Points

  0- No headline at all

  1- Company name or play on words; does nothing to compel reader/listener to continue

  2- Headline exists; poor or crass HOT BUTTON; False Uptime Alert!

  3- Hot Buttons Activated; not articulated well, but says in basic terms what needs to be said

  4- Good headline, penetrates reader's internal conversation; work on clarity and precision

  5- Powerhouse! Headline is powerfully worded and hits HOT BUTTONS passionately

Points

  0- If Headline score is 0, 1, or 2...then automatic score of 0 here.

  1- Nothing to make reader want to listen...no sub-headlines; no add'l info at all, incoherent

  2- Contains sub-headlines that are NOT connected to internal conversation...reader clicks back!

  3- Reader can tell from scanning ad that there may be decision-facilitating info ahead

  4- Use of Hot-Button-based sub-headlines gives reader promise of useful info in the ad

  5- Reader eagerly engaged! Quick scans reveals congruence with other sub-headlines & offer

Points

  0- No case building info; crass, cute, sex-based or abstract ideas or image/institutional creativity

  1- Some features menu listed; not quantified, nothing compelling; perhaps wrong or incoherent points

  2- Case points begun, but not developed; poorly quantified/quantified

  3- Case points listed with some qualification/quantification; educates on a basic level

  4- Builds a good case and anticipation; educates thoroughly, but could be more powerful & articulate

  5- Executes solid, well-rounded case; a Judge/Jury would be proudly say, "I would have to be an idiot..."

Points

  0- No offer at all (if there's an offer, but no landing page or capture box give "0')

  1- Contact info present; nothing specifically mentioned as an offer

  2- Tells prospect to call for more info or to speak with a representative; no capture box; no landing page

  3- Offer easily detectable; no incentives; could be much more motivating; poor capture/landing page

  4- Good offer, captures prospect action—doesn't capture widest possible audience; opt-in needs help

  5- Excellent, obvious choice for NOW/FUTURE buyer; Irresistible & Compelling Offer, Opt-in & Nurture pieces

Points

  0- A total mess; try again

  1- Does not flow, no logical reason for any placements; haphazardly done; not professional

  2- Basic structure is in place; lacks power; unclear; spacing, thought flow is fuzzy or blah

  3- Structurally sound, flows reasonably well, some parts are still done poorly; seduction focused

  4- Proper use of type fonts & sizes; spacing well done; photos/graphics congruent & compelling, etc.

  5- Reader can quickly scan and understand main points; knows exactly what action to take