Archive for the ‘The Jeff Paul Copywriting Cheat Sheet’ Category

The Jeff Paul Copywriting Cheat Sheet

September 7, 2008

Headlines/Intro/Beginning/Envelopes
􀂉 Multiple headline ideas written down? Yes No N/A
􀂉 Do headlines reflect proper context? Yes No N/A
􀂉 Will offer be in headline? Yes No N/A
􀂉 Will guarantee be in headline? Yes No N/A
􀂉 Quotation marks around headline? Yes No N/A
􀂉 Is headline bolded? Yes No N/A
􀂉 Lead in headlines? Yes No N/A
􀂉 Follow on headlines? Yes No N/A
􀂉 Will story or stories be used in headlines? Yes No N/A
􀂉 Will testimonials be part of headlines or subheads? Yes No N/A
􀂉 Is strongest point(s) right up front at very beginning? Yes No N/A
􀂉 Have you used hidden benefit in headline and/or as theme? Yes No N/A
􀂉 Do you bring bullets out right away? Yes No N/A
􀂉 Do you have one or more Unique Selling Propositions offered/explained? Yes No N/A
􀂉 Is initial copy/script compelling enough to cause people to want to continue? Yes No N/A
􀂉 Is piece’s salutation personalized, or generic? (Dear Mr. Garcia vs. Dear Friend or Dear Golfer) Yes No N/A
􀂉 Is envelope handwritten/typed (no label) personal “A” pile mail? Yes No N/A
􀂉 Does your font look as much as possible like the publication you’re running in? Yes No N/A

Guarantees
􀂉 Is guarantee worded in an interesting way? Yes No N/A
􀂉 Length of guarantee? Yes No N/A
􀂉 Value of guarantee? Yes No N/A
􀂉 Are there multiple guarantees? Yes No N/A
􀂉 Unconditional guarantees? Yes No N/A
􀂉 Conditional guarantees? Yes No N/A
􀂉 Satisfaction guarantees? Yes No N/A
􀂉 Results guarantees? Yes No N/A
􀂉 More than money back guarantees? Yes No N/A
􀂉 Will shipping/handling be refunded? Yes No N/A
􀂉 Keep premiums after refunding? Yes No N/A
􀂉 Need authorization for refund? Yes No N/A
􀂉 (Seminars) Less than entire seminar, “after first day” type of guarantee? Yes No N/A
􀂉 No guarantee? Yes No N/A
􀂉 Any warranty? Yes No N/A
􀂉 Use up product still get refund type of guarantee? Yes No N/A
􀂉 Prorated refund for subscriptions type of guarantee? Yes No N/A
􀂉 Any guarantee for free info? Yes No N/A
􀂉 Is guarantee stated on order device or info? Yes No N/A

