The 12-Point Copy Critique System
wrong order? Just like your English teacher taught you that an essay has a certain ‘structure’ so does a sales letter. And don’t think that the AIDA (Attention, Interest, Desire, Action) works best for every product in every market. Is your product new? Are you trying to break into a competitive market? Do you have a lot of credibility in your market? All this and more will determine how you structure your sales message.
9. Your Target Market. Do you have your ‘ideal customer’ in mind or are you going after every living thing that breathes? Does your copy read like you are talking to one friend across the table or to the whole world? How much do you know about the wants, needs and fears of your audience? Are you familiar with what your competition is offering this same reader? Most business owners write with their business in mind and leave their target market
