How can you encourage copywriters to experiment with different formats?

Finding your purpose will be chained up with your niche, for sure. Your niche might be informative or entertaining in its nature leading you to have your purpose set already. Otherwise, it comes down to your requests from your audience. What do you want them to be doing after reading your work?

Just to add to the above perspective about having a clear idea of what you want to achieve with your copy: - Run video ads when the market is unaware, and you want to educate. - Run short video ads when the market is aware and it needs a nudge, but - Run Image ads for the highest market awareness. Time economics preclude attention economics.

Have a clear idea of what you want to achieve with your copy? Do you want more signups, more followers, more registration for webinars, and more ebook downloads? Before choosing a format, identify the end goal. Depending on your end goal, you'll easily format your ideas, and it'll be easy for you to create the perfect copy.

The most important factor that plays a role is your audience. Before writing, search who is your audience. What are their needs What are their pain points What are their current problems You can get these ideas by applying different buyer personas, surveys, interviews, etc things like that. When you've analyzed thoroughly about them then it's time to hit the writing.

You might have done your research to understand and grab your audience's attention, but the ship does not always sail as planned and that's where the testing comes. One important thing to consider while testing is that you need to fix the variables as much as possible so that you could measure how effective your variation is. The timing, the audience, and the subject should stay the same and just the ingredients of your message should vary. If you fail to fulfil this while testing, the results will not be reflecting on the truth, but it'll reflect on something else that is not so useful as the truth itself.

Seeking feedback and inspiration from others is crucial to step up your game of copy. You can learn from other creators who are doing well in the market, trying and learning different formats leads you to become better in your skill. Try to learn critique of your copy wholeheartedly, because that's where you need to improve.