The Copywriter’s Checklist

In the 1989 film “Field of Dreams,” Kevin Costner’s character, Ray Kinsella, hears a disembodied voice whisper, “If you build it, he will come.”
Whoops! From a marketer’s perspective, there’s a problem with that strategy.
Yes, you can build a baseball field in the middle of an Iowa cornfield, BUT no one will come if they can’t find it. To get people there, your email, postcard, tweet or Facebook post needs to include the address, driving directions or map. Or at least a link to one of these. Small details, huge impact.
Successful marketing is all about small stuff that translates into big results. As writers, it’s our job to make sure these essentials are included in what we write. And no, you and I don’t intentionally overlook including details such as the time or address of an event, but it happens to all of us. We get so close to what we’re writing, we miss what’s missing.
That’s why a colleague has been pestering me for months to create this writer’s checklist. As part of her campaign, Jessica sent me a small stack of examples as proof of why a checklist covering the who-what-when-where-why-how of marketing messages was needed.
PLEASE NOTE: Not every item on this checklist will be relevant to every project you write, so apply them appropriately. Also, when writing for digital media, keep in mind you may have an international vs. local audience, which may affect the details you need to include. Anyway, so here it is: The Copywriter’s Checklist.