Sales Copy Basic Sales Copy 3 — Questions and Answers
Question 1: What is the primary goal of a sales copy 'lead' (opening section)?
- To list all product features
- To hook attention and make the reader want to continue (Correct answer)
- To present the guarantee
- To introduce the company's team
Correct answer: To hook attention and make the reader want to continue
The lead must immediately grab attention and promise enough value that the reader continues past the first paragraph.
Question 2: In the AIDA copywriting framework, what does the 'D' stand for?
- Design
- Desire (Correct answer)
- Data
- Delivery
Correct answer: Desire
AIDA stands for Attention, Interest, Desire, and Action — Desire is where the reader emotionally wants the product.
Question 3: Why should sales copy avoid using passive voice?
- It makes sentences grammatically incorrect
- Active voice creates stronger, more direct impact on the reader (Correct answer)
- Passive voice is harder to translate
- Search engines penalize passive voice
Correct answer: Active voice creates stronger, more direct impact on the reader
Active voice is more direct and energetic, keeping readers engaged and making copy feel confident.
Question 4: What is a 'risk reversal' in sales copy?
- A technique to lower the listed price
- A guarantee that removes the buyer's perceived risk (Correct answer)
- A method to reverse negative reviews
- A way to compare competitors' flaws
Correct answer: A guarantee that removes the buyer's perceived risk
Risk reversal — like a money-back guarantee — shifts the risk from the buyer to the seller, lowering purchase hesitation.
Question 5: Which copywriting principle suggests starting copy with the reader's problem rather than your product?
- Feature dumping
- Problem-agitate-solve (PAS) (Correct answer)
- Unique mechanism framing
- Social proof stacking
Correct answer: Problem-agitate-solve (PAS)
PAS opens by naming the problem, intensifying the pain, then presenting your product as the solution.
Question 6: What does 'scarcity' do when used ethically in sales copy?
- Increases the perceived price
- Creates urgency by limiting availability (Correct answer)
- Hides the real cost of the product
- Eliminates the need for a call to action
Correct answer: Creates urgency by limiting availability
Genuine scarcity — limited stock or time — motivates action by triggering the fear of missing out.
Question 7: Which sentence structure is preferred in sales copy for maximum clarity?
- Long, complex sentences with multiple clauses
- Short sentences and short paragraphs (Correct answer)
- Paragraph-long single sentences
- Sentences written in third-person narrative
Correct answer: Short sentences and short paragraphs
Short sentences are easier to read, reduce cognitive load, and maintain momentum through the copy.
Sales Copy Basic Sales Copy 3
What is the primary goal of a sales copy 'lead' (opening section)?