“It is still not enough for language to have clarity and content… it must also have a goal and an imperative. Otherwise from language we descend to chatter, from chatter to babble and from babble to confusion.” – Rene Daumal, Born Mar. 16, 1908.
This is especially true for us. Persuaders, I mean.
If there isn't s goal for the piece – a measurable outcome that your writing is supposed to elicit – then, it's not copy.
It's probably not even worth publishing. Be a poet if you want to write words that don't DO anything.
But we aren't poets here. Are we? I'm not.
To persuade is a goal. To persuade to what? Depends.
What do you want them to do? Once you decide that, we need to know how well you did.
So how do you measure that action? Figure out what stats you can collect that will indicate success or failure.
Finally, did your message work? Figure out the ratio between all readers, and the ones who actually did what you asked of them.
That's your magic number. The holy “conversion rate” – the thing that actually matters.
Once you know what the target is, THEN you can effectively attempt to hit it through a process of improvement over time.
You can try to make your next message do better. Or you can improve the effectiveness of your previous message and show it to a new audience. Preferably, you're doing both, continuously.
How do we try to improve that magic score? It's almost always a matter of more clearly presenting that goal to the reader, and sufficiently incentivizing them to fulfill it.
So start with that end goal in mind.
Is it a piece that has a purchase link? If not, what's the goal? Subscribe? Click? Think? Share? Or…
You decide. But if it doesn't have a goal, you can't measure degree of success. And if you can't measure degree of success, you can't systematically practice to improve.
<!—- lagniappe In addition to just plain old conversion rates, here is a short list of other things you should measure, so you can work to improve them, and thereby BE MORE SUCCESS! Lol. 1. Subscribers. We don’t want just followers who can come or go - we want people to give us explicit permission to contact them when WE want to reach them. 2. Catalog. How many products do you sell? You want more, and a variety, of both price points and levels of value. Because if people like buying one thing from you, they’ll like buying other things, too. 3. Offers. How many do you have running? How often do you run them? How many per product? How many for combinations of products? How many seasonal “special” deals? Those three above are core. Because if any business wants more profit, make MORE OFFERS to MORE PEOPLE, MORE OFTEN. Having a growing subscriber list, and a pile of products and services that you can create lots of different offers around regularly? That’s the goal. Here are a few more things to measure and improve: 4. How long it takes the average customer to buy after subscribing. 5. How many products the average customer buys over time. 6. How much the average customer spends at one transaction (presuming they can buy different products at the same time). 7. How many testimonials you collect from customers. 8. How many customers give you referrals and how often. 9. How many places your offers are available. 10. How many places your content is available. 11. How many ways people can subscribe. 12. How many automated messages are queued up to send to subscribers without you doing anything. 13. How much of your money you’re investing, and saving, and enjoying. Work on any one of those you want, one per day even, and you’ll end up where you want to be. —->