Please enable JavaScript.

Coggle requires JavaScript to display documents.

Untemplate VSL - Coggle Diagram

- - - - Immediate Engagement
        
        What
        
        Something the immediately grabs a prospect by the eyeballs. Conveys Positioning in the first 5 seconds
        
        How
        
        5 Seconds to Engage
        
        What
        
        Your first one or two lines
    - - Hook
        
        Positioning IS the HOOK
      - Authority
        
        Edify your spokesperson and introduce them at the Emotional High Watermark, when dopamine is peaking
      - Testability
        
        Breaking the lead down into 2 distinct parts for testing
  - - - The emotion under/overtone through
        which your VSL is narrated and delivered.
        
        i.e. if it sounds like scam, it comes across like a scam. If it sounds authentic, it comes across authentic. If it's spoken with authority, it comes across with authority
    - - The apparent continuity of the story you're telling, as it is perceived throughout your funnel
      - High congruency is
    - - What
        
        An awareness and understand of the prospects experience with existing products solution, and how those made them think/feel differently and the problem + how it is solved
      - Why
        
        Without this awareness, we risk telling our prospect something that is "old hat", or sounds the same and killing their interest in what we have for say
        
        On the other side of this, if we know and understand their experience as it relates to the problem they are trying to solve, we can carve out a position using our Core Pieces that excites the prospect, and re-engages the hope, thrill, romantic ideas that motivate someone to purchase, that they experience when they first sought out a solution to their problem
  - - - What
        
        Visualize your competitive advantages using a quadrant for easy scanning
    - - What
        
        What can you do better than your competition? How will you outperform?
    - - What
        
        How is the landscape differentiated and what makes you different?
    - - What
        
        A company with strong competitive advantages are likely to survive in the long term (?)
        
        Think Good Bacteria vs. Bad Bacteria - you are creating a story/visual image around two ideas that are opposed/in conflict with one another. That conflict creates real consequences for the reader, as it relates the problem they are trying to solve/their lives, which you communicate.
        You are then positioning the the "bad guy idea" as the problem (new cause) and the"good guy" idea as the solution (mechanism)
    - - Hero Element
        
        Very rarely is it a person.
        
        The one thing that gets the most people to suspend their disbelief
        
        It's "muscle Confusion" in P90X,
        
        The One thing that gets the result (usually based in the Mechanism)
        
        Tends to come before the offer
      - Villian Element
        
        The new, real, unheard of cause for your problem (New Cause)
        
        In the body of your VSL this tends to come first, to expose the new cause to the prospect
    - - Contrasting the two ideas to show one is good vs. bad
        Think "Two Men WSJ ad"?
    - - The benefits, the future outcomes, what world looks like AFTER you've used the product
    - - The hero aspect of your offer is based in Mechanism. That's HOW you frame your offer introduction (?)
      - i.e - transition into the offer by first discussing the hero element it encapsulates
    - - What the world looks like with and without the product
    - - You get the wolf you feed
- - - - If we understand where they are, and the story they are telling themselves, we can acknowledge that and offer them hope. Hope through a new way. And in doing so we motivate and excite the prospect to learn more.
- - - - How your offer works for "me" (the prospect
      - Where everything ALWAYS starts. Any piece of copy
    - - Become and expert in your field
        Read more reserach. Understand more. Read more books
      - Ask the RIGHT questions
        Note: can only know this IF you know more than anyone
  - - - Why everything else failed
      - Doesn't have to be some crazy wild thing
        It has to first and foremost be relatable and let the prospect off the hook for past failure.
      - Should be so new and compelling, and differentially positioned in the prospect mind that it creates trend/community - think Keto.
    - - Must always Derive from Mechanism
      - Know more than "everyone in the room".
        Become and expert in your field
      - Understand the story the market is telling itself as it relates to the problem.
  - - - How to enter the conversation in their mind given knowledge of the New Cause and Mechanism, to present your solution as THE solution
    - - We want to enter into a conversation where it is CONSEQUENTIAL for the prospect, so as to engage them and suspend their belief in their current approach to solving their problem
    - - Use an AND /. OR combination of the Mechanism + New Cause to reveal/suggest/imply a "real reason why" they aren't seeing success/ are experience the pain/frustration they are experiencing in their pursuits.
      - Understand intimately the markets current approach to solving their problem, and that solutions primary thesis as to why it is the solution
- - - - Mapping how the story is laid out
        See "The Middle"
- - - - The lens/frame through which view the story the tells themselves
      - We use these Biases to quickly appeal to our market's internal stories and get them to suspend belief as it relates to solving their problem
    - - Negative
        
        What
        
        Definition: "Negativity bias refers to our proclivity to “attend to, learn from, and use negative information far more than positive information”
        
        How
        
        Our prospects are ALWAYS scanning for specific problems about the problems you can help them solve. Expose a new problem about their current way of tackling their problem that they weren't aware of
      - Frequency
        
        What
        
        Definition: "frequency bias, is a cognitive bias in which, after noticing something for the first time, there is a tendency to notice it more often, leading someone to believe that it has an increased frequency of occurrence."
        
        How
        
        Introduce something they've never heard about, helping prospects see "it" for the first time. Then "it's" all they see.
        
        Why
        
        Allows us to expose "core problems/cause" to the prospect and have them see it everywhere. (?)
      - Confirmation
        
        What
        
        Definition: "Confirmation Bias is people's tendency to process information by looking for, or interpreting, information that is consistent with their existing beliefs."
        
        In copy, we simple validate our prospect's existing beliefs, as they relate to the world/problem your product solves