Before you roll out your next marketing campaign, take a look at this quick checklist to make sure your copy has the 5 key elements needed to make a sale.


  1. Unusual approach. Every day, your prospects see dozens, if not hundreds of messages in their postal mail, email, Facebook feeds, in pre-roll videos and more. If you want to get noticed, do something different. Try a powerful headline that speaks directly to your target. Highlight an unusual, but strong offer. Or provide a guarantee that stands out from the rest.


  1. Urgent feel. Unless you can convince your customers to take immediate action, you’re at risk of losing them forever. To convey a sense of urgency, give the product or service you’re offering a limited window of time in which to buy. Also, be sure to offer valid reasons for the urgency, not just an arbitrary deadline.


  1. Useful and valuable information. Your email, Facebook ads, pre-roll commercials or direct mail letters should include some intrinsic value. Based on what I’ve learned over the last 30 years, offering real value to your audience can only increase response.


  1. Unique Selling Proposition (USP). What makes you special? Why should a customer buy from you over your competitor? How is your offer better than anything else on the market? Your USP differentiates you in such a way as to make you the most obvious choice for your customers.


  1. Ultra-specific and details. Test after test proves it…specifics outsell generalities every time. Use specific numbers (odd numbers do better than even). Provide facts supported by percentages. Use names of authoritative figures when appropriate. Avoid vague copy and provide details that sell.


Want a FREE critique of your latest direct mail piece, email campaign, insert, print ad or website? Call me at (310)212-5727 or email Caleb at


Here are the rest of this week’s articles: