See the post title above? I came up with it after spending several minutes with Glyphius, one of the neatest copy tools I’ve ever tried. This one scored a respectable 274. Here are some others I wrote with their respective scores:

• I put Glyphius to the test … and it scored, bigtime! - Score: 270
• I put Glyphius through its paces … Homerun! - Score: 168
• I put Glyphius through its paces, it Scored! - Score: 151
• I put Glyphius through its paces … and it Scored! - Score: 219
• I tested Glyphius for Two Weeks — It’s A Winner! - Score: 151
• I put Glyphius through its paces — And it Scored! - Score: 141
• I put Glyphius through its paces … And it Scored! - Score: 219
• Glyphius Put to the Test … And it Scored! - Score: 218
• Does Glyphius Really Work? - Score: 170
• Boost Your Copy’s Response Rates with Glyphius? - Score: 18
• Boost Your Copy’s Response Rates with Glyphius? Yes, you can! - Score: 90
• Does it really do that? Yes, Glyphius! - Score: 94
• Yes, You can really Boost Your Copy’s Response Rates! - Score: 191
• Yes, Glyphius Really Can Boost Your Copy’s Response Rates! - Score: 170
• Can Glyphius Really Boost Your Copy’s Response Rates? - Score: 159

It took me about 15 minutes to write and test these titles. Sometimes I tested small (changing 2 to two) and sometimes I rewrote the entire phrase. But what I discovered using Glyphius was that even a seasoned copy pro like me can seriously benefit from a purely statistical analysis of what works and what doesn’t.

A few weeks ago, I saw Glyphius mentioned in Brian Clark’s Copyblogger. It looked interesting so I wrote James Brausch, its developer, and asked if he’d let me review the software for my Copywriting Maven readers. Graciously, he unlocked the keys to the kingdom for me and let me explore. After two weeks of testing, here’s what I discovered …

It actually worked! I was seeing higher response rates after using Glyphius to score my copy.

I tested Glyphius on two current AdWords campaigns. One campaign is a white paper offering for a tech company, the other is a complimentary consultation for a financial services firm. Both are B2B, lead generation programs. Both campaigns have been running for several weeks and I had already performed multiple tests on heads/body copy. Perfect for a Glyphius test.

I took the top performing ad from each series and ran each component through Glyphius. The changes I made weren’t big ones as you can see. Check out these before/after ads: (Response rates are calculated as click-thrus.)

Before Glyphius (.10% CTR)

xxxx xxxx Rules Changing
Reduce regulatory risk & exposure
Learn how with PROGRAM NAME
www.COMPANY.com

After Glyphius (.38% CTR)

Changing xxxx xxxx Rules
Reduce regulatory risk & exposure.
Learn more - PROGRAM NAME.
www.COMPANY.com

Now look at this:

Before Glyphius: (1.27% CTR)

SAME HEADLINE
Reduce data loss, downtime & cost
Get Best Practices - Download now
www.COMPANY.com

After Glyphius (1.43% CTR)

SAME HEADLINE
Reduce data loss, downtime & costs.
Get "Best Practices" Report!
www.COMPANY.com

Not a huge amount of difference between the two ad sets. But when you can consider that in the B2B world, each customer can represent several hundreds of thousands of dollars in annual and/or lifetime revenue — your client cares about even 1/10th of a point difference in response rate and it’s your job to make your copy deliver.

The idea behind the software is simple. Compile thousands of profitable
and unprofitable text ads. Analyze the words, phrases, sentence structure, even
punctuation and pour it all into a massive database. Shake, stir and strain. And voila — you’ve got an amazingly reliable statistical tool to guide you as
you craft heads, subheads, or anything you like.

My suggestion, tho, is to use Glyphius for scoring essential promotional components - headlines, titles - to give you the maximum bang for your writing/testing time.

Keep in mind, tho, that Glyphius can’t teach you how to write effective copy. It won’t give you stronger synonyms. It won’t give you check your spelling or make grammar suggestions. It’s not a "smart" piece of software in that regard.

But it will tell you that the phrases "white paper" and "download" may drag down your score and the terms "report" and "get" will boost it higher. That kind of analysis will make every copywriter - seasoned or aspiring - better at their job. And isn’t that the whole point? 

Find out more about Glyphius here.

Super easy to install. Try it on a current project or spec assignment. (The publisher guarantees your satisfaction, too. But trust me, you won’t be calling him on it any time soon.) Add this tool to your own talents and expertise, and you’ll be giving your copy an incomparable boost in effectiveness that you or your client will be able to quantify and measure — and those are the best kind of results!

Did I mention that it’s absolutely fun to use, too? I spent about 2 hours one day just writing and testing email subject heads for a project I was working on. The scoring gets a little addicting so consider yourself advised :=)

CHALLENGE: With your own copy of Glyphius, take my #274 post title
and see if you can boost it past 300 or better! Email me your results and
I’ll run them in a future post.

MAVEN’S MAXIM
Clients don’t pay us for our creativity. They expect measureable results for their marketing investment. Copy tools like Glyphius help us do just that. Get a copy and test it on your own copy and promotional campaigns. Remember, when you maximize your clients’ results, you maximize your own rewards!

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