The Copy Optimizer: Five Ways to Make Sure Your Sales Copy WORKS
Maximize the results of your sales copy with these tips from Garfinkel's "Money-Making Copywriting Course."
I created The Copy Optimizer(tm) because most Web pages,
sales emails, print ads, sales letters and postcards don't
produce NEARLY the response they should, and there was a
need for a simple tool to improve responsiveness quickly.
A little analysis determined five basic trouble spots in
1. Written too hurriedly.
2. Copy doesn't "speak" well.
3. Language too "jargon-y."
4. Not focused on prospect's hot-buttons.
5. Missing basic elements of success.
When copy is weak, it hurts your business in two ways:
1) Your business has wasted the money spent to create the
copy and artwork, not to mention the money spent to send,
buy the space for, or host the promotion.
2) Customers who were already looking for what you have to
offer have chosen to go with competitors of yours who have
better, clearer copy. As a result, you have lost the
lifetime value each of those customers would have spent
In these ways, weak copy steals money from the future of
The Copy Optimizer will put a stop to that. You probably
already know that good copy
a) gets the right prospects' attention
b) creates or intensifies desire
c) develops trust and conviction
d) and prompts the prospect to take action.
But how can you be sure your copy does that?
Put your copy through the following tests. 99 out of 100
problems you would have had will now be gone, once you have
made the necessary corrections. And your sales results
will improve dramatically.
1. Let your copy sit a day. Sleep on it. If you've put
the necessary energy and focus into writing or fixing your
copy, you're too passionate right after you finish writing
to look at it objectively. So let it wait until tomorrow.
2. Read your copy out loud. When you speak the words
you've written, you'll come across errors and clumsy word
combinations that will often escape you when you read the
same words silently. And since your copy is a sales
presentation in print, you want it to flow as smoothly and
conversationally as possible. Reading it aloud will tell
you if it does.
3. Show your copy to a child. This is a valuable and
little-known technique. It's especially worth doing if you
are planning to conduct a large mailing campaign. A
10-year-old child will tell you what's unclear with greater
accuracy than the best professional editor. If a
10-year-old can understand it, your busiest and most
distracted adult reader will be able to understand it, too.
4. Show your copy to a customer or prospect. Nothing puts
your copy to the test better than showing it to the type of
person you're aiming at, and asking for their reaction.
A warning: Some people feel compelled to become instant
literary critics or hypercritical English professors when
they are put in this role. You don't want this. Tell the
person reading your copy you are looking for response in
1) Do they understand what your copy is about?
2) Are they interested in what you are offering?
All you are looking for is "yes" answers -- not suggestions
on how to "improve the grammar" or "make it more
businesslike." Such suggestions are well intentioned, but
if you act on them, they will usually take the "teeth" out
of your copy.
Of course, the best thing that can happen when a prospect
reads your copy is that the person wants to take you up on
your offer. You'll know this when they say "Where can I
buy this?" or "How can I work with you?"
5. Put your copy through this six-point checklist:
[ ] Will your prospects understand what you're offering them?
[ ] Will they understand what you want them to do?
[ ] Will it be easy for them to understand how to do what you
want them to do?
[ ] If you have an order form, can you fill it out yourself
quickly and easily? Could a busy, distracted, irritable person
fill out your order form with a minimum of effort?
[ ] Is the type big enough to read (at least 12 point)?
[ ] Are words, sentences, paragraphs short (no more
than 4 lines per paragraph, spacing between paragraphs)?
Once you can answer yes to these questions, you've cleaned up most potential problems with your copy--and you're ready for success.
The Copy Optimizer is part of David Garfinkel's "Money-Making Copywriting Course," which shows marketers, advertisers and copywriters how to maximize the return they get on their advertising investments. For free information about this course, send a blank email with the words "Send Copywriting Course Info" to firstname.lastname@example.org