Our Itemized Checklist For Direct Response Advertising

Before submitting your advertising to the newspaper, make sure it does most or all of the following:

  1. It must have a compelling headline
  2. It should evoke an immediate response, action, visit, call, or purchasing decision.
  3. It should overcome sales objections.
  4. It should focus on benefits, not features.
  5. It should answer all major questions.
  6. It should promise performance or results.
  7. It should back up the promise with a risk-free warranty or money-back guarantee.
  8. It should be keyed in such a way that you can analyze the value, profitability, and performance.
  9. It must have your contact information.

Additional considerations…

  1. It should acknowledge the person as being valuable,
  2. It should be personally written, and written as if one person only was reading it,
  3. It should begin with the results the person should expect,
  4. It should explain to the person your reason why he or she should get those results,
  5. It should give the person some background,
  6. It should give the person some detail,
  7. It should prove any claims you make in a way the person can embrace,
  8. It should tell the person what he or she should expect in terms of improvement or results,
  9. It should remind the person why he or she should choose to at least learn more,
  10. It should show the person how he or she can try it out without risk,
  11. It should assure the person that if he or she is not comfortable taking action now, as a courtesy you will follow-up on the telephone just to make sure that they understand, to answer any questions, and to give them a chance to take advantage without fear, risk or obligation.
  12. Various alternatives of ads should be tested in small samples before the best ad is green lighted. If a limited test of 200 ad spots makes you money, then authorizing an additional 2,000 spots should make you 10 times as much. But test first.