30-Point

Copywriting

CHECKLIST
To Instantly Improve
Your Next Sales Letter
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Drawing from years of copywriting

testing & experience, mountains of
forum posts, ebooks, reports, newsletters,
audios and personal discussions...
Here is a list of conversion tricks you can
use to improve your sales letter, today!
1)

Enclose your headline in REAL

quotations, not "inch marks". To do
this, you have to hold down the Altkey and then type 0147 for opening
quotes and 0148 for close quotes, on
your numeric keypad. If you use a
Tahoma headline, use Times New
Roman quotations. ey look much
better.

about the dierence. at's your USP.

Shout it to the world.
5)

e first line of your letter should be

SHORT! And it should be on a line by
itself.

6)

No paragraph should be longer than

4-5 lines. And follow each long
paragraph with a short one or a oneliner.

7)

Use whitespace and consider

indenting your paragraphs for
readability. But be careful with too
much white space. Never have such a
big gap that it looks like they've
reached the bottom when they haven't.

8)

Narrow your page and increase your

font size so that your lines aren't
longer than 65 characters. I like
650px wide with 11 or 12 point font.
If your lines are too long, one way to
combat that is with a sidebar
containing testimonials, pictures,
additional information, etc.
Good sans serif fonts for body copy
are Verdana, Tahoma and Arial.
Good serif fonts for body are courier,
Georgia and Times New Roman.

2)

Remember that E^2 = 0. If you

emphasize everything, you emphasize
nothing. Take it easy with the bold,
underline and especially the yellow
highlighter.

3)

Read your sales page out loud, or

better yet, have an 8-12 year old kid
do it. Take note of any area they
stumble over, hesitate or misinterpret.
en fix it.

9)

Have a USP (Unique Selling

Proposition) So many people are
afraid of competition. Forget about it.
Any good market will have
competitors. All you have to do is be
dierent in one way and then talk

10) Good headline fonts

Tahoma, Georgia and
Roman. For colors, try
dark red or blue like
#000080.

4)

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are Impact,
Times New
black and a
#800000 or

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Page 3 of 4

11) Don't mix serif and sans serif fonts.

No more than 2 fonts on a page. No
more than 2 font colors per page.
12) Scan your letter from top to bottom.
You should be able to see a subhead,
bullet section or Johnson box on each
screen. Never allow a screen-full
section of just body copy.

faces towards your copy and not o

your page.
19) Never use the word 'price' or 'buy' in
your letter. Try investment &
purchase.
20) Make sure your letter has all of these
elements:

13) Use a real graphical button, not the

one provided by Paypal. Nothing says
amateur like a Paypal button.
14) Modify your button code so that the
mouse pointer turns into the hand
pointer when it rolls over your
button. If you're really good, add a red
border around it that turns green on
mouse-over.
15) Never allow any outgoing links on
your sales page. If you MUST have an
image link or other link, be sure it
opens in a new window.
16) A good format for your PS's is:
PS: Restate your primary benefit
PPS: Remind them of your guarantee

A Prospect's Problem

A Promised Solution

Indisputable Proof of your

statements

An Irresistible Oer

If you have those, you have a winner.

21) Make sure your letter immediately
f o l l ow s u p o n w h a t e ve r w a s
promised in the headline. Don't
make them wait or they'll bail.
22) Add an urgency element if you have
it, but don't fake it. People aren't
stupid. If you don't have one, then you
can usually tell them it's urgent for
them to get started (earning money,
losing weight, whatever) right away.

17) Use a real signature or something that

looks like one from www.dafont.com

23) Make your subheads tell the major

story from top to bottom. Just read
your headline then keep paging down
reading your subheads and make sure
that it hits all the major benefits.

18) Use a hero shot, whatever your

product is. An e-cover, e-box, or a
picture of you. Make sure the book

24) Benefits vs Features A benefit is

what your product does for the reader.
A feature is what your product does.

PPPS: Remind them of any urgency

factors you have

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For example:
(Feature) is fitness software prints out
workout sessions.
(Benefit) is fitness software prints out
workout sessions so you can take it to the
gym and know exactly what exercises to
do, how many times and at what weight.
25) In your order coupon (you do have
one don't you?), tell them exactly
what will happen when they order
the program, step by step. And tell
them in their voice.
For example:

26) Use a guarantee seal and write your

guarantee like you were talking face to
face to the person. Add your signature
at the end of it too.
27) Pull-quote the single best line from a
testimonial and use it as the headline
for the full "testie". Also, include
every bit of personal information they
will allow including a picture, full
name, city, etc.
28) Try to keep your headlines under 16
w o rd s . He a d l i n e s a r e g e t t i n g
ridiculous lately. Read it out loud, in
one breath without a pause. Can you
do it?

Yes Bruce, I am investing in your widget

today! I understand that the instant I click
the 128-bit secure order button below:

29) Pay attention to where the lines on

your headline break. Adjust the font
size or add breaks intentionally to get
it to read correctly.

I will be taken to your online payment

processor.

30) Always, always, always be answering

this question:

I will immediately receive a confirmation

email with a download link where I will
instantly download the widget.
I will also receive the widget pinstripe bonus
kit at that time.
I know that I have 3 months to use my
widget and if I'm not as happy as a pig in
slop, I can return it for a full refund.
You have made it dead simple and easy to
get my widget. I'm clicking the button right
now..."

2009-2010 Bruce Wedding - CopywritingBoard.com | All Rights Reserved

"What's In It For Me?"

is checklist compiled by
Bruce Wedding for
e Copywriting Board
www.CopywritingBoard.com
Design & Layout by
Brian McLeod
BrianMcLeodMarketing.com

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