@lucapimenta/copy-chief-black 1.0.0

package/framework/copy-squad/checklists/caples-tested-methods.md

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+# Caples Tested Methods Checklist
+
+> **Expert:** John Caples
+> **Source:** Tested Advertising Methods (1932-1998, 5 editions), Making Ads Pay (1957), How to Make Your Advertising Make Money (1983)
+> **Use:** Validate headlines, first paragraphs, body copy, split-test design, and response tracking before delivery.
+> **Reference:** `~/.claude/copy-squad/caples.md` for full Voice DNA profile.
+> **Minimum passing scores indicated per section.**
+
+---
+
+## Section 1: Headline Type Classification Audit (10-Point)
+
+Every headline must be classified into at least one of Caples' 4 Headline Types.
+If a headline does not fit ANY type, it will almost certainly underperform.
+Minimum: 8/10 per headline.
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 1 | [ ] **Classified Into at Least One Type** -- The headline fits into Self-Interest, News, Curiosity, or Quick-Easy-Way. You can NAME which type(s). | | Unclassifiable headlines are almost always "blind" headlines -- they promise nothing specific and attract no one in particular. Caples proved that blind headlines underperform by 200-500%. |
+| 2 | [ ] **Self-Interest Component Present** -- The headline contains a direct benefit to the READER. The reader can answer: "What's in it for me?" in under 3 seconds. | | Self-Interest is the single most powerful headline type in Caples' testing. A headline without self-interest relies on curiosity alone, which is weaker. Even News and Curiosity headlines should include a self-interest element when possible. |
+| 3 | [ ] **Benefit Is Explicit, Not Implied** -- The benefit is STATED directly in the headline, not hidden or implied. A 12-year-old could identify the benefit. | | Implied benefits require the reader to make a mental leap. Most readers will not make that leap -- they will move on. Caples found that explicit benefits outperform implied benefits by 2-5x in direct response. |
+| 4 | [ ] **Headline Selects the Right Reader** -- The headline attracts the target buyer AND repels non-buyers. It functions as a filter, not a net. | | A headline that attracts everyone sells to no one. Caples taught that the headline's job is to SELECT: attract the reader who needs this product and let everyone else pass by. "To Men Who Want to Quit Work Someday" selects precisely. |
+| 5 | [ ] **Specificity Present** -- The headline contains at least ONE specific detail: a number, a timeframe, a named benefit, a defined audience. Not vague. | | Specific headlines outperform vague headlines in every test Caples documented. "Lose 23 lbs in 87 days" outperforms "Lose weight fast." Specificity signals credibility and makes the promise tangible. |
+| 6 | [ ] **No Blind Headline** -- The headline could NOT be used for a competitor's product without modification. It contains details specific to THIS offer. | | The cardinal sin in Caples' system. A blind headline is one that works equally well for any product in the category. If you can swap logos and the headline still works, it is not doing its job. |
+| 7 | [ ] **Curiosity Element Present** -- The headline creates an information gap that compels the reader to continue. Something is hinted at but not fully revealed. | | Curiosity alone is weak. But curiosity combined with self-interest is the most powerful headline combination Caples ever tested. The gap must be specific enough to itch but not so vague that the reader shrugs. |
+| 8 | [ ] **Clarity Over Cleverness** -- The headline communicates its message on FIRST reading. No re-reading required. No decoding. No wordplay that sacrifices understanding. | | Caples tested clever headlines against clear headlines thousands of times. Clear won consistently. The reader gives you 2-3 seconds. If they don't understand the headline in that window, they're gone. |
+| 9 | [ ] **Proven Formula Used** -- The headline follows or adapts one of Caples' 35 proven formulas (How-To, Who Else, Testimonial, Question, News, etc.). | | Proven formulas exist because they have been tested against thousands of alternatives and WON. Starting from a proven formula is not lazy -- it is strategic. Caples used them for his entire career. |
