Defining what great copy looks like is difficult, but most marketers instinctively know when they see it. If you ask the copywriter who worked on it how they came up with the idea, they’ll likely find it hard to explain.
I’ve been a marketer for fifteen years and still can’t call myself a good copywriter. Maybe I’ll get there by the time I retire. But I’ve often wondered if there’s a way to check whether your copy will work before it hits the market.
You can’t just trust your instincts, as you’ll inevitably fall in love with your own work. The first trick I learned from my boss was the blind logo test, and here’s how it works: create multiple versions of the same ad. Then, print out each version, cover the logo with your thumb, and ask people for their thoughts. This helps you get honest feedback without the influence of brand bias.
We used to do this for every ad we created—it provided insight into whether the copy would resonate with the audience. The second aspect we considered when it came to copywriting was to think really hard about whether your brand would do this.
This is hard to explain, but imagine your brand as a person—defining your brand’s personality or archetype will make this whole exercise easier. For instance, Zomato’s copy is often witty, relatable, and sometimes cheeky. When you see an ad that’s witty, relatable, and cheeky on a minimalistic background with bold red fonts, you know it’s from Zomato.
Zomato has perfected its playbook over the years, and other brands are now trying to replicate it. However, the key is to focus on your brand’s unique personality and define the tone and style that best suits it.
But as a copywriter, you need all the help you can get; over the years, I’ve used a few popular frameworks to asses whether the copy I’ve written would work or not.
How do you check copy with copy validation techniques?
The 4 C’s Test: Clear, Concise, Compelling, Credible
Bob Bly introduced the 4C’s formula in his book, The Business-to-Business Marketing Handbook. The copywriting formula Bob advocates for is pretty straightforward; your copy should be clear, concise, compelling, and credible.
- Clear: Ensure the copy is easy to understand. Avoid jargon and complex sentences.
- Concise: Keep it brief and to the point. Cut unnecessary words.
- Compelling: Does the copy capture and sustain the reader’s interest?
- Credible: Support your claims with social proof, data, or testimonials.
If you’re a seasoned copywriter, you know how fundamental these rules are when writing a great copy. But you would surprised to see how often even the best writers stir away from what lays the foundation of good writing.
The Benefit vs. Feature Test
As he unveiled the iconic “Think Different” campaign to journalists and tech enthusiasts, Steve Jobs shared something profound: the way to build relevance and vitality is not by talking about MIPS, megahertz, or how they were better than Windows.
He went on to discuss Nike and how they never mention that their air soles are superior to those offered by Reebok. Instead, they focus on honoring great athletes and celebrating athletic achievement. When you see these great athletes using Nike products, you’re naturally drawn to buying them.
The copy must highlight the benefits rather than list the features. Always ask yourself, “What’s in it for the reader?” If the benefits aren’t clear, refine the message.
But how do you decide what the benefit should be? The Bain Value Pyramid has particularly helped me over the years. If you work for a B2B business, the values you provide will be mostly at the functional level. It’s unlikely that the brand will appeal emotionally, but there are exceptions to this rule.
The “So What?” Test
The test is simple to use: after each statement, ask yourself, “So what?” This ensures that each line provides value to the reader rather than acting as filler or fluff. This method is useful when you want to condense your copy and delete everything that does not improve its impact.
Fogg Behavior Model Test
The Fogg Behavior Model posits that behavior happens when three elements—Motivation, Ability, and a Prompt—come together at the same time. Its components are:
- Motivation: The desire to perform the behavior.
- Ability: The ease with which the behavior can be performed.
- Prompt: The trigger that reminds or encourages the user to act.
I’ve found the Fogg Behavior Model particularly effective for direct response copy. Much like the AIDA model, it provides a framework for shaping your message to drive action.
The Four-Legged Test
The Four-Legged Test is designed to determine the strength and balance of a message. Consider your copy is like a table that needs four legs to stand firm. Even if one of those “legs” is missing, the whole message could fail to persuade the reader.
The Four “Legs” of the Test
- Leg 1: Relevance
- Question: Does this message address the reader’s pain points?
- How to Apply: The message must showcase how your product/service can address the reader’s pain points.
- Leg 2: Value
- Question: Does this message convey the value or benefits?
- How to Apply: Highlight the benefits or outcomes the reader will gain using your product or service.
- Leg 3: Credibility
- Question: Why should the reader trust you?
- How to Apply: Support your statements with testimonials, customer references, and other relevant data to boost trust and credibility.
- Leg 4: Clarity
- Question: Is your message easy to understand?
- How to Apply: Break down complex ideas and use simple language to ensure readers understand your message.
Remember, all of the copy-checking or validation techniques we have listed above do not consider factors such as whether the message aligns with the prevailing worldview, cultural or local nuances, or aspects that may be relevant in popular culture.
Framing is highly relevant in the current context, as you don’t want your brand to be canceled for making a wrong statement. But the techniques above are table stakes. If you get them right, you’re almost halfway through. Also, with copywriting, you can never be sure; as I said before, you know it instinctively when you see it.
