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.

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