+| 10 | [ ] **Multiple Variations Exist** -- At least 5 headline variations have been written for this piece. This is not the only headline considered. | | Caples' most fundamental principle: NEVER commit to a single headline without testing alternatives. The headline you think is best is almost never the actual winner. Writing one headline means writing zero testable options. |
+
+### Headline Classification Matrix
+
+For each headline, mark which types apply:
+
+| Headline | Self-Interest | News | Curiosity | Quick-Easy | Score |
+|----------|:------------:|:----:|:---------:|:----------:|:-----:|
+| Headline A | [ ] | [ ] | [ ] | [ ] | /10 |
+| Headline B | [ ] | [ ] | [ ] | [ ] | /10 |
+| Headline C | [ ] | [ ] | [ ] | [ ] | /10 |
+| Headline D | [ ] | [ ] | [ ] | [ ] | /10 |
+| Headline E | [ ] | [ ] | [ ] | [ ] | /10 |
+
+### Headline Scoring
+
+| Individual Score | Rating | Action |
+|-----------------|--------|--------|
+| 9-10 / headline | CAPLES-GRADE | Ready for split-test |
+| 8 / headline | STRONG | Minor refinement, then test |
+| 6-7 / headline | ADEQUATE | Rewrite using 35 Formulas reference |
+| 4-5 / headline | WEAK | Reclassify type, rewrite from scratch |
+| Below 4 | REJECT | Does not meet Caples' minimum standard |
+
+---
+
+## Section 2: The 35 Headline Formula Reference
+
+Use this as a working reference when writing headlines. For each campaign,
+check off which formulas you have attempted. Minimum: try at least 7
+formulas before selecting finalists.
+
+### Category A: Question-Based Openers (Formulas 1-10)
+
+| # | Formula | Attempted? | Headline Written |
+|---|---------|:----------:|-----------------|
+| 1 | [ ] "How To [desired result]" | | |
+| 2 | [ ] "How [I/person] [achieved result]" | | |
+| 3 | [ ] "Why [surprising fact or pattern]" | | |
+| 4 | [ ] "Which [option A or B]?" | | |
+| 5 | [ ] "Who Else Wants [benefit]?" | | |
+| 6 | [ ] "Wanted: [type of person]" | | |
+| 7 | [ ] "This [specific thing] [does what]" | | |
+| 8 | [ ] "Because [reason], you [benefit]" | | |
+| 9 | [ ] "If [you are/have X], then [benefit]" | | |
+| 10 | [ ] "Advice to [audience] who [problem]" | | |
+
+### Category B: Benefit-Direct Headlines (Formulas 11-17)
+
+| # | Formula | Attempted? | Headline Written |
+|---|---------|:----------:|-----------------|
+| 11 | [ ] Testimonial Headline: "[Quote from user]" | | |
+| 12 | [ ] Flag/Audience Selector: "To All [specific group]" | | |
+| 13 | [ ] Information of Value: "FREE -- [valuable resource]" | | |
+| 14 | [ ] Story Headline: "[Narrative with twist]" | | |
+| 15 | [ ] Recommendation: "[Before/after personal experience]" | | |
+| 16 | [ ] Direct Benefit Statement: "[Benefit in 2-5 words]" | | |
+| 17 | [ ] Address Specific Person: "For the [person] who [situation]" | | |
+
+### Category C: News/Announcement Headlines (Formulas 18-23)
+
+| # | Formula | Attempted? | Headline Written |
+|---|---------|:----------:|-----------------|
+| 18 | [ ] Ask a Question: "Can You [challenge]?" | | |
+| 19 | [ ] Begin with "Introducing" | | |
+| 20 | [ ] Begin with "Announcing" | | |
+| 21 | [ ] Words with Announcement Quality: "Finally/At Last/Now" | | |
+| 22 | [ ] Begin with "New" | | |
+| 23 | [ ] Begin with "Now" | | |
+
+### Category D: Price/Offer Headlines (Formulas 24-28)
+
+| # | Formula | Attempted? | Headline Written |
+|---|---------|:----------:|-----------------|
+| 24 | [ ] Feature the Price | | |
+| 25 | [ ] Feature Reduced Price | | |
+| 26 | [ ] Feature Special Merchandising Offer | | |
+| 27 | [ ] Feature Easy Payment Plan | | |
+| 28 | [ ] Feature a Free Offer | | |
+
+### Category E: Urgency/Scarcity Headlines (Formulas 29-30)
+
+| # | Formula | Attempted? | Headline Written |
+|---|---------|:----------:|-----------------|
+| 29 | [ ] Limited Time / Deadline | | |
+| 30 | [ ] Scarcity / Limited Supply | | |
+
+### Category F: Challenge/Warning Headlines (Formulas 31-32)
+
+| # | Formula | Attempted? | Headline Written |
+|---|---------|:----------:|-----------------|
+| 31 | [ ] Warning or Caution | | |
+| 32 | [ ] Challenge / Dare | | |
+
+### Category G: Short-Form Headlines (Formulas 33-35)
+
+| # | Formula | Attempted? | Headline Written |
+|---|---------|:----------:|-----------------|
+| 33 | [ ] One-Word Headline | | |
+| 34 | [ ] Two-Word Headline | | |
+| 35 | [ ] Three-Word Headline | | |
+
+### Formula Coverage Score
+
