Outline of the Copy Platform

U.S.P. (Unique Selling Proposition):

•      The Leading Benefit - in it's inimitable way, how is your product promising to
  better the competition?

Characteristic of the audience:

•      Attitudes and beliefs

•      Desires (wants and needs)

•      Feelings (emotions)

Touch prospects on 3 levels:

•      Emotional

•      Personal

•      Intellectual - logic

Four pillars:

•      Idea - solution

•      Future benefits - promise

•      Credibility - guarantee

•      Track record - testimonials

Four steps:

•      Promise (primary and other benefits)

•      Picture (visualize benefits)

•      Prove (validate your claims)

•      Push (ask for order)

Strategy of persuasion:

•      All the above factors

•      Headlines and teasers (grab, hook, arouse, evoke, engage, set up desire)

•      The lead (answers the question: “What’s in it for me?”)

•      Sales presentation (restates promise, makes and proves claims, presents benefits)

•      Synthetic Close (approach, withdraw, add another promise or benefit)

•      Close (reassure, restate promise, ask for order - using available order device)

•      Guarantee, Postscript.