On my way to Ogba earlier today, I came across this copy on an ad:
“𝐷𝑜𝑛‘𝑡 𝑘𝑖𝑙𝑙 𝑦𝑜𝑢𝑟 𝑤𝑖𝑓𝑒. 𝐼𝑡‘𝑠 𝑜𝑢𝑟 𝑗𝑜𝑏.“
You’d be forgiven for thinking it’s an ad for a contract killing organization. But it’s an ad for a laundry business.
Separated from the supporting image of a woman carrying a pile of clothes, the copy is useless and its message appears lost.
Which brings me to the first point on writing copy:
𝗚𝗶𝘃𝗲𝗻 𝗮𝗻 𝗼𝗽𝘁𝗶𝗼𝗻 𝗯𝗲𝘁𝘄𝗲𝗲𝗻 𝗯𝗲𝗶𝗻𝗴 𝘄𝗶𝘁𝘁𝘆 𝗮𝗻𝗱 𝗯𝗲𝗶𝗻𝗴 𝗰𝗹𝗲𝗮𝗿, 𝗰𝗵𝗼𝗼𝘀𝗲 𝗰𝗹𝗮𝗿𝗶𝘁𝘆 𝗳𝗶𝗿𝘀𝘁 𝗮𝗻𝗱 𝘄𝗶𝘁𝘁𝘆, 𝘀𝗲𝗰𝗼𝗻𝗱.
If your copy rhymes or reads smart but is not clear to the intended audience or doesn’t get them to take the action you want them to take, you have not done the job.
If you write a copy that should drive people to make purchases or click a link or join a list and instead of any of that happening, other copywriters are hailing you “Mad ooooo” and sharing it and even dissecting the copy, you haven’t done the job.
Which brings me to the second point.
𝐘𝐨𝐮 𝐚𝐫𝐞 𝐧𝐨𝐭 𝐰𝐫𝐢𝐭𝐢𝐧𝐠 𝐟𝐨𝐫 𝐨𝐭𝐡𝐞𝐫 𝐰𝐫𝐢𝐭𝐞𝐫𝐬. 𝐘𝐨𝐮 𝐚𝐫𝐞 𝐰𝐫𝐢𝐭𝐢𝐧𝐠 𝐟𝐨𝐫 𝐭𝐡𝐞 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫.
Other writers and their professional opinions on your copy are not your primary audience. Your customer is.
If your copy drives the customer to take the action you want them to take, you have done your job well, even if people like me come on Facebook to speak English about how your copy is this and that.
The same way you decide on metrics for campaigns, you must decide how to measure the success of that copy.
Is it supposed to drive people to make purchases? Do you want them to remember it? Do you want them to click on a link, or join a newsletter? Define it.
If it does what it’s supposed to do, you’ve done well. Go out and eat catfish peppersoup and sleep like the king or queen that you are. 🥴