The 12-Point Copy Critique System
to chance.
2. Headline / Subheads. Some copywriters have estimated that your headline carries up to 80% of the selling power of your sales letter. That’s a lot of responsible for a one sentence if you asked me! Is your headline telegraphing the greatest benefits of your products and building enough curiosity so your visitors are compelled to read the rest of your copy? Your headline could be what stands between you and a river of cash right now. Just think about that for a minute. Can you really afford not to make this the best headline possible?
3. Opening / Attention Step. Apart from the headline, the way you open the letter can cause your entire sales copy to shine or become a big flop. After the headline builds interest then the opening of your letter must seamlessly carry your readers down that “slippery slope” to making a positive
