1. What must this copy achieve?

2. What is the primary benefit this product delivers to the prospect?

3. Does the product deliver the benefit in a unique way? Explain
4. List metaphors or similes that describe the product’s main benefit
5. What conversation is the prospect already having with himself about this benefit or the
lack of it in his life?
6. How is the prospect likely to feel right now about the lack of these benefits in his life?
7. List the benefits that are unique to this product
8. List the benefits in descending order based on their expected value or importance to the
prospect.
9. How is the prospect likely to feel in the future as he enjoys each of these benefits.
10. What is the appropriate tone when addressing your prospect about this topic?
11. Who is the ideal spokesperson for this product?
12. How is this person uniquely qualified?
13. Why has this spokesperson decided to write this letter?
14. List long-running news stories or popular culture discussions connected to the problem
this product solves.
15. Describe the ideal prospect for this product (age, sex, education level, income level).
16. Describe your ideal prospect beliefs, desires, and feelings relative to the things this
product does.
17. Name 5 things you must prove to the prospect so they can believe this purchase is
mandatory.
18. List proof elements you’ll need to present to make the prospect believe those things.
19. List the objections your prospect is likely to have against your product and offer.
20. List the things you need to prove to overcome those objections.
21. Paint a word picture of the prospect and their life before they use the product.
22. Paint a word picture of the prospect and their life after they use the product.
23. Describe the offer in detail.