What do I mean by the face-to-face test? It’s simple.
When you have finished writing a draft of your copy, ask yourself if you would feel comfortable reading it out loud to one of your readers, face to face.
In fact, imagine someone from the audience you are writing to is sitting at your kitchen table, and you are reading your copy to him or her.
I suggest you get as close to this being real as you can. If you can get a family member or friend to sit across the table from you, so much the better. Look them in the eye and then start reading. Or hook up with someone through video on Skype. If there is nobody around to take on the role of your audience, find yourself a mirror and read your copy to yourself.
Completing this face-to-face test can improve your copy in three important ways.