I’ll be the first to admit, I’m a perfectionist. Maybe there’s a perfectionist lurking inside of you as well. Like me, you want every single word to be lined up like disciplined soldiers, complete with polished black shoes, immaculately pressed uniforms, ready for their marching orders.
You don’t tolerate any lack of discipline in your word army. In fact, it took me 10 minutes just to write (and rewrite) that last paragraph, after I decided to use an army metaphor.
Let’s be honest with ourselves. Perfect copy doesn’t exist.
My definition of perfect copy is copy that “closes” 100% of our visitors, every time. In other words, every visitor takes the action you’re aiming for in your copy – whether that’s a sale, a subscription, or simply a “click” to give them further information.
The truth is, the average Internet sales letter converts an unremarkable 1% or 2% of their visitors into buyers. For many, even a “squeeze” or “landing” page, where you’re trying to convince a visitor to opt-in to some free newsletter, with some nice bonus reports thrown in, might only get 10% or 20% of visitors to sign up… and that’s for something free!
Your copy will never be perfect, and here’s why…
In the invisible and infinite world of possibilities, there is almost certainly some change you could make to your copy that will boost the response rate. (Unless you’ve already achieved a 100% response rate.)
Unfortunately for you, you don’t know what it is… yet. Otherwise, you’d already have factored it in to your copy.
That’s why we split test, where possible, or we encourage our clients to do so. Even with just 10 visitors a day, you can still split test, as I demonstrated in this free split testing report.
That’s also why, as copywriters, we shouldn’t be too “in love” with our own copy.
We haven’t created something to be put in a frame behind a pane of glass and hung in a gallery for all to admire. That’s called art.
Sure, there’s an art to writing sales copy, but if your clients split test the copy you gave them and find a headline that works better than yours, be happy for them!
So stop striving for perfection. The only perfect copy is copy that gets 100% response.
Instead, do the best you can.
And then encourage your clients to take what you’ve done, and split test different elements of it.
Artists strive for perfection. (And then society wonders why they only become famous after their death!) Copywriters strive to give birth, and then to help their clients nurture their “baby” further.
And on that note, I’ll stop, before I think up yet more metaphors, and double the size of this post. Just be proudly imperfect!