1. Is it Desireable?

• The Problem? – What problem faced by your prospect does your product address? What is the prospects most relevant problem or greatest frustration?
• The Solution? – How can you describe the solution your product provides in a clear and compelling way? What does your product do for the prospect? What benefit does it provide? What pain does it remove for them?
• Specialness? – Why should the prospect buy YOUR solution, rather than your competitors? How does it stand out? What’s unique, better, or preferable about your product?

2. Is it Credible?

• What’s the Background? – How can you drive home the pain of the problem and joy of the solution through a story or case study that demonstrates the product and builds a human bond with the prospect?
• Where’s the proof? – How can you logically or experientially demonstrate the validity of your proposed solution? How can you prove that your product does what you promise that it can? (Has it worked for your clients? Has a similar product worked for anyone else? Can you “borrow” proof from another product or person like a celebrity or authority figure?)
• Have you handled possible objections? – What questions, concerns, and barriers may your prospect have with regards to your offer? And how can you resolve them?

3. Is it Worth It?

• What is the risk? – Making it easy to say ‘yes’ is the goal of risk reversal. It’s the perceived risk and not price that keeps your clients from moving forward. Eliminate the risk and the client buys. (High risk items include B2B contract services, and expensive purchase items like a new car) What assurances does the prospect have about the products performance? What guarantee does he have?
• Is there enough value? – Is it worth the money and time to get and use your product for the perceived benefit to be gained? (In business, what will be the ROI? For a consumer product, is the benefit of the product worth the monetary and/or time costs of getting the product?)
• Are there opportunity costs? – What are the possible negative consequences of taking up the offer? What will the prospect not have time, money, space for if he accepts your offer?

The copy needs to:

• Engage the reader.
• Fully demonstrate the gain offered by the product.
• Handle potential objections.
• Deliver social proof in the form of credentials and testimonials.
• Pinpoint the unique selling proposition.
• Make the product benefits incredibly compelling — yet totally believable.
• Match with the prospects beliefs, frustrations, and desires.
• Satisfies your prospects skepticism (by being transparent, honest, personal, and logical).
• Remove the risk (with quality assurances and guarantees).
• Build anticipation and excitement of using the product.
• And compel them to take immediate action.