I slammed my hand on the table…
My son looked at me, startled.
The look in his eye was, “Should I be worried about you?”
I quickly brought myself back to center.
I told him I was frustrated about work.
I was reviewing copy for an upcoming campaign launch.
And it was clear…
Someone had gone through and made a ton of BAD tiny edits to my copy…
And here I was, having to sort them out.
Getting nitpicky on a ton of little details.
And the part that was so frustrating was…
Many of the tiny details I was fixing were fine in my draft, that went to the client.
Then someone whose job should’ve been to catch any of my typos started making a bunch of their own changes.
A bunch of BAD changes.
The worst part?
AFTER this copy editor, the copy was submitted…
It had been designed in webpage form…
And it had been recorded as a video…
Which, right now, is a HUGE P.I.T.A. (and I don’t mean the delicious bread) because of COVID-19.
So the discussion that followed was more, “How can we salvage this and still launch on time?” And less, “How can we do this 100% right?”
Which is very frustrating.
Because all these tiny details matter…
I think you’re really going to want to watch today’s video.
Because in addition to ranting about this…
I went through and explained a bunch of the tiny details I pay attention to as a top copywriter.
— How I make decisions about copy details.
— Why I care so much about design (and NOT just to try to make sure it “looks good”).
— A huge lesson I learned from a copywriter with $5 billion in sales to his name.
— Why line breaks matter so much on subheads.
— What to do to catch typos.
I also explain how this stuff can screw up response even if your message is right on target.
This is 18 minutes of the kind of things top copywriters pay attention to when it comes to generating response, so I think you’ll want to watch the whole video.
Yours for bigger breakthroughs,
Roy Furr
