Copywriting Checklist
to Bulletproof Your Copy

by Brian Bagnall

Here is a checklist of things that you need to include in your copy. It is a good idea to go through this checklist to see whether you have included all the necessary items.

Have you included the word ‘you’ in your headline, or at least implied it?

Does your headline grab attention and shout out strong benefits?

Is your headline relating to the needs of your reader?

In your headline, have you flagged the specific group you are marketing to?

Does your second paragraph or subheading flow on from the headline, hinting at a solution to the problem?

Is your copy addressing the fears, wants and needs of your buyer and does it show them how to achieve the best results?

If you’ve made some claims, have you shown them why it should get results?

Did you start off with the most powerful benefit?

Did you give the reader all the details and benefits that they need when making their buying decision?

In your copy, did you address all potential objections?

Did you include case studies and testimonials?

Did you include a guarantee?

Did you include a limited offer?

Have you included an offer that has a high perceived value to the reader? Will it be of interest to them?

Did you tell your reader the reasons why you are making this offer?

In your last paragraph, do you summarize the most powerful sales appeal and create a sense of urgency?

In your copy, have you told your reader what to do e.g. “Call now on… to get your free copy etc…?

Is it easy for your reader to respond to your copy?

Is your copy following the flow of “Problem, Agitation and Solution?”

Is your copy written in a friendly, conversational tone that is easy to understand?

Have you used short paragraphs with short words and short sentences?

Is there any word that you need to replace with a more ‘punchy’ word?

Does the copy you have written flow well?

Are the important words highlighted?

Have you written your copy so it is easy to understand?

Have you scrapped all redundant words?

Have you used the word “you” twice as much as you used “we” or “I”?

Have you used the ‘active’ voice in your copy (and not the passive voice)?