1) Does the title appeal to the target audience ?
2) Does the lead intrigue, tapping into the target audience’s pain or deepest desire?
3) Does the presentation style correspond to the character of the target audience?
4) Is the vocabulary used appropriate for working with this price segment?
5) Are there any promises being made to the potential audience that cannot be fulfilled?
6) What is more emphasized - logic or emotions?
7) Does your headline and lead stand out from your competitors' advertising?
Of course, this is the most important stage! After all, if the target audience does not pay attention to your advertising, further discussions are meaningless.
Logic of presentation
You will also need to check if there is a logical error at the very beginning of your marketing material. If there is, you may be misunderstood and even ridiculed.
In particular, it is necessary to evaluate whether the following logical laws are observed:
The law of identity - you cannot replace the thesis.
A disastrous headline for a debt collection company's marketing material:
"We will find a way to deal with your debtors - you will have to pay!"
The idea was that your debtors would be forced to pay you back. However, due to the substitution of the thesis that crept in, the message is perceived as meaning "you (i.e., the target audience) will pay us (i.e., the collectors)."
The law of contradiction - you cannot combine incompatible statements.
Bad lead for a custom article about cottages: "The most comfortable houses are cottages made of timber. Houses made of SIP panels are not inferior to them."
You just declared the total superiority of timber cottages in terms of comfort, and in the next sentence you refuted your own statement. The client thinks: "So which houses are the most comfortable? You're being a bit cunning here...".
The law of the excluded middle - even more so, it is impossible to combine mutually exclusive definitions.
An absurd headline for an advertisement from a vietnam girls whatsapp number recruiting agency: “Who should I work as after retirement?”
It seems that we are talking about employment in paradise. It is no secret that the pension is paid for the rest of life. The term "retirement" should have been used.
Law of sufficient justification.
The opening paragraph of an article about courses that reveal the secrets of marketing: “Despite the high salary, the work of a marketer is not as easy as it may seem!”
So, a high salary usually means easy work?
Remember, impeccable logic is especially important in the case of rational advertising!