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How do I know its great copy?

by Scott Ames
7 replies
When I get copy from a copywriter, how do I know its great copy? Sales and conversions true, but should I start out testing the copy first or roll out my launch?

I guess in other words, should I just trust that the copywriter has done an excellent job and roll with it?
#copy #great
  • Profile picture of the author colmodwyer
    Generally the copy will be excellent if you've hired an excellent copywriter... Did you?

    Colm
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  • Profile picture of the author John_S
    Trust, but verify. Test always.

    Good copywriters will assume you will test over the length of a campaign.
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  • Profile picture of the author Norma Holt
    Originally Posted by Scott Ames View Post

    When I get copy from a copywriter, how do I know its great copy? Sales and conversions true, but should I start out testing the copy first or roll out my launch?

    I guess in other words, should I just trust that the copywriter has done an excellent job and roll with it?
    What do you think of it? Does it look good to you? You are the only one who can judge what you are trying to accomplish. Test it for results but I doubt you can get a refund.
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  • Profile picture of the author TianYan
    Dear Scott,

    Being a target market to the group definitely helps. You will be able to judge whether you are tempted to buy after reading the copy. Also do the "overnight test" where you read the copy, leave it overnight and read it again. If at your second reading, you still think to yourself "This is really good". Then it probably is.

    If you are not a target group, ask someone who is and read it to them or have them read it. Ask them if they would buy or not. At the very least, you learn something and gain some insights into their buying decisions.

    Of course, if you have the funds, test it small with AdWords or on a small mailing list.

    Is this helpful?

    Be Well,
    - Tian Yan
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  • Profile picture of the author Bruce NewMedia
    If you already have the copy written test it with some ADwords or other PPC.

    While its good to get some QUALIFIED opinions, I'd rather see if it converts to the best traffic available, before I roll it out.
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    • Profile picture of the author janet444
      Be sure to trust your copywriter enough to test the copy before deciding it's not what you want.

      Also, just because you don't "like" the copy doesn't mean it won't convert well. You might not be a member of your own target audience.

      But don't be afraid to question your writer about why he/she wrote something that you don't like. A good copywriter has a reason for what he/she writes and should be able to explain it to you. You might still disagree, but some methods that people "don't like" turn out to work well. A good example is the controversy over long vs. short sales letters.

      I used to hate long sales letters. But I learned that they work. And I also learned that the reason I disliked most long sales letters was because I was not in the target audience. Once I was in the audience, I wanted to know as much as I could about a product/service before purchasing.

      Janet
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  • Profile picture of the author ecoverartist
    Scott,

    Is this the sales letter I wrote for you? If you have any concerns at all, please feel free to ask or submit it for a critique here on the forum if you'd like. I'm sure many kind Warriors would be able to look it over for you and build on what's already been written.

    Just wanted to check in on that!
    Kindly,
    Sherice
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