More Effective Copy: 4-Step Plan Lifts Results

What to look at before the ink hits the page.

Better writing brings in more leads and boosts conversions. Here’s a blueprint to get the most out of every word that hits the page.

• Step 1: Study history. Look at recent offers and analyze what worked and what didn’t. Start with photos, charts and anything the audience has seen and come to expect from your company. Looking at test and control results of previous offers helps zero in on the most powerful elements of an offer.
• Step 2: Limit the number of people with copy approval. Having to satisfy lots of people leads to costly delays and more watered down, anemic work.
• Step 3: Design for clarity, not to ad visuals. Designs should follow how people read and process info. Graphics should encourage involvement, without interrupting reading.
• Step 4: Test in small batches. Before sending to the entire list, test headlines, offers and guarantees in small mailings against a control.

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Reprinted with permission from The Marketing Report, 370 Technology Drive, Malvern, PA 19355, 800-220-5000.