1.Your sales pitch employs AT LEAST one of the following 7 Key Copy Drivers, and preferably all 7. (If
not, tear it up and start over):
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2.What follows are the 13 most powerful and evocative words in the English Language. If you copy is not
laced with these, go back and insert them wherever you can.
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3.Your sales pitch DOES NOT USE any of the following words: "We," "Us" or "Our(s)"
(If it does, get rid of them!):
Yes
No
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4.Your sales pitch is emotional (rather than analytical and highly rational).
Yes
No
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5. "The prospect doesn't give a damn about you, your company or your product. All that matters
is, 'What's in it for me?'"
-Bob Hacker
You are not emphasizing your company or yourself over your product.
Yes
No
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6."People want quarter-inch holes, not quarter-inch drills."
-MBA Magazine
Your sales pitch highlights benefits- what this product or service will do for you (e.g., Think of it! You can
create quarter-inch holes)-not features (e.g., We want to sell you a quarter-inch drill).
Yes
No
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7. "Your job is to sell, not entertain."
-Jack Maxson
"Cute and clever simply don't work."
-Nigel Rowe
Your presentation is NOT cute, clever and entertaining.
Yes
No
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8.You make an offer:
Yes
No
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9. "You cannot sell two things at once."
-Dick Benson
You are not giving the prospect too many choices.
Yes
No
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10. The right offer should be so attractive that only a lunatic would say 'No'."
-Claude Hopkins
Your offer is the very strongest one you can field.
Yes
No
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11.Your company name and address appear on every piece in the promotion.
Yes
No
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12. You include a guarantee of satisfaction
Yes
No
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13. You include testimonials from happy customers or donors.
Yes
No
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14. You have a built-in mechanism that allows the reader to respond:
Yes
No
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15. You make it easy to respond.
Yes
No
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16.You have a fail-safe system in place that enables you to measure responses by source.
Yes
No
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17. You are ready to send out material immediately to all who respond.
Yes
No
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18. Included with the shipment are absolutely fool-proof instructions.
Yes
No
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19. If the promotional effort is successful, you can turn on a dime and go out with it immediately again
to new prospects.
Yes
No
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20. Twenty percent of your marketing budget is for testing.
Yes
No |