Do You like Dog Food?

Many of you have dogs or other animals.  They must be fed regularly.

When you go to the store to buy your animal food you don’t buy what you like to eat.  You buy what it wants to eat.  Makes sense?  Right?

Why then, when you write copy for your clients do you shy away from certain approaches because you don’t like them?  Such as conversational style, use of contractions, ending sentences with prepositions, split infinitives, etc.

Which is easier to read  “…I write in the manner to which I have become accustomed”  or “I write in the manner I’m accustomed to.”

You think your clients and their customers are too sophisticated or too educated or too conservative for these approaches you dislike.  Your opinion – not theirs.  You didn’t ask.

Since you don’t use these approaches you have no idea whether or not they work.  You may be missing out on some serious money because of your preconceived notions of what you clients’ customers will respond to.  So you can do one of two things.

You can test or do research.

That’s how you found out which brand of the dog food your dog likes. You tested different brands until you found one that produced the most enthusiastic tail wagging.

Do some research. Check around. See what other writers are doing in your area.  With few exceptions, they may be doing what you’re doing. Then take the advice of Earl Nightingale – do the opposite.  And check what approaches the exceptions are using.  Some of them may be the ones you don’t like.

Then test the approaches you don’t like to see which one gives the highest conversion rate.  Not hits – conversion rates.  You can’t buy any dog food with hits.

Testing is the only reliable way to find out what works and what doesn’t.

Make testing of new approaches an integral part of your copywriting business process.  That’s what the high paid pros do.

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