NERD’S COPY WRITING MASTERY CHECKLIST

FIRST THING’S FIRST: THE FIVE CRUCIAL QUESTIONS!

1.

Features:

Size, weight, color, design

2.

Functional Benefits:

How it does what it does. The means to getting something done.

3.

Practical Benefits:

Saves you money, Saves you time, makes you healthier, produces wealth,

enhances pleasure

4.

Emotional Benefits:

Excitement, relief, pride, peace of mind

THE NEXT LEVEL: TURNING YOUR PLAIN JANE INTO A

SUPERSTAR MODEL!

1. Pry out every benefit your product can deliver.
2. Think of all the positive emotions these benefits address
3. Identify every negative issue your product resolves
4. Identify every negative emotion your product resolves
5. Find premiums to fill gaps not met by the product
6. Who’s Your Best Prospect?
7. You’ve gotta BE the PROSPECT
8. Who’s your best messenge

Short Copy Checklist

- Short Copy Outline For TV

and Radio Spots, post cards and very small print ads…



Shock N’ Awe Them, Wake Them Up!, Grabem N’

Shakem… with a powerful benefit-based,

emotionally-driven headline



Expand upon the headline with a brief paragraph

that drives your lead benefit home in a powerful,

emotionally charged way



Add CREDIBILITY! – a statistic, expert

endorsement or customer testimonial that proves

what you say is true



Repeat the headline benefit, justify your price and

ask for the sale



Tell the prospect exactly what he/she must do to

accept this amazing offer (usually in short copy, call

a toll-free number)

The Nerd Copy Writing Master Checklist

Tell Your Whole Damn Story

**Refer to manual for detailed explanation of each point**



Headline



Set Up Challenge or Expectation of

Learning How To Get the Desired

Result



Story



Product & Bullets



Build Value & Tell Them The Price



Remove Risk With Your Guarantee



Tell Them to Act Now