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Web Copy That Sells, 3rd Edition by Maria Veloso

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TRACK IT, FIX IT: WHAT TO DO WHEN WEB COPYIS NOT WORKING

When I was creating offline copywriting, I learned one lesson I’ll never forget. Do you remember those infomercials advertising contour pillows? In the original infomercials, the advertisers highlighted what they thought were the pillow’s top two benefits: that they help you sleep better and that they make you more comfortable while you sleep.

When the pillows didn’t sell too well, the advertisers phoned 100 actual buyers and asked them why they had purchased the pillows. Over half bought because of neck pain, the other half because of sleeplessness or because their spouse snored—benefits not even mentioned in the infomercial.

Based on these findings, they rewrote the pillow offer. Since ...

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