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Profit Boosters
Copywriting Checklist
Submitted by
mikepavlish
You can use this copywriting checklist when you are
copywriting - or to evaluate copywriting. It is based on what works best from
over 1,200 copywriting projects we have done since 1978. It will lead to
significantly more response from your copywriting.
Before writing:
1. Study the company and the product/service being sold thoroughly so you have
all the information you will need.
2. Research the prospects and the market to determine what benefits the prospect
wants most, secondary benefits wanted, objections, and what would get him to buy
now. Key: Don’t guess; research.
3. Develop the main emotions you can touch with your copywriting for this
project, and how you will do it. The strongest emotions are love, fear, greed,
acceptance, survival, anger, and health.
4. Think like your prospect; and not like the marketer.
5. Develop the best offer(s) you can make to the prospect. Your offer includes
pricing, terms, bonuses and guarantee.
At this point, you know the company and product, what the target prospect wants
most, his objections, the main emotions you can touch, and you have developed a
terrific offer.
Headline and start of copy:
6. Write at least 20 different headlines before choosing the best one.
Headline winners include a big, bold promise of the benefits the prospect wants
most, specific figures, a guarantee, credibility enhancers, a special offer.
Legendary marketers John Caples and Claude Hopkins proved that one headline can
pull 10 times the response as another headline … with no other changes in the
copywriting.
7. Start of copy should re-enforce the main benefit(s) of the headline,
elaborate, and incorporate the secondary benefits the prospect wants most.
Body of copy:
8. Develop the prospect problem and pain points. Reinforce how these problems
will remain or even get worse unless he takes action, and how your
product/service is the best solution.
9. Copywriting should be first person, one-to-one, conversational.
10. List the prospects likely objections to buying, and overcome those
objections.
11. Sincerely flatter the prospect if you can.
12. Get the prospect to mentally “picture and enjoy” the end-result benefits of
buying.
13. Use testimonials, specifics, tests, clients, studies, success stories and
memberships to add credibility and believability.
14. Be sure it is easy to read and “scan”. Use sub headlines with prospect
benefits, short sentences, short paragraphs.
15. If any copy is dull or boring, cut it or revise it.
16. If the flow gets slowed or stopped at any point in the copy, fix it.
17. Copywriting must be passionate, enthusiastic.
18. Create urgency to get a response now.
19. Tell the prospect what he will lose if he does not respond now.
20. Tell the prospect exactly what to do.
21. Close, Close, Close. Get action now.
About the Author
Mike Pavlish is the president of Profit Boosters Copywriting. They have
completed more than 1,200 copywriting projects for clients since 1978. Fees
start at $3,000.00 and up. He can be reached at
http://www.ProfitBoostersCopy.com
Source:
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