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Copywriting Elements
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Copywriting Elements
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23 Questions

1. Highlight features that make your product unique and new. The features that distinguish your product from the rest of the market.

2. Compare price of your product to another similar product. If your product is more expensive suggest it has more/better features. It it is less expensive focus in better value. The comparison must be 100% fair or you could be sued.

3. When raising objections- solve them whilst staying honest and provide an alternative solution.

4. Don't use them. 'It's the product that the world has been waiting for.

5. Summarise what the customer is getting at the end of the ad.

6. Be clear, simple and to the point. Don't use big words that people won't understand. Only exception to this is technical explanation.

7. Offer a trial period - at least one month - longer the trial period the less the chance the product will be returned.

8. Talk about weight, dimensions, limits, speeds. Give all the facts. List physical facts even in cases where you think they are not that important.

9. If you feel there may be an objection, raise it when you think the reader may think about the objection. Then solve it.

10. If selling a product at a bargain price - increase it. This makes the benefit clear. Put the price in a logical position- put it in bold type face . If the product is expensive and it's not the price that will sell it, underplay it.

11. Simple product- explain complicatedly, complicated product- explain simply. Think 'did I explain all the features'

12. Use the most legible type face. Use sans. Making your copy easy to read is so much more important than it being fancy.

13. Talk like an expert. Use technical language when explaining the product to make the buyer think you are a true expert. This will make them trust you a lot more and will take you seriously.

14. Think is there a simpler way of saying this.

15. Ask at the end after selling your prospect. 'I urge you to buy this at no obligation, today.

16. Maintain interest. Don't talk about benefits or features or even facts. Just continue to interest and entice the reader. Build curiosity.

17. Is there an obvious problem with delivery of a product. If so highlight it and then put the readers mind at ease.

18. Vary sentence lengths to create rhythm. When listing list in 3s: 'I went shopping for a hammer, a screwdriver and a pair of pliers.

19. Make it easy to order

20. Indemnify differences/ lack of differences between your audience of men and women. What could be offensive to a certain gender?

21. Make it short, easy to read and compelling. Make it make the reader want to read the next sentence.

22. A great way to add credibility. Can be used in headline and photo as well as the copy. Make sure that the testimonial makes sense for the product.

23. Makes the copy less intimidating. Arouses interest. Breaks the copy up.

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