This is What High Performing Copy Sounds Like

It’s 7 am when I hear the unmistakable grumble.

It’s my dog, Aggie, passive-aggressively whining at the foot of my bed.

“What’s up, buddy?” I ask.

“WHOOOF!” she responds.

“Do you … gotta go potty?”

“WHHOOOOOF WWWHOOOF WHOOF!”

She licks my face repeatedly with pure excitement.

“Alrighty then … let’s go,” I grumble as I fight off slobbery puppy licks.

Hauling myself out of bed, I throw on my Crocs (yes, I am a proud Crocs guy … at least around the house) and suit Aggie up with her collar and leash.

As I step outside, I remember that this particular Sunday is going to be the hottest day of the week so far.

The 100 degree heat hits me like the brick wall of a pizza oven.

“Let’s make this fast,” I whisper to Aggie.

We head downstairs to find a patch of grass, and as I wait for her to build up her confidence to tinkle, I hear a sound you’ll only ever hear on an early, west coast summer morning:

Silence, peppered only by the hum of thousands of AC units.

Each one perfectly tuned, blasting ice cold air into every house on the block.

I love this sound.

It reminds me of being a kid. Hot summer days spent out in the dirt. Coming inside to the cold AC and a bucket of sugary lemonade.

But in this particular moment … The sound reminded me of something else.

Copywriting.

To me, the beautiful hum of these perfectly tuned air conditioners is a great analog for high performing copy.

Here’s what I mean.

The AC unit has one job: Cool your house down.

Good copy (should) have one job: Drive the click, make the sale, convert the reader, etc.

The AC unit must be finely tuned: The fan, condenser, coils — each and every component that goes into the machine must be operating at peak efficiency.

Good copy (should) be finely tuned, too: The offer, traffic, research that went into the writing — each and every component must be operating at peak efficiency.

The result is the beautiful hum of high performing copy that does exactly the job it’s supposed to do.

BUT.

How do you go from a bunch of “random” components like landing pages and traffic sources …

To copy that generates mountains of sales, makes your client happy, and nets you more money in the process?

I think I have something that can help.

I offer a brash, honest, splinter-in-the-gums video critique (up to 20 minutes long) of any copy you send my way.

It normally costs $250.

But I have a very special deal right now where you can “steal” this critique right from the top of my shiny bald head.

Learn more by signing up for my email list below.

David Patrick