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Copywriting is Overrated
Max Sturtevant
May 27, 2024
The Inbox Newsletter
Hey it’s Max from The Inbox.
Did the title of this email grab your attention?
Today I’m going to be explaining to you why copy is overrated and what is more important than good copy/
Why Copywriting is Overrated
I know that may seem like a bold claim.
I’m not saying copy isn’t important.
It is VERY important.
However, it gets a bit too much attention when there are other aspects of an email that are more important.
Your Copy is Barely Even Read
People don’t read like they used to. Tik Tok has fried our attention spans.
Every email is going to be skimmed at most.
That means 80% of your copy is not even going to be read.
Text Scares People Off
Seeing blocks of text is scary for the customer.
It will increase sales resistance, as people know you will be trying to sell them.
Plus, nobody wants to read anyways.
If they open an email and see a ton of copy they are going to just bounce right off because they don’t want the time investment to read it all.
What’s More Important?
A person can choose to either read or to not read copy.
But no one can just turn off their eyesight.
Well… unless you close your eyes. But no one will be doing that when looking at their phone.
No matter what, people will be SEEING your email, but not all will read it.
This is why your ability to create effective diagrams and graphics is more important than writing good copy.
People need visuals.
They need your points mapped out in front of them.
What Are Effective Diagrams / Graphics?
There are many you can choose from.
Here are some examples:
Tables
Lists
Step-by-Steps
Charts
Graphs
Venn Diagrams
Flow charts
Timelines
A copywriter shouldn’t purely be writing copy.
The best copywriters I know spend more time laying out effective graphics rather than writing blocks of copy.
They’re more of a copywriter / designer hybrid.
Copywridesigner.
Email Inspiration Of The Day
Brand:
LivFresh
Notes:
This email is pretty much ALL graphics. No blocks of copy.
The icons at the top with coparisons can be considered a graphic.
The graphic of the teeth is a clear representation of the benfits of the product.
And the checklist at the bottom pulls the whole thing together.
The copywriter on this email definitely worked for this one!
A/B Test Result of The Day
Variation A (top):
Email featuring 5 products and Shop Now buttons.
Variation B:
Email featuring 3 products and Shop Now buttons.
Insights:
Interesting results here.
Much higher clicks for the email only featuring 3 products rather than 5.
This tells us that the customer is more likely to click if you give them less options.
The customer doesn’t like making choices!
Don’t overwhelm them with options.
Helpful Links Of The Day
Reply to this email if you have any questions or further content you want covered.
Cheers,
Max
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