What I’m about to share will make other copywriters grin.
It involves a topic every copywriter experiences. But first, let me share a story.
Last Monday I changed the PHP code on my application form. You know, the form people fill out when they wish to hire me.
It was a small change, so I didn’t think much of it. Didn’t test it either.
Well as it turned out, I BROKE it. DESTROYED it. An enthusiastic copywriter might even say I EXPLODED my business. (No injuries reported yet.)
So my application form ceased to take applications.
A freelance copywriter could go broke very fast this way.
Thank goodness something inside my head reminded me to test it the next day. And that’s when I discovered the error and was able to fix it.
The moral is – be sure to test even small tweaks. They DO matter.
And now the part that will make copywriters grin. Ever had a conversation with a client that went like this?
Client: Sales have suddenly dropped, how can we fix it?
Copywriter: Let me take a look… (Pause)… Wait, how come you changed the headline?
Client: Oh it was just a small change, it shouldn’t make much difference.
Copywriters and marketers – you’ve gotta test the small tweaks as well as the big ones.