CONVERSION EQUATION
Conversion Equation
1
INTERRUPT: HEADLINES & VOICE OVER OR INTRO (FOR RADIO/TV)
No headlines at all
Company name or play on words; does nothing to compel reader/listener to continue
Headline exists; poor or crass HOT BUTTON; False Uptime Alert!
Hot Buttons Activated; not articulated well, but says in basic terms what needs to be said
Good headline, penetrates reader's internal conversation; work on clarity and precision
Powerhouse! Headline is powerfully worded and hits HOT BUTTONS passionately
2
ENGAGE: PROMISE TO EDUCATE & FACILITATE DECISION
If Headline score is 0, 1, or 2... then automatic score of 0 here
Nothing to make reader want to listen...no sub-headlines; no add'l info at all, incoherent
Contains sub-headlines that are NOT connected to internal conversation...reader clicks back!
Reader can tell from scanning ad that there may be decision-facilitating info ahead
Use of Hot-Button-based sub-headlines gives reader promise of useful info in the ad
Reader eagerly engaged! Quick scans reveals congruence with other sub-headlines & offer
3
EDUCATE: BUILD YOUR CASE
No case building info; crass, cute, sex-based or abstract ideas or image/institutional creativity
Some features menu listed; not quantified, nothing compelling; perhaps wrong or incoherent points
Case points begun, but not developed; poorly quantified
Case points listed with some qualification/quantification; educates on a basic level
Builds a good case and anticipation; educates throughly, but could be more powerful & articulate
Executes solid, well-rounded case; a Judge/Jury would be proudly say, "I would have to be an idiot..."
4
OFFER: RISK REVERSAL / ETHIC BRIBE
No offer at all (if there's an offer, but no landing page or capture box give "0")
Contact info present, nothing specifically mentioned as an offer
Tells prospect to call for more info or to speak with a representative; no capture box; no landing page
Offer easily detectable; no incentives; could be much more motivating; poor capture/landing page
Good offer, captures prospects action - doesn't capture widest possible audience; opt-in needs help
Excellent, obvious choice for NOW/FUTURE buyer; Irresistible & Compelling Offer, Opt-in & Nurture pieces
5
POWERFUL, PASSIONATE, PRECISE & ELEGANT FORMAT
A total mess; try again
Does not flow, no logical reason for any placements; haphazardly done; not professional
Basic structure is in place; lacks power; unclear; spacing, thought flow is fuzzy or blah
Structurally sound, flows reasonably well, some parts are still done poorly; seduction focused
Proper use of type fonts & sizes; spacing well done; photos/graphics congruent & compelling, etc
Reader can quickly scan and understand main points; knows exactly what action to take
Your total number of points is 0
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