Free 13-Point Copy Inspection Makes Your Website
by Daniel Levis
“Success is neither magical or mysterious. Success is the natural consequence of consistently applying basic fundamentals.”
– Jim Rohn
Dear Web Business Builder,
A veteran pilot would never dream of taking off without going over his or her pre-flight check list. And neither should you before driving traffic to your sales page.
So in today’s issue of Web Marketing Advisor it’s back to basics, and a handy little checklist of copywriting essentials.
I invite you to print this page … grab a cup of what pleases ya … and work your way through the money pages on your most important campaigns …
1 – Is Your Headline Supported On These Four Pillars?
Does it arouse relevant curiosity? Does it make a simple, easily understood, ultra compelling promise? Does it trigger the dominant motivating emotion you’ve identified in your research? Does it imply proof of promise?
Big secret: Your headline is the ad for your web page, NOT necessarily the ad for your product. Give people a reason to read other than to find out whether they may want to buy your product. Promise them great things if they’ll just STOP and consume your web page.
With this in mind, I normally write 25 headlines before I begin the body of the page. Then I’ll pick half a dozen or so that I think will work and test them. The best of the rest, I use as subheads sprinkled throughout the page to propel readership, and draw skimmers and skippers back into the copy as they move down the page.
2 – Does Your Headline Have The Look?
I most often find that headlines work best when they are centered on the page presenting a balanced appearance in terms of the shape they create. Sometimes encasing them in quotation marks can also serve to grab more attention.
Brevity is desirable. If there are words you can remove from your headline without weakening it, remove them. Where you break lines is also important …
You want maximum impact and momentum when your prospect collides with your headline. Anything that can enhance immediate comprehension will help your conversion.
Each line of your main headline should contain a kernel of thought.
Right way:
Grow Up To 1436% Richer
In A World Gone Mad!
Wrong way:
Grow Up To 1436% Richer In
A World Gone Mad!
3 - Is Your Opening Provocative?
Does it trip the reader, interrupting the internal turbulence of the day? Does it cut through the noise and enter the conversation your prospect has been having with himself about the area of concern you want to help him with?