Offer
􀂉 Does order device (form) have a headline? Yes No N/A
􀂉 Does offer give people opportunity to exercise power of choice? (Basic vs. deluxe, etc.) Yes No N/A
􀂉 Is offer to buy or generate lead? Yes No N/A
􀂉 Is offer too confusing or complicated? Yes No N/A
􀂉 Does offer link product to American Dream, the big picture? Yes No N/A
􀂉 Does offer promise bigger, better, more? Yes No N/A
􀂉 Does offer present big ideas, big promises, big news, big pictures, big results? Yes No N/A
􀂉 Does offer promise improvement over previous versions or competition? Yes No N/A
􀂉 Does offer promise faster, more time, low time involved, instant results, or sell time? Yes No N/A
􀂉 Does offer promote that it’s NEW, or link to timely news events? Yes No N/A
􀂉 Are you offering installment payments? Yes No N/A
􀂉 Are you showing the price in the installment amounts, vs. full price? Yes No N/A
􀂉 Are you offering an incentive to pay all at once? Yes No N/A
􀂉 Do date deadlines have “hand-stamped” date stamped on order info? Yes No N/A
􀂉 Is shipping/handling added and marked up? Yes No N/A
􀂉 Is shipping/handling added to first installment? Yes No N/A
􀂉 Do you ask if shipping address is different from credit card address? Yes No N/A
􀂉 Does the offer compare price apples to oranges? Yes No N/A
􀂉 Does the offer break apart each component’s value/price and compare it to package savings? Yes No N/A
􀂉 Is offer clearly explained? Does it detail exactly what they’ll get? Yes No N/A
􀂉 Have you compared the offer to what they already are familiar with? Yes No N/A
􀂉 Have you chosen your price by first analyzing your costs and multiplying by factor? Yes No N/A
􀂉 Is price shown as odd ending number? Yes No N/A
􀂉 Have you thought through if price is at or above a resistance barrier, a break point? Yes No N/A
􀂉 Are you marking price up and/or discounting? Are you explaining why discount is available? Yes No N/A
􀂉 Are you offering 24 hour ordering? Yes No N/A
􀂉 Are you offering a discount for fax or e-mail orders? Yes No N/A
􀂉 Do you have an order form or coupon that restates the offer? Yes No N/A
􀂉 Does order form leave enough room to allow customer to write comfortably? Yes No N/A
􀂉 Are you collecting fax and e-mail info on order form or lead generation efforts? Yes No N/A
􀂉 Are you enclosing more than one order form with package? Yes No N/A
􀂉 Are all backs of order forms, whatever, filled with copy/graphics/testimonials, etc.? Yes No N/A
􀂉 Do you have a multiple year option for subscriptions, with incentives to do so? Yes No N/A
􀂉 Do you have any continuity offer for auto-charge? Yes No N/A
􀂉 Are you accepting checks by phone? Yes No N/A
􀂉 Is order form separate from rest of package? Yes No N/A
􀂉 Is there a reply envelope enclosed with package? Yes No N/A
􀂉 Is response device or devices key coded for tracking? Yes No N/A
􀂉 Are savings expressed in dollar amounts vs. percentage vs. units? (2 for 1, buy 1 get one free, etc.) Yes No N/A
􀂉 Is price explained in context of the entire offer and promotion? Yes No N/A
􀂉 Are immediate upsells/cross sells/upgrades offered at time of purchase? Yes No N/A
􀂉 Is guarantee rested in offer and ordering instructions? Yes No N/A
􀂉 Have you told them who to call, when to call, who to make out check to, how much, etc.? Yes No N/A
􀂉 Have you informed them of any sales taxes? Yes No N/A
􀂉 Is ordering info on every page of offer? Yes No N/A
􀂉 Is offer made with an endorsement and sent out that way? Yes No N/A
􀂉 Are recorded messages being utilized? Yes No N/A
􀂉 If using recorded message, do you have “toll-free, 24 hour recorded message” in copy? Yes No N/A
􀂉 Have you started or contemplated your follow up sequence of mail/fax/e-mail/phone follow up? Yes No N/A
􀂉 Does offer lend itself to offering samples and/or free trials? Yes No N/A
􀂉 What bonuses/premiums are being added to sweeten offer? Yes No N/A
􀂉 If you sell internationally, do you explain different shipping costs? Yes No N/A
􀂉 If you sell internationally, do you explain the types of currency you’ll accept? Yes No N/A
􀂉 Are you testing different colors and sizes for parts of a package? Yes No N/A
􀂉 Are you testing how package is inserted in envelope? (Loose, in center, paper clipped, etc.?) Yes No N/A
􀂉 Are postcards filled with headline(s), copy, testimonials, etc.? Yes No N/A
􀂉 Have you left room for address and bar code on bottom of envelope or postcard? Yes No N/A
􀂉 Are you using stage names on lead generation follow up pieces, so calls can be tracked? Yes No N/A
􀂉 Are you telling customer exactly what to do? (Call NOW, Pick up the phone, don’t delay, etc.) Yes No N/A

Believability
􀂉 Testimonials? Yes No N/A
􀂉 Who are you? Yes No N/A
􀂉 Why should anyone believe you? Yes No N/A
􀂉 Who says people should believe you? Yes No N/A
􀂉 Are you using a celebrity(s)? Yes No N/A
􀂉 Is your promise as big as possible without being unbelievable? Yes No N/A
􀂉 Do you have proof in the form of graphics? (Pictures, drawings, graphs, etc.) Yes No N/A
􀂉 Can you dramatize proof with before and afters? Yes No N/A
􀂉 Is your guarantee designed to alleviate skepticism? Yes No N/A
􀂉 Are you telling the whole story? Yes No N/A
􀂉 Is the deadline or limit reason explained? Yes No N/A
􀂉 Are you offering an alternative means of response? (Recorded message, web site, free info, etc.) Yes No N/A
􀂉 Can you demonstrate the results? Yes No N/A
􀂉 Are you using testimonials that relate specifically to this offer? Yes No N/A
􀂉 Are you showing the number of people who have bought? Yes No N/A
􀂉 Do you have proof like copy of patent, survey results, studies, etc.? Yes No N/A
􀂉 Do you have details that add to credibility? (Exact location, description of neighborhood, etc.) Yes No N/A
􀂉 Do you have any third party endorsements? (Articles, influential people, etc.) Yes No N/A
􀂉 Is promotion coming from a person rather than from a company? Yes No N/A
􀂉 Have you used one or more damaging admissions? Yes No N/A
􀂉 Have you acknowledged resistance with proactive objection handling, Q & A, etc.? Yes No N/A

