The One Thing Good Copy Can't Fix

By John Forde
I remember being asked by someone interviewing me if I had a "must-have" list for a good piece of sales copy. I hit all the basics in my answer...

1. Benefits2. More benefits3. Specific and even shocking stats and proof4. Third-party validation of your claims5. Credibility-building testimonials6. Some track record of product success7. A nice strong offer and airtight guarantee8. A firm push to get the order

Not a bad set of tools. But I left something out.

No copy will work if it isn't built on top of a good sales effort STRATEGY. Now what exactly do I mean by that? I have to credit this insight to marketing consultant Roy Williams, who asked the question, "Which do you think would work better, the brilliant execution of a flawed strategy... or the flawed execution of a brilliant one?"

Of course, you know the answer. Think about it. Have you ever seen a movie with a great director... an all-star cast... and a screenplay you wouldn't use to line a litter box? No matter how good the direction and performances are, they can rarely save a miserable script.

On the other hand, get a great screenplay with a terrific plot and insightful, natural dialogue... and it's hard for even a ham actor or egotistical director to screw it up.

Something similar is true in sales copy. Strategy - a great product paired with a great offer and a strong guarantee, among other things - is the cornerstone. If it stinks, it doesn't matter how clever your ad is... how well printed or designed... because it's still likely to flop.

Meanwhile, a great strategy can work even in the hands of semi-amateurs. Not always, but often.

How do you know you've got a strategy problem?

If ad after ad isn't working, no matter how good you "thought" it read before going out the door... step back and look at the guts of what you're doing. There's a good chance the strategy behind it is weak.

[Ed. Note: To get more of copywriting expert John Forde's wisdom and insights into marketing (and much more), sign up for his free e-letter, Copywriter's Roundtable, at copywritersroundtable.com. Or send an e-mail to signup@jackforde.com. Get a free report about 15 deadly copy mistakes and how to avoid them when you sign up today.]

Larry Potter
http://www.YourSocialProfits.com