Today I'll show you the little-known secrets of how I do this revision. I'll reveal exactly the key points I focus on.
As you'll see, I concentrate on the key factors, those which can make or break the copy.
** The Headline **
Does the headline truly give the prospect a benefit so exciting he/she can make a buying decision? Remember, 73% of buying decisions are made at the headline. Also, I ask myself , "Can I create a stronger 'hidden benefit'?" (See my previous work on how the hidden benefit works. It's the most powerful way ever devised to create headlines.)
** Believability **
If any claim I make throughout the copy is true but hard to believe, can I provide more proof? One questionable claim on my part will doom the success of the offer. Is there a single claim that I make in the copy that could be confusing, or more believable? If so I re-write it. I remind myself of this great truth. All claims must not only be true. They must also seem true!
** Copy Quality **
Does the copy really sing? Is it hot? How can I improve even a single word of it?
** Testimonials **
Are the testimonials I've chosen to feature the very best available in the testimonial file? If not, replace them with better ones. Can I contact the customers who gave the testimonials?
** Guarantee **
Is the guarantee clear? Easy to understand? Powerful? Believable? Can I improve or lengthen it in any way? If so, do it. Longer guarantees invariably work better.
** Offer **
Is the offer as irresistible as I can make it? Can I add or change or replace any of the bonuses? Often a different free bonus can turn a so-so offer into a big winner.
** Close **
Can I improve the closing copy? The copy can often be improved simply by restating the offer point-by-point. This can be the best closing technique.
** Graphics **
Can I have my graphic artists "pretty up" the copy in any way to make it even more appealing? For example, using lots of bright colors and increasing the point size of the copy itself can dramatically improve response to the offer. The above steps, dear reader, are those that I take.
Average copywriters do not do a single one of them. But who wants to be average?
If you want to write compelling, world-class copy, use the above techniques. Your copy and response to it will surely be even better. Of that I'm certain.
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