Copy
􀂉 Does offer present any aspect of underdog trying to come out on top? Yes No N/A
􀂉 Has internal repetition of key points been used? Yes No N/A
􀂉 Does P.S. restate main benefit/theme/offer? Yes No N/A
􀂉 Are Subheads used throughout? Yes No N/A
􀂉 Any bullets? Yes No N/A
􀂉 Will bullets have reference to page number or actual part of product? Yes No N/A
􀂉 Do pages end with cliffhangers? Yes No N/A
􀂉 Do you use a boxed off coupon in ads, or have copy explain how to respond without a coupon? Yes No N/A
􀂉 Do coupons or order forms state YES!… and restate offer in first person? Yes No N/A
􀂉 Has copy been “mangled” with handwritten notes in margin, highlighting, etc.? Yes No N/A
􀂉 Is paragraph spacing and indenting done so readability is enhanced? Yes No N/A
􀂉 If advertisement, have you squeezed as much relevant, non-boring copy as possible? Yes No N/A
􀂉 Are testimonials prominently displayed and discussed? Yes No N/A
􀂉 Will testimonials be re-typed/edited or copies of actual letters/shots be used? Yes No N/A
􀂉 Will piece be explanatory without stories? Yes No N/A
􀂉 Are recorded messages part of enticement to respond or order? Yes No N/A
􀂉 Is copy strictly benefit driven, with the sole focus on the prospect/customer? Yes No N/A
􀂉 If features are mentioned, is every one backed with one or more benefits? Yes No N/A
􀂉 Is a complete story being told? Yes No N/A
􀂉 Does copy assume prospect/customer knows nothing? Yes No N/A
􀂉 Is copy written at about a sixth grade level? (No matter who prospect is.) Yes No N/A
􀂉 Does copy talk to one person at a time? Yes No N/A
􀂉 Does copy talk to a potential buyer and ignore non-interesteds? Yes No N/A
􀂉 Is copy laced with “lingo” that prospects/customers talk/think in? Yes No N/A
􀂉 Does copy give specific details without rounding off, or approximating? Yes No N/A
􀂉 Is copy written to sound like it’s being spoken? (Using words like “listen”, “a minute ago”, etc.) Yes No N/A
􀂉 Are all sentences/paragraphs short and super easy to read? Yes No N/A
􀂉 Are you using a serif font like “Times Roman”, etc. for body copy? Yes No N/A
􀂉 (Can use serif or sans serif for headlines)
􀂉 Have you read copy aloud before finalizing? Yes No N/A
􀂉 Does copy refer to any graphics? (Pictures, diagrams, graphs, etc.) Yes No N/A
􀂉 Do all graphics have captions that are tantalizing and/or reinforce other copy/graphics? Yes No N/A
􀂉 Does it pass the “who cares” test? Yes No N/A
􀂉 Does copy focus on prospect/client or on advertiser? (You/your vs. we/I test.) Yes No N/A
􀂉 Are you using any “grabber” like a dollar bill, Million dollar bill, foreign currency, condom, etc.? Yes No N/A
􀂉 Are number of pages divisible by four? Yes No N/A
􀂉 Are ads going to be fractional page, or 7×10 or larger? Yes No N/A
􀂉 Are you going to attempt to get upper right hand page, or be above fold? Yes No N/A
􀂉 Is copy big enough to read, and have you considered this especially if you market to seniors? Yes No N/A
􀂉 Are you using a “table of contents” as a form of bullet points? Yes No N/A
􀂉 Does copy make them feel empathy, and that they’re not alone anymore? Yes No N/A
􀂉 Is copy written for decision maker? Yes No N/A
􀂉 Does every separate piece in package have headlines? Yes No N/A
􀂉 Are you including a cover letter or lift letter? Yes No N/A

