It seems like no matter if I’m talking to a home-based or small business owner, a marketing executive or a copywriter, just about everyone in this business is faced with the same burning question about every direct answer. promotion they create:

“How do I know how strong the sales copy is in my promotion before I show it to prospects?”

If you can relate, you’re going to love this. The next time you’re tempted to put down a draft, send it off to a client, or send it off to a design artist or web developer, do the following:

Set aside an hour. Lock yourself in a quiet room. Pull the phone jack out of the wall. Mentally insert her dogs into a prospect’s Nikes and then read her sales copy just as he or she would.

DO NOT get dragged into editing or changing anything. Instead, notice every fleeting thought that crosses your mind and every feeling (excitement or boredom, conviction or skepticism, clarity or confusion) that surges within you as you read the sales copy.

Then, as soon as you’re done, take this quiz. Please rate how well your sales copy accomplishes each of these 37 goals on a scale of one to five as follows:

1: non-existent or pathetically weak

2: Room for major improvements

3: I’ve seen worse

4: quite strong

5: Wow, this is perfect. I must be a fucking direct response genius.

Ready? Here it goes…

1. Is the theme or benefit presented in the headline likely to resonate powerfully with a significant number of your best prospects?

1 2 3 4 5___

2. Does the headline and header instantly grab your attention?

1 2 3 4 5___

3. Are they instantly and completely believable?

1 2 3 4 5___

4. Do they present compelling benefits that the prospect will get in exchange for reading this?

1 2 3 4 5___

5. Do they explain why it is crucial for the prospect to read this right now?

1 2 3 4 5___

6. Do the spokesperson’s qualifications establish beyond the shadow of a doubt?

1 2 3 4 5___

7. Do they sell you on the opening read?

1 2 3 4 5___

8. Does the opening copy connect directly with the headline and header, and intensify your desire to keep reading?

1 2 3 4 5___

9. Do the emotions you experienced while reading the copy that follows the open one make you willing to continue reading?

1 2 3 4 5___

10. Are all key factual statements supported by sufficient detail to make them believable?

1 2 3 4 5___

11. Does the spokesperson present a compelling reason why they are writing this or offering this product or service, at the beginning of the text?

1 2 3 4 5___

12. Is the prospect told why they absolutely must read this?

1 2 3 4 5___

13. Does the personality and conviction of the spokesperson come through loud and clear?

1 2 3 4 5___

14. Does the copy feel like a one-on-one conversation between two friends with a common interest?

1 2 3 4 5___

15. Is the emotional tone of the copy appropriate to the topic?

1 2 3 4 5___

16. Is it clear that the spokesperson is an advocate for the prospect and has an emotional interest in getting this information to him?

1 2 3 4 5___

17. Is the prospect likely to find an emotional soulmate, someone who articulates their feelings, in the spokesperson?

1 2 3 4 5___

18. Does the spokesperson feel like a friend and defender, and not just another salesperson?

1 2 3 4 5___

19. Do you feel that the copy moves faster as you go through the piece?

1 2 3 4 5___

20. Are the practical benefits of the product and/or premiums fully realized?

1 2 3 4 5___

21. Are the positive emotional benefits provided by the product/premiums fully addressed?

1 2 3 4 5___

22. Are the negative emotions your prospect has regarding the topic at hand fully explored and will be neutralized by the product?

1 2 3 4 5___

23. Are there entertainment elements scattered everywhere? If so, are they appropriate to the topic?

1 2 3 4 5___

24. Is the value of the product and all premiums completely dimensioned and the price completely trivialized?

1 2 3 4 5___

25. Is plausible justification given for the discount, premiums, and other elements of the offer?

1 2 3 4 5___

26. Does the guarantee reaffirm the benefits and is it presented in a way that deepens the bond between the spokesperson and the prospect?

1 2 3 4 5___

27. Is the prospect’s desire for instant gratification addressed? Have you emphasized how quickly he or she will receive the product?

1 2 3 4 5___

28. Did you feel your enthusiasm grow as you got closer to the end?

1 2 3 4 5___

29. Does the spokesperson present a compelling reason to buy now?

1 2 3 4 5___

30. Is there an urgency motivator: a quick response bonus, a limited offer, a deadline, etc.?

1 2 3 4 5___

31. Would it be strong enough to make you act?

1 2 3 4 5___

32. Does the closure leave you feeling like you’d be crazy NOT to ask?

1 2 3 4 5___

33. Is there any special incentive to order right now, by phone?

1 2 3 4 5___

34. Does the copy of the order form convincingly reaffirm the benefits and guarantee?

1 2 3 4 5___

35. Does the order form look simple and easy to use?

1 2 3 4 5___

36. Are the ordering instructions clear and easy to understand?

1 2 3 4 5___

37. Does the order form thank the new customer for their order and start the linking process?

1 2 3 4 5___

How would you do?

Do you want an overview? Simply add up all your answers and check your score…

37-109: Wow. You just gave yourself an “F.” And you were going to give THAT to a client or a designer? If the First of Earth ever find out that you were willing to kill a tree to make paper for it, your life won’t be worth a dime. Better go back to the drawing board – FAST!

110-128: The bad news is that you have a copy “D” in your hands. The good news is that you know exactly how to fix it. Just work on each of the weak sections until you can honestly give them a substantially better grade.

129-146: OK – that’s about a “C”. Not bad for a rough draft… but certainly NOT good enough to make it into a final one. I suggest you start with the sections you rated a “1” or a “2” first, and when you can honestly give each one a 4 or a 5, move on to the ones that scored a 3.

147-165: So you’re at rank “B”, a great start. Just a little tweaking on the weaker sections, and you’re done. Be sure to pay special attention to the headline, header, and open copy – when you can honestly give them a 4 or 5, you might have a big winner on your hands.

166-184: Do you want a job? Really.

185: Yes of course. What. Oh my fault. I forgot to mention that you have to do this SOBER!

I’m pulling a little on your chain here. The fact is that the overall score doesn’t make much sense. The important thing is that you’ve identified the things you still need to do to turn this sales copy into a smashing home run.