Quick Tip:
How to Write Stronger Copy – Every Time

If you’re just starting out, it can be tough to remember all the elements and little nuances that make for great copy.

Even if you’re an experienced copywriter, many of the specific response-boosting secrets out there can easily escape your mind.

That’s why, if you follow the quick little tip I’m about to give you, you’ll make sure your copy is as good as you can make it every time. And you won’t miss a beat when it comes to infusing your copy with every ounce of persuasiveness possible.

In fact, this little tip is a secret many top copywriters use to consistently write great copy.

What is it?

Create a copy checklist.

A copy checklist ensures you don’t forget any crucial elements in your sales letter. It reminds you of those small details that aren’t always top of mind, like the different kinds of guarantee or urgency elements.

This is important. Because in direct-response marketing, even seemingly minor things can increase the probability that your prospect will whip out his credit card.

Your copy checklist should cover the major components of a sales letter:

  • Headline
  • Lead
  • Sales argument
  • Offer
  • Guarantee
  • P.S.

Within each component, there should be a list of questions, reminding you how to make it stronger.

For instance, for your headline component:

  • Is it urgent?
  • Is it unique?
  • Is it useful?
  • Is it ultra-specific?

(And so on … )

Now that you’ve got the idea, it’s time to create your very own copy checklist.

Here’s what you need to do:

Write (or type) the list of major sales letter components I’ve given you here.

Then grab your copy of AWAI’s Accelerated Program or Master’s Program. Go through each section to find response-boosting questions you can add for each component of your sales letter.

Then search the Article Archive on the AWAI website. Try to find as many possible ways to make your copy stronger, and include them on your checklist as well.

To give you a head start, I’ve begun a copy checklist for you here. It’ll be up to you to fill it out completely:

Copy Checklist


  • Is it urgent?
  • Is it unique?
  • Is it useful?
  • Is it ultra-specific?

(And so on … )


  • What type of lead am I using here?
  • Is this type of lead appropriate for this prospect?
  • Does the lead get straight to the point? (Use the “rule of thumb.”)

(And so on … )

Sales Argument:

  • Have I created a picture of the prospect enjoying the benefits of the product or service?
  • Have I addressed the “deeper benefits”?
  • Is there enough proof?

(And so on … )


  • Have I built up enough value for my product or service that the prospect sees buying as a “no-brainer”?
  • If not, could I use the “drop in the bucket” technique?
  • Have I made the premiums or bonuses irresistible?

(And so on … )


  • What type of guarantee am I using here?
  • Could a different type of guarantee make it stronger?

(And so on … )


  • Is there something to sweeten the pot?
  • Could I add more urgency?

(And so on … )

By going through this process, not only will you end up with an incredible copy checklist, you’ll also learn A LOT about what it takes to write top-notch copy.

Remember, this copy checklist is just something to get you started. It is by no means complete. You should create your own based on everything you’ve learned from the AWAI Accelerated Program for Six-Figure Copywriting and as you explore all the great tips on the AWAI website.

Once your checklist is complete, you’ll have a great tool for writing awesome copy every time.

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »

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Average: 4.5
Published: May 4, 2009

2 Responses to “Quick Tip: How to Write Stronger Copy – Every Time”

  1. This is really good! Straightforward and will thought out.

    Milt Trosper-B2B WebCopy

  2. The idea of making a Copywriting Checklist is great. I started mine in Word and will update it as I go through the program.

    Phillip Loss

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