Here’s a simple – and highly effective – checklist you can use before, during and after writing a selling text. Just remember: know – do – feel. An ad text should communicate new knowledge, so what do you want the reader to KNOW that they didn’t already know? An ad text should prompt action, so what do you want the reader to DO after reading your words? An ad text should also make the reader FEEL a certain way – excited, happy, perhaps even angry – so what emotions do you want to evoke?

• Do: A Post-it note, mouse mat or poster with the words Know – Do – Feel. And use the checklist the next time you write.