+| Formulas Attempted | Rating | Action |
+|-------------------|--------|--------|
+| 15+ | COMPREHENSIVE | Excellent exploration. Proceed to testing. |
+| 10-14 | GOOD | Try at least 3 more from untouched categories |
+| 7-9 | MINIMUM | Adequate but more exploration recommended |
+| 4-6 | INSUFFICIENT | Missing major categories. Expand before testing. |
+| Below 4 | REJECT | Not enough variation. Caples would never ship this. |
+
+---
+
+## Section 3: First Paragraph Quality Gates (10-Point)
+
+Every first paragraph must pass ALL checks. Minimum: 8/10.
+Run this checklist for each first paragraph variation.
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 1 | [ ] **Continues the Headline Thought** -- The first paragraph picks up EXACTLY where the headline left off. No new topic is introduced. The reader experiences a seamless flow from headline to body. | | Caples found that millions of ads failed because the first paragraph introduced a thought DIFFERENT from the headline. The reader who was attracted by the headline expects that thought to continue. A disconnect = lost reader. |
+| 2 | [ ] **3-4 Sentences Maximum** -- The first paragraph is 3-4 sentences or fewer. It does not sprawl. It does not meander. Short and purposeful. | | Caples observed that long first paragraphs discourage reading. The first paragraph's job is to get the reader to the SECOND paragraph. Short paragraphs signal easy reading. Long paragraphs signal work. |
+| 3 | [ ] **"You" or "Your" in First Two Sentences** -- The reader is directly addressed within the first two sentences. The copy is about THEM, not about you, the company, or the product. | | Second-person language pulls the reader into the copy. Third-person language keeps them at a distance. "You" is the most powerful word in advertising after "free." Caples used it relentlessly. |
+| 4 | [ ] **Benefit Appears Within 2 Sentences** -- A clear, specific benefit is stated within the first two sentences of the first paragraph. The reader knows what's in it for them immediately. | | The reader gave you attention for the headline. Now they are deciding whether to give you attention for the body. If you don't reward that decision with a benefit within 2 sentences, they're gone. |
+| 5 | [ ] **No Company/Product Name Opening** -- The first paragraph does NOT begin with the company name, the product name, or "We..." It begins with the reader or the benefit. | | Nobody cares about your company in the first sentence. They care about themselves. Opening with the company name is a signal that this is a brochure, not a conversation. Caples never opened this way. |
+| 6 | [ ] **Uses One of Caples' 10 Methods** -- The first paragraph follows one of Caples' documented methods: Continue Headline, Expand Promise, Provocative Question, Story Opening, Startling Fact, Testimonial, Direct Challenge, Bold Prediction, Address Reader Directly, or Short Punchy Statement. | | These 10 methods were not invented -- they were DISCOVERED through testing. Each has documented evidence of effectiveness. Starting from a proven method is strategic, not formulaic. |
+| 7 | [ ] **No Preamble** -- Zero instances of: "In today's world...", "Throughout history...", "It's no secret that...", "Everyone knows...", "Have you ever wondered..." (unless it IS the headline question). | | Preambles signal that the writer has nothing to say yet. They waste the reader's most valuable attention (the first 5 seconds after the headline). Caples never preambled. He opened with impact. |
+| 8 | [ ] **Creates Forward Momentum** -- After reading the first paragraph, the reader feels COMPELLED to read the second paragraph. There is an incomplete thought, an open loop, or a promise that hasn't been delivered yet. | | The first paragraph's ONLY job is to get the reader to the second paragraph. If the reader can stop after the first paragraph without feeling they missed something, the paragraph failed. |
+| 9 | [ ] **Specificity Present** -- The first paragraph contains at least one specific detail: a number, a name, a place, a date, a measurable outcome. | | Specificity in the first paragraph signals that this copy has substance. Vague openings signal vague content. The reader decides in the first paragraph whether the rest is worth reading. |
