Marketing Sells More with Copywriting Checklist

Share Article

This Checklist has been used by hundreds of businesses since it was published by Profit Boosters Copywriting.

This 21 point checklist helps direct marketers increase response and profits from websites, emails, direct mail and ads.

It is based on the results from over 1,200 copywriting projects developed and measured by Profit Boosters Copywriting since 1978.

Before writing

1. Study the company and the product or service being sold

thoroughly to have all the information that will be helpful.

2. Research the prospects and the market to determine what benefits the prospect wants most, secondary benefits wanted, objections, and what would get prospects to buy now. Key: Don’t guess; research.

3. Develop the main emotions you can use on copywriting for this project, and how you will do it.

The strongest emotions are love, fear, greed, acceptance, survival, anger and health.

4. Think like the prospect; and not like the marketer.

5. Develop the best offer(s) that can be made to the prospect. The offer includes pricing, terms, bonuses and guarantee.

At this point, the copywriter knows the company and product, what the target prospect wants most, his objections, the main emotions to touch, and has developed a terrific offer.

Headline and start of copy

6. Write at least 20 different headlines before choosing

the best one.

Headline winners include a big, bold promise of the benefits the prospect wants most, specific figures, a guarantee, credibility enhancers and a special offer.

Legendary marketers John Caples and Claude Hopkins proved that one headline can pull 10 times the response as another headline … with no other changes in the copywriting.

7. Start of copy should re-enforce the main benefit(s) of the headline, elaborate, and incorporate the secondary benefits the prospect wants most.

Body of copy

8. Develop the prospect problem and pain points. Reinforce how these problems will remain or even get worse unless the prospect takes action, and why the product or service is the best solution.

9. Copywriting should be first person, one-to-one, conversational.

10. List the prospects likely objections to buying, and

overcome those objections.

11. Sincerely flatter the prospect if possible.

12. Get the prospect to mentally “picture and enjoy” the end-result benefits of buying.

13. Use testimonials, specifics, tests, clients, studies, success stores and memberships to add credibility and believability.

14. Be sure it is easy to read and “scan”. Use subheadlines with prospect benefits, short sentences, short paragraphs.

15. If any copy is dull or boring, cut it or revise it.

16. If the flow gets slowed or stopped at any point in the copy, fix it.

17. Copywriting must be passionate, enthusiastic.

18. Create and build reasons for urgency to get an immediate response.

19. Tell the prospect what he will lose if he does not

respond now.

20. Tell the prospect exactly what to do.

21. Close, Close, Close. Get action now.

Direct marketers and businesses of every type can use this copywriting checklist to enjoy increased response and profits from their website, email, direct mail and ads.

Mike Pavlish is the president of Profit Boosters Copywriting. They have completed more than 1,200 copywriting projects for clients since 1978.

Fees start at $3,000.00 and up. He can be reached at

# # #

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Visit website