The 12-Point Copy Critique System
decision. In fact, if you give me 10 hours to write a sales letter, I’m spending 9 hours on just the headline and the opening alone! Yes, that’s how important this part of your letter is!
4. Testimonials and Proof Elements. Are your “testimonials” robbing your sales instead of helping you? What are the best types of testimonials? What type of testimonial you should NEVER place in your sales letter? How many type of proof elements can you safely use for your type of market? These are all important questions that you need answered for your copy.
5. Bullet Points. They make your letter inviting to read and can give a lot of information in easy to swallow tidbits. But bullet points go much farther than this. Do the bullet points have the right structure? How many should you group together before they lose their effectiveness? All bullet points are
