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Take Their Money (The Four Sections of Copy (Lead (A Lead Offers ONE Big…

- - - - All four do not have to be present for a headline to work. But if 2 or more are missing, the headline will probably not hold attention.
  - - - by the time you reach the end of the lead, all the major information that would make your prospect want to buy should have already been conveyed
    - - In an abstract, the researcher has to communicate pretty much all the major details of the study.
    - -  Capture attention (Can be done in headline)  Expand upon the headline  Establish credibility (early as possible)  Make a big promise  Open a loop (bribe)
    - - That does NOT mean you must reveal the offer or product in the lead.
        
        the lead’s purpose is to build hype about an opportunity… Or really illustrate the terrible problem that needs to be solved. It does that by acutely focusing on the Big 4, right up until the “guru” is introduced.
        
        once the “guru” behind the letter (the guy selling something) is introduced, the lead is over
  - - -  Objection  Claim  Proof  Benefit
      - An objection doesn’t have to be a literal “no” It could also be a critical piece of information that would cause the reader to refuse to buy unless they knew it
      - We can refer to the Big Four Emotions to generate potential objections
        
         “Why am I just now hearing about this?”  “Do I need to have experience to do this?”  “What guarantees do I have?”  “How much money can I make?”
        
        The Alter-Egos also generate objections
        
         Why should I buy this from you?  What if I don’t have any money right now?  How do I know this will work?  How fast will I make money?
      - Proof
        
        Generally, proof comes in threes.
        
        most common types of proof.  Case studies  Demonstrations  Testimonials  Quotes from authorities  Charts and graphs  Official documents  Articles and headlines
        
        Show, don't tell
        
        re-present them two to three times in different ways. This is called a “reframe.”
      - Benefit over features
        
        Use the word "imagine" And then write out whatever the reader would enjoy imagining.
        
        To keep the copy fresh and avoid an echo… A copywriter can just erase the word “imagine” and tell the reader about the benefits they’ll experience.
        
        The Seven Deadly Benefits
        
        Lust
        
        Gluttony 3. Greed 4. Sloth 5. Wrath 6. Envy 7. Pride
        
        People want a life full of this stuff.
    - -  Why shouldn’t I just use an alternative?  Why should I act now?  Who are you?  Why should I listen to you?  How did you figure this out?  How does it work?  Why are you telling me about this?  Is this going to be difficult?  What do I need to get started?  Will this take a lot of time?  Is this risky?  How much will the results improve my life? / How big are the “results?” / How much money can I make, etc.  How fast will it take to see results?  How much does it cost?  What if it doesn’t work?
    - -  Better Than Section  The Last Time This Happened Section  Guru/Credibility Section  Discovery Story  Key Insight  Layman’s Explanation  Technical Explanation
  - - - Summarize everything discussed so far
        
         Intro report
        
         Intro service o The unique selling proposition o How it works / What to expect / What you get o Pump in some cred
        
         Add bonuses
        
         Share testimonials
        
         Recap
        
         Offer guarantee
        
         Limit the Spots or Quantity
        
         Set a deadline
        
         Ask for sale
      - These do not have to be presented in a specific order…
- - - - Because they are..
        
        Lazy
        
        You can reduce a reader’s “workload” and play into their laziness by making the solution take very little time
        
        “Six minute abs.” Or by creating a system… Or step-by-step solution… Or by making it push-button
        
        Insecure
        
        there is a chance that your prospect has tried something similar to what you’re offering now… And it failed them.
        
        a writer can multiply the effect of Easy by making things easy enough that Anybody can do it
    - - When you convey that “anybody can do xyz,” you are conveying that the process has been dumbed down for the lowest common denominator.
      - Even though people may think they are bad at something, they never believe that they are the dumbest or worst person on the planet.
        So you can quickly and easily convey that something is easy enough for them…
      - By conveying that it is so fool-proof that Anybody can use this solution and still get incredible results.
    - - Builds Intrigue
      - Conveys "Easy/Anybody"
      - Use this when your reader might THINK they know what you’re talking about already, but then you say…
      - “I can easily help you get abs in 6 days with this breakthrough technique… It’s not muscle confusion. It’s not power lifting. And it’s not cardio…” You want your reader left thinking, “Well shit… What is it?!”
      - “You can earn $1,000 a week in passive income starting next Monday… And you don’t have to be a financial genius, or even have finished high school.
        
        What not statements do in this context is provide the reader with the certainty that the solution is not too difficult for them. In other words, the reader doesn’t have to do any real work and they are already over-qualified.
  - - - The other 3 emotions can feed into Big/Fast
        
        If something is New, it could be disruptive. A disruption is usually Big.
        
        “The last time something like this happened, it was extremely disruptive…” That also weaves Predictability in the mix, since we infer we have seen something similar when we say “the last time.”
        
        A writer can weave Easy into Big by saying something like: “This is so easy you’ll never trade stocks the same way again.”
    - - “Do you want to miss out on the chance to invest in the next Google/Amazon/Facebook?
    - - Big  Fast  Monster  Huge  Once in a lifetime  Quickly  Overnight  Weekly
      - the only thing better than Big is getting something Big NOW
        
        Big AND Fast
  - - - Studies show Safer things appear as Higher Value
    - - People will avoid a loss rather than pursue a gain
    - - Showing patterns inside credibility, track record, testimonials, case studies, success stories, etc., demonstrates that “xyz result” is more “Predictable.”