Copywriting Checklist

Headlines/Intro/Beginning/Envelopes

• Multiple headline ideas written down?

• Do headlines reflect proper context?

• Will offer be in headline?

• Will guarantee be in headline?

• Quotation marks around headline?

• Is headline bolded?

• Lead in headlines?

• Follow on headlines?

• Will story or stories be used in headlines?

• Will testimonials be part of headlines or subheads?

• Is strongest point(s) right up front at very beginning?

• Have you used hidden benefit in headline and/or as theme?

• Do you bring bullets out right away?

• Do you have one or more Unique Selling Propositions offered/explained?

• Is initial copy/script compelling enough to cause people to want to continue?

• Is piece's salutation personalized, or generic?
(Dear Mr. Smith vs. Dear Friend or Dear Golfer)

• Is envelope handwritten/typed (no label) personal "A" pile mail?

• If not handwritten personal mail, is teaser copy on both sides of envelope?

• Does your font look as much as possible like the publication you’re running in?

Guarantees

• Is guarantee worded in an interesting way?

• Length of guarantee?

• Value of guarantee?

• Are there multiple guarantees?

• Unconditional guarantees?

• Conditional guarantees?

• Satisfaction guarantees?

• Results guarantees?

• More than money back guarantees?

• Will shipping/handling be refunded?

• Keep premiums after refunding?

• Need authorization for refund?

• (Seminars) Less than entire seminar, "after first day" type of guarantee?

• No guarantee?

• Any warranty?

• Use up product still get refund type of guarantee?

• Prorated refund for subscriptions type of guarantee?

• Any guarantee for free info?

• Is guarantee stated on order device or info?

Offer

• Does order device (form) have a headline?

• Does offer give people opportunity to exercise power of choice?
(Basic vs. deluxe, etc.)

• Is offer to buy or generate lead?

• Is offer too confusing or complicated?

• Does offer link product to American Dream, the big picture?

• Does offer promise bigger, better, more?

• Does offer present big ideas, big promises, big news, big pictures, big results?

• Does offer promise improvement over previous versions or competition?

• Does offer promise faster, more time, low time involved, instant results, or sell time?

• Is offer promote that it's NEW, or link to timely news events?

• Are you offering installment payments?

• Are you showing the price in the installment amounts, vs. full price?

• Are you offering an incentive to pay all at once?

• Do date deadlines have "hand-stamped" date stamped on order info?

• Is shipping/handling added and marked up?

• Is shipping/handling added to first installment?

• Do you ask if shipping address is different from credit card address?

• Does the offer compare price apples to oranges?

• Does the offer break apart each component's value/price and compare it to package savings?

• Is offer clearly explained? Does it detail exactly what they'll get?

• Have you compared the offer to what they already are familiar with?

• Have you chosen your price by first analyzing your costs and multiplying by factor?

• Is price shown as odd ending number?

• Have you thought through if price is at or above a resistance barrier, a break point?

• Are you marking price up and/or discounting? Are you explaining why discount is available?

• Are you offering 24 hour ordering?

• Are you offering a discount for fax or e-mail orders?

• Do you have an order form or coupon that restates the offer?

• Does order form leave enough room to allow customer to write comfortably?

• Are you collecting fax and e-mail info on order form or lead generation efforts?

• Are you enclosing more than one order form with package?

• Are all backs of order forms, whatever, filled with copy/graphics/testimonials, etc.?

• Do you have a multiple year option for subscriptions, with incentives to do so?

• Do you have any continuity offer for auto-charge?

• Are you accepting checks by phone?

• Is order form separate from rest of package?

• Is there a reply envelope enclosed with package?

• Is response device or devices key coded for tracking?

• Are savings expressed in dollar amounts vs. percentage vs. units?
(2 for 1, buy 1 get one free, etc.)

• Is price explained in context of the entire offer and promotion?

• Are immediate upsells/cross sells/upgrades offered at time of purchase?

• Is guarantee rested in offer and ordering instructions?

• Have you told them who to call, when to call, who to make out check to, how much, etc.?

• Have you informed them of any sales taxes?

• Is ordering info on every page of offer?

• Is offer made with an endorsement and sent out that way?

• Are recorded messages being utilized?

• If using recorded message, do you have "toll-free, 24 hour recorded message" in copy?

• Have you started or contemplated your follow up sequence of mail/fax/e-mail/phone follow up?

• Does offer lend itself to offering samples and/or free trials?

• What bonuses/premiums are being added to sweeten offer?

• If you sell internationally, do you explain different shipping costs?

• If you sell internationally, do you explain the types of currency you'll accept?

• Are you testing different colors and sizes for parts of a package?

• Are you testing how package is inserted in envelope?
(Loose, in center, paper clipped, etc.?)

• Are postcards filled with headline(s), copy, testimonials, etc.?

• Have you left room for address and bar code on bottom of envelope or postcard?

• Are you using stage names on lead generation follow up pieces, so calls can be tracked?

• Are you telling customer exactly what to do?
(Call NOW, Pick up the phone, don't delay, etc.)

Believability

• Testimonials?

• Who are you?

