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    JC Copy Masterclass - Handouts

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    DhrumilSinh Rajput
    The document provides guidance on researching different elements to include in persuasive marketing materials. It lists stories, proof, promises, mechanisms, and problems/villains as key topics to research. It then discusses different types of stories and proof that could be included, such as success stories, social proof from testimonials and media mentions, proof from studies and credentials, and visual aids. The overall goal is to find compelling elements to transform perceptions and drive transformations.

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    JC Copy Masterclass - Handouts

    Uploaded by

    DhrumilSinh Rajput
    115 views20 pages
    The document provides guidance on researching different elements to include in persuasive marketing materials. It lists stories, proof, promises, mechanisms, and problems/villains as key topics to research. It then discusses different types of stories and proof that could be included, such as success stories, social proof from testimonials and media mentions, proof from studies and credentials, and visual aids. The overall goal is to find compelling elements to transform perceptions and drive transformations.

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    The document provides guidance on researching different elements to include in persuasive marketing materials. It lists stories, proof, promises, mechanisms, and problems/villains as key topics to research. It then discusses different types of stories and proof that could be included, such as success stories, social proof from testimonials and media mentions, proof from studies and credentials, and visual aids. The overall goal is to find compelling elements to transform perceptions and drive transformations.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    115 views20 pages

    JC Copy Masterclass - Handouts

    Uploaded by

    DhrumilSinh Rajput
    The document provides guidance on researching different elements to include in persuasive marketing materials. It lists stories, proof, promises, mechanisms, and problems/villains as key topics to research. It then discusses different types of stories and proof that could be included, such as success stories, social proof from testimonials and media mentions, proof from studies and credentials, and visual aids. The overall goal is to find compelling elements to transform perceptions and drive transformations.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    of 20

    Slide 1

    Slide 2

    Where to look:
    Product, Prospect/Avatar, World

    What to specifically to research for:

    1. Stories
    2. Proof
    3. Promises
    4. Mechanisms
    5. Problem/Villains
    Slide 3

    Rags to riches stories… (transformations)

    Success stories… (transformations)


    Nightmare stories… (also note the villain!)
    Key to all stories - 3 basic elements: setup, plot,
    punchline.

    Most powerful stories:


    1. First Person (“I did this”)
    2. Second Person (“you will do this”)
    3. Third person - eyewitness (“I saw he/she doing this”)
    4. Third person – hearsay (“He/she did this”)
    Slide 4
    Slide 5

    Examples of kinds of proof

    Demonstration - the power of infomercials…

    Bullets
    Social Proof… Academic Studies

    Social Proof… borrowed “Average Folks”


    Social Proof… actual customer testimonials

    Social Proof… Media mentions

    Social Proof… Borrowed/Celebrity/Authority Figures


    Highly Believable Source/Credentials/Authority/Borrowed
    Authority
    Specifics (facts, statistics, specific numbers)

    Visual aids (photos, charts, graphs)


    Metaphor/Analogy “This is like ______”

    Reason Why (NOTE: magic word “because”)


    Reveal How the Mechanism Works

    “Studies” / investigations / framing as research


    projects
    Acknowledge Disbelief / Candor

    Damaging Admissions
    Identity/Just Like You

    “Science”
    “Logic”
    Slide 6
    Slide 7
    Slide 8

    https://textyourwifeintobed.com/
    Slide 9

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