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