52 A New Hypnotic Copy Checklist
T
he following list is my own secret checklist. After you have
written your first draft and polished it, use the following list to
check your writing’s potency.
Note:You’ll see a new question, the last one, about graphics. I
think graphics are not used wisely enough in copy, off-line or not.
Graphics can help get attention, demonstrate your product, and
reinforce your selling message.
- Does your opening pull readers into the ad with fast, com-
pelling, strong reader interest? Does the opening begin with a
bang? - Does the copy move along at a swift, easy-to-read clip, gener-
ating desire all the way? Is it boring? - Is the copy written in the conversational style of the person
who is going to read it? Have you spoken on the same wave-
length as your readers? - Is the copy visually attractive and inviting, using short sen-
tences, short words, short paragraphs, bullets, subheads, and
other visual aids? - Does the copy overcome objections and answer all questions?
Is the ad a complete selling argument?