Many people are fixated on the notion that there’s a single, flawless method to present their product, and if they could only uncover it, their messaging issues would vanish.
In reality, there’s no single “CORRECT” way to create your copy.
Indeed, there are countless ways to craft clear and compelling copy that attracts and persuades visitors to act.
The key is generating various alternatives, evaluating them, and then selecting a provisional “champion” (if you want to label it that) for that specific goal or moment.
As your product, audience, and objectives evolve, so will your copy – so it’s best not to obsess over perfection or correctness.
Instead, prioritize VOLUME – generating numerous copy options – to make your decisions more swiftly and confidently.
Here’s why adopting a volume-based strategy is effective:
1. You eliminate “poor” ideas from the start
When I begin crafting copy for a project, the initial output is usually subpar (even after 10+ years in the field).
But I don’t criticize it. I simply let the ideas flow.
At times, these ideas can be refined into something valuable, while other times they’re discarded as trash.
Either way, it’s a crucial step that allows me to build on or change my initial concepts.
Think of it as clearing cobwebs from an attic.
Before you can access the dazzling Christmas decorations hidden away, you must remove the clutter obstructing your path.
2. You grant yourself the liberty to explore diverse ideas & themes
Many people struggle with producing great copy because they attempt to accomplish too much simultaneously.
They try to incorporate every potential angle or concept into one headline or section, resulting in either writer’s block or convoluted, disorganized copy.
To avoid this, I often concentrate on separate “themes” when generating options, which prevents me from feeling overwhelmed by trying to make the copy do everything at once.
For instance, a theme might focus on:
– A specific feature of your product (e.g., design, materials, durability, etc.)
– Something significant to your customer (e.g., service, professionalism, etc.)
– A unique selling point (how you differentiate from alternative solutions or competitors)
These are just examples – there are countless “themes” to concentrate on, and research (customer analysis, client interviews, competitive evaluations, etc.) will usually reveal them.
During the writing process, I create several copy options addressing specific themes, and if appropriate, I merge them to create “super” copy that emphasizes various themes or selling points.
This method allows me to explore different concepts without the pressure to be “perfect.”
If something doesn’t work, it’s not a big deal – I simply move on. If it does, fantastic! Now I have an option to select later.
3. You can identify “winning” options more quickly & confidently
When you have an array of options, recognizing the “best” ones becomes much simpler, particularly after thoroughly investigating various ideas and methods.
That said, it doesn’t always mean there’s a single clear “winner.”
When presenting copy to a client (especially in the initial round), I typically offer multiple choices to pick from (such as for the hero section), which can range from 1-3 to as many as 10.
In my experience, it’s often best to limit the options to 3-5 to minimize analysis paralysis (for you or the client), but there’s no rule against testing as many as you like (especially with tools like Wynter, which facilitate quick and easy copy testing).
The only recommendation I have is to note the theme/approach for each option, making it simpler to compare them during the selection and/or testing process.
In summary, there’s no “right” or “wrong” copy – but there are ways to expedite and simplify the process
If you want to rapidly and confidently select copy that’s most likely to yield results, focus on:
1. Various themes/ideas
Utilize research to pinpoint the essential “themes” that are most relevant to your product, customers, client, etc.
Examine each theme by experimenting with diverse ideas and approaches to discover what emerges.
Don’t settle for writing just one headline.
Compose different types of copy (headlines, body copy, bullet points, etc.). Delve into each theme thoroughly. Venture beyond the themes and see what transpires.
Experiment with distinct approaches or formatting styles. Enjoy the creative process and allow yourself the freedom to innovate.
Choose a few options that you (and your team/client) want to test.
Don’t stress about perfection or making the “incorrect” decision. Trust your instincts, test, evaluate, and proceed accordingly.