Checklists save time, money, and sometimes lives. Here's a checklist for your copywriting to help you avoid basic mistakes and save your (and your clients) time and money.
The copywriting checklist
- Opening. Does the opening quickly offer or imply a strong benefit?
- Clarity. Is every word clear? Don't make the reader think too hard. Beware of being clever or obscure.
- Logical. Do you give your reader the big reasons to buy, answer obvious questions, and address major objections? If not, you'll lose the reader's interest and the sale.
- Complete. Is what you are selling fully described?
- Tone. Is the tone right? Don't write casually for professionals or joke about serious subjects.
- Convincing. Is this writing persuasive? Test with a likely prospect. Do they understand it? And would they buy it?
- Proof. Do you have evidence for your claims? Testimonials? Data from independent sources?
- Action. Do you encourage a clear action or response? Be assertive, but polite. Summarize and repeat your buying argument.
- Ask. Is the sign-up form or order request clear, large, and simple to use?
- Conversational. Does the copy read the way people normally talk? Read the copy out loud. If Aaron Sorkin reads all his writing aloud, so, can you!
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Derived from Drayton Bird, the thoughtful and practical forefather of direct mail and a modified version of a 37 Signals discussion, who are modern masters of copywriting for software products.