NERD’S COPY WRITING MASTERY CHECKLIST
FIRST THING’S FIRST: THE FIVE CRUCIAL QUESTIONS!
1.
Features:
Size, weight, color, design
2.
Functional Benefits:
How it does what it does. The means to getting something done.
3.
Practical Benefits:
Saves you money, Saves you time, makes you healthier, produces wealth,
enhances pleasure
4.
Emotional Benefits:
Excitement, relief, pride, peace of mind
THE NEXT LEVEL: TURNING YOUR PLAIN JANE INTO A
SUPERSTAR MODEL!
1. Pry out every benefit your product can deliver.
2. Think of all the positive emotions these benefits address
3. Identify every negative issue your product resolves
4. Identify every negative emotion your product resolves
5. Find premiums to fill gaps not met by the product
6. Who’s Your Best Prospect?
7. You’ve gotta BE the PROSPECT
8. Who’s your best messenge
Short Copy Checklist
- Short Copy Outline For TV
and Radio Spots, post cards and very small print ads…
Shock N’ Awe Them, Wake Them Up!, Grabem N’
Shakem… with a powerful benefit-based,
emotionally-driven headline
Expand upon the headline with a brief paragraph
that drives your lead benefit home in a powerful,
emotionally charged way
Add CREDIBILITY! – a statistic, expert
endorsement or customer testimonial that proves
what you say is true
Repeat the headline benefit, justify your price and
ask for the sale
Tell the prospect exactly what he/she must do to
accept this amazing offer (usually in short copy, call
a toll-free number)
The Nerd Copy Writing Master Checklist
Tell Your Whole Damn Story
**Refer to manual for detailed explanation of each point**
Headline
Set Up Challenge or Expectation of
Learning How To Get the Desired
Result
Story
Product & Bullets
Build Value & Tell Them The Price
Remove Risk With Your Guarantee
Tell Them to Act Now