Bonuses
􀂉 Do bonuses have high perceived value? Yes No N/A
􀂉 Can you make bonuses by breaking out parts of product? Yes No N/A
􀂉 Are bonuses linked to main product? Yes No N/A
􀂉 Are you going to use non-linked bonuses? Yes No N/A
􀂉 Are bonuses set up to more desired than product? Yes No N/A
􀂉 Are you using bonuses to enhance purchase of upgraded (deluxe) product choice? Yes No N/A
􀂉 Are you creating or buying multiple bonuses, instead of just one? Yes No N/A
􀂉 Are you linking bonuses to fast response? (Time, ltd. qty., first x buyers, etc.) Yes No N/A
􀂉 Can they keep bonuses even if they refund? Yes No N/A
􀂉 Are you offering bonuses either at purchase or after to reduce refunds? Yes No N/A
􀂉 Are you offering unannounced bonuses either at purchase or after? Yes No N/A
􀂉 Are you offering installments as bonus? Yes No N/A
􀂉 Are you offering upsells that are promoted as bonuses? Yes No N/A
􀂉 Do you offer free or reduced cost shipping? Yes No N/A
􀂉 Do you offer special shipping for single payment when installments are offered? Yes No N/A
􀂉 Do you offer discounts or gift certificates or coupons? Yes No N/A
􀂉 Do you offer unlimited calling in, or use fax/e-mail help only? Yes No N/A
􀂉 Do you offer coupons for additional help? Yes No N/A

Refunds
􀂉 Are you getting product to customer as fast as possible? Yes No N/A
􀂉 Are you delivering more than they thought they were buying? Yes No N/A
􀂉 If notebook type course, have you shrink-wrapped the contents? Yes No N/A
􀂉 Have you put a sticker on product telling them to call a recorded message before using? Yes No N/A
􀂉 Are you sending out a welcome letter? Yes No N/A
􀂉 Do you have a sequence of contacts after buying to help reduce refunds? Yes No N/A
􀂉 Do you call or send something like a $million letter before they get product? Yes No N/A
􀂉 Do you follow up with phone to see how they’re doing? Yes No N/A
􀂉 Do you offer stuff they can only get after the guarantee period is over? Yes No N/A
􀂉 Do you get feedback from refunders as to why, and develop changes based on this? Yes No N/A
􀂉 Do you survey customers and offer bribes for responding to get feedback? Yes No N/A
􀂉 Do you put tons of testimonials in any form/media in with product? Yes No N/A
􀂉 Do you have a stick letter outlining all the reasons they might return, and why they shouldn’t? Yes No N/A
􀂉 Do you use audio, videos, recorded messages or web sites filled with testimonials after purchase? Yes No N/A
􀂉 Do you offer contests or rewards for sticking with program? Yes No N/A
􀂉 Do you offer recognition for people who stick with it? Yes No N/A
􀂉 Do you offer some sort of assistance or help lines, via e-mail, phone, fax, recorded message, etc.? Yes No N/A
􀂉 Do you offer a newsletter or other communication at least monthly? Yes No N/A
􀂉 Do you offer conference calls or other meetings with users and satisfied testimonials? Yes No N/A
􀂉 Do you offer frequent buyer awards? (Points worth $ or merch., one free for x bought, etc.) Yes No N/A
􀂉 Is your shipping container “refund friendly” (too easy), or as self-destructing as possible? Yes No N/A

Referrals
􀂉 Do you offer rewards for referrals? (Cash, gift cert., frequent buyer points, etc.?) Yes No N/A
􀂉 Do you offer recognition for people who refer to you? Yes No N/A
􀂉 Do you ask for referrals in writing, in person, etc.? Yes No N/A
􀂉 Do you have a referral list people can check out? Yes No N/A

Customers
􀂉 Have you chosen list carefully per your desires for right customers for your offer? Yes No N/A
􀂉 Have you segmented lists to weed out wrong types? Yes No N/A
􀂉 Have you segmented your own list for different offers? Yes No N/A
􀂉 Are you offering more products/services of yours for sale? Yes No N/A
􀂉 Are you offering more products/services of others for sale? Yes No N/A
􀂉 Are you targeting decision makers? Yes No N/A
􀂉 Are you surveying your own customers for feedback and ideas? Yes No N/A
􀂉 Are you offering your products/services to other people’s lists? Yes No N/A
􀂉 Are you communicating regularly with your customers? Yes No N/A
􀂉 If yes to above, is the communication in the “voice” of the owner/front person? Yes No N/A
􀂉 Are you aggressively seeking testimonials? Yes No N/A
􀂉 Are you getting testimonials in writing with permission to use them in writing? Yes No N/A
􀂉 Do you send out a new customer welcome kit of some kind? Yes No N/A
􀂉 Do you acknowledge customer’s purchases? Yes No N/A
􀂉 Is every delivery of product/service accompanied by more offers? Yes No N/A
􀂉 Is your monthly communication dated and timely, or numbered sequence that doesn’t change? Yes No N/A
􀂉 Are you offering back end stuff the same way they came in initially? (e.g. ad/long form report) Yes No N/A