1. Does this copy speak directly and immediately to my ideal customer’s pain, desire, or goal?
Make no mistake...if it doesn't tap into something they deeply care about, they’ll scroll right past it.
When readers are reminded of a problem, need, or desire, it has a way of transporting them to the pain they feel by not having a solution.
That's why sales copy MUST start with that message.
But, that IS just the start. You can't simply identify the problem, need, or desire. You need to get your reader FOCUSED on it.
That helps increase their desire for a solution.
You want to make them FEEL the urgency of finding a solution so they'll pay attention to your message.
2. Would my audience actually say this—or is it marketing jargon?
If you read your copy out loud, does it sound natural and persuasive—or clunky and contrived?
Great copy flows like a conversation. If it sounds stiff out loud, it’ll read stiff too.
Cut anything that sounds like corporate speak. Use real, conversational language.
3. If I were the buyer, would this motivate me to act?
I often ask clients to look at copy through their reader's eyes. This isn't always easy. You have to forget what YOU know about your product or service in order step into the reader’s shoes.
Read the copy and ask...
“Would this motivate ME to act?”
“Would I say YES to this?”
“Does this make ME excited to get this product/service?”
When you do this, you will likely think of things you hadn't thought of when you wrote it.
This exercise, alone, will elevate the selling power of your copy.
4. Is there a clear, irresistible call to action (CTA)?
A marketing genius once told me this...a confused mind ALWAYS
says "no".
And she's right. Just think of your own habits.
If your readers aren't sure what to do next, they won’t do anything. Make the next step obvious and enticing.
Think of your prospects like this:
One third of them will buy no matter what.
Another third will never buy.
The remaining third are on the fence.
It’s the fence sitters where the gold is buried!
Your CTA can push them to act when it's written to get them to take action.
Review your CTAs.
Sure, sometimes, a simple “Buy now” or “Register today” works.
But often, you need to work harder at motivating prospects: a reminder benefit, an emotional hook, or a deadline.
Think of your CTA as the fence. Figure out how to get more readers to jump off it!
5. Have I included everything the reader needs to take the next step?
I recently received an email
inviting me to some virtual training. Nothing wrong with the copy. It was clear. Benefit-focused.
The problem was there was no pricing information. Even on the sign up registration page!
I
started thinking that maybe the training was free but I really didn't know.
So...I didn't register at all.
When your readers have to start guessing because critical details are
missing, you both lose out.
Consider what readers need to know in order to say “YES” to your CTA. Avoid overloading the copy. Stick to what's essential.
6. Where can I change WE-copy into YOU-copy?
We've all been there. Cornered by people who only talk about themselves!
Doesn't matter what the topic is. As soon as you know you're in this type of situation, you check out.
Sales copy works the same way. If it’s jammed with we, I, and our, readers disengage.
I'm still amazed at how often I see this on web pages.
Revisit your copy and swap out the we-language for you-language wherever possible.
example: We provide free shipping → You get free shipping.
This simple shift makes copy more engaging and puts the spotlight where it belongs - on your reader!
7. Are my promises
believable?
Sales copy is full of promises...solving problems, saving money, making life easier.
But readers won’t act unless they BELIEVE those promises.
When you edit your copy, make sure every promise feels realistic, credible, and grounded in truth.
If your offer sounds fantastic but it's absolutely true, take some time to back it up with solid proof—stats, testimonials, or examples.
Whatever you do, avoid exaggeration. It’s the enemy of credibility.
These seven questions simplify the revision process and help me craft stronger, more effective sales copy.
