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Writing for Direct Response – My 37-Point Acid Test for Sales Copy
It doesn’t seem to matter if I’m talking to a home-based or small business owner, a marketing executive or a copywriter, almost everyone in this biz talks about the same, burning question about every direct response promotion they do:
“How do I know how strong my promotion’s sales copy is before I show it to prospects?”
If you can relate, you’ll love this. The next time you’re tempted to release a draft – submit it to a client or send it to a layout artist or web programmer, do this:
Take an hour. Lock yourself in a quiet room. Remove the telephone jack from the wall. Put your dog in Nikes in the mind of a prospect and then read your sales copy like he would.
DO NOT allow yourself to be tempted to edit or change anything. Instead, notice every passing thought that crosses your mind and every feeling – excitement or boredom, conviction or doubt, clarity or confusion – that arises within you as you read the sales copy.
Then, the second you’re done, take this test. Rate how well your marketing copy accomplishes each of these 37 goals on a scale of one to five as follows:
1: Absent or Pathetically Weak
2: Room for Great Improvement
3: I’ve seen worse
4: Very strong
5: Golly geeze, this is perfect – I must be a freakin direct response genius
Ready? Here it is…
1. Is the theme or benefit presented in the headline and lead likely to resonate strongly with a significant number of your best prospects?
1___ 2___ 3___ 4___ 5___
2. Did the headline and lead immediately grab your attention?
1___ 2___ 3___ 4___ 5___
3. Are they immediately and completely credible?
1___ 2___ 3___ 4___ 5___
4. Do they present compelling benefits that the prospect will get in return for reading it?
1___ 2___ 3___ 4___ 5___
5. Do they explain why it is important for the prospect to read it now?
1___ 2___ 3___ 4___ 5___
6. Do they establish the spokesperson’s qualifications beyond a shadow of a doubt?
1___ 2___ 3___ 4___ 5___
7. Did they sell you reading the opening?
1___ 2___ 3___ 4___ 5___
8. Does the opening copy connect directly to the headline and lead – and intensify your desire to read?
1___ 2___ 3___ 4___ 5___
9. Do the emotions you experience while reading the copy that follows the open make you keep reading?
1___ 2___ 3___ 4___ 5___
10. Are all key statements of fact supported by enough details to make them believable?
1___ 2___ 3___ 4___ 5___
11. Does the spokesperson present a solid reason why he or she is writing this or offering this product or service — early in the running text?
1___ 2___ 3___ 4___ 5___
12. Is the prospect told why he or she really needs to read this?
1___ 2___ 3___ 4___ 5___
13. Does the speaker’s personality and conviction come through loud and clear?
1___ 2___ 3___ 4___ 5___
14. Does the copy feel like a one-on-one conversation between two friends with a common interest?
1___ 2___ 3___ 4___ 5___
15. Does the emotional tone of the copy match the headline?
1___ 2___ 3___ 4___ 5___
16. Is it clear that the spokesperson is an advocate for the prospect and has an emotional stake in getting this information to him?
1___ 2___ 3___ 4___ 5___
17. Is the prospect likely to find an emotional partner – someone to express his feelings – in the spokesperson?
1___ 2___ 3___ 4___ 5___
18. Does the spokesperson feel like a friend and advocate – and not just a salesman?
1___ 2___ 3___ 4___ 5___
19. Do you feel like the copy gets faster as you progress through the piece?
1___ 2___ 3___ 4___ 5___
20. Are the product’s practical benefits and/or premiums fully dimensionalized?
1___ 2___ 3___ 4___ 5___
21. Are the positive emotional benefits provided by the product/prize fully addressed?
1___ 2___ 3___ 4___ 5___
22. Are the negative emotions of your prospect about the subject present and that can be neutralized by the product that has been thoroughly reviewed?
1___ 2___ 3___ 4___ 5___
23. Are there fun elements sprinkled throughout – and if so, are they relevant to the topic?
1___ 2___ 3___ 4___ 5___
24. Is the product value and all premiums fully dimensionalized – and is the price fully trivialized?
1___ 2___ 3___ 4___ 5___
25. Is there a plausible justification given for the discount, premium and other elements of the offer?
1___ 2___ 3___ 4___ 5___
26. Does the guarantee restate the benefits and is it presented in a way that deepens the bond between the spokesperson and the prospect?
1___ 2___ 3___ 4___ 5___
27. Is the desire for future satisfaction met? Did you emphasize how quickly he received the product?
1___ 2___ 3___ 4___ 5___
28. Do you feel your excitement rise to a crescendo as you get closer and closer?
1___ 2___ 3___ 4___ 5___
29. Does the spokesperson present a compelling reason to buy now?
1___ 2___ 3___ 4___ 5___
30. Is there an urgent motivator – a quick response bonus, a limited offer, a deadline, etc.?
1___ 2___ 3___ 4___ 5___
31. Is it strong enough to make you move?
1___ 2___ 3___ 4___ 5___
32. Does closing leave you feeling foolish NOT to order?
1___ 2___ 3___ 4___ 5___
33. Is there a special incentive to order now – by phone?
1___ 2___ 3___ 4___ 5___
34. Does the copy of the order form restate the benefits and the warranty in a compelling manner?
1___ 2___ 3___ 4___ 5___
35. Does the order form appear simple and easy to use?
1___ 2___ 3___ 4___ 5___
36. Are the ordering instructions clear and easy to understand?
1___ 2___ 3___ 4___ 5___
37. Does the order form thank the new customer for his order and start the bonding process?
1___ 2___ 3___ 4___ 5___
How Do You?
Want a general reading? Just add all your answers and check your score…
37-109: Whoa. You just gave yourself an “F.” And would you give that to a client or a designer? If Earth Firsters know you’re willing to kill a tree to make paper for that, your life isn’t worth a plug nickel. Better get back to the drawing board – NOW!
110-128: The bad news is, you have some “D” copies on your hands. The good news is, you know how to fix it. Just work on each of the weaker sections until you can honestly give them a better grade.
129-146: OK – that’s about a “C.” Not bad for a draft… but definitely NOT good enough to make it last. I suggest you start with the sections you gave a “1” or a “2” first — and if you can honestly give each a 4 or 5, move on to the ones that got 3s.
147-165: So you’re in the “B” range – a good start. A little tweak in the weaker sections, and you’re there. Make sure to pay extra attention to the headline, lead and open copy – if you can honestly give them a 4 or a 5, you might have a big winner on your hands.
166-184: Want a job? Seriously.
185: Yes, that’s right. Whatever. Oh – my fault. I forgot to mention that you have to do this SOBER!
I’m pulling your chain a little here. The truth is, the overall score means almost nothing. What matters is that you know the things you still need to do to make this sales copy a grand-slam home-run.
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