Use this checklist as a quality-control tool. It will help you review your copy and identify ways to make it more effective.

• Will the headline gain the reader's attention? (The average prospect sees dozens of headlines each day. Will yours stand out?)

• Is the copy focused primarily on the prospect? (His or her problems, needs, and desires.)

• Is the copy really persuasive or merely descriptive?

• Is there a clear connection made between each feature and benefit?

• Are the advantages of the product highlighted? (An advantage is something that the competition either doesn't do or can't do as well.)

• Are the benefits brought to life? (Using examples, stories, scenarios, and other word pictures.)

• Are all the benefits jumping off the page, or are some hard to find within the body copy?

• In a longer piece, are the main features and benefits summarized at the end?

• Are all claims proven, or at least supported with specific evidence? (Using testimonials, reviews, statistics, success stories, and research.)

• Has the risk of buying the product being reduced? (Is there a guarantee? A demo? A trial version?)

• Has the price been put in perspective? (Will a prospect understand why an expensive product is worth every penny?)

• Is there a call to action? (Will a prospect know what to do next?)

• Is the offer compelling enough to motivate the customer to buy?

• Does the copy differentiate the product from the competition? (Will the product stand out in a crowd of look-alikes?)

• Are there any mistakes or typos? (Did you check for the obvious, such as correct addresses, phone numbers, full product names and part numbers, and Web site URLs?)

• Are there any clichés?

• Does the copy primarily use an active voice? (Don't say: “Fuel consumption was reduced through the addition of a catalyst.” Do say: “Adding a catalyst reduced fuel consumption.”)

• If appropriate for the piece, is the tone friendly, authoritative, and conversational?

• Is the copy highly scannable? (Make sure there are plenty of bullets, subheads, captions, sidebars, and emphasized words and phrases.)

• Are there any overly long sentences or paragraphs?

• How does the copy sound when you read it out loud? Do any sections seem confusing or awkward? (The copy should sound as good as it reads.)

• Are all the facts accurate?

• Are all acronyms defined at least once in the copy? (Do this, even if you think a prospect will know the acronym.)

• Is the writing style consistent throughout?

• Are there any extraneous words or sentences that can be cut without damaging the effectiveness of the copy? (Make the copy as concise as possible.)

• Is there any missing information? (Is there anything a prospect needs to know to make a buying decision that is not covered in the copy?)

• Is everything clearly explained? Will the prospect understand what the product or service is, how it works, and why he or she should buy it?

• Has a sense of urgency been created? (Why should the prospect act now?)

• Would the prospect look forward to receiving similar promotions from you in the future?