The following is from Clayton Makepeace's wonderful blog at: https://web.archive.org/web/20190906202114/http://www.makepeacetotalpackage.com/archives/the-single-most-powerful-response-boosting-tool-ive-ever-shared-with-anyone/
Says Clayton:
Next time you’re tempted to let go of a draft – submit it to a client or send it to a layout artist or web programmer, do this:
Set aside one hour. Lock yourself in a quiet room. Yank the phone jack out of the wall. Mentally insert your dogs into a prospect’s Nikes and then read your copy just as he or she would.
DO NOT allow yourself to get drawn into editing or changing anything. Instead, notice every fleeting thought that crosses your mind and every feeling – excitement or boredom, conviction or skepticism, clarity or confusion – that arises within you as you read the copy.
Then, the second you’re finished, take out this test. Rate how well your copy accomplishes each of these 37 objectives on a scale of one to five as follows:
For every item on the list below, rate it from 1-5.
- Non-Existent or Pathetically Weak
- Room for Major Improvement
- I’ve seen worse
- Pretty darned strong
- Golly geeze, this is perfect – I must be a freakin’ genius
Then fix the weak points accordingly.
The 37 Questions
1. Is the theme or benefit presented in the headline and lead likely to resonate powerfully with a significant number of your best prospects?
2. Does the headline and lead instantly seize your attention?
3. Are they instantly and completely believable?
4. Do they present compelling benefits the prospect will derive in return for reading this?
5. Do they explain why it is crucial for the prospect to read this right now?
6. Do they establish the qualifications of the spokesperson beyond the shadow of a doubt?
7. Do they sell you on reading the opening?
8. Does the opening copy connect directly with the headline and lead – and intensify your desire to read on?
9. Do the emotions you experienced while reading the copy that follows the open make you disposed to continue reading?
10. Are all key statements of fact supported by sufficient specifics to make them believable?
11. Does the spokesman present a compelling reason why he’s writing this or offering this product or service – early in the running text?
12. Is the prospect told why he/she absolutely must read this?
13. Does the spokesperson’s personality and conviction come through loud and clear?
14. Does the copy feel like a one-on-one conversation between two friends with a common interest?
15. Is the emotional tone of the copy appropriate for the subject matter?
16. Is it clear that the spokesman is an advocate for the prospect and has an emotional stake in getting this information to him or her?
17. Is the prospect likely to find an emotional soul mate – someone who articulates his feelings – in the spokesperson?
18. Does the spokesman feel like a friend and advocate – and not just another salesman?
19. Do you feel as though the copy moves faster as you progress through the piece?
20. Are the practical benefits of the product and/or premiums fully dimensionalized?
21. Are the positive emotional benefits the product/premiums deliver fully addressed?
22. Are the negative emotions your prospect has regarding the topic at hand and that will be neutralized by the product fully explored?
23. Are there entertaining elements sprinkled throughout – and if so, are they appropriate to the subject?
24. Is the value of the product and all premiums fully dimensionalized – and is the price fully trivialized?
25. Is there a plausible rationale given for the discount, premiums and other offer elements?
26. Does the guarantee restate benefits and is it presented in a way that deepens the bond between the spokesman and prospect?
27. Is the prospect’s desire for instant gratification addressed? Have you emphasized how quickly he or she will receive the product?
28. Did you feel your excitement rising to a crescendo as you approached the close?
29. Does the spokesperson present a compelling reason to buy now?
30. Is there an urgency motivator – a fast-response bonus, a limited offer, a deadline, etc.?
31. Would it be strong enough to get you to act?
32. Does the close leave you feeling like it would be insane NOT to order?
33. Is there a special incentive to order right now – by phone?
34. Does the order form copy restate the benefits and the guarantee in a compelling way?
35. Does the order form appear to be simple and easy to use?
36. Are the ordering instructions clear and easy to understand?
37. Does the order form thank the new customer for his order and begin the bonding process?
Fact is, the overall score is pretty much meaningless. What’s important is that you’ve identified the things you still need to do to turn this copy into a grand-slam home-run.
-Clayton Makepeace