If the answer to all these questions is “yes”, you're almost definitely looking at a good piece of marketing.

• 1

  Are we advocating for the audience, does the reader know what's in it for them?

• 2

  Is there a high-level takeaway in this piece that an executive could grasp, even if the subject matter is technical?

• 3

  Does the piece guide the reader to a clear, appropriate CTA?

• 4

  Does this piece carry enough emotion and excitement to maintain the reader's attention?

• 5

  Is the tone conversational and fluid, rather than rigid and formal?

• 6

  Are the sentences in this piece short and snappy, rather than long and roundabout?

• 7

  Does the copy look the reader in the eye and say “you” and “your”, or is it passive and third-person?

• 8

  Does this piece say something unique about us (or our industry) that no one else is saying?

• 9

  Does this piece ignite some kind of change in the reader — either by educating them or persuading them of something?

• 10

  Does the copy tie back to our positioning, 'embed human connections into your digital CX'?