+| 10 | [ ] **Read-Aloud Test** -- The first paragraph, read aloud, sounds like one person talking to another. No stumbles, no awkward phrasing, no sentences that require re-reading. | | If you stumble reading it aloud, the reader will stumble reading it silently. Stumbling breaks momentum. Broken momentum = lost reader. Caples wrote for the ear, not just the eye. |
+
+### First Paragraph Method Matrix
+
+| Method | Used? | Score | Notes |
+|--------|:-----:|:-----:|-------|
+| 1. Continue Headline Thought | [ ] | /10 | |
+| 2. Expand on Headline Promise | [ ] | /10 | |
+| 3. Ask a Provocative Question | [ ] | /10 | |
+| 4. Start with a Story | [ ] | /10 | |
+| 5. Startling Fact/Statistic | [ ] | /10 | |
+| 6. Use a Testimonial | [ ] | /10 | |
+| 7. Direct Challenge | [ ] | /10 | |
+| 8. Bold Prediction | [ ] | /10 | |
+| 9. Address Reader Directly | [ ] | /10 | |
+| 10. Short Punchy Statement | [ ] | /10 | |
+
+### First Paragraph Scoring
+
+| Score | Rating | Action |
+|-------|--------|--------|
+| 9-10 | CAPLES-GRADE | Seamless headline-to-body transition. Ship. |
+| 8 | STRONG | Minor adjustment, then proceed |
+| 6-7 | ADEQUATE | Rewrite using a different Caples method |
+| 4-5 | WEAK | First paragraph is killing the headline. Major rewrite. |
+| Below 4 | REJECT | Start over. Reread caples.md F3. |
+
+---
+
+## Section 4: Split-Test Design Checklist (12-Point)
+
+Before launching any test, verify ALL conditions are met.
+Minimum: 10/12 to proceed with test.
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 1 | [ ] **Single Variable** -- Only ONE element differs between the control and the challenger. Everything else is identical: same offer, same audience, same timing, same placement. | | Caples' absolute rule. If you change two things and response improves, you don't know which change caused it. You learned nothing. Single-variable testing is the foundation of scientific advertising. |
+| 2 | [ ] **Success Metric Defined BEFORE Launch** -- The specific metric that determines the winner is written down before the test begins. Is it coupon returns? Click-through rate? Completed purchases? Revenue per visitor? | | Defining the metric after seeing results is rationalization, not testing. Caples always defined his success metric before the test ran. The metric should measure what matters: SALES, not vanity metrics. |
+| 3 | [ ] **Control Identified** -- There is a clearly defined control (the current best-performing version) that the challenger must BEAT. The control is not changed during the test. | | Without a control, you are not testing -- you are guessing. The control is the champion. Challengers must prove they deserve the title. The control remains in place until beaten DECISIVELY by data. |
+| 4 | [ ] **Minimum Sample Size Calculated** -- The test will reach enough people to produce statistically significant results. The required sample size has been calculated based on expected response rate and desired confidence level. | | Small samples produce random results that look meaningful. Caples ran tests in publications with hundreds of thousands of readers because he understood that sample size determines reliability. |
+| 5 | [ ] **Tracking Mechanism in Place** -- Every variation has a unique tracking code: coupon code, UTM parameter, unique URL, phone extension, or key code. Every response can be attributed to its source. | | Caples invented key-coded coupons specifically for this purpose. An untraceable test is not a test. If you cannot attribute every response to its specific ad variation, you are guessing. |
+| 6 | [ ] **Timeline Defined** -- The test has a defined start date, end date, and minimum run period. The end date will not be moved based on early results. | | Premature test termination is one of Caples' documented anti-patterns. Early results are unreliable. Define the timeline. Stick to it. Let the data accumulate. |
+| 7 | [ ] **Testing the RIGHT Level** -- The test addresses the highest-impact variable first. Headlines before subheads. Offers before body copy. Big elements before small elements. | | Caples' Testing Hierarchy: Headline (500%+ impact) > Offer (200%+) > Lead (50-100%) > CTA (20-50%) > Body (10-30%). Testing body copy when the headline hasn't been tested is optimizing the wrong thing. |
