Page 204 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

copy. How about applying that restless energy to list-research? Or
to coming up with an irresistible offer? Or to holding a series of
customer roadshows to find out what they actually think about your
product (and its publicity materials)?
If you do decide that the copy is flagging—genuinely flagging—then
you need to go back to basics. Looking at last year’s copy and trying
to pep it up a bit simply won’t work. Given that it was probably a
hacked-about version of the preceding year’s effort, you’re going
nowhere fast. Here are a couple of ideas that might help . . .

In practice

• Get your hands on the product and actually use it. Pick it up

and try it out. What does it do? Why does it do it better than
anything else?

• Talk to people who bought it last year. Why did they buy it?

How do they use it? What single thing would make them buy it
again, even if every other feature were removed?

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