95-Point Killer Copywriting Checklist
By Andre Bell


Have you ever wished you had a checklist for writing good copy?

[My fellow copywriters are probably gonna hate me for this
butttt.....]

For years Madison Avenue ad agents made their money by withholding
information from people like us.

They created an image of being members of an elite group possessing
arcane, inherited talents that few could understand, and even fewer
even know about.

The truth is, it's all smoke and mirrors.

Aside from the "secrets" that copywriters have tested, developed,
and "hidden" from the general public, there is nothing that makes the
copy that's written by a professional copywriter any better or more
powerful than copy written by anyone else--aside from experience.

I should know... I launched my first direct response
marketing "business" and started writing my own copy when I was only
13 years old. I made tons of mistakes--but always had money in my
pockets.

So I'm leveling the playing field... I'm going public and sharing
much of what I've learned in an easy-to-read copywriting checklist.

Am I shooting myself in the foot for posting this info 'free to the
public'? I don't think so.

Here's why...

Do-it-yourselfers will still do it themselves, with or without this
list.

But those who hire copywriters to get an objective view, or so they
can save time and dedicate resources to other efforts will continue
to hire copywriters.

Nothing lost.

So, whether you are a do-it-yourselfer or someone who hires
copywriters, I hope this list helps you improve your sales copy. Or
at the very least, helps you to better judge good copy from bad copy.

The checklist contains several of the most important elements that go
into writing persuasive and responsive sales copy.

Obviously the list is NOT all inclusive. An entire encyclopedia is
needed to explain every aspect of writing good copy.

But the list is complete for most copywriting projects.

Why do I share these tips knowing full well most people will grab
this list without so much as send me an email "thank you"?

Stupidity I guess...

Or maybe I just want to test that "universal giving" theory the 'new
age' people talk so much about (the theory where they say the more
you freely give to others the more the 'universe' will give to you in
return).  Or maybe I'm a just hopeless dreamer... or maybe I'm a
realist.

Only time will tell.


Anyhow, here's the list that will make you a better copywriter than
any crappy ad agent (forgive any redundancies):

Pre-Approach:

1.      Verify you're using the proper medium before investing tons
of money
2.      Create targeted message – communicate to
niche/vertical/'ideal' client
3.      Verify if advertising is justified at all. If not, don't
advertise
4.      Verify this is a product or service people actually want
5.      Appeal to existing market, not attempt to create a need or
new market
6.      Avoid trying to create desires. Use desires they already
have!
7.      Test everything: offers, headlines, layout, guarantees,
pricing, etc

Format:

1.      Create non-ad layouts: advertorial/editorial layout,
magalogs, etc
2.      Test AIDA formula
3.      Problem/agitate/solve format i.e. define the problem. Why has
it not been solved (use emotions to paint a 'painful' picture). What
WIIFM benefits are available that your reader doesn't know about or
has overlooked, or has been hidden from him? Paint an emotionally
attractive 'after' picture of your reader benefiting from your
solution exists? What's the next step that should be taken to see
this 'after' situation made a reality?
4.      Test different ad sizes and shapes to see which pulls best
5.      Use subheads to break up long messages and keep 'skimmers'
interested
6.      Positive language outsells negative language for most
industries
7.      Be low key and helpful, not overtly salesy
8.      Use an us-against-them viewpoint
9.      Place border around ads
10.     Place dashes around official looking coupons
11.     Verify your contact information is present (so often
forgotten)
12.     Use plain and sincere language
13.     Avoid clever or entertaining message simply for sake of being
clever
14.     Seek sales, not applause
15.     Speak one-on-one, not to people as a group
16.     Talk about the prospect and to the prospect
17.     Be service oriented, altruistic
18.     Use curiosity where appropriate
19.     Use emotional not passive voice

Headlines:

1.      Write benefit-oriented headlines
2.      Use "hurt and rescue" headlines
3.      Tell what you are going to do to help get the benefits
4.      If possible, mention your offer in your headline and/or
subhead
5.      Structure headlines and offers based on pre-existing needs,
desires, fears, and wants
6.      Expose and relate to specific situations, feelings, problems,
beliefs, fears, desires, etc they are now faced with

Body Copy:

