15. Copy Overview

I. Lead
Call Out Problem

Promise Solution to Pain Point + Promise to Save Time/Money

Tease Emotional Discovery Story

Tease Unique Mechanism Behind Solution

Tease Contrarian Nature of Mechanism (This Flies in the Face of What You’ve Been Told Before)

Working in “Fascinations” as Incentive For Continuing With Copy (I’ll Answer This Riddle For You)

Briefly Address Skepticism

Briefly Mention Credibility Builders

Qualifiers – Who This Works For. Is It For Everyone? Is It For a Certain Subset? Speak to Your Market.

Include a Few Broad Testimonials if Available (About Benefits But Don’t Give Away Product)

II. Background Story
Who I Am + Credibility Builders When Appropriate (ie. A Doctor or Expert)

“Me or Someone Close to Me Was Just Like You (In Pain)” – Here’s The Emotional Story About It

Traditional Solutions & Advice Not Working

Trigger Event – Problem or Pain Point Escalated to Where Avatar Realizes Something MUST Change

Search for Truth/Answers

Optional: Meets Wise “Sensei” Type Who Promises to Reveal the Truth That’s Been Hidden.

III. Unique Mechanism of the Problem
Explaining the “Real Cause” of the Problem; You’ve Had 99% of the Answer But This is the Missing 1%

Should Be Surprising, Possibly Even Counterintuitive

Backed by Credibility and Proof Elements

IV. Unique Mechanism of the Solution
Now That You Know the Real Cause of the Problem, This is the “Real Solution” on a MACRO level.

This Should Be Logically Connected to the Problem

For Example: If Bad Bacteria is Causing Your Weight Gain, the Solution is a Novel Way to Rid Your Gut of Bad Bacteria.

Once They Have the MACRO Solution (A Theory) – They Dig Deep To Prove The Theory (And Get Into The MICRO).

Backed By Credibility and Proof Elements, Including Citations and Scientific Sources.

V. Product Buildup + Reveal
Now That Avatar Knows The Solution, He Looks For An “Out-of-the-Box” Version; Something That Will Just End His Quest and Solve The Problem Right There

But Discovers That Out-of-the-Box Is Flawed

Has to Do It Himself And Create Novel New Solution

Starts Testing It or Working On It. There Are Problems and Setbacks

But Eventual Success/Breakthrough

Proof Product Works

Others Asking For It

PRODUCT Is Born!

VI. Close
Product Details (What’s Included, What Makes it Special, Unique Selling Propositions)

Discuss and Dismiss Other Alternatives (Expensive, Ineffective, Side-Effects, Poor Quality, Unproven)

Keep Building Up Value of -PRODUCT-

Additional Testimonials

How to Use The Product

Optional Urgency – Powers That Be May Want to Stop Me From Sharing This At Any Time

Scarcity: Demand Is High, Supplies Are Limited, Out-of-Stocks Are Common

Personal Mission of Avatar to Make Things Better – Tied to Emotion

Price Justification & Reveal – Other “Solutions” Are More Expensive & Consequences of Inaction are Costly (Cost Can Be Either Material or Immaterial)

This Solution is Better and Will Save You Money, It’s Normally $X Which is Bargain, But Right Now You Can Get It For Just $Y!

Smart People Buy More

First Call to Action

What Happens After You Click The Button

Optional: Valuable Free Bonuses Revealed

Guarantee – You’ll Most Likely Have a Great Experience, But If For Any Reason You Don’t, No Risk and No Hassle

Second Call to Action

Two Choices – You Can Go On Suffering, Or You Can Take Action Today and Change Your Life forever; The Choice Is Yours

Urgency 2 – But You Really Must Hurry As This is The End of the Presentation And There’s No Guarantee How Long Offer Will Be Available

Third Call to Action

Thank You For Watching or Reading

VII. FAQs
Back to Being Their Friend; Helping To Clear Up Any Confusion They May Have

Reminding Them of What Product Is, What It’s Used For, Importance of Taking Action Today, Terms of Guarantee, and How to Buy!