Not all offers are equal (and that changes how much copy matters)

Most things don’t sell themselves

So what’s more important: The offer or the copy?

A lot of people will confidently tell you: “No amount of great copy will sell a bad offer.”

Sounds sensible, and… sure, there’s some truth in that.

If you have one of those rare, life-changing, one-of-a-kind offers that basically sells itself, then yes, you can get away with decent copy. Not terrible – decent. Because even the best offer can still be hidden by a rubbish headline or copy that never actually gets to the point.

An amazing offer that no one notices is still an amazing offer no one notices… If you don’t get eyeballs on it, it doesn’t matter how good it is.

So to a degree, I agree…

But…

Most of us aren’t selling revolutionary, category-creating things. We’re selling good stuff. Helpful, solid, worth the money stuff.

But it’s not a mind-blowing offer. Maybe it’s more expensive than competitors, or you can’t throw bonuses around left, right, and centre, or it’s limited in some way.

In that middle ground, copy matters way more than people like to admit.

We are selling to distracted, sceptical people with options. They are scanning for red flags or anything that smells like overpromising.

So we have to do more work: More explaining and showing why it’s worth it.

There are also the terrible offers, of course. The bottom of the bottom. For these, no amount of great writing fixes that, at least not ethically.

Yes, you can play tricks and wander into grey areas. You might even sell a few times. But people will catch on and they’ll see through it.

So, with all of that in mind, I think the offer vs copy debate is the wrong argument to begin with.

Without hiding behind the cliché of “it depends,” here’s my actual answer:

Regardless of the offer, both matter. You need a decent offer and decent copy for things to work.

You can absolutely ruin a great offer with poor copy. And you can write the most beautiful, persuasive copy in the world and it won’t do a thing if the offer itself is rubbish.