Welcome to Copy That!, your go-to series where our SEO Account Manager, Becca Inman, shares her fresh takes, proven strategies, and insider tips on the art and science of copywriting.
Follow along as we explore the intersection of creativity and SEO – one powerful word at a time!
Episode 1 – Value Edits
Hey all you cool cats and kittens.
I’ve written a copywriting newsletter for your perusal. It’s part one of a three-part series about how to edit your copy for selling a product/service. If Carol Baskin saw ROI in a missing husband, you can find it in your copy.
We’re starting off with: Value Edits.
How to Edit your Copy: Value Edits
What Are Value Edits?
Value edits are the first and most important step in the editing process. You can forget about fixing grammar or sentence structure until you’ve done this.
It’s basically taking your copy and asking, “Is this compelling enough to make someone get out their wallet?”
If not, you need to edit with value in mind.
If your audience doesn’t see what’s in it for them, you’ve lost them. You’re writing for people who feel feelings and have squishy bits. People with real desires, ideas, and identifications. If your copy doesn’t resonate or offer something genuinely valuable, then it doesn’t matter how clever the words are or how well-structured the copy is; they won’t care.
Value editing makes sure your core idea or offer is actually worth their attention.
How To Value Edit?
When you’re editing your own or someone else’s copy, if it doesn’t pass the value edit test, stop. If the idea isn’t unique or valuable, no amount of tweaking will save it.
First, ask yourself:
- Is the lead gripping?
- Is the middle section compelling?
- Is the CTA strong?
Look at the idea, the hook, the lead, and the copy as a whole. Analyse whether the heart of what you are trying to say is good enough to get people to pay attention.
Then, for the target audience:
- Does it feel valuable?
- Does it feel unique?
- Does the arguement feel fresh and exciting?
If the answer is no, it’s time to go back to the drawing board.
Or, add some value by framing things differently. You see a dead husband, Carol sees fresh tiger food.
Value Edit #1: Frame It With Personal Experience
A great way to make something feel valuable is to anchor it in a personal story and frame the product or service as something born from or shaped by that experience. Plus, people love stories, especially stories that feel personal and authentic.
For example, a rags-to-riches tale of someone who clawed their way up from rock bottom by discovering the life-changing product/service they’re now sharing with the world. By framing the product/service as something born from personal struggle, you’re telling your audience that this couldn’t have existed before. It’s brand new, and it’s here to change your life.
A story is also inherently interesting, and readers are going to be more captivated by presenting a product or service in this way than just presenting it as is. “This thing saved my life” is way more compelling than “This thing works.”
Value Edit #2: Package Your Ideas
People love ideas that feel planned, proven, and reliable. When you present your product’s features as part of a bigger, well-thought-out solution, it instantly makes it feel more valuable.
A simple way to do this is to turn ordinary features into something extraordinary by giving them purpose and personality. For example, the Canada Pooch Complete Control Dog Harness:
- Custom front d-ring for leash attachment (Patent Pending) – For no pull walking.
- Option for back d-ring leash attachment – For more control.
- Dual buckle closure – Easy to put on your dog.
Instead of saying, “This harness has extra clips and buckles,” they’ve made their product sound like it has tried and tested systems in place that make it good. The “Custom Front D-Ring” and “Dual Buckle Closure” are proof that every detail of this harness has been meticulously designed and crafted. Suddenly, it feels like a high-tech innovation worth paying for to make your life easier and your pet safer.
Don’t start making up crazy claims. Just take what’s already great about your product or service and package it in a way that feels intentional and exciting. Give features names, highlight their benefits, and show how they work together to solve a problem.
Quick Recap:
- Start with value. If the idea isn’t unique or compelling, your copy’s as dead as Don.
- Frame it personally. Use stories and experiences to make your copy feel fresh and authentic.
- Repackage boring features. Turn basic promises into innovative ideas.
Carol Baskin didn’t waste a body. Don’t waste your reader’s attention.
