The 12-Point Copy Critique System
right out of the picture. (Self Test: Just see how many times you used the words “we” and “our” in your sales letter compared to “you” and “your”.)
10. Order Page. An order page can sometimes carry the entire burden of the selling process if well-written. It can also introduce new doubts in the buyer’s mind at the moment of decision. This is the scourge of “shopping cart abandonment” that you may have read so much about for ecommerce sites. Is your order page leaving money on the table?
11. Call To Action. Ever seen those fishing shows on TV where they catch these great bass fish and then through them right back into the water? Always irks me. After you’ve convinced your readers to buy you must now know how to ask for the sale. They are not going to buy simply because they are convinced that your product or service can add value to their lives.
