Copywriting Standards?

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The following is a response to a blog entry to Ray Edwards (the Florida Ray).

I’ve known Ray for a few years now and I count him as a friend. But we differ a bit on this issue.

You can find Ray’s post here:

http://www.webcopy-writing.com/blog/2008/05/27/how-to-you-measure-your-copywriting-skills/

Basically Ray says the copywriting industry per se needs some sort of ’standard’. I disagree. I see Ray’s proposal as a first step in restricting access to the field. Granted anyone can hang a shingle and call themselves a “copywriter”, but there’s more to succeeding in this field than being able to spell the term.

I’m not sure I can agree with your conclusions. There are lots of new products in new markets that could eat even a veteran copywriter alive.

Let’s take another look at this - what makes for bad copy? How do you know what works and what doesn’t?

I know of instances where what you and I would agree is “lousy copy” that sells well - as you yourself pointed out - and seen this same “lousy copy” be replaced by “professionally written” copy that produces worse results.

I’ve written copy myself that failed to do better than the original. Why? In the case I’m thinking of it was because I had a total lack of enthusiasm for the product.

I’ve had other projects take off after an initial failure. The entire copy wasn’t bad - it just needed tweaking.

You’ve read Halbert and Carlton. I’m sure you came across their method where they suggest recording a live pitch from a top salesman and turning into written copy.

So what’s the answer?

I’d say the ONLY measure of good copy is results. I don’t think one can measure results soley by conversion rates because said rates will vary with the market and a whole bunch of other factors. However with good testing procedures and a solid basis on what makes good copy, I believe just about anyone can write copy.

So how do you get results? Write copy and test it in the marketplace. Do this enough and eventually one will either learn how to improve copy in ANY market or quit.

This is one reason I started guarantying results. The only blessings I need on my copy is God’s and the markets’. Anyone else can take a hike.

I am one of the few who dares guarantee results because I insist on testing. Anyone can write copy that fails to convert in any market.  The real measure is how you handle failure.

For me the process is simple. I deliver results or it costs my clients nothing.

God bless,

Andy

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