After reading most of the posts in most of the topics here I need to actually try some "stuff". The Clickbank topic and some of the suggestions about rewriting a so-so sales letter seemed to be a good way to start.

But it also raised a few question in my mind. The sales letter I selected had some good copy.  But I though the headline, sub-heading and some of the benefits could be improved quite a lot.

1 - How much do I need to rewrite the copy to be safe?

2 - In submitting for critique, is it wise/acceptable to show a before and after?

Maybe I wasn't clear enough.  My question is about how much to rewrite the copy rather than how much of the copy to rewrite.

As an example: If a benefit is referenced in the original version shouldn't that same benefit be highlighted in my rewrite? Two different versions of text can actually point out that same benefit without being the same.

As to 'unique': For me, 'unique' and 'original' are significantly different, but that's a different discussion.

There's no hard and fast rule on rewrites. Do as many as it takes to get the results you want. That's going to vary. Whenever in doubt, test it. There does come a time when the letter has been tweaked enough. But there is no set number.

It depends on what you want to do as to whether or not a benefit should highlighted in the rewrite. Was it a strong and believable benefit? Will mentioning help get the results you want and get the reader to take action? That's a valid point you make about the same benefit in different versions.

Yeah, unique and original are different.

Sorry for the misunderstanding, but it did sound like you were asking something else in #1.

Trease

Mike, what you say about being unique makes sense. Marketing that works is always a good way to make money.

Nobody is saying to ignore the features and benefits. Use them if they achieve the purpose you want them too. And hey, not all copywriters are good. And not all benefits or features sell the product. You need to be sure they work for what you have in mind.

You test and then use what sells the best. And you need to get the reader to perceive this is a benefit for them specifically.

If your angle is a different one, you may want to use different benefits. Or you may want to word the same benefits differently and in a way that suits your marketing angle.

Trease

I realize that now.  I'm trying to find a starting place to learn copywriting and it's more than a little confusing for me.  I think I know that the best way to learn is by doing and then having experts critique what I wrote.

After reading a bit more about Clickbank, I'm not sure I want to go that direction. 

I have a number of websites on various topics .. so my efforts might be better spent learning how to write really good landing / pre-sell pages for affiliate products.

BTW, thanks for the comment re: benefits. What you said makes sense.