HTWCC - Ch. 1

Question 1

Selling is…

Answer 1

A transfer of feelings

Question 2

Copy thesis

Answer 2

A single sentence outlining your big idea

Question 3

The copy equation

Answer 3

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

Question 4

The PASTOR copywriting framework

Answer 4

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

Question 5

(P) ASTOR

Answer 5

Person,Problem,Pain:Identifythepersonyouarewritingto,theproblemthat your product or service is intended to solve, and the pain your personis experiencing.

Question 6

P (A) STOR

Answer 6

Amplify:Stresstheconsequencesofwhatwillhappenifthatproblemisn’tsolved.

Question 7

PA (S) TOR

Answer 7

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.

Question 8

PAS (T) OR

Answer 8

TransformationandTestimony:Articulatetheresultsthatyourproductorservice will bring, providing real-life testimonials to strengthen your case.

Question 9

PAST (O) R

Answer 9

Offer:Describeexactlywhatyouareofferingforsale,focusingonthetrans-formation instead of on the deliverables (the “stuff”)

Question 10

PASTO (R)

Answer 10

Response:Askthecustomertobuy,withstep-by-stepinstructionstellingthem what to do next.