The 37-Point Acid Test for Direct Response Copy: A Comprehensive Guide...

Direct response copywriting moves readers to take action right away.

It's different from regular advertising because it asks for an immediate response - whether that's buying something, signing up, or requesting information.

The best direct response copy makes sales without a salesperson being present.

It does this by speaking directly to the reader's needs, wants, and feelings.

Clayton Makepeace, one of the highest-paid copywriters in history, created a 37-point checklist to test if sales copy will convert well.

This checklist helps writers spot weak points in their copy before sending it to potential customers.

The first twelve points focus on the most important part of any sales letter - the headline and opening paragraphs:

Point 1 looks at whether your main benefit speaks to what your best customers really want. Your headline must hit on a problem or desire that keeps them awake at night. For example, if you're selling to business owners, higher profits or more free time might be strong benefits that make them want to read more.

Point 2 checks if your headline grabs attention fast. In today's busy world, you have just seconds to catch someone's interest. Your headline should make them stop scrolling and think "I need to know more about this."

Points 3 through 5 test if your opening is believable and gives good reasons to keep reading. Your claims need to sound real, not over-the-top. You also need to show readers what's in it for them and why they should read your message right now, not later.

Points 6 through 8 look at how well you build trust and keep interest high. Readers need to believe you know what you're talking about. Your opening paragraphs must flow naturally from your headline and make people want to read every word.

Points 9 through 12 check how well your copy connects emotionally and logically with readers. The feelings your words create should make people eager to keep reading. You need solid facts to back up what you say. Most importantly, you must give readers a clear reason why you're sharing this information with them and why they absolutely must pay attention.

Makepeace's checklist continues with questions about the main body of your copy. These points help you check if your writing...

• Sounds like a real conversation
• Shows genuine care for the reader
• Builds excitement as it moves forward
• Makes benefits crystal clear
• Handles doubts and objections well

The Heart of Your Sales Message (Points 13-22)

Points 13 through 18 focus on the relationship you build with your reader.

Your personality must shine through your words.

When someone reads your copy, it should feel like getting advice from a trusted friend who understands their problems.

Your writing voice matters more than perfect grammar.

Good sales copy often breaks traditional writing rules to sound more natural. It uses "you" and "your" often. It asks questions. It might even start sentences with "And" or "But" - just like people do when they talk.

Points 19 through 22 check how well you present your product or service benefits.

Your copy should move faster as it goes along, pulling readers toward your offer.

Think of it like a snowball rolling downhill, getting bigger and more powerful.

Every benefit needs two parts...

1. The practical part - what your product actually does
2. The emotional part - how it makes people feel

You must also tackle negative emotions head-on.

If people feel frustrated, scared, or stuck, your copy should show that you understand these feelings. 

Then explain how your product helps fix these problems.

Making Your Offer Irresistible (Points 23-30)

A strong sales message needs more than just good writing.

Points 23 through 30 test if your offer is packaged right.

Entertainment plays a key role - but it must fit your topic.

A serious financial product needs different handling than a fun hobby product.

Either way, your copy should keep readers interested.

Your pricing strategy matters too.

The value you offer must seem much higher than your price. 

Give solid reasons for any discounts or special deals.

Make people feel smart for taking action.

Good guarantees do more than promise money back.

They remind readers of all the good things they'll get.

They show you stand behind your product.

They make buying feel safe.

The need for speed shows up in points 27 through 30.

People want things now.

Your copy must...

• Tell them how quickly they'll get your product
• Build excitement as they read
• Give strong reasons to buy right away
• Include real deadlines or limited-time bonuses

Closing the Sale (Points 31-37)

The final seven points of Makepeace's checklist focus on turning interest into action.

Your closing must create a feeling that not buying would be a mistake.

Point 31 tests if your urgency motivators work.

Beyond just saying "act now," you need real reasons why waiting costs them money or opportunities.

Smart deadlines, limited quantities, or rising prices work better than fake scarcity.

Points 32 and 33 look at your call to action. By this point, readers should feel almost silly not to buy. Phone orders need special treatment - give extra bonuses or convenience factors to push people toward calling instead of waiting.

The Order Process (Points 34-37)

Your order form or checkout process deserves as much attention as your sales copy.

 Points 34 through 37 make sure you don't lose sales at the finish line.

The order form must...

• Repeat key benefits
• Restate your guarantee
• Look simple to complete
• Have clear instructions
• Thank people for ordering

Using the 37-Point Test

Here's how to use this checklist...

1. Write your first draft
2. Wait 24 hours
3. Score each point from 1 to 5
4. Add up your total score
5. Fix anything scoring below 4

A good piece of sales copy should score at least 150 out of 185 points.

Lower scores mean your copy needs work in specific areas.

Pay special attention to low-scoring points. They show exactly where to improve. Often, fixing just a few weak spots can boost your response rates significantly.

Test groups of related points together:

• Points 1-8: Opening impact
• Points 9-22: Reader engagement
• Points 23-30: Offer structure
• Points 31-37: Closing power

This checklist works for all types of direct response copy - sales letters, emails, video scripts, or landing pages.

Use it before sending any important marketing message.

Remember: Good copy takes time. Even top writers rarely nail everything in their first draft. This checklist helps catch problems before they cost you sales.

The best way to master this system is through practice.

Score your existing copy first.

Then score competitors' copy.

Soon you'll spot weak points automatically and write stronger copy from the start.

How high does your copy score?

Each point you improve could mean more sales and profits for your business.