‘You’ll get tired of your sales letter or website copy long before anyone else does’
- Bret Ridgway
I was talking with a colleague the other day about the subject of how frequently you should change your ad copy or sales letter. He remarked he was growing tired of his ad and asked me if I thought he should change it.
I asked him ‘Well, what do the numbers say? You should always be testing minor changes versus your control. But don’t make a major overhaul to an ad or sales letter unless you find a significant drop off in performance that you can’t attribute to any
other factors.
Don’t let your personal ‘boredom’ with your own ad ever cause you to change it. The numbers will tell you when you should change.
There are always new buyers entering the marketplace who haven’t seen your message before. So, it’s new to them. And we all should know by now how many advertising impressions, on average, we have with a prospect before they buy from us. (If you didn’t know, the answer is 9).
So the same message, repeated consistently will turn more prospects into buyers. If you dramatically change what you’re doing then you’re essentially starting over with everyone again.
So, use your own boredom with your sales copy as a cure for your insomnia if necessary. But, don’t let it cause you to make unwarranted changes. Let the numbers help you with that.
