monthly or as needed.

Obviously, your stats will speak for themselves.

As a bilingual copywriter (English and French), I can tell you that language is obviously important for credibility but a perfect grammar text won't necessarily sell through the art of the written words.

Your real challenge and a question to ask is: does your offer have a hook?

You need 4 ingredients for a perfect hook

1-What are you offering?
2-What's the problem you're solving?
3-Why your offer, what's different from other offers?
4-What's the story of your offer?

You need to hit your targeted avatar's subconscious in 3 steps
1-Emotions
2-Connection
3-Value

Take a step back, feel how your prospective client feels with a lot of empathy.

This is what the copywriter you hire should be doing.

Wishing you the best,