Safe and risky versions of sales letters

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I remember an interview where a copywriter said they submit to the client a traditional "safe" sales letter, and a "risky" version as well to test against the first one. Is this something you do?
#copywriting #letters #risky #safe #sales #versions
  • I've only done it with a couple clients.... I mean you have to be sure they can test it properly.

    I think in order for anybody to have a really good sales letter, they have to struggle. So going for the long shot usually makes blockbusters...

    And I also heard Bencivenga does that... a safe natural "following the rules" letter. And a outside the box letter.
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