Depends on how the sales copy is performing.

If it's not converting, throw it in the crapper and start from scratch.

If it is converting, tweak it.

Alex

It's just my preference, but in that situation I would prefer to write it completely fresh. You can take some elements and some existing parts of the page and re-write it if you like the layout, but why not re-write it and make it better?

I know not all clients will take suggestions or want to do what you suggest, but in that case, go line by line and think about how you can convey a message better than the previous Copywriter.

It'll usually be all about the business or the owner.

Often known as "Optician Sites"

Because they're "Eye specialists"

So, change it to focus on the customers.

Turn the "I's" into 'You's"


Steve

If it's made him money before, try changing the headline.

Sometimes that will do the trick.

Changing things like headline, subheads, - the most prominent parts of the copy - can do the trick if the body copy is fine.

Whichever - total rewrite or punch up - you split test your new creative against the existing copy and establish a "control" (a version that beats all others).

Let their existing conversion data dictate what to do:

If it's doing jacksquat... write a new piece or try an entirely different layout/design.

If it's losing effectiveness but sort of working, test new headlines and new offers.

Brian

You mean to say you took a Client's money without knowing how you're going to help them?

And now you've resorted to asking a bunch guys you don't know and have no idea what their experience is their opinions?

Without telling them what the market is? Without letting them see the landing page? Without doing the research?

Sorry, but everyone's shooting in the dark on this one.

Not only that, but pricing optimization services is a different animal than writing landing page copy from scratch.

Maybe I'm wrong, but if I were the Client, I'd be asking for my money back right about now.

- Rick Duris

When you're hired to beat a control, I've found it's always best to demand complete freedom.

Personally, I don't want a shred of the previous content left.

I never wanted to tweak, twang or twittle. If you want someone to do that then look elsewhere.

I never did remodel jobs on an existing control.

The client is looking to get revised or new copy as cheaply as possible. Probably because the current copy they're using it's currently not doing well.

The rule of thumb I've used in the past is to quote based on the number of pages to be rewritten but I've heard of some copywriters doing it for 50% of their normal fee with no research done on the target market or product itself. In these cases, the copywriter is just providing better written copy... not necessarily a better hook, theme, or better targeted copy.

If I were doing a rewrite (and I haven't done them in years), I would not "patch" the copy. I would use only pieces of the copy that fit into what I was rewriting.

The problem is, the vast majority of the time, the client's copy is poorly written. There's little or no copy that is worth reusing. It's usually faster and more likely to convert well for the client to write a new salesletter from scratch.

Hope that helps,

Mike

My apologies Harry, if I unintentionally and unnecessarily impugned.

To answer your questions regarding your client, there are too many variables and unknowns for me to comment.

- Rick Duris

I was reading "why your copywriting sucks" recently by Jon Mc Culloch and he makes a good point at the begining that any changes to a client's copy can usually improve it if you are a copywriter because most businesses simply don't have a clue.

They use their logo as their headline a lot of the time.

So any change is usually a good one if you have even basic understanding of sales in print.

This is a traffic question as much as a rewrite/revise one.

For instance...

If there is extremely targeted, high-quality traffic being sent to a page that's only converting at 5% when 20% should be the norm, I'd rewrite it.

If the traffic is so-so or outright crap and it's converting at 2-5%, I wouldn't even touch the copy until it's tested against relevant traffic.

Maybe find a super-affiliate who sees the potential and will send his or her list onto the site, watch where the conversions fall.

If conversions excel, you're not needed.

If conversions flop, rewrite the som'bitch.

Somewhere in the middle?

See what tweaks you can make, quickly, and get some more of that sweet loving traffic back on it.

That being said...

If the copy sucks and you know that immediately...

...be the expert and create something that reflects the brand, has a strong central theme and REALLY connects with prospects.

Boom!

Mark