INTRODUCTION
Welcome To The
Copy Critique
Checklist!
Below are dozens of questions
you can ask yourself to analyze
copy properly.
After you ask yourself any
one of these questions
there are 2 scenarios:
1. You get an answer so you can comment/leave suggestions
for the copy.
2. You don’t know what’s the answer
If you are in case 1, you want to give
Constructive criticism,
Because teaching the other person
is also the best way to learn yourself.
1
This is how you want to give constructive criticism:
1
2
Tell the copywriter your comment
3
Give an example of how you would improve it
Give the reason behind your comment
If you’re in CASE 2 , don’t panic,
it means that you’re learning
even more.
Think of you critiquing copy like
like you going to the gym.
As you do more reps,
You’ll inevitably become stronger.
So as you critique more and more copy using these questions,
The answers are going to start popping up in your head.
P.S. Remember that at any time you can share your questions
with the discord community.
2
The Subject Line
Is it too long? (40 characters
ideally.
Is it clickbait or too intriguing?
Does it make sense?
Is it too boring or seems like
a title? Does it grab attention?
Is it too generic?
Have you seen a lot of similar
SLs/headlines like this one?
Does it hint at any value wants, dream states, roadblocks,
fears - specific to the reader/avatar?
Does it match the angle
(general message) of the copy?
3
THE COPY
Level 1
General Guidelines.
What is the purpose of this copy?
How does the copy achieve that purpose?
What is the angle (general message) of the copy?
Why does/doesn’t the copy work?
You want to answer these in your head in one sentence.
Level 2
Read the copy out loud.
Grammar
Logic (if the copy makes sense or not)
Punctuation
Salesy language
Improve any one of these aspects.
4
Level 3
Look for mistakes/improvements in the flow.
How many words are used:
Are they all necessary?
Can you say the same thing with fewer words?
What words are used to get the idea across
Are they too complicated?
Can they be simplified?
How the words are positioned:
Are they in the right order to make sense?
Can you say the same thing in a clearer way?
Level 4
Scan Every Line.
Does every line contribute to the purpose of the copy?
5
If not, ask yourself why.
Then decide if the line can be
deleted or improved using this
framework:
1
If a line adds nothing for the
purpose of the copy it should
be deleted.
2
If a line has a good reason behind
it but it’s executed poorly it
can be improved.
With this in mind, you can
improve any copy
SUBJECTIVELY
and
OBJECTIVELY.
6
Level 5
Look For The Deeper Meaning.
If you want to get the real meaning behind any copy,
You’ll want to review it multiple times from different lenses,
Because every line can have multiple meanings.
It’s just that you need a second or even third perspective
over the copy to get the most out of it.
So here are some of the best questions that will give you
a more insightful perspective:
Does it convince the reader to keep reading?
-> How? -> Why does it work?
Does it challenge the reader’s belief?
-> How? -> Why does it work?
Does it intrigue the reader?
-> How? -> Why does it work?
Does it build credibility for the guru?
-> How? -> Why does it work?
7
Does it build social proof for the product?
-> How? -> Why does it work?
Does it handle any objections?
-> How? -> Why does it work?
Are the dream states/pain points used?
-> How? -> Why does it work?
Are status benefits for the reader used?
-> How? -> Why does it work?
Does it challenge the reader’s ego?
-> How? -> Why does it work?
Is the CTA framed as the next logical step?
-> How? -> Why does it work?
Does it create real urgency or scarcity?
-> How? -> Why does it work?