I don't know what it is about reading sales copy out loud, but it gives you lots and lots of insight into how good (or bad) it really is. All the bumps and rough spots jump out at you.
Even better than reading it out loud yourself is to have someone else read it to you while you take notes on a printout of the copy. One big advantage of this is that he is completely impartial. He won't stress certain words to make the meaning clearer. And if he stumbles over a phrase or sentence or paragraph, you know that's an area you need to rework.
Another thing I do during this editing phase is make sure the copy is geared to the prospect's benefit. I do it by changing some of the "I's," "We's," and "Me's" to "You's" - e.g., changing "We are giving you 6 must-have bonuses" to "You'll get 6 must-have bonuses."
Much stronger that way.
Larry G Potter
Pres, KIM-LAR INC.
http://www.budurl.com/TheTrafficHut