+| 8 | [ ] **Audience Consistency** -- Both variations will be shown to the SAME audience segment. No variation in demographics, geography, or timing between the groups. | | Audience differences confound results. If version A goes to younger readers and version B goes to older readers, you are not testing the ad -- you are testing the audience. Same audience, same conditions, different ad. |
+| 9 | [ ] **Results Recording Plan** -- There is a defined process for recording results: where data will be stored, who will analyze it, and when results will be reviewed. | | Caples' rule: "A test whose results are not recorded never happened." Every test adds to your knowledge base -- but only if the results are captured, stored, and accessible for future reference. |
+| 10 | [ ] **Decision Criteria Documented** -- The threshold for declaring a winner is defined. What margin of victory is required? What confidence level? What happens in case of a tie? | | Without pre-defined decision criteria, the "winner" becomes whoever is interpreting the data. Caples eliminated subjectivity by defining winners through numbers, not debates. |
+| 11 | [ ] **No Opinion Override Clause** -- There is an explicit agreement that test results will be FOLLOWED, regardless of personal preferences. Data wins. | | Caples' AP-9: "The most dangerous person in advertising is the executive who overrides test data with personal preference." This check ensures the organization commits to honoring the data before the test runs. |
+| 12 | [ ] **Learning Objective** -- Beyond "which wins," the test is designed to teach something reusable. What principle are you testing? What will you learn even if neither version performs well? | | Every test should contribute to your accumulated knowledge. Caples built 58 years of advertising wisdom one test at a time. A test that only tells you "A beat B" without explaining WHY teaches you nothing transferable. |
+
+### Split-Test Scoring
+
+| Score | Rating | Action |
+|-------|--------|--------|
+| 11-12 | CAPLES-GRADE | Scientifically sound. Launch test. |
+| 10 | STRONG | Address gap, then launch |
+| 8-9 | ADEQUATE | Review missing checks -- likely structural issues |
+| 6-7 | WEAK | Test design is compromised. Redesign before launching. |
+| Below 6 | REJECT | This is not a valid test. Start over. |
+
+---
+
+## Section 5: Response Tracking Setup (8-Point)
+
+Verify ALL tracking elements are in place before any ad goes live.
+No ad runs without tracking. Period. Minimum: 8/8.
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 1 | [ ] **Unique Tracking Code Per Variation** -- Every ad variation has its own unique identifier. No two variations share a code. The code is embedded in the response mechanism (coupon, URL, phone extension). | | Attribution requires uniqueness. If two variations share a code, you cannot determine which generated the response. Caples key-coded every coupon so that every returned coupon could be traced to its exact source. |
+| 2 | [ ] **Response Mechanism is Functional** -- The coupon/URL/phone number/QR code has been TESTED and works correctly before the ad goes live. Responses will actually arrive. | | A tracking mechanism that doesn't work is worse than none at all -- it gives you false zero data. Always test the response mechanism before the ad runs. Call the number. Click the URL. Scan the code. |
+| 3 | [ ] **End-to-End Tracking** -- The tracking follows the response from initial inquiry through to final sale (or lack of sale). Not just clicks. Not just inquiries. SALES. | | Caples measured response that CONVERTED, not just response that arrived. An ad that generates 1,000 inquiries and 10 sales is worse than an ad that generates 200 inquiries and 50 sales. Track the full funnel. |
+| 4 | [ ] **Data Storage Location Defined** -- Results will be stored in a specific location (spreadsheet, database, CRM) that is accessible for analysis and future reference. | | Data that exists only in someone's inbox or memory is effectively lost. Define where results go BEFORE the test starts. Caples maintained records for decades. |
+| 5 | [ ] **Attribution Window Defined** -- The time period for counting responses is defined. How long after the ad runs do you continue counting responses? 7 days? 30 days? 90 days? | | Different products have different response curves. An impulse buy might convert in 24 hours. An insurance policy might take 90 days. Define the window before the test, not after. |
