Perry Marshall – Pro Copy Writing Tips

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This was an awesome email my dad got from Perry Marshall this morning. I thought it was pretty good.

Essentially it was a pitch for his program but it has some good content. (And no, I'm not an affiliate for Perry )

If The Beginning Of Knowledge for writing AdWords ads is testing ads against each other, The Beginning Of Wisdom is knowing what to test.

David Bullock, who's speaking at my private Gladiator Club workshop in January, puts it like this:

Forest - Trees - Branches - Leaves.

Meaning, you start with big picture stuff - the whole thrust of your message - then you work your way down to small stuff like punctuation marks.
Like in a previous email "The Little Comma That Could" I showed how a single comma increased response from 4.1% to 4.4%. An 8% improvement and a savings of about $1000 a year.

But again that's "leaves." How do you test the forest? One way would be to test DESIRE against FEAR.

Well let's say your company helps people with employment issues. You could appeal to "desire" with an ad that says:

Get A Bigger Raise
Negotiate a Heftier Paycheck
At Your Next Performance Review
www.employment-advice.com

...and test it against an ad that says

Hate Your Boss?
Wake Up Each Morning in a Cold Sweat?
Get Help and Contain Your Rage
www.employment-advice.com

and appeals to fear and negative emotions.

Not only will these two ads probably get very different Click Thru Rates, they'll also attract different people. There's all kinds of people searching that you can't get with your current ads, whatever they are. A different ad will bring a different kind of customer.

I would try a half dozen completely different messages, pick a winner, then try testing one line at a time:

Hate Your Boss? <-> Fighting With Your Boss?
Wake Up Each Morning in a Cold Sweat? <-> Afraid You Might Go Postal?
Get Help and Contain Your Rage <-> Peace is Closer Than You Think

One of the best things you can test is your display URL. With this particular ad you could test

www.employment-advice.com
against
employment-advice.com (no www)
Employment-Advice.com (capitalization)

And also

www.conflict-resolution.com
vs.
www.FightingWithYourBoss.com.

When I did the Ultra Advanced AdWords "Black Belt" seminar with Don Crowther, Don provided a huge swipe file of Google ads and we talked about more than a dozen techniques for increasing Click Thrus and Conversions.

Don showed how to take copy from popular magazines and transform it into click magnets for your own ads.

...

I removed some of the pitch fest stuff... Hope that's ok.

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