How To Judge In A Sales Copy Is Good Or Bad…

… And Why Most Facebook Groups Get It Wrong.

If you want to have a good laugh…

… ask for a copywriting review on a public Facebook group.

The amount of incompetence and how off-topic some people are there is amazing.

From time to time, when I want to feel better about myself, I read those comments and observations and most of them are so moronic, that I realise I’m good at what I do.


… if you want to actually review a copy, there are a few key things you need to take into account.

But first, let me tell you what those aren’t.

It’s not grammar.

It’s not how long it is.

It’s not how creative it is.

It’s not how good one’s English is.

All of these are a function of proofing and has nothing to do with how well a copy will do. I don’t even do them, someone else usually does them.

Here’s what matters instead…

ONE — Congruency with dominant emotions.

I don’t know all niches… but human beings tend to be about the same.

And a thing I look at often is if the copy talks about what the reader is experiencing in accurate terms.

In other words — it makes the reader say — this guy understands me and understands my pain? This can be done through our own story we say in the copy or when we talk second person to the prospect.

There must be some degree of congruency, the more, the better.

If this part is done well, then I can assume the writer did his research and that the copy will be solid overall. If he is talking to someone completely different than the customer avatar…

Or worse…

If he is talking to some ambiguous figure, which means he hadn’t defined his avatar, then the copy will fail and fail hard.

TWO — I look at the headline.

The headline isn’t the be all in a copy… but if one doesn’t make the readership sale, then not much else matters.

I mean, if you can’t get a first date, it doesn’t really matter how good you’d be as a husband.

A good headline isn’t really creative.

A good headline appeals to one’s self interest, making this person stop and say — hmm, this can help me accomplish my goals. Maybe I should read it.

A good headline is like a movie you see on Netflix and stop to watch. It appeals. And it is hard to define “appeals” but my best definition would be that it is something you’ve already decided you want, beforehand.

Now it is hard to always tell what’s that because I may not be the target market. If the copy is for golfers and if I grab a golf club, I’ll managed to break my lip somehow, then it may not stop me. But specific benefits directed at a clear avatar are a good sign to look for.

Those benefits may not be congruent or exactly what makes sense for the prospect, but again, use common sense.

A good example of this would be…

“How To Lose The Last Ten Pounds Without Dieting”

It is such a simple headline but it talks to a problem a specific market has — not how to lose weight, but rather, how to lose those last ten kilograms.

THREE — I look if it gets to the point fast.

Copywriting isn’t fiction writing.

You don’t write stuff and hope the prospect will read it. This is why it is best to delete the first page or two of your sales letter, because it usually takes 500 words to actually get to the point.

Your headline tells the prospect what’s in it for him and provides value.

Your opening paragraph should do the same.

So what follows.

I have this bad habit too, to take a while to get to the point. So after writing, I just delete the first section. My copy is a lot better because of it. Or at least move the first section later and lead directly with a “straight to the point” lead.

FOUR — I look at the close.

There are two important things there… conviction and outcomes.

If it lacks confidence, if it doesn’t transfer that feeling of enthusiasm that this product is good, the copy may not fail but it will do less good.

If it doesn’t really paint a picture of the wonderful life the prospect will experience after reading the copy… and the awful life he’ll live if he doesn’t, then the copy may fail, as that’s the foundation of a good closing.

Closing is simply a matter of showing people what happens if they take action and then to give them a way to do so.

FIVE — I look for some form of emotional currency

This is an advanced concept but image this…

You have back pain.

How much are you willing to pay to get rid of that pain?

If you can’t sleep at night, $1000. If it’s minor and from time to time, maybe $25.

But now let’s say that your back pain prevents you from working. You’re losing $5000 per month. How much are you willing to pay now?

Every problem has a cost — in tangible dollars or missed opportunities or pain or joy. But everything can be quantified like this.

A good copywriter tends to look at that cost, amplify it and then show how the dollar amount is minimal compared to what he’s getting. As in the above example, if you’re losing $5000 per month from your pain, paying $1000 to get $5000 is a no-brainer.

If you’re a professional and I can teach you to get customers, and each customer is worth $10.000 in a year, then paying $2000 to learn how is a no brainer again. You make five times more from a simple customer.

The higher the multiple of value generated (the more he’s getting for the investment) the better you’ll do.

There are a few more ideas here but these are the main ones?

So, are you looking at these when you’re reviewing your copy or the copy of others?

Have you learned something new here?

Let me know in the comments below and click that like button.

Best regards,


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