If You Want To Measure Your Copy So You Can Improve It, Give Every Element 1 Job To Do (Infographic)

At CTA Conf in 2014, I presented on 3 things I know to be true after a decade spent writing copy.
One of those things was (and is) this: If you want to stop struggling with how to write and measure the success of your copy, make every element you write responsible for one job only.
Here’s the idea.
Everyone wants to write better-performing copy. Agreed?
And by “better performing”, we generally mean “copy that sells better.” Yes?
But when it comes time to a) write or b) assess what’s going on with your copy that’s preventing

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