2:28pm
Saint Paul
I assembled a web ad today, from the client’s provided copy.
It starts out, “Want to do more in 2025?”
Not exactly, I whispered.
What’s the benefit? The big idea? The hook?
Who is this ad appealing to?
And why aren’t I writing it?
Now, there are many ways to start an ad.
Call out the prospect.
Make a wild prediction.
Start a story.
Give a startling fact.
For just a few examples.
But this? Not a great opening line.
I suggested something different.
We’ll see if they want to try it, or stick with their original copy.
Because it can be hard for some clients–and some copywriters–to let go of their hard work.
They’re ego-invested in it.
And it can be easy for direct response copywriters to forget how much we know about the selling process, and assume everyone knows as much.
But often, they don’t–and because people generally don’t know what they don’t know, these types of clients don’t understand why they should make the changes I might suggest.
Now, I’m all up for testing.
But the smart money is to test based around proven ideas.
Need help with that in your own business?
Let’s chat.