1g3KKgE

17. Does it present an ultimate benefit?
18. Are details presented as advantages?
19. Does it use, if possible, the power of disinterestedness?
20. Does it use, if possible, the power of negative selling?
21. Does it touch on the reader's deepest relevant daydreams?
22. Does it use subtle flattery?
23. Does it prove and dramatize the value?
24. Does it provide strong assurance of satisfaction?
25. Does it repeat key points?
26. Is it backed by authority?
27. Does it give a reason for immediate response?
28. Do you make it easy to order?
ANDY ANDREWS' READABILITY CHECKLIST
In analyzing copy for fund-raising mailings, Francis S. Andrews uses this checklist:
1. Is the basic premise stated in simple, understandable terms?
2. Is the basic premise followed immediately by believable proof?
3. Have complex ideas been simplified by understandable examples?
4. Have material needs been translated into human terms?
5. Have jolting ideas or problems been followed immediately by logical solutions?
6. Is the action requested of the reader a logical solution to the problem?
7. Is the request of the reader logical in terms of the scope of the problem?
8. Has the basic premise been restated in different ways?
9. Does the letter have a beginning, a middle, and an end?
10. Have most of the words been simple, monosyllabic words?
11. Have action words been used in place of passive words?
12. Have warm personal words been used in place of stiff and pompous words?
www.greatestsalesletters.com - 454 -