1.      Open message with a short word or phrase or a question to
draw target market in. Not a questions they can mentally say "no" to.
But something they agree with or don't know the answer to.
2.      Relate to specific situations, feelings, problems, beliefs,
fears, desires, etc they are now faced with
3.      Focus on overt benefits, not features
4.      Benefits/WIIFM – appeal to clients wants, needs, values, and
interests
5.      Demonstrate how you will accomplish the promised benefits
6.      Paint emotional word pictures: before/after situations,
negative circumstances they are now faced with, reaping benefits
7.      Demonstrate specifically how you have the solution to their
problems
8.      Bullet points - innumerate if appropriate
9.      Place logos & company name at end of message, not at top
(except web pages)
10.     Quantify claims, be specific not general
11.     Urgency
12.     USP - explain why your solution is the only realistic
solution
13.     Complete sales message in every ad, i.e . mini-sales letter
14.     Use as much copy as needed to tell a complete story
15.     "Hook" in question & statement form [unusual, interesting,
dramatic, humorous]
16.     Create celebrity, personality
17.     Keyed/traced
18.     Professionally designed, not amateurish looking
19.     Assure pictures help sell, not distract or turn off? Verify
pictures outsell print in same space
20.     Be first. Preempt market.
21.     Avoid successive, multi-part ads
22.     Test different messages in different towns. Track which is
most effective.
23.     Signature in blue ink on sales letters
24.     Replace unnecessary commas with ellipses or eliminate
altogether. Commas cause people to stop reading.
25.     Remove excessive exclamation points. They look amateurish and
turn people off.
26.     Verifiable track record
27.     Include newsworthy info
28.     Sprinkle your message with info they say 'Gee, I didn't know
that'. Must be info that triggers a desire for your product/service.
29.     Use personable, charismatic approach i.e. identify the writer
as a real live human being, refer to self
30.     Photo of communicator
31.     Reveal an Achilles' Heal: a moment of weakness, a time when
things turned out poorly, a rags-to-riches account, etc
32.     Reveal a damaging omission: a fault in your product or
service, a market you're not appropriate for, a use that is all wrong
for your product or service, etc. (D.O. is not the same as an
Achilles' Heal)
33.     Direct response mechanism (800#, specific name literature
offer, ext #, etc )
34.     Human-free method of getting info (fax-back, email, voice
msg, etc)
35.     Lead generation marketing/magnet (report, cassette, video,
fax, sample, etc)
36.     Increase frequency of communication, multi-step process
37.     use a 'velvet cord' to draw people closer
38.     Connect different thoughts with 'bucket brigade' words and
phrases
39.     Resolve objections
40.     Use a false close to keep people off guard and from
predicting your direction
41.     Sprinkle message with direct calls to action and hints of
calls to action
42.     Close: summarize benefits, guarantees, bonuses, ask for the
order
43.     Use a PS (postscript) to offer additional benefit, urgency,
bonuses, incentives

Offers:

1.      Use multiple coupon offers instead of single coupons. Single
coupons are not as effective
2.      Specific irresistible offer (widget)
3.      test 100% free offer
4.      test "puppy dog" free trials
5.      create custom "Widget" that no one else is offering (combine
base product/service with own or complimentary ancillary product or
service). Example, bicycle shop includes free tune-ups
6.      Appeal to pride by offering to customizing product with
client's name
7.      test `send no money' trials or provide product with payment
in arrears, like book clubs

Bonuses:

1.      Offer initial segment of bonus item free. Remaining portions
delivered when client buys "x"
2.      Offer "x" product or service free if client agrees to
purchase "y"
3.      Offer incentives for action
4.      Change your competitor's USP or offer into a free bonus item
(For an example see my bonus offer towards the end of the page at
http://www.andrebell.com. Look for the box that has the words "free
marketing action plan." This is my way of devaluing everyone who is
charging several thousand dollars for a marketing action plan.

Guarantees:

1.      Use prominent official looking guarantee certificate
2.      BTRF guarantee
3.      Extended guarantee

Proof:

1.      Credibility statements (x years in businesses, x served, x
countries, etc)
2.      Use proof statements and credibility statements: studies,
testimonials, independent evidence, articles, etc.
3.      Testimonials or case studies citing specific benefits
provided by your product or service. Use full names if possible.
Avoid superlatives

Ok, that's the list. As long as it is, it's just a start to writing
good copy.

If you use the list you will tighten your copy and make your copy
more responsive.

However, don't expect to use it head-to-head against a true
copywriting professional. You'll lose.

This list can't possibly cover hypnotic language patterns, NLP,
psychological triggers, order devices, structuring offers,
structuring guarantees, exploiting inborn human behaviors and a few
other persuasive copywriting tidbits.

Still, if you use these 95 elements your copy will be stronger than
copy you can get from Madison Avenue ad guys--even if you paid them
the $250,000 per year minimum commitment most of them want.

Oh, whoever said good copywriting is simply writing with common sense
was full of cr@p.

Good sales copy requires following principles proven over and over
again to move people to action. And it requires looking at successful
examples you can emulate to save time from "reinventing the wheel".

If you follow those principles no ad agent can ever snow you with
poorly written ad copy, by keeping information from you.

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Andre Bell is an author, copywriter, and marketing advisor. This
copywriting article is a gift to his fellow entrepreneurs. For
additional copywriting resources visit his site at
http://www.AndreBell.com/recommended.html