Formulas/Strategies Flashcards
The 4 U’s
Unique
Useful
Urgent
Ultra Specific
The Power of One
Focus on just ONE idea/promise/story
AWAI’s The 4 P’s
Promise
Picture
Proof
Push
Make a big, irresistible ________ to get the prospect’s attention by speaking to their emotions.
PROMISE
Create a ________, enjoying what’s being promised.
PICTURE (in the prospect’s mind)
Appeal to the head by showing ________.
credible PROOF that what you say is true, so it’s believeable, or even better, impossible to refute.
Hook the prospect with an idea/promise by ________ and ________ a ________ or ________.
Hook the prospect with an idea/promise by IDENTIFYING and ACTIVATING a DESIRE or FEAR.
What does a picture in the reader’s mind create?
Desire
Present your offering as the ________ and ________ solution to their needs.
best and only
Name 8 Types of Proof
F
S
C
T
R
E
B/A
CE
Facts
Statistics
Testimonials
Reviews
Expert Opinions/Quotes
Before/After Photos
Celebrity Endorsements
Charts
AWAI definition of USP
Why your product/service is the best and only answer to the prospect’s needs.
Why a potential buyer may be resistant (4):
s
t
m
f
skeptical
doesn’t want to waste time
doesn’t want to waste money
doesn’t want to appear foolish
Your job as a copywriter: lower your prospect’s ________.
Resistancce
The opposite of resistance
Engagement
Instead of selling your product; ________ your customers.
Attract
Focus on feelings, ________, and desire.
beliefs
Approach from an ________ angle.
unexpected
Surprise and ignite ________.
curiosity
Proof shows you’re worthy of ________.
trust
Show you have what they need and ________ where they’re coming from.
understand
Headline formula: ETA
e.g.
“Sleep Better Tonight Without Medication”
“Understand Self-Publishing In One Easy Week Without Feeling Overwhelmed”
“How To Get More Sales In 7 Days Even If You Are
An Intravert.”
END RESULT your customer wants
TIME they can get it in
ANSWERS to their objections
The more conversational, the more ________.
connection
Convince them that you ________ them.
get/understand
________ the conversation that’s already in their mind.
Continue
________ the benefits of a product with the ________ of the reader.
Connect
Desires/emotions
________ the prospect’s ________ in a way the reader will recognize. Then help them ________ it.
Identify
problem
solve
The Hero’s Journey (5 stages)
Identity
Struggle
Discovery
Result
Action
Identity stage of the Hero’s Journey
The hero identifies herself.
She is a lot like the prospect.
Struggle stage of the Hero’s Journey
The hero identifies her struggle.
It is the same problem the prospect is having.
Discovery stage of the Hero’s Journey
The hero explains how she came across an incredible solution.
This is also the client’s solution.
What happens in the Result Stage of the Hero’s Journey?
HDWOEBCS
The hero describes the wonderful outcome she experienced
because of the client’s solution.
Action stage of the Hero’s Journey
The hero makes a call to action to the reader:
“If you want this awesome outcome, click here!”
When structuring the beginning of a Hero’s Journey, you want to grab the reader’s attention and pull her into the tale using these 4 steps.
C
P
C
U
or:
IC
IP
AC
CU
- Identify the challenge
- Identify the promise
- Arouse curiousity
- Create urgency
When structuring the middle of a Hero’s Journey, you want to discuss challenges/obstacles using these 4 steps.
D
C
M&E
R
or:
BD
UC
CM/E
GPRC
- Build drama
- Use conflict
- Create motion and energy
- Guide the prospect towards the resolution of the conflict
What do you demonstrate when structuring the end of the Hero’s Journey?
What happens to the pace?
The solution/resolution/payoff.
The pace quickens as you call the reader towards action.
________ ________:
appear spontaneous, give hope, show passion, reward and tease, enrich, commute facts to the subconscious
Good stories
Study the message, benefits, and offer until they become second nature so your language appears ________.
spontaneous
Reward readers with ________ and ________ them with more to come.
progress / tease
5 Stages of The Hero’s Journey
Verb-Noun
IH–LC
IS–LC
FS–LC
DO–LC
PC
Identifies Herself (like client)
Identifies Struggle (like client’s)
Found Solution (like client’s)
Describes Outcome (like client’s)
Presents CTA
