Basic Sales Copy Flashcards

What is the purpose of 'micro-commitments' in a sales copy sequence?

Answer: To get the reader to agree to small points, building toward the final purchase decision

Micro-commitments use the consistency principle — getting readers to agree with small statements makes them more likely to say yes to buying.

Which of the following best describes 'editorial-style' sales copy?

Answer: Copy formatted to look like a news article or genuine editorial content

Advertorials and native ads mimic editorial content to lower reader defenses and increase engagement before the sales message appears.

In sales copy, what is a 'hook'?

Answer: A compelling opening element that grabs attention and creates curiosity

A hook is the opening idea, story, or statement that stops the reader and makes continuing irresistible.

What writing style is most appropriate for sales copy targeting a general US consumer audience?

Answer: Conversational, plain-English writing at an 8th-grade reading level

Plain, conversational copy is accessible, relatable, and persuasive for the broadest US consumer audience.

Which of the following is an example of 'agitating' the problem in the PAS framework?

Answer: Deepening the reader's emotional pain by exploring consequences of not solving it

Agitation intensifies the reader's felt need by making the consequences of the problem vivid and personal.

What does a 'call to action' (CTA) in sales copy typically include?

Answer: A clear directive verb and a reason to act now

An effective CTA uses action verbs ('Get', 'Start', 'Claim') and adds urgency or a reason to act immediately.

Why do experienced copywriters often use storytelling in sales copy?

Answer: Stories bypass critical thinking and create emotional engagement that drives action

Stories engage emotions and imagination, making the reader experience the problem and solution rather than just evaluate it rationally.