Couple days ago I threw up a rather sloppy ad held together by “spit and bale wire.”
You can read it at:
I put less than 20 minutes into writing this ad (if that much).
And (as you can see) there is no “killer” headline, body copy or overall theme.
In fact, the only copywriting “technique” (although I don’t consider it a “technique” — just honest marketing) I consciously included is “candor.”
The result?
According to Google Optimizer it’s converting at over 19% response so far.
Now, here’s the question:
Is the (blatantly crappy) “copy” giving it a 19% conversion?
Or is it something else?
For example:
- It’s only been seen by people on my own list (a warm market, who have been thoroughly prepared for it for the last couple months — and many were actually looking FORWARD to its release).
- The $10 price is extremely attractive — especially to many non-US customers whose money is much stronger than our dollar right now.
- And, as icing on the cake, it’s sold via ClickBank, which means you can refund it very easily, and still keep the product anyway since it’s digital.
My point?
I seriously doubt the “copy” was responsible for most (if any) of the sales.
And while copy is important… it is not “king.”
Just like you can read in any decent marketing book, it’s FAR more important to sell a product people already want, to people who are already willing to pay for it, with an offer that’s hard to refuse.
P.S. Speaking of “The Affiliate Trump Card”…
Here are a couple customer comments so far…
“Dude, you put a lot of value into your Affiliate Trump Card product. A 60 page report, plus a ton of awesome interviews. For $10? You’re crazy. I’m already implementing some of the techniques Ray Edwards shared on his interview.”
– Ryan Healy
www.RyanHealy.com
“The formula on page 17 is worth at least 100 times the modest investment…and not just for affiliate marketers. Plus, you had me hooked at the first mention of Bruce Lee!”
– Kevin Francis
www.maximumresultscopywriting.com
{ 7 comments }
Ben,
Excellent point. We’ve probably all seen promotions where the copy was basically irrelevant to the success. In my own case, I’ve bought high priced products without even reading the copy because of the pre-launch campaign. The great Gary Halbert had a number of amusing stories to illustrate the point (the “hot babe who was secretly a junkie” story comes to mind).
On the other hand, we’ve probably also seen cases where the promotion bombed because the copy sucked.
My “2 cents”? I think John Carlton’s right when he says “Nothing happens until the copy gets done”. Copy is an essential element of any promotion but it may not be the most important element, depending on the circumstances. The sales strategy and the context is the crucial thing.
Kevin Francis
P.S. Nice “covert promotion”. LOL! I’d better go and check out “Affiliate Trump Card”!
Hey Kevin,
Thank you for commenting, my friend. That’s exactly the way I see it.
It’s funny because it almost sounds like I’m “anti-copy”, but I’m not.
I just don’t see copy as being nearly as important as some of the chest-beating freelancers do.
At least, not in the same way.
For example:
Right now I’m working with a savvy client who has hired me to do one thing, and one thing only — beat his control.
No ego is involved, and he doesn’t care “how” I do it.
Whether I change one word or rewrite the whole thing is irrelevant. (I’m actually coming up with at least 4 or 5 different ads — each with a completely different “angle” — just to be safe). In this case, boosting his sales from 2% to 3% (God willing) will make an enormous impact on his bottom line.
So in this case, copy is extremely important.
BUT… only because he already has the rest of his business — his marketing, positioning, reputation, back-end machine, traffic, etc — in place where an extra 1% response makes that kind of difference.
But if he was just starting from scratch — with nothing but a sales letter and a dream — my copy wouldn’t do jack for him right now — even if it was perfect.
These “copywriting is not king” posts are mostly intended for marketers and copywriters who expect a sales letter alone to magically save or build a business.
And, in my experience, it simply doesn’t work that way.
Ben
P.S. I have to say I really didn’t intend to make the plug “covert” at all. I figured it would be obvious to all who read it : )
Hi Ben,
Think you’ve summed up the issue (and the realities of marketing) very well. For best results all round, you really need a client and the copywriter to be on the same wavelength.
Yes, the “chest beaters” don’t really do any favors for anyone. John Carlton touched on this issue recently in his discussion about a “Copywriting Crisis” online.
BTW, just kidding you about the “covert” thing! I write a lot of hypnosis and persuasion letters so it’s a reflex to look for these things!
Thanks again for the post.
Kevin Francis
Hey Kevin, how are you liking the Affiliate Trump Card so far?
Was it worth the ten-spot?
Ben
Dude,
I’m still downloading all the bonuses! Ryan’s right, you are crazy!
On a serious note, the formula on page 17 is worth at least 100 (or should that be 99.73 times to be specific?…LOL!) times the modest investment…and not just for affiliate marketers.
I’ve only got about half way at the moment but there’s a ton of good stuff in here. The strategy insights alone will make a big difference for most people and the “how to” tips (for those things you know you should be doing but don’t quite know how to do) are very useful.
Plus, you had me hooked at the first mention of Bruce Lee!
Well worth the 10 bucks (10.72 Australian, that is, at current rates!)
Kevin Francis
Hey thanks Kevin, that’s one heck of a testimonial (is it okay if I use your comment as a testimonial?)
Wait ’til you get to the Greg Perry eBay affiliate stuff — it’s incredible.
Ben
P.S. I was a little “iffy” on using so many Bruce Lee references as I’m sure it’ll lose some people… but then I thought, “screw it, this is my eBook and I can do whatever I want” I’m VERY glad you are enjoying it, your comment totally made my night.
Hi Ben,
Yes, of course, that’s fine to use my comments. Frankly, anyone involved in affiliate marketing would be foolish not to have a copy of this.
Re the Bruce Lee references, maybe not everyone will “like” them but I think they’re relevant to what you’re talking about. You don’t necessarily want to take analogies too far but they add some color and personality, a little uniqueness. Maybe it’s a little “edgy” but, as you say, what the heck! You’re not worried about pleasing everyone, only those people who are interested in what you have to say.
Kevin Francis
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