Yea Sex is Cool but Have You Ever Critiqued Copy?
This is a repost of my August 1st Damn Write! newsletter
Earlier this week I shared a video of myself complaining.
(While wearing my 8th grade basketball jersey no less)
Not about anything as mind-numbing as sports or politics. Nay. Something way more self-righteous.
I complained about copy.
Not about copy, the state of copy, or how many people are getting into copywriting. I'm cool with all that.
My gripe was (and is) about the way we (marketers, copywriters) look at copy. How we critique it, and judge it as "good" or bad."
Copy critiques are like crack for marketers.
We LOVE adding in our two cents, showing people why we know things, and why we have such good taste and an eye for words and design.
But here's my hot take:
Judging copy by style and creativity rather than EFFECTIVENESS is just feedback porn.
It might give you the sensation of "improving copy," or even "helping marketers reach their audience," but that feeling ain't real.
In addition to my Killer Copy Critiques group, there are at least 5 other copywriting groups with daily posts ranging from "what do you think of this copy?" to "LOL look how bad this is!"
I get it. It's fun. And on its surface, it's helpful.
But getting into the habit of labeling copy "good" or "bad" from ONLY our perspective as marketers is mostly missing the point.
To see that we don't get used to this nasty, addictive little habit, just do one lil' thing before you dub copy as good or bad:
Ask yourself WHY the copy in question is or isn't PERSUASIVE...
...and go from there.
Copy doesn't need to be beautiful or articulate to be persuasive. Sure, there are many situations where some savvy tweaks could probably give it a boost... but before you get there, take these things into consideration:
- The audience
- Their relationship with the brand
- The conversion goal
- What information the reader needs to convert
Style, flavor...even specific word choice — that all comes second.
Don't lose sight of your goal and why you're writing copy. Your goal is not to be impressive or clever or cool.
Your goal is to help your reader find relief to their problems. Full stop.
Here's the link roundup for the week:
A 5-Minute Guide to More Persuasive Copywriting - Copy Blogger
How to Critique your Content - Tyler J Koenig (me!)
2019 Content Trends Gleaned from 160+ Sales Calls - Jimmy Daly