Please, don’t call a doctor just yet.
Sure, I may be the last person you expected to downplay the role of testing in copywriting. After all, I’m the copywriter who tests before, during and after writing copy for clients.
And EVEN I am a bit hesitant to say this publicly, as I do think more people need to be testing their sales copy.
But there’s something I’ve noticed going on in some of the Internet Marketing forums that I frequent. Specifically the Warrior Forum.
People ask for advice on a specific strategy, tactic, technique or what have you… and instead of getting valuable feedback, they hear a loud echo: “You need to test!”
While that response is better than a large number of respondents who chime in with their untested opinions. It’s also a response I find troublesome.
Sometimes I fear “You need to test” has become just a different way to say “I don’t know.”
Indeed, “You need to test” has become a cop out.
Yes, I believe everything should be up for a test at all times when reasonable.
But that doesn’t mean you start with two random variables and pit them against each other to see which comes out on top. There’s a better way.
In that warrior forum thread I likened this to waiting on a room full of typing monkeys to perfectly replicate Shakespeare. It may technically happen at some point, but it’s the long… even wrong way to go about it.
Instead of testing two random variables, you should start with a proven, successful model and start testing different variables from there.
And if that’s what you do, then asking others for “what works” deserves a better response than stopping the conversation with the call to ‘test it’ yourself.
In conclusion, I think responding with “You need to test” can actually be the WRONG answer when you can find plenty of evidence already pointing in one direction if you choose to look.
And while testing may always be the final answer, modeling success should often be the first step.