“The Cross-Out Test” is a simple, clear way to measure the quality of your copywriting:
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Just follow this 3-step process:
Step 1: write your copy.
Step 2: cross out any references to your company and its product or service.
Step 3: write in the name of your competitor and their product or service.
If the copy still fits, you've a problem — and some rewriting to do:
You should work to come up with points the competition cannot say about their products or services.
This often identifies a great conversion copywriter:
The ability to create a compelling narrative that is also unique.
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