The 9-Point Copywriting Checklist

Here’s a checklist you may find useful when judging writing. It’s not really in any particular order, except maybe the first two or three items. And there’s probably a million exceptions to each of these, which I’m sure you’ll helpfully point out in the comments section.The real benefit of using this checklist: you’ll polish not just the words, but also “the big idea.”

1. Will the audience get it?

Use words and phrases you’ve heard the customer say. Avoid, when possible, the industry jargon of the company selling it. Unless industry wonks are the audience…

2. What are you selling them? Really?

Are you selling a widget? Or are you selling the idea that a widget provides some benefit, such as saving time, making money, protecting their future, recapturing vigor, etc? And ask yourself this: what’s the benefit of the benefit?

3. Does it work in context?

A billboard may not be the best place for a paragraph. A trade pub may not be the best place for a consumer ad.

4. Will it grab their attention?

Have you phrased the headline in such a way that it can’t be ignored? In a GOOD way?

5. Does it flow with the brand?

Does over-the-top work? Is subtle totally wrong?

6. Is it simple?

You should be able to reduce most ideas to just a few non-jargon words.

7. Is it too simple?

I said “non-jargon” words. Figure out a better way to say “solution.”

8. Have you tested it?

Ask a few qualified people (unattached to the project) to tell you the what and the why.

9. Can you sell the idea?

Will the client see the brilliance?

p.s. The one caveat to this list? You must actually read the copy you’re judging. Writing is not design — you can’t judge anything but the headline with a two-second glance.

p.p.s. What questions do you have about copywriting? Post them in the comments section, and I’ll either answer them or use them in a future post.