When I was an intern at this digital marketing agency, I was taught how to write advertorials. The company had never written advertorials in-house. Instead, they would pull one that was converting from the internet and use it to sell their own services.
But since they had a copywriter-in-training in the office, they decided to see if I could figure out the formula of an advertorial.
How would I do this?
By simply writing one of my own.
After I was assigned to write my own version of an advertorial for the service they were selling, they split-tested it against the one that was currently converting on the internet.
Needless to say, the one I wrote converted just as well as the professionally written one!
For the rest of my time as an intern, I was assigned to write advertorials to link back to the landing and squeeze pages. It was enough to make me feel important, even though I was just an intern, LOL
Learn how to keep things simple in the blog: How Keeping Things Simple Makes You More Money.
Why It’s Important to Split-Test
So why would a marketer want to split-test? The answer is simple, really: To see what works and what doesn’t. Split-testing gives you a chance to compare and contrast what your target audience responds to and what repels them.
I had this one client on Upwork that hired me to write 10 or more advertorials about a product they were selling. Each of them had a different angle, a different headline, a different story. Sometimes it wasn’t even a story at all. Some were quizzes, product reviews, trial articles etc But they would all link back to whichever targeted landing page they chose. It was a lot of work, but I had a ton of fun doing it.
Another client I had hired me to write variations for video sales letter script intros, headlines, and even call-to-action buttons! Again, while each variation had its own flavor (because I’m tight like that), they all pointed to the same goal.
Longer or shorter? Find out which is more effective for your headline: Longer Or Shorter Headlines?
How To Split-Test
Split-testing is not hard. All you need are two or more different versions of the same piece of content.
You can make variations of any part of the sales letter, advertorial, landing page etc.:
- Angles (it could be fear-based, story-based, news story – I keep saying etc…)
Whichever piece of the ad you want. As long as it’s different.
And you don’t have to stop at just two. You can do as many split-tests as you desire (although, I’d recommend no more than 5).
Then, give your tests anywhere from a week to a month for test results. Not only will you find which version is the strongest, but hopefully they’ll both result in some sales for your business. It’s a win-win!
Learn how to write converting copy for a landing page in the blog: How To Write Copy For A Landing Page.
When In Doubt, Always Split-Test!
The more you split-test, the closer you’ll get to figure out what works. And the more you know what works, the more sales you’ll earn!
For more copywriting tips and strategies, check out the blog at joshwrotethat.com.