August 4, 2017

Evolve your copywriting and build on your success



You’ve run successful campaigns supported by your powerful copy and you’ve achieved results. Now you’re looking to start another campaign that is just as, if not more, successful than the last.

It can be a bit difficult to think of a way to find copy that can reach greater levels of success, but it’s not impossible. Here are a few things you can do to start a spark of inspiration in your mind:

1. Conduct field research

Every campaign has a target audience and copy that appeals to them. It’s not hard to imagine a persona in your head. But have you thought about going out and getting actual information by communicating with your audience?

It’s easy to make assumptions, but there’s no better way to create copy that appeals when your audience tells you what they want. Jason James of recommends listening/surveying your audience, getting actual data that helps you get a better idea of the relationship you want to form.

Having done research ourselves, we know that it’s easier to believe that you already know your target audience. Sydney copywriters can live in Sydney and think “I know my audience already, I’m one of them,” but you don’t know how true that is until you go out and ask.

2. Analyse industry case studies

You want your copy to be unique but more importantly you want it to succeed. Before you try and outdo yourself, try looking at the results from other ads/campaigns that are similar to what you are planning.

It’s not about copying someone’s ad word-for-word, but seeing if there’s something different that you can keep in mind. Neil Patel of mentions a great example of travel ads and hotel ads using the same strategies with different results.

The same copy may not apply in all situations. For example, Sydney copywriting services can be diverse and you may see different copy on different ads. Why isn’t the message resonating, and what can you do if your plan is similar?

3. Test your copy even more

Coming up with ideas and deciding on the right one is not easy. But even when you’ve got copy that is your best work, test it against other copy that you’ve come up with. Split test the copy at different times.

Never stop testing your copy, even if you have a masterpiece on your hands. As Karl Freitag of Sales and Marketing Technologies writes, you have to keep testing your message for maximum results.

That’s not to say your copy isn’t good enough. But if you feel your results aren’t where you want them to be, keep testing and don’t give up.

It’s important to keep coming up with ideas for copywriting. If you want to learn more, give us a call and we’d be happy to tell you how Avion Communications comes up with copy for you.

*Victor Tan is a guest copywriter contributing to the Avion blog.

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