1. Have you done thorough research on the brand, product, and customer?
   1. Yes.
      1. Do you have a swipe file with sticky VOC messaging?
         1. Yes
            1. Do you have an idea of WHAT you will write?
            2. Yees
            3. Do you have a copy brief?
            4. Yeees
            5. Do you have a messaging hierarchy template?
            6. Yeeees
            7. Put your 'what' into a persuasively logical messaging hierarchy. Do you know HOW you will write your WHAT?
            8. Yeeeees
            9. Did you go back through the basic guidelines a couple times to 'Punch up"?
            10. Yeeeeees
            11. Did you put it in your wireframe?
            12. Yeeeeeees
            13. Do you have visual hierarchy to support the copy?
            14. Yeeeeeeees
            15. Did you run a 5 second test for the hero/headline?
            16. Yeeeeeeeees
            17. Was it clear?
            18. Yeeeeeeeeees
            19. A/B that bad bitch.
            20. No
            21. No
            22. Do it/again
            23. No
            24. Follow these basic guidelines:
            25. Visual cues
            26. Pointing finger
            27. Person looking in direction
            28. Arrow
            29. White space for unlike things Less space for like things
            30. Color consistency Color contrast to direct eyes
            31. Use a font scale Write for readability Font size/thickness to direct eyes
            32. Show & tell
            33. Photos show/prove what copy is saying
            34. No
            35. Do that.
            36. No
            37. No
            38. Follow these basic guidelines:
            39. Clarity trumps persuasion
            40. Match the reader's mindset
            41. BLOW them away with value.
            42. 1) Specific, happy outcomes
            43. 2) Elimination of specific pain points
            44. 3) Prove it (hard data + testimonials)
            45. Quantifiable proof: Specificity in claims
            46. So what?
            47. Prove it.
            48. Paint a picture (like an analogy or metaphor)
            49. Steal word pictures from cutomers
            50. Replace general nouns with specific ones
            51. Replace generic adjectives with vivid ones
            52. Replace weak verbs with punchy ones
            53. Call out your reader and their needs
            54. Show AND tell generously
            55. Cut anything that's not doing real work
            56. Is it reflecting/matching motivation?
            57. Is it conveying (or clarifying) value?
            58. Is it proving a claim?
            59. Is it addressing an anxiety?
            60. Is it adding authentic specificity?
            61. No
            62. Pick one of following basic templates:
            63. AIDA
            64. PAS
            65. C=4m+3v+2(i-f)-2a
            66. No
            67. Use your research to put together the following:
            68. Message to match from Ad
            69. Awareness stage + intent
            70. One reader
            71. Desire unfulfilled
            72. Goal unachieved
            73. Been failed by
            74. How this matches values
            75. Past regrets
            76. Need to believe to buy
            77. One Big Idea
            78. Feature 1
            79. Feature 2
            80. Other
            81. New stage of awareness
            82. One Offer
            83. No.
            84. Write a letter exercise.
            85. Write down customer's feels, knows, wants.
            86. Write a persuasive letter to persuade them to buy your product. Write in logical argument form using feels, knows, wants.
         2. No.
   2. No.
      1. Do research.
         1. VOC mining
         2. What don't you know?
         3. Create survey Q's to find answers.
         4. Collect data.