When people hire me for copy critiques, here are four of the most important first steps we take:

• Zero-in on who your prospect is, and who your prospect isn’t. Once you have your prospect clearly identified, determine what “conversations” are going on in your prospect’s mind. That means, how does the prospect talk to himself or herself about problems and desires that your offer can help with? What are the words running through your prospect’s mind?  What feelings does the prospect have, connected to those problems or desires?
• Size up your offer from the prospect’s point of view. You