Recently I started doing some stand-up comedy at open mics. I’m a long way from being a pro but it’s definitely a life changer. One of the things I’ve learned is that you have to come to open mic with an open mind. If the crowd seems to be turning away from one type of joke, get prepared to slide in something different. If they meet your latest five-minute set with stone cold silence, write something new before you go on again.
Copywriters do this all the time. Sometimes after I’ve written something, the silence will be overwhelming. I tweak the headline, the graphics or the bullets and all of a sudden people are sending me money.
“But, Cathy, aren’t you a little .. um … different?”
In many ways, yes. But many of the elite top-tier, world famous, big guru copywriters do the same thing. In fact, experienced marketers make changes based on tests, on an ongoing basis.
“What if you just wrote your sales letter two weeks before the launch?”
If you start earlier, of course you have more time to test responses and make changes. But remember that many sales are made just before you end the offer. It’s a “better late than never” situation.
“Won’t people notice the changes?”
You certainly hope so. But most people won’t notice. They’ll probably think, “I must have missed this part before.”
“The letter is out there. It’s SO hard to make changes.”
Not.
Is your designer telling you it’s hard to make changes? Find a new designer. Changing text on a page just isn’t that hard. If your designer is busy and you’ve got an HTML page – not WordPress – it’s pretty easy to get a quick fix from Fiverr or another low-budget source. Some designers ask more for changing WordPress pages.
And don’t forget to ask your copywriter. I can do quite a bit of HTML/CSS and WordPress updates. Other copywriters have secret sources of designers and support
Bottom Line: Think of your copy as an open mic comedy routine, not a film that’s “in the can.” Copy is alive and dynamic.
BTW, if you’d like me to evaluate your copy to see if you might benefit from some changes, just check out this program: http://budurl.com/copyfix