Enter A Formula In To Display The Owners Draw Percentage Writing for Direct Response – My 37-Point Acid Test for Sales Copy

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Writing for Direct Response – My 37-Point Acid Test for Sales Copy

It seems like it doesn’t matter whether I’m talking to a home-based business or a small business owner, a marketing executive or a copywriter, everyone in this biz deals with the same, burning question about every direct response. The promotion they create:

“How do I know how strong the sales copy in my promotion is before I show it to prospects?”

If you can relate, you’ll love it. The next time you’re tempted to leave a draft – submit it to a client or send it to a layout artist or web programmer, do this:

Set aside an hour. Lock yourself in a quiet room. Unplug the phone jack from the wall. Mentally insert your dogs into the potential Nikes and then read your sales copy as he or she would.

Don’t let yourself be tempted to edit or change anything. Instead, notice every fleeting thought in your mind and every emotion—excitement or boredom, faith or doubt, clarity or confusion—that arises within you as you read the sales copy.

Then, the second you finish, take this test. Rate how well your sales copy meets each of these 37 objectives on a scale of one to five as follows:

1: Nonexistent or pathetically weak

2: Room for major improvement

3: I’ve seen worse

4: Pretty darn strong

5: Golly Geez, this is perfect – I must be a crazy direct response genius

are you ready Here goes…

1. Is the theme or benefit presented in the headline likely to resonate powerfully with a significant number of your best prospects?

1___ 2___ 3___ 4___ 5___

2. Do the headlines and leads grab your attention immediately?

1___ 2___ 3___ 4___ 5___

3. Are they prompt and completely reliable?

1___ 2___ 3___ 4___ 5___

4. Do they present potential benefits in return for reading this?

1___ 2___ 3___ 4___ 5___

5. Do they explain why it is important to read it now?

1___ 2___ 3___ 4___ 5___

6. Do they establish the speaker’s competence beyond a shadow of a doubt?

1___ 2___ 3___ 4___ 5___

7. Do they sell you on the opening reading?

1___ 2___ 3___ 4___ 5___

8. Does the opening copy connect directly with 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 opening dispose you to continue reading?

1___ 2___ 3___ 4___ 5___

10. Are all key statements of fact supported by sufficient details to make them credible?

1___ 2___ 3___ 4___ 5___

11. Does the speaker introduce the reason for writing this or the reason for offering this product or service – at the beginning of the running text?

1___ 2___ 3___ 4___ 5___

12. Is it stated why the prospect should read it?

1___ 2___ 3___ 4___ 5___

13. Do the speaker’s personality and beliefs come through loud and clear?

1___ 2___ 3___ 4___ 5___

14. Does the copy sound like a conversation between two friends with common interests?

1___ 2___ 3___ 4___ 5___

15. Is the emotional tone of the copy appropriate for the subject matter?

1___ 2___ 3___ 4___ 5___

16. Is it clear that the spokesperson is an advocate for the prospect and has an emotional stake in receiving this information?

1___ 2___ 3___ 4___ 5___

17. Is it possible to find a passionate spouse – someone who expresses their feelings – in a speaker?

1___ 2___ 3___ 4___ 5___

18. Does the spokesperson feel like a friend and advocate – and not just another salesperson?

1___ 2___ 3___ 4___ 5___

19. Does the copy seem to move faster as you progress through the piece?

1___ 2___ 3___ 4___ 5___

20. Are the practical benefits of the product and/or premiums fully dimensioned?

1___ 2___ 3___ 4___ 5___

21. Are the positive emotional benefits that the product/premiums provide fully addressed?

1___ 2___ 3___ 4___ 5___

22. Does your prospect have negative feelings about the topic at hand and which product will be fully explored and neutralized?

1___ 2___ 3___ 4___ 5___

23. Are there entertaining elements sprinkled throughout – and if so, are they appropriate for the subject?

1___ 2___ 3___ 4___ 5___

24. Is the price of the product and all premiums perfectly dimensional – and is the price perfectly trivial?

1___ 2___ 3___ 4___ 5___

25. Is there any practical rationale given for discounts, premiums and other offer elements?

1___ 2___ 3___ 4___ 5___

26. Does the guarantee restate the benefits and be presented in a way that deepens the relationship between the spokesperson and the prospect?

1___ 2___ 3___ 4___ 5___

27. Is the prospect’s desire for immediate gratification addressed? Have you emphasized how quickly he will receive the product?

1___ 2___ 3___ 4___ 5___

28. Did you feel your excitement rising as you approached?

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 imperative motivator – a quick-response bonus, a limited offer, a deadline, etc.?

1___ 2___ 3___ 4___ 5___

31. Will it be strong enough for you to act?

1___ 2___ 3___ 4___ 5___

32. Does your loved one think you’re crazy not to order?

1___ 2___ 3___ 4___ 5___

33. By phone – any special incentives for ordering now?

1___ 2___ 3___ 4___ 5___

34. Does the order form copy restate the benefits and guarantees in a compelling manner?

1___ 2___ 3___ 4___ 5___

35. Does the order form look simple and easy to use?

1___ 2___ 3___ 4___ 5___

36. Are the order instructions clear and easy to understand?

1___ 2___ 3___ 4___ 5___

37. The order form thanks the new customer for his order and initiates the bonding process?

1___ 2___ 3___ 4___ 5___

how did you do

Want to read the whole thing? Just add all your answers and check your score…

37-109: Oh yeah You just gave yourself an “F”. And are you going to give that to the client or the designer? If Earth Firsters ever find out you’re willing to kill trees to make paper for it, your life won’t be worth a plug nickel. Better get back to the drawing board – fast!

110-128: Bad news, you’ve got your hands on some “D” copies. The good news is, you know how to fix it. Just work on each weak section until you can honestly grade them well enough.

129-146: Well – that’s about the “C”. Not bad for a draft…but definitely not good enough to make it last. I suggest starting with the sections you’ve previously rated a “1” or “2” — and when you can honestly give each a 4 or 5, move on to the ones that scored 3.

147-165: So you’re in the “B” range – a good start. A little tweaking in the weak sections, and you’re there. Be sure to pay extra attention to the headline, lead and open copy – when you can honestly give them 4 or 5, you could have a big winner on your hands.

166-184: Want a job? Seriously.

185: Yes, that’s right. Whatever happens. Oh – my mistake. I forgot to mention that you have to do this SOBER!

I’m linking your chain a bit here. In fact, the overall score is pretty meaningless. What’s important is that you’ve identified what you still need to do to turn this sales copy into a grand-slam home-run.

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