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Please tell me what a "control" is

by Saluki Guy
4 replies
I've been reading a lot of copywriting articles, threads, etc. and I occasionally find the word control. A google search found nothing in this context. Could someone please explain?

Thanks in advance.
#control
  • Profile picture of the author Drez
    This should answer your question.


    Direct Response Glossary | MakepeaceTotalPackage.com
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    Mark "Drez" Dresner
    Swipe My Massive Copywriting Swipe Files Collection for FREE
    http://AdvertisingCopySwipes.com

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    • Profile picture of the author Saluki Guy
      Thanks Drez for the help. I've bookmarked the page too!
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      There is a tide in the affairs of men which, taken at the flood, leads on to fortune; Omitted — all the voyage of their life Is bound in shallows and in miseries. On such a full sea are we now afloat, And we must take the current when it serves, Or lose our ventures. - Julius Caesar by William Shakespeare
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  • Profile picture of the author wvcopywriter
    Control in copywriting is when your new sales copy beats the old one in sales. Your new sales copy becomes the control.
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  • Profile picture of the author AdwordsMogul
    A control is copy that has been tested and has brought in consistent sales. You use it as a "yard stick" to measure results against.

    So when you write new copy, you test it against the original (the control). If the new one brings in better results, it becomes the control.
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