Re-read your copy through the lenses of:
- Contrast – from what to what?
Can you hear your voice coming out?
Is it in your natural voice?
It takes many readings of copy to have it really speak to the person you’d like to speak to.
- Is the promise strong?
- Is it believable?
- Does the product do the work?
- Are the first letters all in caps?
- Paul doesn’t like questions as the headline.
- …so that
What are the most tangible outcomes? eg. direction and accountability.
What are the most intangible outcomes?