| You're ready to launch that new product or | | | | logic if it is to be effect. |
| promotion, & you're really counting on a | | | | |
| piece of advertising copy to come through for | | | | 5 - Are You Creating Excitement & Enthusiasm? |
| you. | | | | |
| | | | Demonstrate your personal belief in what you |
| You're looking for stellar results! And, | | | | are selling. Will your message quicken the |
| you're determined to do everything in your | | | | readers pulse? Is it upbeat, positive, & full |
| power to get them. Which means surveys, | | | | of inspired energy? Is there a sense of WOW? |
| thorough testing, and ongoing refinement of | | | | |
| your ad copy. | | | | 6 - Is Your Body Copy Highly Readable? |
| | | | |
| Hold the phone! | | | | Remember simple is best. Keep sentences |
| | | | short. Use a plain 10-point to 12-point font. |
| When you've got your draft, run it through | | | | Paragraphs no more than a few lines. Words |
| this 12-point inspection. Cover off these | | | | that are comfortable & specific to the |
| basics, and you can be sure you're off to a | | | | audience you are targeting. Inject subheads |
| running start. | | | | to break up text. Highlight important points. |
| | | | |
| 1 - Do You Have A Compelling Headline? | | | | 7 - Do You Have High YOU density? |
| | | | |
| Does it generate curiosity or envy? Does it | | | | Remember to you use the words YOU & YOUR to |
| promise a benefit that will compel someone | | | | the hilt. Your reader is auto translating to |
| with an interest in what you're selling to | | | | ME & MINE. |
| keep reading. Remember, your headline is the | | | | |
| ad for the ad. | | | | 8 - Are you speaking intimately? |
| | | | |
| When I am being paid to write direct response | | | | Can you get a strong sense of personality |
| ad copy, or a sales letter, or have a very | | | | when you review your letter after being away |
| important sales objective of my own, I | | | | from it for a while? Visualize yourself, or |
| normally write 25 headlines before I begin | | | | the character you are personifying, writing a |
| the body of the piece. | | | | personal letter to your perfect prospect. |
| | | | Never write to a crowd. |
| Then I'll pick half a dozen that I think will | | | | |
| work & test them. The best of the rest, I use | | | | 9 - Are you inspiring the readers |
| as sub headings throughout the piece to | | | | imagination? |
| propel readership, and draw skimmers & | | | | |
| skippers back into the copy as they move down | | | | You must trigger mental images with your |
| the page. | | | | writing. The mind has difficulty |
| | | | distinguishing between vividly painted word |
| 2 - Are Your Headlines Pleasing To The Eye? | | | | pictures, & reality. Daydreams enchant, & |
| | | | emotions flow in their wake. |
| I most often find that headlines work best | | | | |
| when they are centered on the page, & present | | | | When you have emotion, you have desire. When |
| a balanced appearance in terms of the shape | | | | you have desire, you have suggestibility. |
| they create. Encasing them in quotation marks | | | | When you have suggestibility, you can direct |
| also serves to grab more attention. | | | | action. Your levers are allegory |
| | | | (storytelling), metaphor, similes, verbs, |
| Long top headlines tend to reduce readership, | | | | adjectives, & specificity. |
| but if they help qualify more effectively | | | | |
| they can improve sales! Try them, but look | | | | 10 - Do you offer proof? |
| for ways to modularize the text using | | | | |
| punctuation & spacing so your readers don't | | | | Specific testimonials & convincing guarantees |
| suffocate trying to read them. Sometimes a | | | | worked into your ad copy are essential. |
| long top headline is better presented as two | | | | |
| or even three separate headlines. | | | | 11 - Is your offer irresistible? |
| | | | |
| 3 - Is Your Opening Provocative & Arresting? | | | | People are greedy, & they don't part with |
| | | | their money easily. Are you piling bonuses on |
| Does it trip the reader, interrupting the | | | | top of your reasons why they should part with |
| internal turbulence of the day? Each line of | | | | their hard earned money, in exchange for |
| your ad copy must serve to "sell" the reader | | | | immediate action? |
| on continued reading, especially at the | | | | |
| beginning. | | | | 12 - And finally, do you have a killer P.S.? |
| | | | |
| You are looking to build enough momentum & | | | | For some reason, the P.S. at the bottom of a |
| interest to convey the points necessary to | | | | sales letter gets read a lot. Make it stop |
| generate a greater desire for the product | | | | your reader in their tracks, like a deer in |
| than it's price. Generally speaking, the | | | | the headlights! Associate a positive outcome |
| higher the cost of the product, the more | | | | with taking the desired action, or a negative |
| words required. | | | | one with delay or inaction. |
| | | | |
| 4 - Are You FAB Balanced? | | | | So there you have it. Exercise this 12-step |
| | | | ad copy checklist before your sales rubber |
| You must focus on painting a picture of your | | | | hits the road. |
| prospects future life, as a result of their | | | | |
| purchase. Does your copy promise emotional | | | | Daniel Levis is a top marketing consultant & |
| benefits? Does it pledge the realization of | | | | direct response copywriter based in Toronto |
| positive feelings, or the relief of negative | | | | Canada. and publisher of the world famous |
| ones? | | | | copywriting anthology "Masters of |
| | | | Copywriting" featuring the marketing wisdom |
| Does it show how these outcomes are achieved | | | | of 42 of the world's greatest copywriters, |
| with concise descriptions of the features & | | | | including Clayton Makepeace, Joe Sugarman, |
| advantages that will deliver them? Your ad | | | | Joe Vitale, Bob Bly, and dozens more! For a |
| copy must strike a balance between emotion & | | | | FREE excerpt visit the below link. |