Good Copy vs Bad Copy: How to Measure Success with Real Examples

Good Copy vs Bad Copy:
How to Measure Success with Real Examples

What gets hyped on social media doesn’t always deliver results. What truly defines "good copy" is how well it performs and whether or not it drives business results. Likes and shares are nice, but ultimately, conversion metrics are what matters to the CEO, as well as the survival and growth of the business.

In this CXL Feed, Eden Bidani, a copywriting expert, takes you through some case studies and examples of what good, high-performance copy looks like. She shares actionable insights for how to identify, apply, and evaluate “good copy. in your work” 

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Here’s how to apply “good copy” in 5 simple steps👇

🔴 Goals of the copy: Know your goal. Are you driving brand awareness or aiming for conversions? The copy should be adjusted based on the objective.

🔴 Target audience: Understand your audience and tailor your copy to their level of sophistication and knowledge about your product. What works for one group might not work for another.

🔴 Brand & product positioning: Always align your copy with the brand. Make sure it reflects the company’s tone of voice and overall strategic goals. If the company has existing brand equity, you can be more concise.

🔴 Context: Copy should adapt to where it appears. Where and how the target audience interacts with the copy impacts what gets written. The copy on a landing page, in-app, ads, etc., all require a tailored approach.

🔴 Results > Impressions: Evaluate performance in terms of bottom-line results. Focus on how the copy actually drives sales, leads, or conversions.

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Check out the full video for actionable insights and case studies of copy that drives real results.

If you like this, you should check out the following course:

Online Course: Product messaging and Sales Page Copywriting >

In this course, you will learn how to:

• Conduct a copy teardown to identify and prioritize improvements on sales pages.
• Utilize voice-of-customer research to create messaging that resonates.
• Craft effective value propositions that grab attention and convert visitors.
• Structure your messaging to trigger customer motivations and tell a compelling story.
• Edit and format copy for clarity, impact, and better conversions.

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