Copywriting Certification Test – Money Mouth Marketing

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What RESULTS did you get from the project you were assigned?*
State which project you worked on, and SPECIFICS of the actual results you got as it relates to this discipline. State what you did and how it impacted the project. THIS IS 50% of your certification score

In Copywriting, what is the AIDA Principle? Explain why this is important

Which of the following is NOT one of the three rules of selling?
- Once sold, people need to satisfy their emotional decision with logic.
- People don’t like the idea of being sold.
- People buy things for emotional, not rational, reasons.
- Buying is one of the few ways we can satisfy our emotional desires.

Which stage of the CVJ is one of the hardest to write copy for?

SCENARIO: A client, Lynn Love sells a brand new product named, "Relationship Rescue" that meets a significant demand in her industry and gets rave reviews from the people who use it. She wants you to use the product name in your headlines and ads. Is this a good idea? Explain your answer.

According to The Power of One, how many CTA’s should you include in your copywriting?
- 4 or more
- 1
- 3
- One for every 250 words
- As many as the client requests

Name 2 reasons why a P.S. in a sales letter is so important?

Who is typically your client’s biggest "competitor"?

SCENARIO: Your web design client, "The Webb Gals" is running a Facebook ad to a free report called "The Science of Heat Maps and Schema Markup Language On Websites". The ad gets lots of reach, almost no clicks. The visitors who click are highly engaged, but none of them buy the web services. What could be the problem?

What are the two factors that motivate anyone into making a decision?

SCENARIO: Your Weight Loss Client owns a 1 year old website that sells a fat burning supplement called FAT-AWAY for $97. The average price of similar supplements in their industry is $119. They have lots of before and after photos, but of women only. The sales copy was written by the owner with the help of her web developer. They're getting a lot of traffic to the website, but it's not converting well. What would be the first element you’d change on the page? Why?

Why is a sense of urgency important in copy?

What are the 4 U’s of copywriting?

APPLICATION: Mike Michaelson has a patent pending microphone that works with no power cord. It's called "Mike's Go Mic". It's perfect for speakers who want to speak on the go. What would be a good headline for this product?

List the following sales copy elements in order of importance for SALES: Bullet Points, Headline, Offer, Price, Sub headline, P.S. and why

Which converts better, long-form sales copy or short? Why?

When it comes to copywriting vs. branding, copywriting drives an action, while branding establishes _________
- loyalty
- dominance
- relationship
- trust
- all of the above

SCENARIO: After doing extensive split testing, you find that a blue headline converts significantly better than a red headline. However, your client's competitor's brand is blue...your client's brand is red. They don't like the idea of a blue headline. How do you handle the situation?

If a client were selling professional bookkeeping services to Patent Attorneys, what would be a good pre-headline for a sales letter for their services?

Another term for the Big Idea is also known as The ______ _______ or the overriding benefit.
- Big Concept
- Big Deliverable
- Big Solution
- Big Promise
- Big Benefit
- Big Headline

What is the difference between direct response copy and traditional advertising marketing?

When creating an Empathy Map, what’s the significance of separating what the avatar says and what they do?

When using a story in a sales letter, which one of the following is best to help you plan your story process?
- Make your product/company the hero in the story.
- Start at the very beginning and give as many details as possible.
- Know how the story will sell your product.
- Begin with the end in mind by starting with how the story ends
- Make your prospect a part of the story

SCENARIO: A video game console client has one of the best consoles on the market, but it's not selling as well as inferior products of the same price range. Their website lists all of the features of the console and compares their features to the top competitor’s consoles. There's is clearly the better console. What could cause this console to lag and sales to their competitors?

SCENARIO: A client has a very weak guarantee for their product. Significantly inferior to their competitors. Is it better to use the weak guarantee or none at all? Why?

What is a USP, and why is it so important?

EXTRA CREDIT: Really good stories are used in Hollywood to make great movies...and they are used by copywriters to sell in copy. What is the most used story structure/framework of all time?

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