(mostly sales and marketing guys), they make faces at me like they just
drank a gallon of expired milk. To them, writing good copy is an
elusive Holy Grail, one they would easily turn over to someone else
(usually me, although there are times when I spend hours staring at
blank screens wondering if I could even write a word, let alone an
But, what if you are new to the game and the kind of person who would
rather hammer their head than be forced to write engaging content?
Well, before you head for your tool box, take a moment to take this
test and see if you can pick out good copy from bad copy. (*Hint:* It's not as hard as you think, if you just ask yourself this question: Which example is more interesting to me?)
Ready? Here we go.
A. Are you ready to change your life? My powerful personal coaching program will help you succeed. Act now!
B. Clients know that life changes are essential. My coaching
program was developed with you in mind. Try me out and you will not go
*A.*Debt can take a life of its own and control you, it can spiral
out of control and spit you out. The DebtSavers company is known for
helping people out of debt.
B. Conquer your debt today. Contact the DebtSavers. We are here to help.
A. This money-making venture is the deal of a lifetime, a
one-time opportunity that is so ground-floor, that it starts below the
ground. You will be getting into this venture so early that others will
be knocking on your door.
B. Join us now. Our program is dynamic. Our program is unique. And you can capitalize on it before our global launch.
A. Do you want to lose weight?
B. Does your weight cause you problems you want to solve?
A. We tailor it all for you. You are our most important customer.
B. We customize. Because YOU are YOU.
Now for the answers:
Example 1: A
Why this is good copy: It has an engaging, active question. The
style is crisp and active. Example B uses words like "clients" (too
vague) and the second sentence is too passive. Better choice would be
to say "I designed this program..."
Example 2: B
Why this is good copy: It's simple and brief. It gets to the
point. Not that you always want to do that, but you will never go wrong
with simple, active sentences. Example A just goes on, even though it
has some active phrases.
Example 3: B
Why this is good copy: It tries to at least you some different
descriptions from the standard cliches that everyone in MLM has heard
over and over and over...
Example 4: A
Why this is good copy: Always ask the simple question. Example B is too wordy and not necessary.
Example 5: B
Why this is good copy: It tries to be a bit creative, and takes a chance. Sometimes you just need to experiment. Example A is boring.
So, how did you do?
Do you even agree with me?
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