Got an interesting story for you today.<\/p>\n
A story that perfectly illustrates a nasty mistake almost everyone makes (or will make) at least once.<\/p>\n
And believe it or not, the better your copywriting is… the MORE<\/strong> likely you are to make it.<\/p>\n Anyway, here’s what happened:<\/p>\n Recently, a friend of mine was frustrated because her ad copy wasn’t converting.<\/p>\n And the irony was, her entire ad — from top to bottom — was a persuasion masterpiece<\/em>.<\/p>\n Her headline instantly grabbed attention. <\/p>\n Her lead and hook were superbly crafted. <\/p>\n The story behind her product was absolutely fascinating. (It was almost like reading a can’t-put-it-down novel in some ways.) <\/p>\n And everything else just shined and compelled readership: <\/p>\n Her bullets, close, P.S., even her order form copy.<\/p>\n All were “A+” start to finish.<\/p>\n However, nobody (not one person) bought her product despite all this brilliant copy.<\/p>\n “I don’t get why this isn’t converting,”<\/em> she said. “I did everything I was supposed to!”<\/em><\/p>\n And in a way she was right.<\/p>\n Everything was “functionally” correct and in the right places.<\/p>\n However, her real “problem” was not in the writing.<\/p>\n It was selling a product nobody wanted.<\/strong><\/p>\n Frankly, you could have locked all the world’s greatest copywriters in a room for 6 months to work on her ad and it STILL would not have converted.<\/p>\n