Copy Checklist

For copywriters – this is a superb copywriting checklist you can consult whenever you need to polish up your copy.

It’s by John Forde of the Copywriter Roundtable’s fame.

http://copywritersroundtable.com/

Enjoy! I’m sure you will find it as useful as I did.

I Package Description:

CARRIER ENVELOPE

[ * ] *Excellent
[ * ] *Good
[ * ] *Needs some improvement, but can be salvaged
[ * ] *Needs to be rewritten
[ * ] *Needs to be redesigned

Is there a strong teaser that effectively does these two things?:

(1) *The copy identifies and qualifies the prospect immediately.

[ * ] Yes
[ * ] No
[ * ] MAYBE

(2) *Gets him inside the envelope?

[ * ] Yes
[ * ] No
[ * ] MAYBE

THE LETTER

[ * ] Excellent
[ * ] Good
[ * ] Needs some improvement, but can be salvaged
[ * ] Needs to be rewritten
[ * ] Needs to be redesigned

Content:

The letter must contain the following in this general sequence–all done
strongly and effectively according to proven direct response methods:

A. * * *Does the superscript, or headline, compel the reader to go on?

[ * ] Yes
[ * ] No

B. * * *Does the headline give exciting news, make a promise, or offer a benefit?

[ * ] Yes
[ * ] No

C. Should a superscript be used in this letter?

[ * ] Yes
[ * ] No

D. Is there a strong lead sentence that picks up from the teaser or the
superscript? *Must start reader on the route to a sale.

[ * ] Yes
[ * ] No

E. Opening paragraphs: *do they begin immediate development of the benefits
promised in the teaser? *Do they develop desire for the product/service? *Do
they show the reader how he will benefit specifically? *Or else do they compel
the prospect to read on?

[ * ] Yes
[ * ] No

F. * * *Is the opening section mostly "flattering" and not critical?

[ * ] Yes
[ * ] No

G. * * *Proof: *are all claims backed up by success stories, charts, figures, or a
track record or by testimonials, endorsements, etc., from satisfied customers
or acknowledged authorities?

[ * ] Yes
[ * ] No

H. Are the "credentials" of the writer defined strongly enough that the letter
has authority and credibility?

[ * ] Yes
[ * ] No

I. * * *Are all benefits brought out strongly? *(Product characteristics are
features. *What those features do for the customer are called benefits.)

[ * ] Yes
[ * ] No

J. Is the prospect told he’ll lose something if he doesn’t act?

[ * ] Yes
[ * ] No

K. If the product is new or unique, does the letter say so and state how it’s
better?

[ * ] Yes
[ * ] No

L. Is there reason given for an immediate response?

[ * ] Yes
[ * ] No

M. Is the price justified? *Or are there equivalent tangibles listed to dramatize
the amount requested?

[ * ] Yes
[ * ] No

N. * * *If a publication, is there a choice of subscriptions and terms?

[ * ] Yes
[ * ] No

O. * * *Is there a money-back guarantee?

[ * ] Yes
[ * ] No

P. * * *Is there a free premium or some incentive to bring quick action or a bigger
purchase?

[ * ] Yes
[ * ] No

Q. * * *Strong summary: *Are the major benefits restated? *Have you answered all
questions and objectives?

[ * ] Yes
[ * ] No

R. * * *Is there a reference to the order form or procedure that tells exactly what
you want the reader to do?

[ * ] Yes
[ * ] No

S. * * *Credit card purchases and toll-free "800" number purchases increase
response up to 30%. *Are they offered?

[ * ] Yes
[ * ] No

T. * * *Action: *Is the order/donation/action/asked for strongly and clearly?

[ * ] Yes
[ * ] No

U. * * *Is there a P.S.? *Does it add a note of urgency, incentive, etc.?

[ * ] Yes
[ * ] No

V. * * *Overall, has the entire presentation been directed to the toughest, hardest-to-sell prospect, and NO STONE LEFT UNTURNED in order to get the job done?

[ * ] Yes
[ * ] No

II. * * TECHNIQUE

A. * * *Use the "you" attitude all the way through. *Talk about the reader, not you – his needs and problems from his perspective.