+| 6 | [ ] **Baseline Established** -- Current performance metrics are documented before the test begins. You know what "normal" looks like so you can identify what "better" looks like. | | Without a baseline, you cannot measure improvement. "We got 500 responses" means nothing if you don't know whether that's above or below normal. Document the baseline. |
+| 7 | [ ] **Cost Per Response Calculable** -- You can calculate cost per response (or cost per sale) for each variation. The ad cost is known. The response count is trackable. The math is simple. | | Caples evaluated ads not by total response but by COST per response. An expensive ad that generates many responses may be less efficient than a cheap ad that generates fewer. Efficiency matters. |
+| 8 | [ ] **Historical Data Accessible** -- Previous test results for this product/audience are accessible for comparison. You are not starting from zero -- you are building on prior knowledge. | | Caples' 17th testing method: Cumulative Testing. Every test builds on the last. If you cannot access your historical data, you are re-learning lessons you already paid for. |
+
+### Response Tracking Scoring
+
+| Score | Rating | Action |
+|-------|--------|--------|
+| 8/8 | CAPLES-GRADE | Full attribution. Launch. |
+| 7/8 | ACCEPTABLE | Address the gap before launch |
+| 5-6/8 | COMPROMISED | Significant tracking gaps. Fix before launch. |
+| Below 5 | REJECT | Running ads without tracking is gambling, not advertising. |
+
+---
+
+## Section 6: Body Copy Quality Audit (15-Point)
+
+Validate body copy against Caples' 20 Ways to Increase Selling Power.
+Minimum: 12/15 to proceed.
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 1 | [ ] **Present Tense, Second Person** -- Copy uses "you save" not "customers saved." Present tense creates immediacy. Second person creates personal connection. | | Caples' Rule #1. Past tense distances the reader from the benefit. Third person makes it about others. Present tense + second person = the reader experiences the benefit NOW. |
+| 2 | [ ] **Subheads Throughout** -- Body copy is broken into scannable sections with benefit-driven subheads every 3-5 paragraphs. Subheads are mini-headlines, not labels. | | Caples' Rule #2. Most readers SCAN before they READ. Subheads let scanners grasp the main benefits without reading every word. Subheads that say "About Us" waste this opportunity. Subheads that say "How You Save $340 a Month" sell. |
+| 3 | [ ] **Simple Words, Simple Language** -- No word over 3 syllables when a shorter synonym exists. 8th-grade reading level. | | Caples' Rules #4-5. Simple language is not dumbed-down language. It is CLEAR language. The reader should never stop to decode a sentence. Complexity is the enemy of persuasion. |
+| 4 | [ ] **Specific Numbers and Facts** -- At least 3 specific, non-round numbers appear in the body copy. Claims are anchored to measurable details. | | Caples' Rule #9. Specifics are believable. Generalities are ignored. "23 lbs in 87 days" is specific. "Fast weight loss" is nothing. |
+| 5 | [ ] **Every Feature Converted to Benefit** -- No feature is stated without its corresponding "which means YOU..." benefit. The reader's life improvement is explicit. | | Core Caples principle. Features describe the product. Benefits describe the reader's improved life. If you wrote a feature, you're halfway done. The benefit completes the sale. |
+| 6 | [ ] **Testimonials Included** -- At least one testimonial with a real name, city, and specific result appears in the body copy. | | Caples' Rule #16. Third-party validation is more persuasive than first-party claims. Named testimonials with specific results are the most credible form of proof available. |
+| 7 | [ ] **Key Benefits Repeated** -- The primary benefit is stated at least 3 times in different words throughout the body copy. Repetition in varied forms. | | Caples' Rule #17. People do not read copy linearly. They skip, scan, re-enter. The main benefit must appear multiple times so that no matter WHERE the reader dips in, they encounter it. |
+| 8 | [ ] **Claims Backed with Proof** -- Every major claim is supported by data, testimonials, demonstrations, or expert endorsement. No naked assertions. | | Caples' Rule #18. Unproven claims are ignored or disbelieved. The reader's default position is skepticism. Every claim needs a proof partner. |
