“The ephemeral progression of planets across the zodiac and celestial events
are presented as an invitation invite you to contemplate the passage of time.”
Were fewer words and the active voice the better copy? Once there was enough traffic, perhaps I could test different copy, amongst all the other things that I could potentially test.
But what I wouldn’t allow myself to do was split test my entire universe, beating back the loud voice in my head that kept trying to invite me to agree that, “Well, maybe this just isn’t going to be a thing, ” like some late RSVP response due to illness. I am going to find out what happens if I keep tweaking copy, and product titles, and shipping calculations, and the cost of goods, and proofs and sample orders, and developing a brand — all the external structures and processes that might be required to sell a thing.