[ * ] Yes
[ * ] No

B. * * *Is the "bucket brigade" used? *Use connectors that subtly lead from one paragraph to the next: *"And, But, So you see, Of course, Better yet, As I mentioned, Now here’s the important part, And don’t forget that, But that’s not all…"

[ * ] Yes
[ * ] No

C. * * *Does copy read smoothly? *Does it keep moving?

[ * ] Yes
[ * ] No

D. * * *Is it in a sincere, first person singular, conversational idiom?

[ * ] Yes
[ * ] No

E. * * *Is it in the reader’s vernacular–the jargon of his field, sex, age, or other
psychographic limit?

[ * ] Yes
[ * ] No

F. * * *Does the copy breathe enthusiasm? *Excitement? *Conviction? Like you
truly believe in what you’re writing about?

[ * ] Yes
[ * ] No

G. * * *Has the reader been recognized as a unique individual, and are his needs
and problems identified and solved by the end of the letter?

[ * ] Yes
[ * ] No

H. * * *Does copy hold the reader’s interest all the way through?

[ * ] Yes
[ * ] No

III. Writing Style

A. * * *Punctuation–forget the rules! You’re writing the "spoken" language for the most direct effect. *Do you use punctuation for impact and clarity and not for the sake of "grammatical correctness"?

[ * ] Yes
[ * ] No

B. Words

1. *Are there too may long words? *(About 65%-75% should be five letters or
fewer.)

[ * ] Yes
[ * ] No

2. *Are they familiar, common words most used in ordinary conversation–
NOT pedantic, pretentious, or "business letter" English?

[ * ] Yes
[ * ] No

3. *Do you use the active tense, not the passive?

[ * ] Yes
[ * ] No

4. *Are there "word pictures"–metaphors, similes and analogies that make
concrete, emotionally stimulating images?

[ * ] Yes
[ * ] No

5. *Is the verb-adjective ratio good–about three verbs to every adjective?

[ * ] Yes
[ * ] No

6. *Is the writing fresh? *Does it avoid clichés?

[ * ] Yes
[ * ] No

C. Sentences:

1. Are most sentences under 20 words? *Fewer than 150 syllables long?

[ * ] Yes
[ * ] No

2. Are they varied in length to lend rhythm and pace?

[ * ] Yes
[ * ] No

3. Do the sentences flow logically–from subject to predicate to object? *Do
they read right the first time through–give the meaning you intended?

[ * ] Yes
[ * ] No

Paragraphs

1. Are they six to seven lines maximum, but varied for visual appeal?

[ * ] Yes
[ * ] No

First line indented?

[ * ] Yes
[ * ] No

3. Are whole paragraphs double-indented occasionally for emphasis and visual
appeal?

[ * ] Yes
[ * ] No

IV. Appearance:

A. Placement on page: Ample borders all around?

[ * ] Yes
[ * ] No

B. Subheads used for visual and strategic purposes? *(The ideal is to have your
subheads form a synopsis, in sequence, of your basic proposition or story.)

[ * ] Yes
[ * ] No

C. * * *Underscoring: *Effective for emphasis, but use sparingly. *Overuse kills
the effect. Has underscoring been used effectively?

[ * ] Yes
[ * ] No

D. * * *ALL CAPS: *Effective for emphasis, but unsparingly. Overuse is more
likely than with underscoring. Has ALL CAPS been used effectively?

[ * ] Yes
[ * ] No

E. * * *Is there a second color and is it used well? *It increases response
substantially when used sparingly but wisely.

[ * ] Yes
[ * ] No

F. Type: Use typewriter — Don’t typeset unless you use a type font that looks
very much like a typewriter. *Prestige, pica 72, ten point?, is preferred by the
many of the world’s top direct mail letter writers.

[ * ] Yes
[ * ] No

(JF Note: This was true when Kevin first made the list. Does it still apply? You be the judge. If you were rewriting the question for online marketing, you might substitute Verdana as the typeface.)

G. Are ragged right lines used (lines not justified at right end?)

[ * ] Yes
[ * ] No

H. * * *Bottom line of page–break sentence at a "leading" word when possible so reader must turn page to get the meaning.