+| 9 | [ ] **Complete Sales Pitch** -- The copy contains everything needed to make the sale: problem, solution, mechanism, proof, objection handling, CTA, guarantee. | | Caples' Rule #14. A copy piece that lacks any element forces the reader to fill the gap with their own (usually negative) assumptions. Complete the pitch. Leave nothing to imagination. |
+| 10 | [ ] **Strong Close with CTA** -- The copy ends with a clear, specific call to action. The reader knows EXACTLY what to do next. | | Caples' Rule #20. An ad without a close is a conversation that trails off. The reader was interested -- now TELL THEM what to do. Clip. Call. Click. Visit. Order. Now. |
+| 11 | [ ] **Urgency Element Present** -- A deadline, limited supply, or fast-action bonus creates reason to act NOW rather than "later" (which means never). | | Caples' Rule #15. "Later" is the graveyard of intention. The reader who plans to "come back later" almost never does. Urgency transforms interest into action. |
+| 12 | [ ] **No Competitor References** -- The copy does not mention competitors by name or validate the category generally. It sells THIS product, not the product type. | | Caples' Rule #12. Mentioning a competitor gives them free advertising. Validating the category helps all players equally. Your copy should make the reader think about YOUR product exclusively. |
+| 13 | [ ] **No Overstatement** -- Claims are bold but believable. Nothing triggers the reader's "too good to be true" filter. | | Caples' Rule #13. Overstatement destroys credibility. "23 lbs in 87 days" is credible. "Lose all the weight you want in days" is not. The reader's BS detector is always on. Stay under it. |
+| 14 | [ ] **Logical Structure** -- The copy follows a clear progression: Problem --> Cause --> Solution --> Proof --> CTA. The reader never wonders "why is this here?" | | Caples' Rule #19. Disorganized copy confuses the reader. Confusion kills sales. Each section should flow logically into the next. The reader should feel LED, not lost. |
+| 15 | [ ] **Logo Test** -- If you replaced the product/company name with a competitor's, the copy would NOT work. It contains elements UNIQUE to this offer. | | Cross-check with anti-homogeneization rules. Generic copy is invisible copy. Your body copy must contain proprietary mechanisms, unique proof, specific testimonials, and named methods that belong to THIS offer and no other. |
+
+### Body Copy Scoring
+
+| Score | Rating | Action |
+|-------|--------|--------|
+| 14-15 | CAPLES-GRADE | Comprehensive selling copy. Ship with confidence. |
+| 12-13 | STRONG | Address 1-3 gaps, then ship |
+| 9-11 | ADEQUATE | Multiple selling elements missing. Rewrite weak sections. |
+| 6-8 | WEAK | Fundamental gaps in the sales argument. Major revision needed. |
+| Below 6 | REJECT | Copy is not selling. Rebuild using Caples' structure (caples.md F8). |
+
+---
+
+## Section 7: "They Laughed" Story Formula Audit (7-Point)
+
+When using narrative/story-driven copy, verify that the story follows
+Caples' proven 7-part structure. Minimum: 6/7.
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 1 | [ ] **Social Context Established** -- The story opens in a specific social setting with witnesses present. The reader can visualize the scene. | | The social setting is essential because the transformation must be WITNESSED. Without witnesses, there is no social proof embedded in the story. The setting also gives the reader a scene to project themselves into. |
+| 2 | [ ] **Hero Starts from Disadvantage** -- The hero is in a position of doubt, under-qualification, or low expectation. Others do not expect success. | | The underdog position creates IDENTIFICATION. Everyone has been in a position where others doubted them. The reader sees themselves in the hero's shoes. Without disadvantage, there is no dramatic arc. |
+| 3 | [ ] **Skepticism Externalized** -- Other characters in the story voice the READER'S own doubts. The mockery/doubt comes from within the story, not from the narrator. | | This is Caples' genius: the skepticism the reader feels is mirrored by characters in the story. When those characters are proven wrong, the reader's OWN skepticism is neutralized. Story handles the objection that argument cannot. |
