As a direct response copywriter, I (naturally) go through a set process to ensure that my copy hits mark. A vital part of this process is performing "checks and balances" to ensure that all important elements are there AND that there are no redundant or response-draining elements.
With that, I put together a 32 point copy checklist which I consult religiously. Here's a version of checklist I use. I hope you find it to be as helpful as I do.
1. Does headline in your body copy and/or opening paragraph include word 'you' or at least imply it?
2. Does it attract attention and shout out strong, "specific" benefits?
3. Does it relate to needs of your reader?
4. If you are marketing to a specific group, have you flagged that group in subject?
5. Does subject header include person's name?
6. Does body copy begin with "Dear [name]?"
7. Does your subheading or second paragraph flow on from headline hinting at a solution to their problem?
8. Does your copy address fears or wants and needs of your buyer and show them how to achieve results?
9. When you've made claims, have you shown why it gets results?
10. Have you started with most powerful benefit first?
11. Have you given your reader all benefits and details they need to make a buying decision?
12. Have you addressed any potential objections in your copy?