Copywriting For Groundhog Day
Unlike the groundhog, copywriters can start over…and usually they do.
“Give me 2 minutes and I will tell you if we’re getting an early spring!” That’s the headline we might write for the intrepid groundhog, Punxsutawney Phil.
Alas, today he saw his shadow, signaling six more weeks of winter.
For many of us, the event has been overshadowed by the movie with Bill Murray. If you remember, Murray got caught in a weird time loop, where he lived the same day over and over again. He learned from this experience but never got past the basic scenario … and he certainly never got to go home.
Luckily it’s different in the world of marketing. When something doesn’t work, you get a real do-over.
Even better, you can often create your own version of Phil — a predictor of what will work and what won’t.
For instance, many of us want to get a sense of whether a new product will sell or whether we’ll put a lot of energy into something nobody wants.
Like Bill Murray, we often get into a loop. We create a program or product, then develop the sales letter and move into a launch.
Often that’s the first inkling that something’s not working. In fact, when I work with clients on sales letters, we often get a fast and accurate picture of…
