by Karon Thackston © 2003 http://www.copywritingcourse.com
I just had to laugh! During a recent conversation about how often you should change your copy, I had one person tell me “Well, if there were any *good* copywriters out there, they’d be able to write it once, and it would work forever!” Oh really? Actually, nothing could be further from truth.
It is extremely rare for advertising copy to last for extended periods of time. Changing your copy is a given, reason being that people and events change. Since we, as copywriters, are reaching our customers on an emotional level, we have to stay in tune with what’s going on in their lives and their worlds. Let’s look at an example.
Say you rent mailing lists. Your primary benefit might be that you have largest lists available offering a minimum of 100,000 names per category. Things are going great, and you’re renting lists like wildfire. But then – right in middle of your success – postal service increases rates substantially.
All of a sudden, your rentals begin to drop dramatically. Here you are screaming about largest lists available anywhere, and your customer is thinking about how much his postage expense is going to skyrocket.
The businesses you rent lists to are now very concerned. What *used* to be your biggest benefit is now your biggest deterrent. Your customers no longer want to rent lists that have a minimum of 100,000 names. Instead, they’d love to be able to rent much smaller lists – in 5,000 to 10,000 quantity range. Yep! You guessed it. It’s time to change your copy, USP and all!