Your copywriting portfolio acts as proof that you know what you’re doing. But there’s another element to add that can be even more enticing and make you even more sellable. What’s that? Copywriting numbers, or metrics.
Clients may ask about the results of your project. But what exactly do they mean by “results?” Here we look at copywriting numbers, or copywriting metrics, and why they are important to you.
What Are Copywriting Numbers?
All our copy has a purpose and, often, the level to which it met that purpose—its effectiveness—is measurable. Here are a few examples:
- Banner ad: click-through rate (how many people click on the banner ad to go to the landing page)
- Direct mail piece with a coupon: redemption rate (there’s generally some form of tracking put on the specific coupon so a company knows how many coupons were used)
- Webpages: time spent on the page, total number of pages visited in a session, and clicks on a call to action (among many, many others)
- Email: open rate (how many people open the email to read it), click-through rate (how many people are intrigued enough by the content of the email to click to the landing page), and perhaps even unsubscribe rate (how many people unsubscribe from an email list from that email)
There are plenty of companies that don’t provide these metrics to their copywriters. (Yes, the people who would most benefit from the information.) But that doesn’t mean that you shouldn’t have access to it.
How To Get Copywriting Numbers From Your Clients
You may have to be proactive and regularly ask clients for the information, but these numbers exist and they’re available to you. And when the numbers are particularly good, they’re particularly impressive to potential clients. After all, if you can get good click-through rates for one client, you can probably do it for another.
So, should you be tracking your numbers? Absolutely. Beginning now, start tracking those numbers as often as you possibly can. It’ll take a little extra effort, maybe an extra email or two, but it could be worth it.
Great metrics are just another proof point for the value of your work. Hiring anyone is a gamble. Your fantastic portfolio helps to assure potential clients of your skills, but great metrics help to back that up in a very tangible, down-to-earth way.
What If You Don’t Have Any Results?
First, savvy clients know that copywriting is just one element of an effective piece. Depending on the piece, there are other factors like design. Or on a Facebook ad how good the audience targeting was. Or on a sales page how good the funnel was to get people to that sales page, the price point, the offer, etc.
The point is that there are a LOT of factors beyond copy that impact the results of a project. With an email subject line, yes, it’s straight copy. But even then some email browsers auto “open” emails, skewing data.
So, if someone is saying “my sales page copy led to 1 billion in sales,” well…yes. But also, no. There’s certainly more to it than that.
Second, savvy clients also know that what works for one business doesn’t necessarily work for another. And they know you can’t guarantee the results of your copy.
Get metrics when you can. But when you can’t get them, or you’re first starting out and don’t have them, it’s okay. You can still get work and land clients.
If the idea of metrics freak you out (as in, you’re thinking, “no one will ever hire me!”), you need to watch this episode of the Build Your Copywriting Business podcast.
Nicki and Kate are explaining the must-know details surrounding metrics, including the factors that go into them, when you should and shouldn’t use them, and how much impact your writing actually has on the final results of a project.
Have your clients or bosses offered up the relevant numbers for your projects or have you had to ask? Let us know in the comments below!
Last Updated on June 30, 2023