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VerticalResponse – Nailed Your Copy? Think Again.


VerticalResponse – Nailed Your Copy? Think Again.


Nailed Your Copy? Think Again.

Nailed Your Copy? Think Again.

By: VerticalResponse

My team and I produce a lot of content for VerticalResponse. In doing so, I also edit a ton of copy. Sometimes after reading the same content for what seems like the millionth time, I have a “Eureka!” moment. In these moments, copy that I have read and re-read, or wrote and rewrote, takes on a new perspective, or I see it though a different filter and everything changes (much to the chagrin of my team). You may have encountered this yourself when you had copy that you’d been using fairly successfully and felt pretty good about. Then one day, someone comes along and reads it, asks you a question, or points something out that you never thought of and, “Eureka!”

So if you’re fairly happy with your copy, and the results you’re getting from said copy, then good for you. But, if you want to get even better results, then maybe it’s time to take your copy, turn it on its head, and have your own “Eureka!” moment.

Most recently, I was re-editing some emails we send to folks who’re participating in one of our free VR Social trials (you can get one of your own here). Some of the messages were time-based and referenced the fact that the trial would expire in “X” number of days. I focused specifically on the subject lines of these messages, which included a “countdown” until the trial ended. While this was great for driving a sense of urgency and giving the user a reason to take action, it became clear the messages sounded threatening and off-putting, considering we were “giving” a free trial.

Previously, we were reinforcing: “Your free trial is ending in 60 days,” “Your free trial is ending in 30 days,” “Your free trial is almost over.” The messages continued with these “threats” and I felt like I’d been hit over the head with a bat. What were we trying to do? Bully our users? Of course not. So I took the copy and turned it on its head. I made a few simple changes and completely changed the tone going from the negative to a more positive, action-oriented subject line.

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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