Get your red pen ready. Here are 24 checkpoints to make any message more memorable.
- Does the message come across clearly and directly in the headline?
- Does the message come across clearly and directly in the lead sentence?
- Are there memorable subheads?
- Is there at least one subhead per page of content?
- Without reading the copy at all, do the headlines and subheads deliver the main message?
- Does the content deliver the message promised in the headline and lead sentence?
- Is any client, product, or program mentioned inescapably on the first page?
- Are sentences short, active, and readable?
- Does the content address a need?
- Does the content reward the reader?
- Does the writing move the reader forward?
- Is the content well organized?
- Is the content factual, accurate, specific and well documented?
- Is the content grammatically correct?
- Is the content free of excess commercialism?
- Is there a specific call to action?
- Does the content motivate the reader to that action?
- Are all dimensions, units, and abbreviations explained and used consistently?
- Are there any illustrations? (There should be)
- Do the illustrations directly highlight the content’s main points?
- Are there captions on illustrations? (There should be)
- Do the captions accurately describe the graphic?
- Does every graphic and caption stand on its own?
- Is more information available through any point of contact or other resource?