+| 4 | [ ] **Dramatic Reversal** -- The hero demonstrates unexpected mastery or transformation. The gap between expectation and reality is LARGE and SUDDEN. | | The reversal is the emotional core. Without it, there is no payoff. The larger the gap between expectation and reality, the more powerful the emotional impact. "Sat down at the piano" (low expectation) to "played Beethoven's Moonlight Sonata" (mastery). |
+| 5 | [ ] **Social Vindication Through Witness Reactions** -- Other characters react with surprise, admiration, or amazement. Third-party validation embedded in the narrative. | | Witness reactions are more persuasive than any claim the narrator could make. "Men shook my hand -- women surrounded me" is social proof delivered as story, not as statistic. |
+| 6 | [ ] **Mechanism Revealed AFTER Emotional Peak** -- The product/method is introduced only AFTER desire has been established through the story. Desire first, mechanism second. | | If you reveal the product before the desire, you are making a sales pitch. If you reveal it after, you are answering a question the reader is already asking: "How did they DO that?" Sequence matters enormously. |
+| 7 | [ ] **Ease + CTA** -- The story concludes by removing the "I could never do that" objection and providing a clear, simple next step for the reader. | | The ease element is the bridge from desire to action. Without it, the reader admires the story but doesn't believe they can replicate it. "I never touched a piano until a few months ago" removes the objection instantly. Then the CTA makes action frictionless. |
+
+### Story Formula Scoring
+
+| Score | Rating | Action |
+|-------|--------|--------|
+| 7/7 | CAPLES-GRADE | Complete story arc with all elements. Ship. |
+| 6/7 | STRONG | One gap. Address and proceed. |
+| 4-5/7 | INCOMPLETE | Story is missing structural elements. Revise. |
+| Below 4 | REJECT | The story is not following the formula. Restructure from scratch using caples.md F2. |
+
+---
+
+## Section 8: Caples Comprehensive Scoring Matrix
+
+Use this matrix to evaluate the COMPLETE ad or copy piece. Score each
+dimension 1-10. Multiply by weight. Minimum total: 7.5 to ship.
+
+| Dimension | Weight | Score (1-10) | Weighted |
+|-----------|--------|:------------:|:--------:|
+| **Headline Quality** (types, formulas, specificity, benefit) | 30% | | |
+| **First Paragraph** (continuation, brevity, momentum) | 15% | | |
+| **Body Copy** (benefits, proof, structure, specificity) | 20% | | |
+| **Testability** (multiple variations, tracking in place) | 15% | | |
+| **CTA Strength** (clarity, urgency, risk removal) | 10% | | |
+| **Anti-Pattern Clearance** (no blind headlines, no feature dumps, no opinion) | 10% | | |
+| **TOTAL WEIGHTED SCORE** | 100% | | **___/10** |
+
+### Final Scoring Guide
+
+| Total Score | Rating | Action |
+|-------------|--------|--------|
+| 9.0-10.0 | CAPLES-GRADE | Exceptional. Ready for market testing. |
+| 8.0-8.9 | STRONG | Minor refinements. Address specific gaps. |
+| 7.5-7.9 | PASSING | Meets minimum standard. Review lowest-scoring dimensions. |
+| 6.0-7.4 | BELOW STANDARD | Does not meet Caples' principles. Targeted revision needed. |
+| Below 6.0 | REJECT | Fundamental issues. Rewrite from scratch using caples.md frameworks. |
+
+---
+
+## Section 9: Quick Pre-Flight Checklist (Ship/No-Ship)
+
+Final 10-second check before delivery. ALL must be YES.
+
+| # | Question | YES/NO |
+|---|----------|:------:|
+| 1 | Does the headline name a SPECIFIC benefit? | |
+| 2 | Have at least 5 headline variations been written? | |
+| 3 | Does the first paragraph continue the headline thought? | |
+| 4 | Is the first paragraph under 4 sentences? | |
+| 5 | Are there at least 3 specific non-round numbers in the body? | |
+| 6 | Is every feature converted to a "which means YOU..." benefit? | |
+| 7 | Is there at least one named testimonial? | |
+| 8 | Does the copy end with a specific, clear CTA? | |
+| 9 | Is a tracking mechanism in place for every variation? | |
+| 10 | Would a competitor need to rewrite this to use it? (Logo Test) | |
+
+**All 10 YES = SHIP. Any NO = FIX BEFORE SHIPPING.**
+
+---
+
+*Caples Tested Methods Checklist v1.0*
+*9 sections, 80+ checkpoints*
+*Source: Tested Advertising Methods, Making Ads Pay, How to Make Your Advertising Make Money*
+*Reference: ~/.claude/copy-squad/caples.md (Voice DNA Profile)*