[ * ] Yes
[ * ] No

I. * * *Is there a continuation note in the bottom-right corner (such as "please
turn…")?

[ * ] Yes
[ * ] No

V. Specific Comments:

OVERALL EVALUATION OF INSERT

I. * * *Overall rating of your strategy, writing, design, pricing, and terms:

[ * ] 10 – Rare. *A landmark achievement.
[ * ] *9 – Outstanding. *Deserves a prize.
[ * ] *8 – Unusually good, top 5% of all copy.
[ * ] *7 – Good. *Reaches ordinary standards.
[ * ] *6 – Passable, with luck.
[ * ] *5 – Marginal value, may even lose money.
[ * ] *4 – Weak. *An almost certain money-loser.
[ * ] *3 – Very weak and unprofessional
[ * ] *2 – Awful.
[ * ] *1 – Offensive or illegal.

II. Your offer is clear as presented.

[ * ] Yes
[ * ] No

III. *The pieces in your package complement each other in the right way.

[ * ] Yes
[ * ] No

IV. You have separated yourself from the competition adequately.

[ * ] Yes
[ * ] No

V. * * *Your product/service/publication/ministry is marketable through direct
mail.

[ * ] Yes
[ * ] No

VI. You should also look into other direct response media like magazine ads, radio, television, posters, fulfillment house stuffers, etc.

[ * ] Yes
[ * ] No

VII. *Your strategy, product, service or publication can and should be
improved before you continue marketing.

[ * ] Yes
[ * ] No

Jag Foo

This copy checklist is very useful to all writers so they will know if there are something that they need to add on their article or if there are words that needs to be deleted or omitted. I am sure that my officemate will love this.
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That checklist looks useful for someone like myself, who is not a ‘natural’ writer. Though I have to wonder if email copy ha somewhat different objectives than conventional direct mail.
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This checklist is really helpful for copywriter in managing and keeping track of all his writing stuffs.

This is a long checklist but everything is a must! having something like this will help copy writers have a smooth business flow. Thanks for sharing. I love everything about this blog.

Thanks a lot for this post. I guess it can be useful although it is very long and it will take much time to check the article but i guess it’s worth it.

Extremely detailed checklist! This has got to be a system implemented in every copywriter’s job
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This can be considered a stepping stone for us to achieve our goals in business, those checklists are very useful, its a long method but it is worth it.
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Uau.
Now this is one guide that I need to bookmark.
Just thinking the other day, what it takes to be a good copy writer..
intresting that I found this article.

Cheers!

Wow! That’s a long list! I’m a copywriter and I know I need this so I’d better download for future reference. Thanks

This is a great checklist, I’m not a copywriter by trade, but get stuck doing it from time to time. I’ll be back the next time I do to consult this list, thanks! Outdoor Chaise Lounge

Good list, different categories help to focus on each phase.

This is a great checklist! When I was in school, my teacher had a similar list only it wasn’t so thorough. I think just taking the time to reread your content & think of it from your readers point of view can really improve it.

This is an excellent copywriting checklist that everyone within the IM space, particularly me, should be sure to bookmark, it’s a resource that should be reviewed constantly. Thanks Jag for providing this, I need as much help as I can get with copywriting.

this checklist is amazing, it is helpful and useful,
this is really a nice job.

Great checklist. I’ve actually been reading John’s blog for a while now and he always has amazing tips for the novice copywriter. I would recommend it to anyone looking to get into the industry. I’ve definitely used a couple tips from his blog (The checklist above included!)

Wow! such a detailed checklist! Thanks for sharing this helpful info

I was a copywriter many years ago. I can atest to this. This could be a valuable reference for future undertakings.

Nice checklist all together, glad you broke it down in to sections. It is a little long but that helped a lot.

great check list, i always have problems writing copy hopfully this ill help. thanks.

This is a right checklist of things that you need to include in your copy. Thanks for this.

glad you broke it down in to sections.

Nice checklist all together. This checklist is really helpful for copywriter in managing.

This copy checklist is very useful to all writers. Keep tracking of all his writing stuffs.

