Most ads fail because they don’t pass this test.
To write high-converting ads, landing pages, emails, or VSLs,
every sentence must answer YES / NO / NO:
Can you picture it? Yes
Can you prove it wrong? No
Could anyone else say it? No
Bad ad:
“We deliver amazing results.”
Better ad:
“47 booked calls from $1,200 in spend using one landing page.”
If your copy sounds right but doesn’t convert,
it’s probably failing one of these.
