Does Your Copy Suck? Take This Test…
When you complete the process of writing the sales copy for your
new product, there is the need to evaluate your copy prior to
displaying it on your website or emailing it to your subscriber
list.
If all your promotional methods drive traffic to your site, and
the copy does not generate sales, then you have wasted money,
time, effort, and valuable traffic. Free traffic offers the same
result as if you paid for the traffic. You ruin your chances of
selling to them now and in the future. They will not give you a
chance to revamp and return when your copy is on point. A
valuable incentive may help to get them to return a second time.
However, it is chancy at best.
Go incommunicado as you stay off the internet and the phone for
at least an hour. Then become the potential consumer or
prospect. Think and feel in harmony with the prospect. You are
dealing with the exact difficulties, issues, and have the same
questions. You have to walk a mile in their shoes to understand
what they want or need.
Now reread the sales letter from their point of view from
beginning to end. For now, just read, without editing the letter
in any form. You only need to read the sales copy from the
perspective of a prospect who is trying to decide whether to
purchase your product.
Now that you have done this task, assess how well your copy
fulfills the following criteria, and designate a number from one
to five for each factor.
1: Virtually non-existent
2: Requires improvement
3: Not awful, but needs more work
4: Powerful
5: Brilliant!
This assessment will help you to refine your sales copy so that
prospects will purchase your product or services.
Take this test.
Test
1. Is the headline an immediate attention grabber? _____
2. Do you have a lead-in that entices you to read further? _____
3. Do your headline and lead-in have absolute credibility? _____
4. Will the headline and lead-in combination have a compelling
impact on a substantial numbers of your prospects? _____
5. Do the headline and lead-in combination reveal the
considerable benefit to the prospect? _____
6. Do you as the spokesperson leave no doubt as to your
qualifications? _____
7. Do the first paragraphs that you read generate emotions that
induce you to read further? _____
8. Did you provide a reason to the prospect for reading this
without delay? _____
9. Is the copy written and read as a conversation between two
friends? _____
10. Does it appear that you as spokesperson genuinely has the
best interests of the prospect as the center of the copy? _____
11. Is there an examination of product benefits? _____
12. Was there a full development of the emotional reasons for a
purchase? _____
13. Does the letter have entertaining, informative, and
qualities that foster a sale? _____
14. Is the price fully warranted, yet understated? _____
15. Did you display the guarantee in a prominent manner, and
does it reiterate the benefits? _____
16. Does the prospect have a compelling reason to make the
purchase at this time without delay? _____
17. Does your copy give the prospect a sense of urgency? _____
18. Does your excitement heighten as you read through the sales
letter? _____
19. Did you provide a compelling call to action that makes the
prospect feel foolish for not making a purchase? _____
20. Are there specific instructions that tell the prospect the
next action required, how to order, and how their product will
be delivered, such as digitally or traditionally? _____
21. From the perspective of the prospect, would you purchase
your product? _____
Score Evaluations
A score of 21 to 50: This copy should not be used without
significant modifications.
A score of 51 to 65: You made an effort. Now go back to the
drawing board to make it exceptional.
A score of 66 to 80: This is a good draft, but it is not up to
par with copy that will get you the sale of your product. It
needs lots of work.
A score of 81 to 95: This rendering is great. It needs a few
adjustments that will lead to traffic converting to sales.
A score of 96 to 105: You are an exceptional copywriter!
To Your Success,
Erlend Solvberg