Science of Copywriting

Some say copywriting is an art. But it’s a science.

Science works when something is provable¬†(proof it works, or proof it doesn’t).

Copywriting can be proved to work. How? Read on.

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To discover whether one piece of copy is better than another we use what’s called a Control.

The ‘control’ is an article that performs better than any other article trying to do the same job.

For example, if the control article is a sales letter, then it will be written, have traffic sent to it, and the sales results analysed over a certain period of time.

At the same time, another variation of the sales letter is written and half the traffic from the control is sent to that instead. So each article shares the single traffic source 50/50.

From that experiment one of the articles will win, and that becomes the new control.

This is repeated until the required KPI is reached (or the experiment abandoned if the budget runs out).

That, in a nutshell, is how we accurately measure the return or conversion rates of any piece of copy, and it’s one part of what is called the science of copywriting.

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