Ted Nicholas’s  Marketing Copy Mistake Checklist

Ø      Not Doing Enough Research

Have I looked at the competition carefully enough?  Have I looked at the needs that my customers or clients really have and determined that the product meets their needs?

Ø      Not Beginning the Sales Letter or Ad with the Biggest Benefit the Product Offers the Prospect

Writers sometimes try to lead with an argument for why the prospect needs the product or service being offered.  Meet needs that your prospects know they have.  Don’t try to “create” needs by trying to convince prospects they have needs they aren’t aware of.  Another problem is beginning the ad or letter with a “me” message.  No one cares about your company.  People will read your material only when you tell how you can meet their needs.

Ø      Not Ending the Ad or Letter by Requesting Specific Action

You want your prospect to make an order or inquiry.  You need to specifically ask for what you want, and give your prospect instructions on how to fulfill your request.  Don’t be modest.  If your prospects have read the ad or letter to the end, they must be interested.  Tell them what to do about it.

Ø      Taking Too Long to Introduce the Product or Service

Let people know within the first eight or ten lines what you are selling.  You don’t have to detail the offer at that time, but you’ll lose people if you don’t tell them quickly what it is you have to offer.