The Difference Between Good Sales Copy and Bad

Sandy Franks
  • The definition of great copy
  • Only one person’s critique of your work matters most
  • Making weak copy great copy
  • Use the 12-question test
  • Let Clayton Makepeace teach you how

The definition of great copy is, “Copy that produces great results.”

The quality of your copy isn’t defined by the techniques you use. Nor is it determined by how many family, friends, clients, or focus group participants tell you it’s great.

Only one kind of person in the world gets to decide whether you’ve got a winner or a stinker: Prospects who cast their votes by responding to your copy in the only way that matters — by spending their own hard-earned money.

So the answer is …

 … the only way to know good copy for sure is to use it … measure the result … and compare that result with those produced by other similar promotions.

Can you get a feel for how your prospects might vote on your sales copy?

Is it possible to spot weaknesses that if repaired will probably increase response?

In a word, “Yep.”

Clayton Makepeace has provided us with a checklist to determine whether the sales package is good enough to be mailed (or emailed).

So just try this: As you’re reading sales copy — whether your own or someone else’s, ask yourself these 12 questions:

  1. Does the headline and lead stop me in my tracks and make me want to read the sales message?
  2. Is the tone of the copy appropriate for the message being delivered?
  3. Is it written using the kind of language my typical prospect is likely to use in day-to-day communication?
  4. Does the spokesperson come off sounding like my advocate — someone who’s intensely committed to helping improve my life — and NOT like just another salesman?
  5. Does the copy offer me a benefit or a series of benefits I’m willing to pay for?
  6. Does the copy convince me that this product can actually deliver those benefits to me?
  7. Does it convince me that this product is unique in its ability to deliver those benefits?
  8. Does the copy answer every objection to making the purchase I can think of?
  9. Do I feel as though I’m moving through the sales copy quickly and effortlessly? Is it devoid of spots that seem dull, repetitive, slow-going, or that allow my mind to wander?
  10. Do I feel my excitement rising with each new paragraph I read?
  11. Does the price seem insignificant compared to the value I’m being offered?
  12. Do I feel an irresistible urge to purchase this product from this company, TODAY?

When you can answer an emphatic “YES” to each of these questions, there’s a darned good chance you’ve got a winner on your hands.

Your takeaway for today: Use this 12-question test every time you write a sales letter. It could be the difference between earning just a little bit of money and a lot of money.

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Published: June 26, 2017

1 Response to “The Difference Between Good Sales Copy and Bad ”

  1. Hi! Would you honor me with a response to my comments this time, please?

    An AWAI member for about two years, I really LOVE you guys! ..really pleased that those I've talked to by phone have been SO "cool," & helpful! Thank you, SO MUCH!

    I NEED an "outlet" WHERE I can write about teaching baseball mechanics & techniques for ALL-aged baseball players, coaches & Dads /and Moms, too!

    Offering a series of articles (or, continuous running blog) covering EACH position, there'll be a special emphasis on pitching and hitting. I'm an expert on these, especially!

    A HUGE order, I need HELP finding a writing outlet to DO this. Any suggestions? Thx,


    Guest (SkinnyDuggy100)

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