A short while ago my partner in crime asked me to carry his sound system to a party he was performing at ( when he’s not writing copy, he’s a DJ ).
I said yes. ( there where lots of hot girls there…so why would I say no? )
Anyways, after we set everything up and got the speakers and gear in place we then tried plugging everything in to get the show started.
We hit a snag.
There wasn’t any power coming to the his table.
Everyone was getting impatient… and worse… the girls where about to leave ( yep, it was that bad ).
We tried everything we could short of selling our souls…
- Changing the plugs
- Changing the cable
- Rearranging the adaptors
And, after a long ass struggle we isolated the problem to my friend’s expensive extension cable. Well, it was his mom’s actually.
We decided to pry open the extension cable’s main socket.
Compared to the other solutions, this was the nuclear option
However, just as we where about to do it, we found out one of the cables ( one we didn’t suspect ) had it’s wires messed up in the main plug head.
We almost tried an extreme solution when the true problem was right under our noses. And much simpler.
The same problem solving mindset works big time when you’re handling ads and sales letters
A sales letter may bomb, but the problem might not even be what you think. The actual copy might be top notch.
But the problem could lie in the offer.
Or the sub-heads ( not accounting for skimmers ).
Or the headline ( one of the leading causes of premature ad deaths wordwide )
Or maybe the call to action isn’t engaging enough.
Or even the opener ( can’t bore them in the first paragraphs y’know ).
Heck…it could even be the presentation.
In many cases, you don’t even need to nuke the sales letter and draft one from scratch. The problem could be right under your nose, and you’re not noticing it.
It’s happened countless times.
Yes, there are times when a whole sales letter won’t work and needs to be done from scratch. But those incidences are few and far between.
You’d surprised how effective it is to isolate a problem in an ad, and fix it. It’s hard work, but faster than crafting a new one from scratch.
Anyways, enough of my wacky adventures.
If you want me to get crackin’ on your next sales letter, or landing page… hit me up here: