The Truth About Adcopy - My Perspective

T

The_Boss

Banned
Feb 18, 2010
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Got a new test account with one of my favorite CPA companies to play around with my ppc traffic and see how it goes.

The first day, I wrote some of the worst adcopy you've ever seen. I was downright embarrassed sending the campaing off. Now before I post stats, let me mention that the kind of traffic I'm getting is cream-of-the-crop quality. The people are literally BUILT for the offer I'm sending to.

Stats on day 1: Conversion at 25.25%

I then decided to screw my head on right and actually go all out. I put my heart into the next adcopy and it's some of my best work.

Stats on day 2: Conversion at 34.1%

My point here is....you'd think that adcopy would make a huge, HUGE difference and it kind of does. However the traffic is always going to be key. For some people, a 27% decrease in conversions = unprofitable campaign and I do understand, but I still hold my ground on my earlier statement. Anyway, just some food for thought.
 


Funny.. I was just thinking about this. Whenever I think of perfect copy... I think of the Girls Gone Wild script:338:

"You must order now!" - makes me lol everytime
 
I'm not into cyber arguing. I'm just here for the dick rolling and Steve W. pictures.

...But to say that copy isn't crucial online and offline is simply retarded. Where you advertise online will always matter. Just like the radio station you advertise on, the TV channel you advertise on, and the newspaper you advertise on all will determine how well your ads do.

For people to whip out their credit cards. For them to really feel they need to place an order for an e-book, a free trial, or on a fleshlight you have to sell them on what the products can do for them. Your making money because an advertiser understands copy and understands the emotional triggers needed to get people to forget the logic, the thinking behind the purchase, and just buy the damn thing.

You will always have a base amount of people that will hit your page, skim, and click off at the first link. It doesn't matter if your copy is even English. Your main objective though should be to always test, and track to make that CT/conversion go through the roof.

Copy is powerful and if you don't understand the principles that command it you will end up getting beat out by someone who does. When I first started out I read, like many, NickCakes guide. There's only one thing I still remember from it - and it was to the affect:

"Direct linking might get you a $0.50 EPC, but actually selling them on the product through a pre-sell page can make that, easily, a $3.00 EPC."
Click to expand...
This confused the shit out of me. How could, assuming you had a decent CT, get more money while sending less people to the merchant page?

It's because your job is to pre-sell them. To make them want your results or the results you speak of so bad that they fly through the merchant page. You want to equip them with blinders, just like on a horse, and direct them through signing up and making sure they don't bother to read the terms to the left of the order form so you get the highest conversion rate possible.

That's your job. Do it right and you'll make a lot more money.

We don't read like we used to. Mainly because things are so dry, so bland that people get bored. Command their attention right away, get them thinking, and you'll make their imagination tingle and you'll send them into a fantasy world filled with thoughts of what their life will be like after doing x.

Here's the best sales letter ever written in my opinion. No fancy pants graphics, no big color blocks, just plain black ink. It focuses the readers attention and generated over 2 billion dollars for the Wall Street Journal:

WallStJournalLetter1-727346.jpg

WallStJournalLetter2-795405.jpg


Just because what you're doing now doesn't need to have great copy doesn't mean you shouldn't understand, and accept that without it nothing would sell. Strive for perfection and don't be complacent with a decent conversion or click through rate because someone is always out there that's hungrier.

I agree in principle though. When an audience is already programmed to buy everything in x niche it makes our jobs a hell of a lot easier - just don't under estimate the profits your leaving on the table by not caring about copy.
 
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