The Return of the Killer Comma, or: How to Destroy the Expensive Salescopy You Just Bought

I’m proud of my work, but I’m not precious about it.

I’m happy to work with client feedback.

The interchange is often very useful – it helps me create better copy.

It’s a little bit more delicate when a client starts to edit the copy on their own, but I’m not against it.

But sometimes, things go wrong

When a project is finished, and we’ve signed off on the copy, the best thing is to leave it good and well alone.

Again: not because I’m precious about my copy or because it would hurt my professional pride.

No, it’s because edits after the fact can render a good page completely ineffective.

Even very small tweaks, the kind you think won’t make that much of a difference.

They do make a difference.

Big difference too.

Can kill your copy right dead.

Every so often, I see a client making small edits.

An extra paragraph, a change in punctuation, removing a line…

Edits like that seem to make sense, but be warned:

Something as tiny as one comma in the wrong place can completely break a page.

See, salescopy is an integral whole, with a head, a tail and an inherent flow.

There’s a level of flow, logic and persuasion hidden in it, designed to progressively work on the mind of the reader.

In other words: I write that stuff, like that, for a specific reason

If suddenly a sentence is ‘corrected’ with an extra comma, that comma can be the Achilles’ heel of the page.

If it stalls a sentence in the wrong place, it could cause a percentage of readers to stop reading there.

And if they don’t read through to the end, they won’t buy.

So take heed: never mess with your copywriter’s work.

If you absolutely have to make changes, then always go back to him or her for a final review and approval.

After all, you bought that stuff from someone who knows how it works

Here’s some news: I’ve taken on a fairly big project that will keep me nicely busy until January.

I have planned it so that I can still take on smaller jobs, but availability is limited.

If you’ve been thinking about working with me, now would be a good time to start.

Get it while I’m still available. Especially with the Christmas season coming up: You want to be prepared for a slice of that pie, don’t you?

So let’s talk. Reply to let me know how I can help, or go here to read how it works: http://martinstellar.com/copywriting-services/

 

Talk soon,

 

Martin

I help nice people sell more

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Martin helped our co-working space get to full occupancy and $25.000 monthly revenue in less than a year.

~ Antonio Herrezuelo,
Avenida Capital

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