Chapter One

Question 1

Selling is essentially a transfer of…

Answer 1

…feelings

Question 2

First, you need to know your big…

Answer 2

…idea

Question 3

What are you…?

Answer 3

…selling?

Question 4

How does it benefit the…

Answer 4

…customer?

Question 5

Distill the _____ down to a clear sentence

Answer 5

big idea

Question 6

Copy thesis

Answer 6

A single sentence outlining your big idea

Question 7

Copy thesis equation

Answer 7

Any (your audience) can (solve their problem) by using (your product), because (how it solves their problem)

Question 8

PASTOR Copywriting Framework

Answer 8

P: person, problem, pain  
A: amplify & aspirations 
S: story, solution, and system 
T: transformation & testimony
O: offer
R: response

Question 9

P

Answer 9

person, problem, and pain
(great to describe their current situation first; you must speak to the person, expose the problem you are helping solve, and make a clear connection to the pain your problem causes)

Identify the person you are writing to, the problem that your product or service is intended to solve, and the pain your person is experiencing.

Question 10

A

Answer 10

amplify and aspirations (amplify the consequences of not solving the problem and the aspirations that they have for the future; you need to place a dollar cost on this failure to solve the problem when at all possible; you must make your prospect aware of the price, as well as the long term costs, of indecision); paint the idyllic picture of paradise

Stress the consequences of what will happen if that problem isn’t solved.

Question 11

S

Answer 11

story, solution, and system (e.g., telling the story of Bob, the frustrated business owner who was on the edge of bankruptcy, whose family had lost faith in him, and who, out of desperation tried one last idea that saved his business, is infinitely more powerful than simply saying, one day, Bob figured out the answer)

THE STORY MUST BE ABSOLUTELY TRUE.

Tell the story of someone who has solved that problem, using your solution or even a solution like yours.

Question 12

T

Answer 12

transformation and testimony (people aren’t buying the stuff insomuch as the transformation; it’s also important to provide real life stories from clients and customers; 70% of infomercials consists of testimonials)

Articulate the results that your product or service will bring, providing real-life testimonials to strengthen your case.

Question 13

What are the three questions that people typically ask when being sold coaching, consulting or instruction?

Answer 13

1 - has this person been able to do what they’re describing for themselves?
2 - has this person been able to teach other people to achieve the results they are describing?
3 - will this person be able to teach me how to achieve these results?

Question 14

O

Answer 14

offer (now is the time to describe exactly what you’re offering for sale; “here’s what you’ll get”; ensure that you focus 80% of your copy on the transformation itself; you should discuss the deliverables during this section whilst tying them back to the transformation and benefits your buyers will receive)

Describe exactly what you are offering for sale, focusing on the trans- formation instead of on the deliverables (the “stuff”).

Question 15

R

Answer 15

response (tell the customer exactly what to do in order to receive your product and remind them why it is important to do so)

Ask the customer to buy, with step-by-step instructions telling them what to do next.

Question 16

Sample

Answer 16

You’re at the point of decision.
You can either continue down the path of least resistance, the path you have already been traveling, or you can choose the road less traveled. The path of least resistance will probably result in you getting the same outcomes you’ve always received.
But if you want something different to happen, if you want to change the direction of your health (or your relationships, finances, etc.), you’re going to have to do something different. Make a new choice, and pursue your new outcome.

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