Hypnotic Writing

• Does the copy include proof and create believability with testi-
  monials, specific details, and a guarantee? Can your prospects
  read this and remain skeptical?


• Does the copy end with a powerful call to action—a request
  to fill out a form, call, or visit your business? Do you tell read-
  ers what to do?


• Is the copy written from the viewpoint of what the readers
  will get? Do readers know how their lives will be improved?


• Is it clear what you are selling? Is there one central offer?


• Does the copy reveal what is new, unique, or different about
  your small business? Can your competitors also use this copy?


• Is there a deadline or some other logical reason for a reader to
  act now? Can your prospects read this and put the ad aside to
  respond later?


• Are there plenty of reasons to buy? Since people want to buy,
  have you convinced them whythey should?


• Does your copy follow and complete what your headline
  begins?


• Have you reminded your readers of what happens if they do
  not buy?


• Have you tightened the copy so you say what you have to say
  in the fewest words possible? Have you let others edit the
  copy for you?


• Is this the best you can do? (Are you being honest?)


• Have you included a graphic that gets attention? Is it appro-
  priate? Does it demonstrate the product or service? Does it
  reinforce your message?

HYPNOTIC WRITING