3 builders who never spoke to each other
Judge the writing by what it makes people do
Clever, funny and pretty are the wrong tests, and so is length. Accuracy about the reader is what earns a reply, and a page has done its job when it produces a decision, including a no, because a decision either way moves the pipeline where admiration does not.
The method
- 01
Aim the copy at getting the reader to reach a decision rather than at getting them to buy immediately, since a decision either way moves the pipeline.
- 02
Judge copy by whether it moves someone to act, not by whether it is clever or charming.
- 03
Judge outreach copy on accuracy rather than on being clever, funny, pretty or a particular length.
Sources
- The 80/20 of Copywriting: How Copy Can Elevate Your Freelance Game In Just 7 Days - Double Your FreelancingListon Witherill · doubleyourfreelancing.com · Why Your Copy Isn’t Working Hard Enough For You · 2015-08-28
- On the importance of audience-offer-messaging fit in cold emails – Jakob GreenfeldJakob Greenfeld · jakobgreenfeld.com · On the importance of audience-offer-messaging fit in cold emails · 2023-02-07
- 17 tips for great copywritingHarry Dry · Marketing Examples · 17) Copywriting is selling · undated
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in copy
- Keep the personality that drives some people off7 unconnected
- Interview buyers and write the page in their sentences6 unconnected
- Re-aim one durable claim at today's worry5 unconnected
- Answer the predictable objection with a specific4 unconnected
- Say the thing only you could have said4 unconnected
- Tighten the headline until only your segment fits4 unconnected