• Why should anyone believe you?

• Who says people should believe you?

• Are you using a celebrity(s)?

• Is your promise as big as possible without being unbelievable?

• Do you have proof in the form of graphics?
(Pictures, drawings, graphs, etc.)

• Can you dramatize proof with before and afters?

• Is your guarantee designed to alleviate skepticism?

• Are you telling the whole story?

• Is the deadline or limit reason explained?

• Are you offering an alternative means of response?
(Recorded message, web site, free info, etc.)

• Can you demonstrate the results?

• Are you using testimonials that relate specifically to this offer?

• Are you showing the number of people who have bought?

• Do you have proof like copy of patent, survey results, studies, etc.?

• Do you have details that add to credibility?
(Exact location, description of neighborhood, etc.)

• Do you have any third party endorsements?
(Articles, influential people, etc.)

• Is promotion coming from a person rather than from a company?

• Have you used one or more damaging admissions?

• Have you acknowledged resistance with proactive objection handling, Q & A, etc.?

Copy

• Does offer present any aspect of underdog trying to come out on top?

• Has internal repetition of key points been used?

• Does P.S. restate main benefit/theme/offer?

• Are Subheads used throughout?

• Any bullets?

• Will bullets have reference to page number or actual part of product?

• Do pages end with cliffhangers?

• Has internal repetition of key points been used?

• Do you use a boxed off coupon in ads, or have copy explain how to respond without a coupon?

• Does coupons or order forms state YES!... and restate offer in first person?

• Has copy been "mangled" with handwritten notes in margin, highlighting, etc.?

• Is paragraph spacing and indenting done so readability is enhanced?

• If advertisement, have you squeezed as much relevant, non-boring copy as possible?

• Are testimonials prominently displayed and discussed?

• Will testimonials be re-typed/edited or copies of actual letters/shots be used?

• Will piece be explanatory without stories?

• Are recorded messages part of enticement to respond or order?

• Is copy strictly benefit driven, with the sole focus on the prospect/customer?

• If features are mentioned, is every one backed with one or more benefits?

• Is a complete story being told?

• Does copy assume prospect/customer knows nothing?

• Is copy written at about a sixth grade level?
(No matter who prospect is.)

• Does copy talk to one person at a time?

• Does copy talk to a potential buyer and ignore non-interesteds?

• Is copy laced with "lingo" that prospects/customers talk/think in?

• Does copy give specific details without rounding off, or approximating?

• Is copy written to sound like it's being spoken?
(Using words like "listen", "a minute ago", etc.)

• Are all sentences/paragraphs short and super easy to read?

• Are you using a serif font like "Times Roman", etc. for body copy?
(Note - Can use serif or sans serif for headlines)

• Have you read copy aloud before finalizing?

• Does copy refer to any graphics?
(Pictures, diagrams, graphs, etc.)

• Do all graphics have captions that are tantalizing and/or reinforce other copy/graphics?

• Does it pass the "who cares" test?

• Does copy focus on prospect/client or on advertiser?
(You/your vs. we/I test.)

• Are you using any "grabber" like a dollar bill, Million dollar bill, foreign currency, condom, etc.?

• Are number of pages divisible by four?

• Are ads going to be fractional page, or 7x10 or larger?

• Are you going to attempt to get upper right hand page, or be above fold?

• Is copy big enough to read, and have you considered this especially if you market to seniors?

• Are you using a "table of contents" as a form of bullet points?

• Does copy make them feel empathy, and that they're not alone anymore?

• Is copy written for decision maker?

• Does every separate piece in package have headlines?

• Are you including a cover letter or lift letter?

Bonuses

• Do bonuses have high perceived value?

• Can you make bonuses by breaking out parts of product?

• Are bonuses linked to main product?

• Are you going to use non-linked bonuses?

• Are bonuses set up to more desired than product?

• Are you using bonuses to enhance purchase of upgraded (deluxe) product choice?

• Are you creating or buying multiple bonuses, instead of just one?

• Are you linking bonuses to fast response?
(Time, ltd. qty,. first x buyers, etc.)

• Can they keep bonuses even if they refund?

• Are you offering bonuses either at purchase or after to reduce refunds?

• Are you offering unannounced bonuses either at purchase or after?

• Are you offering installments as bonus?

• Are you offering upsells that are promoted as bonuses?

• Do you offer free or reduced cost shipping?

• Do you offer special shipping for single payment when installments are offered?

• Do you offer discounts or gift certificates or coupons?

• Do you offer unlimited calling in, or use fax/e-mail help only?

• Do you offer coupons for additional help?

Refunds

• Are you getting product to customer as fast as possible?

• Are you delivering more than they thought they were buying?

• If notebook type course, have you shrink-wrapped the contents?

• Have you put a sticker on product telling them to call a recorded message before using?

• Are you sending out a welcome letter?

• Do you have a sequence of contacts after buying to help reduce refunds?

• Do you call or send something like a $million letter before they get product?

• Do you follow up with phone to see how they're doing?

• Do you offer stuff they can only get after the guarantee period is over?

• Do you get feedback from refunders as to why, and develop changes based on this?

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