(I know, the old game was “20 Questions” but I knew that my version would grab your attention… and it did!)
This blog is for all the copywriters out there who want to make sure their work delivers results. This blog is also for all the project managers, marketing directors, CMO’s and VP’s who want to make sure the copy they use actually generates response!
These questions are applicable for all direct response copy: online (emails and web sites) or in print (newspaper ads, magazine ads or direct mail.) The questions are simple. All you have to do is take a sample of a current promotion, place it in front of you, and answer “Yes” or “No” to the following questions.
1. Does the headline (or subject line in an email) present a MAJOR benefit of your product/service and does it resonate with your reader?
(If you can’t grab their attention with a powerful benefit right from the first moment, your reader will look elsewhere.)
2. Do your headline and lead work together to grab attention?
(If there is a “disconnect” right at the beginning of your message, you confuse your reader and they will go elsewhere.)
3. Is your headline and lead credible to your reader?
(Build from truth and credibility. Rule One states, “If it’s too good to be true, it probably isn’t true.”)
4. Do your headline and lead create a sense of urgency?
(Your reader has lots to do. You must grab their attention and keep it with a sense that this is the MOST important thing they read right now.)
5. Does the second paragraph build the story and compel the reader to continue?
(Too many times the copy will start to wander away from the point because the writer thinks the headline and lead hit a home run and there’s no need for more power.)
6. Are you building the power of your copy?
(You must build to a crescendo where you present the call to action. The drama must build; you are supply more and more evidence of solutions to your reader.)
7. Do you build a relationship with your reader?
(Your prospect wants to know if there is a one-to-one dialogue here, or is this just a monologue from you.)
8. Does your copy have a singularity of tone and subject?
(You would never do a funny ad about AIDS or Cancer. Remember, most people are seeing you – your company, product or service – for the first time. What impression are they getting about you from you?
9. Does your copy flesh out the real benefits of your offer, product or service?
(If you have copy for a diet pill, you cannot simply say, “You’ll lose weight.” You must convince your reader of the MOST IMPORTANT benefits of losing weight. Like a new wardrobe, more fun, fewer health issues, maybe a new love interest, or even better sex life!)
10. Does your copy make a plausible offer?
(Did you give a believable reason for the offer you make? If you offer a 1-carat diamond ring for $10, you better have a great reason why!)
11. Does your guarantee really work?
(Your guarantee must restate the benefits of the purchase and improve the relationship between yourself and your prospect. Don’t just throw it away with “Money Back Guarantee.” Make it a great, powerful guarantee.)
12. Does your copy offer a “super reason” to act now?
(Remember that you are building urgency. Did you include a bonus for responding quickly, a deadline to order or an offer that limited by quantity?)
13. Did you remember to “call to action”?
(Tell them to take out their pen, pick up the phone to go to your web site – or click on the link – to place their order. You would be amazed how often this step is missing!)
14. Do you call to action in a way that feels powerful?
(I had a client who would ask me, “Will I feel crazy if I don’t order?”)
15. Does the copy on your order form remind the reader of the benefits they get from your product/service and remind them of your amazing guarantee?
(Many people go right to the order form. Why? Because that’s where you put your Unique Selling Proposition (USP.) “YES, I want to live a longer life, with more friends than anyone in the world and enjoy a life of luxury and peace, without a bill to pay or a care in the world!”)
16. Did you make it easy for your reader to respond?
(Most people don’t mind filling out an order form. But they HATE a complicated form! When you make it easy to order, people will order. Did you offer multiple ordering mechanisms? Can they fill out the form and mail it in, or call your toll free number, or go right to your web site and order right now?)
So, how did your copy score?
Feel free to add your comments to this or any blog post you find at DM Myths & Magic… and keep reading!
Peter T. Britton,
Idea Generator. Wordsmith. Resultant.
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