Unlocking Copywriting Success: Beyond the Words That Sell
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Chapter 1: Understanding Copywriting Limitations
Your copy isn’t achieving the desired impact. What steps should you take next?
The effectiveness of your copy goes beyond the words crafted by the copywriter; it intertwines with various marketing elements that may be outside their influence.
As a typical copywriter, I often request testimonials from clients after presenting the final piece. Most clients express satisfaction and are eager to provide feedback. However, there are instances where a client might respond, “I want to observe the results first.” This is a reasonable stance, albeit with several considerations.
If the copy isn’t performing well, minor adjustments can make a significant difference. For example, altering a headline can lead to a complete turnaround in performance. It’s wise to consult your copywriter for potential modifications since the headline can determine the success of the entire copy.
Nonetheless, your copy is merely one part of a larger system that drives results. Even the most exceptional copy can fall short if other elements are lacking. Here are three crucial aspects to evaluate:
- Design Matters
The presentation of your copy is critical. I often liken the copywriter to a quarterback, while the designer serves as the offensive line, facilitating the reader's journey through the text. A poorly structured design can divert attention and prevent readers from engaging with your message.
For instance, I once conducted an A/B test on a landing page featuring a simple white rectangle against a plain background. Varying the background color resulted in a nearly 30% difference in click-through rates.
- Traffic Source Analysis
The conversions you achieve are directly influenced by the traffic directed to your page. The caliber of this traffic plays a pivotal role in determining your success, independent of the copy itself.
- Market Research Insights
Have you engaged in market research to grasp your audience's preferences? It’s possible that the copywriter emphasized benefits that hold little appeal for your potential clients. You might even be promoting an offer that doesn’t resonate at all.
For example, no matter how persuasive the copy, you likely wouldn’t sign up for a basket-weaving class if it doesn’t align with your interests. Conversely, if an offer is precisely targeted to address a pressing issue, or if you share a close rapport with the seller, you might click “yes” irrespective of the copy quality.
These are just three considerations that could hold more significance than the copy itself. Countless others exist.
Conclusion
Is your copy falling flat? Allow it some time, and then consider requesting a review from your copywriter.
I’m Dr. Cathy Goodwin, a copywriter, storyteller, and strategist. My clientele consists of small business owners, entrepreneurs, independent professionals, and solopreneurs. I assist them in crafting a captivating marketing message that resonates with their ideal clients by pinpointing their unique selling narrative.
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Chapter 2: Essential Copywriting Insights
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