in copy, use whatever works

From the Copywriting 101 series at copy blogger:

The length of your headline and your copy will depend on whatever works for whatever you are selling.

And the only way to know what works is to test different approaches. Test various headlines to see which works best at capturing attention and communicating a benefit. Test the amount of information you provide. Does more or less work better at producing the desired action?

Ultimately, that’s the only answer that will ever matter to you.

The important word in there is “test.” It seems to me that, online and offline, we have forgotten the benefits of testing copy, themes, product placements and making modifications based upon the results. In this always on world, I’ve seen a lot of people just push forward with one decision and never take a step back to see if they’re going in the right direction.

And I’ll admit, I’ve been guilty of this on more than one occasion myself. Let’s all strive do to better.

Author: Paloma Cruz

Find out more about Paloma Cruz through the About page. Connect with her on Twitter ( and (Facebook).

One thought on “in copy, use whatever works”

  1. hey, that’s good thinking. But one concern I had is that by the time we stop testing and find the right one, our clients perhaps would have been gone or we are well past the deadline. I suppose it’s better to say there is no perfect writing and we have to make do with what we have everytime. But we can still keep on changing how we write each time, which again brings us back to what you have saying about ‘testing’.

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