The Copywriter's Toolbox

  Nothing can turn strong copy into a 97-pound weakling faster than a flawed review process. The result is severely handicapped marketing efforts and, alas, fewer sales. Find out how you can avoid this dire marketing situation. Nothing can turn strong copy into a 97-pound weakling faster than a flawed review process. The result is severely handicapped marketing efforts and, alas, fewer sales. How can you avoid this dire marketing situation? By having a smart and consistent review process that preserves the selling power of your marketing communications. Following are 7 essential tips for reviewing and approving copy. 1. Review the copy from the customers’ perspective. On the first pass, read the copy (all of it) without your red pen in hand or editing hat on. That’s how your customers or audience will read it. Now, what do you think? Does the concept work? Did the headline grab your attention? How was the tone? Does the copy flow? If you begin by editing the first sentence or sweating