Check these boxes to judge of the copy on your ad, website, email etc. will get users to do the desired action.
| COPY ELEMENT | DESCRIPTION | DIFFICULTY | | --- | --- | --- | | Clarity & Conciseness | Does the piece come across clearly without rambling thoughts in between? | Simple | | Spelling & Grammar | Does the piece read perfectly and free of typos, misspellings, and comma misuse? | Simple | | Flow & Transitions | Does the piece logically from one sentence over to the next? | Simple | | Conversational | Does the piece convey a laid back style that resonates with the target audience? | Simple | | Strong Call To Action | Does the piece provide clear instructions on what the audience needs to do and how to do it? | Simple | | Benefits-driven | Does the piece offer benefits relate to the audience's deepest underlying desires? | Simple | | Textual Diversity | Does the piece use varied vocabulary that isn't overly repetitive? | Simple | | Risk Reversal | Does the piece convey as less risk as possible to the prospect? | Simple | | Stacatto Variation | Does the piece contain a good mix of short and long sentences to break things up? | Simple | | Elementary Regression | Does the piece make the offer feel simple, easy, approachable, and a safe bet? | Simple | | Frame Confidence | Does the piece evoke a feeling of confidence and trust that the author is an expert? | Simple | | Social Approval | Does the piece contain at least one element of massive social proof? | Simple | | Sales Argument Proof | Does the piece contain one narrative or case study that the offer legitimately works? | Simple | | Offer Urgency | Does the piece evoke a feeling of authentic scarcity? | Simple | | Single Person | Does the piece seem like it's written specifically for one person? | Simple | | Novelty | Does the piece make the offer feel unique and different from other offers in the market? | Challenging | | True Desire | Does the piece bring to light the deepest point of desire? | Challenging | | Storytelling | Does the piece contain a narrative that pulls the prospect in? | Challenging | | Contextual Tone | Does the piece contain a tone that fits the context of the situation? | Challenging | | Emotional Pull | Does the piece instill rage, pain, sadness, joy, hope, or other strong emotions? | Challenging | | Open Loops | Does the piece mention at least one idea that isn't resolved until the very end? (if relevant) | Challenging | | Cleverness | Does the piece contain personality, wit, and liveliness throughout? | Challenging | | Empathy | Does the piece convey that the author knows the prospect's struggle? | Challenging | | Fascination | Does this piece incorporate fascination bullet points that fascinate and excite the prospect? | Challenging | | Brand Alignment | Does the piece feel aligned with the brand voice? (casual, professional, friendly, etc.) | Challenging | | Singular Angle | Does the piece have a single tightly-focused overarching point and theme? | Challenging | | Persuasive Structure | Does the piece lead with emotion, convince with logic, and close with urgency? | Challenging | | Industry Verbiage | Does the piece contain appropriate inner-circle lingo that only the avatar can understand? | Difficult | | Hyper-Specificity | Does the piece refrain from using language that's vague or unclear in sentiment? | Difficult | | Intellectual Alignment | Does the piece feel aligned with the appropriate knowledge level of the prospect? | Difficult | | Sales Argument Structure | Does the piece construct and logical and sound sales argument with massive proof? | Difficult | | Topical Command | Does the piece seem like it was written by someone who knows the industry? | Difficult | | Conversion Prowess | Does the piece elevate the desire for the offer? | Difficult | | Pattern Interrupt | Does the piece unexpectedly shock the prospects from the very beginning? (if relevant) | Difficult | | Powerful Hook | Does the piece introduce something relevant and captivating immediately? | Difficult | | Future Pacing | Does the piece help the prospect picture what life will be like after they buy? | Difficult | | Balanced Persuasiveness | Does the piece elevate and strengthen desire without being overly salesy or cheesy? | Difficult | | Enticing Imagery | Does the piece make the prospect imagine themselves in a positive situation? | Difficult |
| COPY ELEMENT | DESCRIPTION | DIFFICULTY | | --- | --- | --- | | Clarity & Conciseness | Does the piece come across clearly without rambling thoughts in between? | Simple | | Spelling & Grammar | Does the piece read perfectly and free of typos, misspellings, and comma misuse? | Simple | | Flow & Transitions | Does the piece logically from one sentence over to the next? | Simple | | Conversational | Does the piece convey a laid back style that resonates with the target audience? | Simple | | Textual Diversity | Does the piece use varied vocabulary that isn't overly repetitive? | Simple | | Stacatto Variation | Does the piece contain a good mix of short and long sentences to break things up? | Simple | | Frame Confidence | Does the piece evoke a feeling of confidence and trust that the author is an expert? | Simple | | Single Person | Does the piece seem like it's written specifically for one person? | Simple | | Strong Call To Action | Does the piece provide clear instructions on what the audience needs to do, and how to do it? | Simple | | Contextual Tone | Does the piece contain a tone that fits the context of the situation? | Challenging | | Emotional Pull | Does the piece instill rage, pain, sadness, happiness, hope, or other strong emotions? | Challenging | | Open Loops | Does the piece mention at least one idea that isn't resolved until the very end? | Challenging | | Brand Alignment | Does the piece feel aligned with the brand voice? (casual, professional, friendly, etc.) | Challenging | | Singular Angle | Does the piece have a single tightly-focused overarching point and theme? | Challenging | | Hyper-Specificity | Does the piece refrain from using language that's vague or unclear in sentiment? | Difficult | | Intellectual Alignment | Does the piece feel aligned with the appropriate knowledge level of the reader? | Difficult | | Topical Command | Does the piece seem like it was written by someone who knows the industry? | Difficult | | Powerful Hook | Does the piece introduce something relevant and captivating immediately? | Difficult |