VerticalResponse – Nailed Your Copy? Think Again.
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.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
Other post by this Author