Imagine if you had in your hand a simple, bullet-proof, 7-step checklist to test your ads and sales letters.
Well, here’s a simple 7-step checklist that Joe uses every time he writes copy. Every marketing piece of his that passes test has gone on to generate sales.
In one of his lesser known books, "Making Ads Pay," legendary ad man John Caples reveals a 7 step formula for successful advertising. He wrote:
"This check list is based on results of hundreds of advertising tests. It is based on millions of dollars spent in experiments designed to find out what kind of advertising sells and what kind doesn't sell. The next time your prepare an ad or a commercial, put this check list alongside of it."
Use Caples’ checklist to give your ad final test. You can even use following list to check any ad, whether it is for radio, television, print, or even for Internet.
1. Does your ad attract RIGHT AUDIENCE?
Does your ad STOP right people---the ones most likely to be interested in your product or service? Does your headline, photo or opening grab attention of your most likely prospects?
2. Does your ad HOLD audience?
Does your ad maintain attention it achieved? You may have stopped them, but does your ad make them STAY? Does your ad or commercial speak to his or her interests, needs, hopes or dreams?
3. Does your copy CREATE DESIRE?
Do you promise benefits to reader? Do you reveal what customer WILL GET? Do you tell them what's in it for them? Do you clearly explain advantages of your product or service? Does your ad make them feel and want your service?
4. Do you prove it is a BARGAIN?