The Sections Of Copy That Matter Most by Bob Bly

Posted August 27th, 2011 by Nelson Tan. Filed under Uncategorized

One of the most labor-intensive, time-consuming marketing tasks is copywriting.

Not necessarily writing the copy but agonizing over what has been written.

As a copywriter, I do this all the time.

I fret to an insane degree over every sentence, reading the copy over and over again, questioning whether the wording could be stronger.

It literally keeps me up at night.

Marketers I observe do the same thing.

They mark change after change on a nearly finished promo, agonizing over whether the copy says exactly the right thing, in exactly the right way.

The irony, of course, is that in most situations, all this agonizing is for naught.

I don’t mean to say that copy is unimportant.

But most of the time, it wouldn’t make one iota of difference in response whether we went with “version A” or “version B”.

So I DO think you should agonize over copy but I think you should do it with only a small fraction of the copy in your promotion.

Specifically, here are the 3 “hot spots” in your copy where what you say

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