• Layout – Is your document easy to use/read? Do you incorporate enough white space?

• Theme – How well do you convey your mission or purpose?

• USP – What is your unique selling proposition? Do you  have one?

• Personal connection – How well are you communicating to your SPECIFIC audience?

• Involvement – Do you catch your reader's attention from the very first word?

• Rational appeal – Are you appealing too much or too little to your readers' intellectual/rational side?

• Emotional appeal – Are you appealing too much or too little to your readers' emotions?

• Sentence variety – How much do you need to vary the length and structure of your sentences?

• Captions – How well written are your captions?

• Headline – Where is yours and how strong is it?

• Subheadings – Do you use them properly?

• Diction/Tone/Precision – Have chosen the best possible words to convey the meaning you want your readers to take from your content?

• Show, Don’t Tell – Are you using hypnotic writing that paints word pictures?

• Modifiers – Even with hypnotic writing in mind, have you overdone it with the adjectives and adverbs?

• Verbcentric – Do you use enough of the proper verbs?

• Conjunctions – Have you determined how formal/casual you will be in your writing?

• Pronouns – Have you overused pronouns, to the point that your readers have lost the meaning of your content?

• Repetition – Repetition is good, as it helps readers retain meaning, but are you overdoing it?

• Hyperbole – Do you write in extreme exaggeration, or is your text so pedestrian that it immediately puts your readers to sleep?

• Spelling/Grammar – SpellCheck is not foolproof, but did you remember to use it?

• Continuity/Flow – Is your text easy to read and follow?

• Authority/Expertise – How well do you describe your credentials, skill, and length of time in this business?

• Credibility – What kinds of proof do you offer to validate your claims?

• Testimonials – Do you have enough of the right kinds of testimonials?

FOR WEB COPY

• Call to action – How clearly do your visitors understand WHAT YOU WANT THEM TO DO?

• Contact info – Do your readers have to play "Seek & Find" to locate your FAQ, About Us, and Contact Info?

• Reward – Are you offering some sort of ethical bribe (giveaway), such as a podcast, white paper, or tip sheet in order to build your list?