Wow! That’s a long list! I’m a copywriter and I know I need this so I’d better download for future reference. Thanks. manual wood splitter

Each copywriter should tend to improve the skills and this checklist can help to find out the ppint that you shouls apy special attention to.

Although it is harder for some than others.This list should provide a checklist for the lot.Gaining knowledge and moving forward is a key factor to one’s improvement.It is something that should perceive in our daily routine.

Great check list! I think this checklist is really helpful for copywriter in managing. Would be waiting for more stuff from yourside.

Hey I always love to improve my copywriting skills and my knowledge continously. Therefore thanks for the good check list.. I can really need that.

This is one of the tools I need in my tool bag. Writing good content is very important.Michael Rasmussen has good free info on writing emails. You have to know both to be successful.

Very helpful guide – well put together and ingenious, thanks

That is a long list! I am a copywriter and I know I need this so I did better download for future reference. I like this very much and its like a helping hand. Thanks for sharing this.

This is a great checklist for direct mail. Maria Veloso has an excellent checklist for website copywriting in her book “Web Copy”.

Valuable checklist. Thanks for sharing this is very important for me.

very informative checklist, thnx for sharing,

This is a valuable checklist. This checklist is really helpful for copywriter in managing.

I think this check list will help all copy copywriter.There is an excellent information you have shared with us.

I just love the way it is used to eradicate the problem and come out with solution. This is a best way for copywriter. Thanks for this sharing.

that helps a lot when writing scripts. I love this post a lot.

This article is really helpful for copywriters. Also the link provided also has a great checklist. Really helpful post. Thank you so much for sharing this.

Very nice and helpful checklist. Thank you so much for sharing this.

well very nice checklist .I will remember this next time.Thank you

Awesome check-list. I always find it difficult to evaluate my work and I think a check list is the way to go!

thanks for giving us very kind information

This checklist is really helpful for copywriter in managing and keeping track of all his writing stuffs.
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Jag, very nice checklist you’ve got here. Some people refuse to follow a checklist, but I’ve found that if you do, you end up much better in the end. Cheers

Hi Jag,
Very nice check list,Your post really helped me to understand the Copy Checklist. It has great details and yet it is easy to understand.
That’s what I was looking for. I will definitely share it with others.

Thanks for sharing.

Hi,
Its really a master piece for all copywriters copywriters. Really a superb copywriting checklist you can consult whenever you need to polish up your copy.
Regards,
Sana
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That’s a long but helpful checklist. Usually i don’t write content myself but depend on copywriter. Not create and not good at writing but this is certainly helpful.
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I’ve been into recently Copywriting and this also requires some talent to write things. This is great stuff. Thanks.

I used to be a technical author in the Aerospace industry. I’ve never been certain whether writing is an art or a science. A bit of both perhaps. This is a great list for any writer who doesn’t feel himself to be “arty” but feels more comfortable using a scientific approach.

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Great list i like it very useful good post thanks for sharing.

Thanks for sharing this copy check list and I am sure that it will be helpful for us in managing our work.

Hey,

I am going to tell my sister about this copy checklist, she is a copywriter and she will surely appreciate this tool. Thanks

Warm wishes,
Steph
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CARRIER ENVELOPE goood for sharing
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This checklist is really helpful for copywriter in managing.Thanks for sharing this check list.I really like your post.Thanks for sharing.

In a simple way like this, we can estimate the personality, honesty, expertise from someone ..
Amazing ..
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This is the amazing check list for copy writers, it will define the through check listings of total copy writing rules. Thanks for sharing this wonderful resource.

Regards,
Alexandrabrian

Hey!The copy checklist is very important for myself.It is so interesting.I like your post.Thanks for sharing.

Hey dude!Great article.The copy checklist is very useful for all writers.I really like your post of copy checklist.Thanks for sharing this blog.
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These are really good points that you have mentioned in your checklist that every writer must focus ofter finishing the content. for the copy writers who writes on various different subject may miss to check certain points. In this circumstances this will be a great help for them.

Checklist is used for choosing one or more than more option at a time.So it is very important for me.It is very interesting posting.

Writers need a lot of stuff for improvement,the above mentioned copy checklist is one of them.
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This copy checklist is just like an alarm clock. It alarms the writer regularly and help to manage their write-ups. Really awesome effort. Thanks for sharing.

