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This is a common question. Both copywriters and business owners often ask me what to do when they need to fix copy that doesn’t work (whether it’s their own or something someone else has created).

This is what I tell them:

The most important part of a piece of copy is the headline so start with that. So — review the headline and ask yourself this question:

“How can I adapt the headline so it better follows the copywriting formula?”

Next, pull out your Headline Swipe File. Play around with other alternatives.

Again, I don’t have space to share all the copy fix-up techniques in this report but just remember, start with the headline. Then — get out your copywriting formula and see how well the copy follows that formula and adapt the copy to suit.

Remember, you don’t need to completely change everything or get it perfect. Often, it’s the simple changes can produce the most profound results.