I want to drive home one singular point today.
And I might end up using 2 or more case studies to do that.
What I need from you is opening your sixth sense to pick up everything without confusion.
This morning, I was scrolling through some WhatsApp statuses that I view…
And I came across something.
A guy lost an $800 job because he didn’t read the job description well.
It’s on Upwork and you know all these things they do where they ask you to include a keyword in your cover letter.
And like the guy claimed, he was rushing and he forgot to include that keyword.
Which means he lost the job.
$800 is small and not small in today’s world.
That’s around 400k in Naira.
And he lost it because?
He didn’t pay particular attention to details.
Keep that aside.
Here’s another case study:
I remember when I was in SS3, we were having our mock exam.
And it was my best subject that day (I won’t tell you)
The questions and answer scripts were shared.
And I started answering all the questions.
Not knowing I was supposed to answer some and leave some according to the instructions.
I answered everything because I was so confident.
I too sabi am.
And the result?
I got C6.
I didn’t pay particular attention to the instructions (details)
I think you are seeing a pattern right?
You are not?
Okay, one more scenario:
When I started copywriting, I struggled a lot with client acquisition.
I don’t know if it’s the same thing you are also struggling with.
But it was terrible.
I tried everything.
- Cold email
Very horrible and terrible.
And when I got to realize it was like this because I omitted some details…
I was doing better.
You see, I was getting everything with this client acquisition thing alright.
Infact, I was doing the same thing top guys do in getting clients.
But I am not getting clients.
And this is because of my pitch or cover letter or anything in between.
They are not well detailed and if I am to rate it now.
They were horrible.
But if you observe something…
You will see I got everything right but I didn’t pay keen attention to my messaging.
And this made me struggle.
My messaging in this part is the details.
I can proceed?
In copywriting, paying attention to little details is the difference between a copywriter that has generated millions in sales…
And a copywriter whose clients keep firing him.
Details in this aspect can mean a lot of things.
- Might be a single word in your lead.
- Or some words in your close…
- Or even some phrases in your offer.
- Or anything thereabout.
And this is why I tell people that critiquing a copy is harder than writing it sometimes.
Because I have to thoroughly understand the underlying factor behind each word.
A simple “so” can drag your conversion.
Infact, I don’t know how true this is…
But I heard a copywriter was able to skyrocket the conversion on a copy X2 because he included ‘s’ in his headline.
Even though this might be true or not, I don’t know.
It shows us one thing.
Paying attention to details can change the whole game.
And one of the ways to beat this as a copywriter is to always read out your copy to yourself when you are done editing.
Read it out loud and you will feel constraints in some parts of the copy.
- Edit those constraints.
- Remove them
- Add some
- Edit some
- Change the interjection