Wow!These are really good tips of this blog.That’s a long but helpful checklist. I apperiate you.Your article is outstanding.Thanks for sharing this article.Keep it up!
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Great checklist for copywriters, thanks for sharing this, would like to have an regular visit

This is a great checklist, I’m not a copywriter by trade, but get stuck doing it from time to time. I’ll be back the next time I do to consult this list, thanks! Outdoor Chaise Lounge

If to modify the check list a bit it can be applied not only to copywriters, but also to other writing careers…

This is fantastic. I copied the whole thing into a word document and separated to make whole pages. I now have them grouped together in a binder to take with me. Fantastic!

Thank you for your list, it is very useful and complete. A good checklist everyone should keep on his/her desk while writing a copy.
The last point, therefore, should be always answered “YES”: every strategy can (and should) be improved, no one’s perfect nor will be.

In this contemporary world of social media, copy checklist is really one of the most helpful applications for copywriter in managing and keeping their track of all his writing material. I personally believe that this article is exceptional as well as it is having enormous information. Thanks for sharing this innovative article.

Good collection. i also like this.

it is the excellent list of points that every copy writer need to confirm before publishing the content. For long assignment on writing the content on same subjects, these points will be a key to improve the quality in quickly and maintaining it.

Comprehensive. A must follow check list. You spent a lot of time writing it and honestly speaking, it’s worth reading it.

the check list is good but not all the time because let your brain work by itself or you will be hanged in these check list

This copy checklist is very useful to all writers
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wow this checklist is grabbing my attention and love to read it

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Thank you for your list, it is very useful and complete. A good checklist everyone should keep on his/her desk while writing a copy.
The last point, therefore, should be always answered “YES”: every strategy can (and should) be improved, no one’s perfect nor will be.

Thanks for the post! Handy checklist for writers – especially those that do it often. Kudos!

This is a good check list for copy writers, thanks very much for taking the time to share this info.

it is the excellent list of points that every copy writer need to confirm before publishing the content. A good checklist everyone should keep on his/her desk while writing a copy.

Great checklist. Thanks. for it.

Cool and clear list. I am sure all these checks will cover almost all my copywriting problems. Implementation of these best points will let me save my time and efforts. Thanks for sharing your great effort.

This best information for every copy writer .
So thanks

Thanks for sharing the nice post.its really a good checklist for a copy write and very helpful in the office work.it might be helpful for all of us.

This is great. I’m not a writer who had a formal training, and this will definitely help. Thanks for sharing this.

Thank you for Ur post. It is very helpful post for me. and I think this will be more helpful for copywriter who make a surety of good job. I like your post very much.

This checklist is really helpful for copywriter in managing. Thanks for sharing.

Great checklist!
This check list can pave a way to solve copywrite problems.
Thanks for sharing

This checklist is amazing, it is helpful and useful. There should be some more working on it. I hope you will enhance this checklist as you will find further new ideas.

Thank you for this excellent and extensive post. I’ve been trying to improve the text on our hubspot landing pages and this will be extremely useful.

I guess it can be really helpful for copywriter in managing and keeping track of all his writing stuffs.

Nice post …
Keep sharing ..

It’s all about proper writing. Thank you for this check list, it is useful.

This checklist is really helpful for me. Thanks for sharing.

Great checklist.. The road is always easier if you’re traveling with a good map. Knowing when to get things done — and in what order — will put your mind at ease when the details of a big move threaten to overwhelm you.

It’s about proper writing. Thanks for this check list, it is valuable.
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This checklist is really helpful for copywriter in managing and keeping track of all his writing stuffs.all checklist is really helpful thanx for posting

Very nice checklist, It will surely help the bloggers like me

This checklist is really great. Breaking down into sections helps to give equal importance to each part. Thanks for sharing.

Hi
this check list really very important and really thinking things.

Thanks for post

If you want to get rid of copy writing then this checklist will be helpful for you. By using this amazing checklist you can make you article unique and popular among users. This checklist removes all the copy write data from you article and make it useful.

Good check list and i want to refer this check list to visitors and thanks for sharing the information.