1. Does the copy get to the point quickly?
It doesn’t grab my attention and it’s a bit negative.
2. Is the copy shy about the offer or incentive?
It doesn’t give a lot of information about what to expect or what you are going to get out of a job in the Army.
3. Is it easy to respond to?
No, there is no way of responding, such as a “Join Now” button.
4. Does the copy overcome every objection to replying, leaving the reader with no choice but to act?
No, it’s almost like they are trying to talk you out of joining.
5. Does the copy use simple words?
Most of the copy is simple to read although it doesn’t explain what Kapooka or ARTC is.
6. Does the copy use active language (does it address the site visitor as ‘you’)?
Yes, but it’s not very personal.
7. Is the copy broken down into simple sections and bullet points?
Yes, it is a simple introduction, body and conclusion. The body could have been broken down into a few key points.
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