LESSON #5 of 7:
"4 Things & 5 Questions For Polished-To-Perfection Copy"
...like a checklist for great copy, every time!
"So, I know you said we haven't even talked about the most important part of the AF copywriting process yet... and I want to hear it", I say, "but, can I ask another quick question first?"
"Sure. Fire away," Joe says as he takes a seat on one of the desks.
"Okay, so what about editing? Once a copywriter finishes the lead and the body of the copy in a few days, is there a process for refining it and making sure it's spot-on before it gets published?"
Joe nods...
"Absolutely. But it's ultra-simple. We look for four things in the copy. I got these from Mike Palmer, the guy who wrote End Of America. Then we ask five questions. And that's it."
"Okay," I say, "what are the four things?"
"Well, first, we have our copywriters read the copy out loud. This is important cause we want to make sure it sounds like the spoken word and not the written word."
"So is that one of the four things?"
"No," Joe says. "We have the copywriter look, or really listen, for the four things while they're reading the copy out loud."
"Okay. Gotcha."
"While they're reading it out loud," Joe continues, "the first thing we have them listen for is any copy that's confusing.
Like, did they include too much irrelevant detail anywhere... did they give a vague explanation of something... did they use any confusing words or phrases... or did they simply veer away from their Big Idea.
If so, we have them mark a C next to the copy. Like in the margin."
"Got it."
Joe continues...
"Then we have the copywriter listen for any copy that's unbelievable. Like, are there any claims or statements or explanations that are just not believable. Or, are there any sections that're lacking a complete explanation of something. If so, we have them mark a U next to the copy."
"Then we have the copywriter listen for any copy that's unbelievable. Like, are there any claims or statements or explanations that are just not believable. Or, are there any sections that're lacking a complete explanation of something. If so, we have them mark a U next to the copy."
"Got it. C for confusing and U for unbelievable. What next?"
"Then we have them listen for any copy that's just plain old boring. Like stuff the prospect already knows... stuff that's too complex... or just copy that drags on. If so, we have them mark a B next to the copy."
"And then?"
"Finally, we have them listen for any copy that's just awkward sounding or distracting. Like, do they get tripped-up when reading it out loud or stumble on a word or phrase or something. If so, they mark an A next to the copy."
"Okay," I say, "confusing, unbelievable, boring, and awkward. Got it. Then what do they do once they've marked-up the copy?"
"Any copy that's confusing gets tweaked. Any copy that's unbelievable gets more proof or a different type of proof. Any copy that's boring gets juiced-up. And any copy that's distracting usually just gets cut."
"Simple enough," I mumble to myself as I jot some notes in my little paperback Moleskine. Then slip it back in my pocket.
"And you mentioned five questions. What are those?"
Joe rattles off the following:
- Does the lead make it clear why the prospect should keep reading, watching, or listening right now as opposed to later?
- Does the sense of emotional excitement that's created in the lead continue consistently until the end?
- Does the writer come across as a likeable person?
- Does the copy read and sound like a conversation?
- Does the copy include a false close and then add an additional liquidating benefit?
"Okay, wo there buddy! I understand the first four," I say, "but what the heck is a false close and liquidating benefit?"
Joe laughs.
"That's the first piece of what I was going to tell you when we came down here. It's the beginning of the most important part of every piece of sales copy.
Let me start with the most important piece, then we'll come back to the false close and the additional liquidating benefit. Then we'll grab a bite to eat. Cool?"
"Heck yeah! I'm always down for more copy talk and some chow," I say. "Lay it on me."
Joe takes a deep breath then says, "The absolute most important piece of the AF copywriting process is..."
BONUS AUDIO CLIP:
Yesterday, I got one of AF's young copywriters on the phone, Peter Coyne, to share how he generated $4,600,000 from this first piece of copy using the AF process... without ever having written a word of copy before.
Take a listen:
CUSTOM JAVASCRIPT / HTML