Persuasion without overstatement.
WHAT GOOD COPY DOES
States what the thing does Says who it is for Gives a reason to believe Makes the next step clear
WHAT WEAK COPY DOES
Makes claims anyone could make Describes features without benefits Uses superlatives with no support
WHAT THE TEST IS
Whether a competitor could say the same sentence.
WHAT TO REPLACE VAGUE CLAIMS WITH
Specifics.
WHAT EXAMPLES LOOK LIKE
Replacing world-class support with replies within two hours during business hours.
WHY SPECIFICS PERSUADE
They can be checked, which makes them credible.
WHAT PROOF LOOKS LIKE
Named customers, with permission Measured results Demonstrations
WHAT TO AVOID
Claims you cannot support Statistics with no source Testimonials that are invented Implying endorsements you lack
WHY
They are checked, and the damage exceeds the gain.
WHAT REGULATION REQUIRES GENERALLY
That claims are accurate and substantiated.
WHAT TO KEEP
Evidence for every claim.
WHAT TO LEAD WITH
The problem the reader has.
WHY
They are not interested in you yet.
WHAT TO END WITH
One clear action.
WHAT TO TEST
Whether someone outside can state what you sell after reading.
