Breakthrough Advertising

Question 1

13 Ways to strengthen Desire with Intensification

Answer 1

1) Presentation of your claims
2) Put claims into action
3) Bring in the reader
4) Show him how to test your claims
5) Stretch out your benefits in time
6) Bring in an audience
7) Show experts approving
8) Compare, Contrast, Prove Superiority
9) Picture the black side too
10) Show how easy it is to get these benefits
11) Use metaphor, analogy, imagination
12) Bore you’re done, Summarize
13) Put your guarantee to work

Question 2

What are 2 desires that your product/service should fulfill for your prospect

Answer 2

1) Solve the pains of the problem

2) Fulfill an identity need

Question 3

Copy Technique: Identity - What are the 2 methods to build in your copy?

Answer 3

1) The Character Role

2) The Achievement Role

Question 4

Copy Technique Identification - What are “Character Roles?”

Answer 4

Character roles are like traits they enjoyed being identified by like,

> Well read
> Smart
> wow, you're busy
> Brilliant
> in-control

These traits expand to actions and situations

Example situation - they have alot of books but they might not of read them all but like to show others his bookcases

Example - They tell you all they know but still continue to have the problem - they want to appear smart but don’t have the wisdom to apply the right things

Question 5

Copy Technique Identification - What are “Achievement Roles?”

Answer 5

They are like status labels that define the ego
> high functioning
> high performer
> Money maker
> Executive
> Boss mom

Question 6

Copy Tech Gradualization - What is Gradualization

Answer 6

Gradualization is when you slowly create believability with logic and emotions by meeting where they avatar is at in who he/she believes themselves to be, suspicions and what they want

Question 7

When do you use Gradualization?

Answer 7

When they are SUPER skeptical and think they’re special and no one can help them

Question 8

Copy Technique: Redefinition - What are the 3 categories of “redfining” of drawback

Answer 8

1) The service/product is too hard to do or is disruptive to their lifestyle/habits
2) The service/product does not have a significant appeal to a broad enough market
3) The product is expensive and is above majority of the market rate

Question 9

What is the Copy Technique Redefinition?

Answer 9

The process of giving a new definition to the product/service. It says the product is this rather than that. Iit’s objective is to remove a roadblock to the sale

ie: Lifebuoy a soap in the 30s had a strong smell to it, no one would buy it until they did a body odour campaign and redefined that the small is proof that it works and the odour is the strong medicinal smell.

Question 10

Copy Technique Redefinition | How do you redefine an overcomplicated product/service?

Answer 10

Simplification - Replace the image with a more favorable one that the avatar believes

Example: Mail-in TV repair manual

“Do your own TV repairs” = failed because the person thinks this is complicated and has no desire to be a repair person EVEN tough in the Ad they say “simple and easy”

“5-Minutes a week for perfect reception” = success because they do not talk about repairs but the desire for what they want. And in the AD they only say adjustments and tweaks

Question 11

Copy Technique Redefinition | How do you stir up more desire when a product/service does not have a significant appeal to the market?

Answer 11

Escalation - Escalate the product/service, and GIVE it more importance in your avatar’s eyes. This requires mixing in Redefinition to broaden the horizon of benefits to the product.

Example: Learning English for English speakers

They changed the importance (broadened the benefits) to knowing better English is to be better at influence and sales