The thing is, copy isn’t an exact science; it isn’t etched in stone; there is no one-size-fits-all, and that’s why it requires flexibility.
Great copy aims to deliver a message in a snap and make sure your audience understands what you mean clearly, easily, and quickly. And this cannot be done by being rigid, sticking to one form or template, and not bending corners, language, or presentation.
Think of some of the best one-liners or taglines you recall from some major brands and likely that same copy isn’t necessarily grammatically correct. It moves away from the known and strict guidelines to deliver a message that would resonate, stick in your head, and hopefully make you take some action. Heck, it may be good enough that it is etched in your mind and is further promoted by you externally to others…free of charge.
So when creating copy, we need to be open and improvise to great copy, allowing ourselves to actually listen to our users for important signals, and continuously adapt and attempt to say it differently over and over until we achieve the copy that does what it needs to.
And even after, we may need to further adapt, change, and pivot its own message to improve results, attract a different audience, or simply it didn’t deliver the outcome we expected in the first place.