In the back of “The Million Dollar Sales Letter” book it has a great resource for Ads. After using it for Web, Email and print copy writing with great success, I would like to share it with every one on our list. Give us your feed back on this blog after using it.
Her is the list.
Basic 20-Point Checklist
1. Your sales pitch employs AT LEAST one of the following 7 Key Copy Drivers, and preferably all seven. (If not, tear it up and start over):
- Fear
- Guilt
- Flattery
- Exclusivity
- Greed
- Anger
- Salvation
_Yes _ No
2. What follows are the 13 most powerful and evocative words in the English language. If your copy is not laced with these, go back and insert them wherever you can.
- You
- Money
- Guarantee
- Love
- Results
- Proven
- Safety
- Free
- Save
- Easy
- New
- Health
- Discovery
_Yes _ No
3. Your sales pitch DOES NOT USE any of the following words: “We,” “Us,” or “Our(s).” (If it does, get rid of them!):
_Yes _ No
4. Your sales pitch is emotional (rather than analytical and highly rational).
_Yes _ No
5. “The prospect doesn’t give a damn about you, your company, and your product. All that matters is, ‘What’s in it for me?'” -Bob Hacker
You are not emphasizing your company or yourself or your product.
_Yes _ No
6. “People want quarter-inch hales, not quarter-inch drills.” -MBA Magazine
Your sales pitch highlights benefits-what this product or service will do for you (e.g., Think of it! You can create quarter-inch hales)-not features (e.g., we want to. sell you a quarter-inch drill).
_Yes _ No
7. “Your jab is to. Sell, not entertain. ” -Jack Maxson
“Cute and clever simply don’t work.” -Nigel Rowe
Your presentation is NOT cute, clever, and entertaining. (If it is, change it.)
_Yes _ No
8. You make an offer.
_Yes _ No
9. “You cannot sell two things at once.” -Dick Benson
You are not giving the prospect too. Many choices.
_Yes _ No
10. “The right after should be so attractive that only a lunatic would say ‘No’, “ -Claude Hopkins
Your offer is the very strongest one you can field.
_Yes _ No
11. Your company name and address appear on every piece in the promotion.
_Yes _ No
12. You include a guarantee of satisfaction.
_Yes _ No
13. You include testimonials from happy customers or donors.
_Yes _ No
14. You have a built-in mechanism that allows the reader to respond.
_Yes _ No
15. You make it easy to respond.
_Yes _ No
16. You have a fail-safe system in place that enables you to measure responses by source.
_Yes _ No
17. You are ready to send out material immediately to all who respond.
_Yes _ No
18. Included with the shipment are absolutely fool-proof instructions.
_Yes _ No
19. If the promotional effort is successful, you can turn on a dime and go out With it immediately again to new prospects.
_Yes _ No
20. Twenty percent of your marketing budget is for testing.
_Yes _ No