It's NOT About Appeasing YOU... But Appealing to Your Audience!
I can't even begin to tell you how many times clients have told me how much they love their copy.
And guess what?
I couldn't possibly care less.
You know why?
Because it doesn't matter if (or how much) my client's love their copy.
Sure, it matters if clients resonate with it, since it's their REPUTATION being broadcasted to the umph degree.
But ultimately...
All that matters is...
- Is the copy a transparent reflection of the enormous value and benefits being offered?
- Is it true to the owner's vision (for how they want to help people with their product or service?)
- And does the copy perform well when laser-targeted traffic is driven onto the site?
The ego boost that business owners receive when they see just how much value they REALLY provide their customers or clients is always fun to watch.
After all...
A perk of getting your copy professionally written is seeing your value put up in digital lights, rather than an old neon sign with a bunch of burnt out letters.
It's a huge boost to a business owner's confidence and ego when they can more clearly see how much they REALLY benefit the people they're passionate about helping.
Again though...
Your copy has to connect with and inspire your audience to take direct action, RIGHT NOW!
It doesn't matter how much you love your copy;
It has to draw people in and seduce them into opening their wallets... because they deeply GET what you're offering them and desperately want to receive the value you're communicating.
So how do you know?
- Test, test, test all kinds of different traffic driving techniques. In other words... don't just try one technique, like Adwords, then decide if your copy works or not. In the Adwords example alone, the keywords you use to get people on your site make all the difference in the world. And no, that doesn't mean you need to target the most obvious keywords. Sometimes the most outside-the-box keywords perform WAY better than the most apparent ones.
- If you have a list, blast out an email describing your intentions with the copy and clearly communicate WHY you're showing them the campaign (i.e. what does your offer change in their lives that they desperately want?)
- Don't take anything personally. No, if your audience doesn't connect with your copy, it's NOT a knock against you or your value. You're either failing to drive the right traffic... or a few simple adjustments need to be made (including the medium you use to frame the copy.)
- Only ask for feedback if you've fully communicated how your sales funnel works. I can't possibly express how many times I've seen people post their copy here on the C.W. Forum, without explaining what kind of traffic they're driving (and how.) My point is... opening yourself up for a barrage of feedback doesn't help - unless you paint a complete picture of what you're doing, who you're trying to reach and how you're attempting to get their attention.
It doesn't matter if you LOVE your copy; it has to work and produce massive profits.
Otherwise...
It's worthless.
Never get too attached to any particular direction or campaign.
That doesn't mean give up.
It's just means learn how to adjust - so you can keep moving forward in the most inspiring way possible.
Mark Pescetti
P.S. The inspiration for this weekend post is an interaction I just had with a client. They absolutely loved their copy and couldn't wait to put it up. But my message to them was to make sure they're staying on task and framing the copy just right. Likewise, they need to make sure to get the exact eyes (that we talked about) onto the site - so conversions can skyrocket. I can't wait to hear the happy news!
Do you want a 9 figure copywriter and biz owner to Write With You? I'll work with you, on zoom, to help write your copy or client copy... while you learn from one of the few copywriters to legit hit 9 figures in gross sales! Discover More