Before you ask for a critique....
I've noticed a lot of requests for critiques on this
board... and that's a good thing.
It means the business owner/marketer knows the value
of good copy.
After all, nothing happens in your business until a sale
is made. Money coming in is how businesses survive and
that usually takes some form of persuasive sales writing.
and asking for critiques also helps act as a learning
tool for new copywriters or marketers who are just
starting out.
now, although I'm not a big fan of giving critiques
for free, because as professionals, we need to get
paid for our valuable input.
after all, how many people really value "free"
but that's neither here nor there, since I've
landed many a client by offering free crits.
the bigger problem I see is, a lot of people asking for
critiques put up really shitty copy and then probably
take it personally when copywriters tear it to shreds.
So, before posting a thread for a critique, maybe put
your copy through this "pre-critique" test so that
way you know you're covering certain basic and
fundamental requirements in any sales letter.
1. Does your copy start out addressing a big problem
or desire in your market?
Do you offer a solution to some problem, want, or need
in your market?
If you're selling something because YOU want to sell it,
you probably don't need a critique... you need a new
business plan.
2. Do you prove to the reader that you have what they
need or want?
Do you have something that will solve their problem
or help them reach their desires/wants/wishes?
And is it unique/better/different than what's out there now?
3. Can you back up your claims? do you have proof
that what you're saying is true? do you have case
studies, success stories, before and afters, testimonials,
quotes from experts, etc....
Why should the reader believe you? Back up what you say.
4. Are you telling them what do you and how to buy?
make sure you tell your reader exactly what to do. want them to
click an order button, or call an 800 number? tell them to do
so. and tell them to do it NOW... put in some urgency and
scarcity.
offer a limited time bonus or special incentive, but again,
tell them to act now.
So, if your copy passes this "sniff" test, I'd feel comfortable
posting it for a crit.
You still might get lambasted in the crit if your copy still
sucks, but at least you'll know you're covering basics.
for a more specific formula....
Headline
Subhead
Powerful story
It's not your fault and there's hope.
Give away VALUABLE content.
Proof.
What is it I'm offering? What's in it?
Bullets points/benefits
Who needs it? Who doesn't?
What makes it different?
Wrap up.
Price.
A guarantee.
A close.
A signature.
Your P.S.
Your testimonials (these can be placed throughout)
Learned that formula from Craig Clemens, the bad ass
copywriter who got me interested in becoming a freelancer.
hope this helps!
board... and that's a good thing.
It means the business owner/marketer knows the value
of good copy.
After all, nothing happens in your business until a sale
is made. Money coming in is how businesses survive and
that usually takes some form of persuasive sales writing.
and asking for critiques also helps act as a learning
tool for new copywriters or marketers who are just
starting out.
now, although I'm not a big fan of giving critiques
for free, because as professionals, we need to get
paid for our valuable input.
after all, how many people really value "free"
but that's neither here nor there, since I've
landed many a client by offering free crits.
the bigger problem I see is, a lot of people asking for
critiques put up really shitty copy and then probably
take it personally when copywriters tear it to shreds.
So, before posting a thread for a critique, maybe put
your copy through this "pre-critique" test so that
way you know you're covering certain basic and
fundamental requirements in any sales letter.
1. Does your copy start out addressing a big problem
or desire in your market?
Do you offer a solution to some problem, want, or need
in your market?
If you're selling something because YOU want to sell it,
you probably don't need a critique... you need a new
business plan.
2. Do you prove to the reader that you have what they
need or want?
Do you have something that will solve their problem
or help them reach their desires/wants/wishes?
And is it unique/better/different than what's out there now?
3. Can you back up your claims? do you have proof
that what you're saying is true? do you have case
studies, success stories, before and afters, testimonials,
quotes from experts, etc....
Why should the reader believe you? Back up what you say.
4. Are you telling them what do you and how to buy?
make sure you tell your reader exactly what to do. want them to
click an order button, or call an 800 number? tell them to do
so. and tell them to do it NOW... put in some urgency and
scarcity.
offer a limited time bonus or special incentive, but again,
tell them to act now.
So, if your copy passes this "sniff" test, I'd feel comfortable
posting it for a crit.
You still might get lambasted in the crit if your copy still
sucks, but at least you'll know you're covering basics.
for a more specific formula....
Headline
Subhead
Powerful story
It's not your fault and there's hope.
Give away VALUABLE content.
Proof.
What is it I'm offering? What's in it?
Bullets points/benefits
Who needs it? Who doesn't?
What makes it different?
Wrap up.
Price.
A guarantee.
A close.
A signature.
Your P.S.
Your testimonials (these can be placed throughout)
Learned that formula from Craig Clemens, the bad ass
copywriter who got me interested in becoming a freelancer.
hope this helps!
Do you want a 9 figure copywriter and biz owner to Write With You? I'll work with you, on zoom, to help write your copy or client copy... while you learn from one of the few copywriters to legit hit 9 figures in gross sales! Discover More
Cheers, Laurence.
Writer/Editor/Proofreader.