Control-beating copy sets a new standard in advertising effectiveness. It involves crafting copy that outperforms the existing champion in a head-to-head A/B test.
For copywriters, the task of beating the control combines creativity with strategic insight. It involves understanding the audience deeply, tapping into their emotions, and clearly presenting the benefits of a product or service. Each piece of copy aims to exceed past successes, setting new standards and driving measurable improvements.
Essential strategies for effective copywriting
Understand your audience deeply: The first step is knowing who you are writing for. What are their fears, desires, and daily challenges? Use surveys, social media listening, and customer interviews to gather data. This allows you to craft messages that resonate on a personal level.
Focus on benefits, not features: While features are the properties of a product, benefits are the positive outcomes that those features deliver. Always emphasize how the product makes life better for the user. For instance, don’t just say a battery lasts for 48 hours; say it lets you stay connected with loved ones without the stress of a dying phone.
Use emotional triggers: Emotions drive decisions. Integrate emotional triggers that connect with the audience on a human level. If you’re writing for a security system, tap into the peace of mind it offers rather than just its technical specs.
The power of storytelling: Stories engage us and make it easier to remember the product. Incorporate a brief, relatable story that illustrates the need for your product or service. This could be a customer’s journey or a hypothetical scenario that depicts the product’s benefits.
Clarity above all: Your copy should be clear and easy to read. Avoid jargon and complex language. Make sure your main points stand out. If a reader skims your copy, they should still grasp the key messages.
Test and refine: The essence of control-beating is continuous testing. Develop different versions of your copy for A/B testing to see what resonates best. Pay attention to metrics like click-through rates and conversion rates to determine which elements of your copy are most effective.
Call to action: Every piece of copy should end with a strong call to action. Tell the reader exactly what you want them to do next, whether it’s subscribing to a newsletter, making a purchase, or calling for more information. Make it as easy as possible for them to take the next step.
Control-beating copywriting is not just about writing well—it’s about writing strategically. By mastering it, you can significantly boost your career as a copywriter.
