10-Step Copywriting Framework Flashcards
What are the 10 Steps?
- Grab Their Attention: Headline & Subhead
- Problem Setup + Provide Solution
- Show Results & Detail the Benefits
- Credentials & Social Proof
- Make Your Offer
- Add Bonuses + Stack the Value
- Reveal Your Price
- Inject Scarcity / Urgency / Warning
- Give a Guarantee
- Final Call to Action / Close With a Reminder
Grab Their Attention: Headline & Subhead
Headline
- Call out your audience
Subhead
- Identify core problems
- Infuse wants, desires, fears
- Show how you’re going to solve the problem(s)
****Focus on your target audience, put yourself in their shoes, speak to them with “you/your”****
Problem Setup + Provide Solution
Problem Setup:
- Tell your story (1st person POV, Your WHY)
- Show empathy (acknowledge audience pain)
- Identify their problems
Provide Solution:
- Show ease of use of G/S (stories, metaphors, examples)
- Set the solution (intro solutions)
****Don’t be gimmicky, speak from authenticity****
Show the Result + Detail the Benefits
Show the Result:
- Show the Speed of the Result
- Future Cast (Imagine where you’ll be…)
- Show the Benefits (Make it personal)
Detail the Benefits:
- Add more details
- Refer back to FAB Chart
- Layout all benefits, add more meat
- Sell the Transformation
- Remind the audience about the transformation they’ll get
- Use powerful emotional language
****Keep audience’s vision in line with G/S****
Credentials & Social Proof
Credentials:
Affiliations, awards, licenses, influencers who use it, etc
Credibility:
Official studies/research, backers, team, stats, etc.
Social Proof:
Testimonials, case studies, pull-quotes, reviews, etc.
****Most important thing is to show the transformation****
Pro Tip: Create a document to store your credentials, credibility, and social proof.
Pro Tip: to avoid sounding braggy, simply tell the story of what happened in a humble way
Make Your Offer
Making Your Offer
- Present like an Invitation
- Reverse Psychology Takeaway Sale (Take it or leave it)
- Disqualify people who aren’t interested
- Feel good about giving your audience a good offer
****Show them they NEED you****
Add Bonuses + Stack the Value
Add Bonuses + Stack the Value
- Add simple, relevant, valuable bonuses
- Explain ACTUAL value of offer
- Specify $ value of each component
- Stack all values of components
****Value should be 5-10x MORE than offer****
The best bonuses get results easier/quicker
Reveal Your Price
Revealing Your Price
- Start with one price point (clear, precise)
- Create exclusivity, make them feel special
Inject Scarcity / Urgency / Warning
Urgency:
To create an urgency when the offer is closed
- Only X days left
- Discounted at xx% if you buy now
Scarcity:
The availability of the product/service is limited
- Limited time/doors will close
- Only accepting X beta testers
****Make it obvious, give a warning about the urgency and scarcity aspects****
Give a Guarantee
What is Steal my Product?
Guarantee Accomplishes:
remove any form of risks, objections, or fear from the mind of the customers
- Steal My Product”— allowing your customer to keep the product even if they request a refund
****Call out fears/objections and position guarantee around them****
Closing With a Reminder + Final CTA
Closing With a Reminder
- Re-Summarize the Important Stuff In Offer
- The Value of the Offer
- The Key Benefits + Futurecast
- The Speed of Results + Ease of Use
- The Transformation + Social Proof
- The Guarentee
- The Actual Price
- Instill Urgency & Scarcity
Follow this Formula
- If you want to do X [DESIRED OUTCOME], and achieve Y [LIST OUT THE BENEFITS], then you need to [ACTION] before it runs out.”*
2. The CTA Button - Switch to 1st Person
- Be Creative, Bold & Authentic
Examples
- Enroll me
- Sign me up
- I want this now
- Send me the free gift
- Start my coaching now
- Send me the course now
