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A Quick + Dirty Guide to Evaluating Copy

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Whether you write ad copy yourself or hire copywriters to do it for you … you need to know how to evaluate great copy. Here’s a fast way to do that.

View it through the lens of the four Ps:

  • Promise: Did they make a meaningful promise to the right audience?
  • Picture: Did they paint a compelling picture of what life will look like if said audience takes them up on that promise?
  • Proof: Did they provide enough proof to believe their promises and picture?
  • Push: Did they push them to act?

A piece of copy missing these foundational elements is probably not very good.

However, just because you have these elements doesn’t mean it’s a great piece of copy. You still need to know the complexity of copywriting …

For instance, you need to know:

Or you could just download a free copy of Copywriting 101: How to Craft Compelling Copy.

If you love what you just read, then subscribe to CopyBot. And follow me on Twitter or Google+ (where the post was originally published).

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  1. Love me some 4-P’s. Hate AIDA. There, I said it.

  2. Good stuff, Demian. I don’t know why any writer would NOT sign up for a My Copyblogger account.

  3. Thanks for these comprehensive guide to copywriting. I might take days to digest most of it :)

  4. Grabbed a copy a while back, now I am a member of Authority! Thanks Demian!

  5. Interesting post about four Ps. I just realized sometimes I forget to “Push” my audience to convert. Got to remember about this :)

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