· Does the copy get to the point quickly? I think it does get to the point quickly but it does not explain anything in detail. When the copy explains the lifestyle and difficulties involved it does not explain the change from a normal lifestyle to one in the ARMY.
· Is the copy shy about the offer or incentive? I think it is shy about the offer because there is almost nothing there explaining what life in the ARMY would be like or what you might do. And the copy does not explain what incentives there are to joining the ARMY
· Is it easy to respond to? Not really as the page does not offer much to go on with, and you are also left with not much extra knowledge then what you would have had before reading the copy.
· Does the copy overcome every objection to replying, leaving the reader with no choice but to act? No it doesn’t make the ARMY seem more appealing to me and I don’t feel that it gives you much information. I think the average person would assume the army would be different and unlike any other job, as well as that everyone knows the army would be strange hours and harder then an average job.
· Does the copy use simple words? Yes
· Does the copy use active language (does it address the site visitor as ‘you’)? The copy does address the visitor as “you” and the language is fairly active.
· Is the copy broken down into simple sections and bullet points? No
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