Ten Effective Checklist For Amateur and Professional Copywriters
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| The most effective checklist for professional and amateur copywriters |
Great when You're done writing your copy and you're skeptical of its effectiveness or its expected performance.
You will want to verify and be sure. You'd ask yourself will this work? Can it move the prospect to take this action? Can it generate sales? Etc.
There are several effective ways you can use as a yardstick to judge it.
Below are ones that work for me. I believe it's not exoteric or exclusive to you either.
1. Does your copy fulfill the promise of the headline?
If the headline is “How to Write An Effective Copy In 5 Minutes,” the copy should tell you how to write an effective copy in 5 minutes.
Copy that doesn’t fulfill the promise of the headline cheats the reader—and the reader knows it.
2. IS THE COPY INTERESTING?
Your copy can’t generate enthusiasm for the product if the reader yawns as she reads it. Tell a story, give news, and improve the reader’s life. Make it interesting. You can’t bore people into buying your product.
3. IS IT EASY TO READ?
When a person reads your copy, it is not his job to try to figure out what you mean. It is your job to explain what you mean in plain, simple English. Use short sentences, short paragraphs, and small words. Be clear.
4. IS IT BELIEVABLE?
Once a teacher said of a phrase I had written, “Prince, this has all the sincerity of a N5M bill.”
People mistrust advertising and
advertising professionals. You must work
hard to convince the reader that what you the saying is true.
One way to establish
credibility is to include testimonials from
satisfied customers.
Another is to offer a
demonstration or scientific evidence that
proves your claim. But the best way to get
People believe you to tell the truth.
5. IS IT PERSUASIVE?
Clear, readable Prose is not enough. Your copy must sell as well as communicate.
To sell, your copy must get attention . hook the reader’s interest, create a desire for the product, prove the product’s superiority, and ask for action.
6. IS IT SPECIFIC?
To persuade people to buy, you have to give them specifics—
facts, features, benefits, savings—reasons
why they should buy the product. The
more specific you are, the more
informative and believable your copy.
7. IS IT CONCISE?
Tell the whole story ina as few words as possible. When you are finished stop.
8. IS IT RELEVANT?
Freelance copywriters Sig Rosenblum Explains: “One of the rules a good copy is: Don’t talk about yourself.
Don’t tell the reader what you did, what
you achieved what you like or don’t like.
That’s not important to him. What’s
important to him is what he likes, what he
needs, what he wants.” Make sure your
copy discusses facts that are relevant to
the reader’s self-interest.
9. DOES IT FLOW SMOOTHLY?
Good copy flows smoothly from one point to the next. There are no awkward phrases, no confusing arguments, and no strange terms to jar the reader and break the flow.
10. DOES IT CALL FOR ACTION?
Do you want the consumer to switch to your brand, send for a free brochure, call your sales representative, send you a check?
Find the next step in the buying process and tell the reader to take it. Use coupons, reply cards, contact numbers, and other such devices to increase response.
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