Copywriting is an art. And like with any art, care must be taken when doing a design. You don’t see a painter recklessly tossing paint all over his canvas, do you? Well, maybe if he’s an abstract painter. But that’s besides the point. When creating your sales page, care must be taken. That means that any changes you make to the sales letter must also be done a little at a time. This article is going to explain why.

A sales letter, when all is said and done, comes down to conversion percent. How many people out of each 100 that views your letter actually turn out to be buyers? That’s all that matters. Now, when you first write your sales letter, it’s not going to be perfect the first time. I don’t care who you are. You’re going to put it out there and it’s going to convert at a certain percentage. Let’s say it converts at 1%. Okay, you’re pleased that it’s doing that well (some sales letters don’t convert at all) but you’re looking to do better. So where do you begin?

See, this is where a lot of beginning copywriters make their mistake. They look at their initial sales letter and scrap the whole thing, or most of it, because it didn’t do too well. They’ll change the headline,. most of the copy, rewrite the bullet points, change the graphics and do a ton of other things to the point where you can’t even recognize the original from the remake. This is absolutely the WRONG way to go about the process. You want to change one thing at a time. But why?

The answer is simple. You don’t know what changes you’re going to make are going to have what kind of effect if you do more than one at a time. For example, if you change even just the headline and the bullet points and your conversion goes from 1% to 1.5%, what made the change? Was it the headline? Was it the bullet points? Did one actually bring it back down while the other brought it back up? Now I know people talk about multivariate testing, but I’m not a big fan of it. And even with that, you don’t want to change more than a couple of things at a time. Changing a whole sales letter is just unproductive. You’re essentially shooting in the dark.

If you’re first starting out, change one thing ONLY and see what kind of an effect it has. If the change turned out to be for the worse, revert back to the original and try something else. If it turned out for the better, leave that change alone and then change another parameter. Keep doing this until you have a conversion for your sales letter that you’re happy with.

To YOUR Success,

Steven Wagenheim

Want to write copy just like the pros? Visit my site at http://www.bcipe.com/ and discover killer copywriting tips that have allowed me to write my own copy for years and earn myself a 6 figure a year income selling my own products.