Recently, I’ve been testing a lot of new angles for a client.
(please do NOT do this in your first month… make sure you get some big wins for the client before you start experimenting)
For example:
I found a promising angle. Potential prospects were engaging in several forums, expressing their interest in replacing product A with B due to health concerns.
(B is the type of product we provide)
(yes, I’m leaving out a lot of context due to NDA)
In addition –
This finding aligned with what my client is getting in their support channel.
People were submitting tickets asking about potential replacements.
So… I decided to test.
I created multiple campaigns tackling this angle, using different stories and testing various product lines.
The result:
Meh.
I did get a few sales.
But nothing worth celebrating.
The conclusion:
This does not mean this angle is a complete failure. But it does show that it is not (yet) resonating with OUR list.
The next step:
Check in with the ads team to see what angles they’ve been running. Because, likely, our ads are not attracting these kinds of prospects…
…and there could be a potential blue ocean.
And that is how you should work as a copywriter.
You’re not just putting words on a Gdoc and shrugging your shoulders.
You are thinking about new customers, AOV, and CLV.
You wear the CMO hat.
You are actively helping the clients uncover missing opportunities and testing potential ideas.
If you do this, you will never have to worry about client retention.
Talk soon,
– WYH