7-Step High-Converting Copy Checklist

First draft done?

Go through it ask ask yourself the following seven questions. When you're done, you have a second draft that is more engaging and effective. 

1) Is  Your Headline Irresistible?

Your headline is the first thing people see, and it needs to do three things:

1. Catch Attention: Make it stand out.
2. Spark Interest: Entice readers to learn more.
3. Encourage Engagement: Drive them to scroll down.

Spend time perfecting your headline. It can make or break your entire piece.

2) Did You Follow "The Rule of One"?

Focus your copy on a single, compelling idea.

• designed with one customer in mind
• making one specific promise
• telling one story
• having one call to action (CTA)

Writing to one person with one clear message makes your copy more powerful and persuasive.

3) Did You Simplify?

Simplicity makes it easy for your prospect to understand your message and take your suggested action. Look for opportunities to:

• Shorten Long Words: Use straightforward language.
• Simplify Complex Sentences: Break them into smaller, more digestible pieces.
• Condense Extensive Paragraphs: Keep paragraphs concise and to the point.

The simpler and clearer your copy, the more likely it is to resonate with your audience.

4) Did You Answer Objections?

Identify all potential objections your prospect might have. Then, review your copy to ensure it addresses:

• Common Concerns: Turn them into selling points.
• Specific Doubts: Provide clear and reassuring answers.

By handling objections within your copy, you remove barriers to conversion.

5) Is Your CTA Compelling?

Your Call to Action (CTA) should clearly tell prospects:

• What They Get: Highlight the benefit.
• What to Do Next: Provide clear instructions.
• Why to Act Now: Create a sense of urgency.

Ensure every CTA in your copy meets these criteria to drive immediate action.

6) Did You Review the Copy’s Flow?

Your copy should guide the reader smoothly from the beginning to the end. Avoid:

• Abrupt Transitions: These can jolt readers out of the experience.
• Confusing Sentences: Clarity is key to maintaining interest.
• Disjointed Paragraphs: Each paragraph should naturally lead to the next.

A seamless flow keeps your readers engaged and moving forward, making them more likely to convert.

7) Did You Check for Errors?

Before anything else, ensure your copy is flawless. Scrutinize it for:

• Grammar Mistakes: Poor grammar can undermine your credibility.
• Spelling Errors: Misspelled words can distract and confuse your readers.
• Structural Issues: Ensure your sentences and paragraphs are well-structured.

Publishing error-free content is non-negotiable. Faulty copy can turn potential customers away faster than anything else.

Use this 7-step checklist to take your first draft to a new level. Check for errors, ensure a smooth flow, simplify your language, craft an irresistible headline, focus on one main idea, eliminate objections, and create compelling CTAs. Each step brings you closer to copy that not only captivates but also converts.

Clarity, Growth, and Success—On Your Terms

 

My mother introduced me to Sally. 

And it didn’t take me long to realize that my mom's assessment was correct: Sally is undeniably amazing.

👉 Successful business.

👉 Wonderful family.

👉 A personality that draws people to her.

👉 A way about her that makes you feel important when you talk with her.

Turns out, she’s also quite comfortable revealing her secret for a successful, balanced life.

Which I didn’t know until I asked. "What's your secret?"

“Scott," she said, "I do an interview every Thanksgiving. And that sets me up for the year.”

“Who do you interview?”

“Me. And I always ask pretty much the same questions. And I revisit that interview throughout the year. Try it. I’ll email you the questions.”

Here’s what she sent (with her permission to share). 

My Annual Self-Interview

Here’s how it works: Every Thanksgiving, I set aside time to answer these questions thoughtfully and honestly. It’s my way of checking in with myself, clearing out the mental clutter, and focusing on what truly matters.

1. What do I truly want in life?  

 

Getting real about your deepest desires sets the tone for everything else.

2. What do I want to achieve this year?  

 

Big dreams are great, but this is about zooming in on this year’s priorities.

3. What habits are not serving me? 

 

Growth starts with letting go of what holds you back.

4. How have I changed over the last year? How would I like to change over the next year?  

 Reflection fuels growth. Look back, then imagine what’s next.

5. What regrets would I like to avoid this year?  

Proactive thinking can help you sidestep decisions you’ll wish you hadn’t made.

6. What 3 goals are most important for me to accomplish in the coming year?

Focusing on just three keeps things manageable—and effective.

7. What emotional baggage am I carrying that I need to release?

Holding onto emotional weight? It’s time to unpack it.

8. What have I avoided dealing with last year and how can I begin to address it?

Confronting the tough stuff might just be your breakthrough moment.

9. What are all the things I’m grateful for?

Gratitude fuels positivity.

10. What are specific ways that I can better take care of myself?

Self-care isn’t optional; it’s essential.

11. What does success look like to me? What does success mean?

Define it for yourself, not based on others’ expectations.

12. What things would I like to improve about myself? In what ways would I like to grow as a person?

Life’s about constant growth, right?

13. How can I better take care of my mental health?

A reminder to prioritize your inner well-being.

14. What doubts, barriers, and/or fears have held me back, and how can I address them?

Facing fears head-on is how Sally stays unstoppable.

 

No wonder Sally always seems so grounded, so purposeful. She’s not leaving her life to chance. She’s creating her roadmap every year—and sticking to it.

If you decide to follow Sally’s self-interview, and take it seriously, it’s easier said than done. It’s deeply personal … like having a conversation with someone you can’t BS: your future self. And your future self is demanding that you clear the clutter and be accountable.  

HINT: It helps to remind yourself that it’s not about perfection; it’s about progress.

So, what do you think? Are you going to try Sally’s questions? If so, set aside some quiet time, grab a journal, and go for it. You might be surprised at what you discover.

A Short Pencil

"Do you need a pencil?" my journalism professor Verne Edwards asked.

Verne Edwards (1924-2019)

He must've heard my whispered request for a writing implement to the student next to me in class.

"Yes, sir. I forgot my pen," I replied as I reached for the pencil he was extending towards me.

He gently pulled it back just out of my reach and and addressed  the class on how a reporter was never allowed to be without a pencil or a pad of paper. That it was unacceptable in the field and thus in his class.

Although I was the trigger for the lecture, he didn't focus on me. He was laying down the law for the whole class about always being prepared to write and that we couldn't depend on remembering what happened. It all had to be recorded in writing at the time we were hearing it.

As he finally handed me the pencil, he looked me in the eye and said, "A short pencil is better than a long memory."

And then he said it again to the entire class.

Wanna be a copywriter?

Looking for a career? 

Or a change of career?

Are you considering copywriting? 

I'd suggest you read through the following (including the linked info) to confirm copywriting is a career match:

40 Essential Skills of Successful Copywriters

If you feel you want to press on, I recommend you read one or two books on copywriting (such as Copywriting Made Simple by Tom Albrighton or The Adweek Copywriting Handbook by Joe Sugarman) and one or two books that are copywriting adjacent (such as Influence by Robert Cialdini or Cashvertising by Drew Eric Whitman)*. 

This comes with the warning not to use reading/study as a procrastination device. You must start writing everyday.

Once you are up to speed and writing everyday, commit to continuous learning ... and here's a place to start: 

Free Copywriting Training

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*16 Books Writers must read.