Do you know the old chestnut about the drunk copywriter?
He was standing under a flashing neon sign that said ADVERTORIAL.
A passing policeman noticed this strange scene.
“What’s going on here?”
“I lost my keys,” said the copywriter.
“Right here, under this flashing ADVERTORIAL sign?” barked the cop.
“No,” the copywriter said softly. “Somewhere out there.” And he waved his arm into the darkness of the night.
Today, I got a copy critique from Justin Goff and Stefan Georgi.
Both Justin and Stefan are multi-million dollar marketers and copywriters. And today, they actually critiqued a bunch of different pieces of copy, mine being one of them. They had lots of insightful and valuable things to say.
So for example, I submitted an advertorial I’d written earlier this summer. According to the client I wrote this for, this offer is “profitable at the moment, although not doing crazy numbers.”
Justin was the one who did most of the critiquing for my copy.
“The advertorial copy is pretty good,” he said. “You could tweak it but it won’t bring in a massive win.”
And then he pointed out some opportunities, specifically in the upsell pages and the actual order page. These were things that would take a small amount of work to do, but could yield a 2- to 5-fold increase in profits. At least that’s what the two experts thoughts.
I won’t spell out these proposed changes here.
I just want to point out that if you’re doing a decent job with copy, then that’s probably not where your lost keys are hiding.
I mean, that’s not where your biggest improvements lie.
And that’s why it doesn’t make sense to keep looking for them under the flashing ADVERTORIAL sign, even though the light is best there.
Instead, you might have to wander out into the darkness that is the rest of your sales funnel. In case you want some help with that, and you want to know the advice that Justin and Stefan gave me, you might like my upcoming guide on writing advertorials. To get notified when it’s out, here’s where to go: