30PointCopywritingChecklist.pdf

8/9/2019 30PointCopywritingChecklist.pdf

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30-PointCopywriting

CHECKLITo Instantly ImproveYour Next Sales Lette

www.CopywritingBoard.com
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Drawing from years of copywritingtesting & experience, mountains of forum posts, ebooks, reports, newsletters,audios and personal discussions...

Here is a list of conversion tricks you canuse to improve your sales letter, today!

1) Enclose your headline in REALquotations, not "inch marks" . To dothis, you have to hold down the Alt-key and then type 0147 for openingquotes and 0148 for close quotes, onyour numeric keypad. If you use aTahoma headline, use Times NewRoman quotations. ey look muchbetter.

2) Remember that E^2 = 0. If youemphasize everything, you emphasizenothing. Take it easy with the bold,underline and especially the yellowhighlighter.

3) Read your sales page out loud, orbetter yet, have an 8-12 year old kiddo it . Take note of any area theystumble over, hesitate or misinterpret.

en x it.

4) Have a USP (Unique SellingProposition) So many people areafraid of competition. Forget about it.

A n y g o o d m a r k e t w i l l h a v ecompetitors. All you have to do is bediff erent in one way and then talk

about the diff erence. at's your USP.Shout it to the world.

5) e rst line of your letter should beSHORT ! And it should be on a line byitself.

6) No paragraph should be longer than4-5 lines. And follow each longparagraph with a short one or a one-liner.

7) Use whitespace and considerindenting your paragraphs forreadability . But be careful with toomuch white space. Never have such abig gap that it looks like they'vereached the bottom when they haven't.

8) Narrow your page and increase yourfont size so that your lines aren't

longer than 65 characters . I like650px wide with 11 or 12 point font.If your lines are too long, one way tocombat that is with a sidebarcontaining testimonials, pictures,additional information, etc.

9) Good sans serif fonts for body copyare Verdana, Tahoma and Arial .Good serif fonts for body are courier,

Georgia and Times New Roman.10) Good headline fonts are Impact,

Tahoma, Georgia and Times NewRoman. For colors, try black and adark red or blue like #800000 or#000080.

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11) Don't mix serif an d sans serif fonts.

No more than 2 fonts on a page. Nomore than 2 font colors per page.

12) Scan your letter from top to bottom . You should be able to see a subhead,bullet section or Johnson box on eachscreen. Never allow a screen-fullsection of just body copy.

13) Use a real graphical button, not theone provided by Paypal . Nothing saysamateur like a Paypal button.

14) Modify your button code so that themouse pointer turns into the handpointer when it rolls over yourbutton . If you're really good, add a redborder around it that turns green onmouse-over.

15) Never allow any outgoing links on

your sales page. If you MUST have animage link or other link, be sure itopens in a new window.

16) A good format for your PS's is:

PS: Restate your primary benet

PPS: Remind them of your guarantee

PPPS: Remind them of any urgency factors you have

17) Use a real signature or something thatlooks like one from www.dafont.com

18) Use a hero shot, whatever yourproduct is . An e-cover, e-box, or apicture of you. Make sure the book

faces towards your copy and not off

your page.19) Never use the word 'price' or 'buy' in

your letter . Try investment &purchase.

20) Make sure your letter has all of theseelements:

A Prospect's Problem

A Promised Solution

Indisputab le Proof o f youstatements

An Irresistible O ff er

If you have those, you have a winner.

21) Make sure your letter immediatelyfollows up on whatever waspromised in the headline . Don'tmake them wait or they'll bail.

22) Add an urgency element if you haveit, but don't fake it . People aren'tstupid. If you don't have one, then youcan usually tell them it's urgent forthem to get started (earning money,losing weight, whatever) right away.

23) Make your subheads tell the major

story from top to bottom . Just readyour headline then keep paging downreading your subheads and make surethat it hits all the major benets.

24) Benets vs Features A benet is what your product does for the reader. A feature is what your product does.

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For example:

(Feature ) is tness software prints outworkout sessions .

(Benet) is tness software prints outworkout sessions so you can take it to the gym and know exactly what exercises todo, how many times and at what weight .

25) In your order coupon (you do have

one don't you?), tell them exactlywhat will happen when they orderthe program, step by step . And tellthem in their voice.

For example:

Yes Bruce, I am investing in your widgettoday! I understand that the instant I clickthe 128-bit secure order button below:

I will be taken to your online payment processor.

I will immediately receive a conrmationemail with a download link where I willinstantly download the widget.

I will also receive the widget pinstripe bonuskit at that time.

I know that I have 3 months to use mywidget and if I'm not as happy as a pig inslop, I can return it for a full refund.

You have made it dead simple and easy to get my widget. I'm clicking the button rightnow..."

26) Use a guarantee seal and write your

guarantee like you were talking face toface to the person. Add your signatureat the end of it too.

27) Pull-quote the single best line from atestimonial and use it as the headlinefor the full "testie" . Also, includeevery bit of personal information they

will allow including a picture, fullname, city, etc.

28) Try to keep your headlines under 16words . Headlines are gettingridiculous lately. Read it out loud, inone breath without a pause. Can youdo it?

29) Pay attention to where the lines on your headline break . Adjust the fontsize or add breaks intentionally to getit to read correctly.

30) Always, always, always be answeringthis question :

"What's In It For Me?"

is checklist compiled byBruce Wedding for

e Copywriting Board www.CopywritingBoard.com

Design & Layout by Brian McLeod

BrianMcLeodMarketing.com

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30PointCopywritingChecklist.pdf