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Remember: The Essence

-People buy solutions to problems they want resolved…to feel how they want to feel!
>> STRATEGIC AIM OF OUR COPY: Show the prospect we have a different and superior way
to solve their Problem (so they won’t FEEL the Pain anymore!).
…And that’s why each promo needs a Unique New Mechanism (that’s different &
superior)
-Good copy:
> Appeals to the prospect’s Core Emotion (Fear, Greed, etc)…
> Prods Buying Emotions (FOMO, etc)…
> Appeals to their Desired Identity (Ideal Future Self)…
> And gives them the Logical buying support (Reason Why).

Key Research Elements

(After completing the Ultimate Marketing Research Kit)

Identity & Beliefs

Who are they, what do they believe in, and what do they have in common?
-Attitudes
-Values
-Past Buying Behavior
 -(False) Beliefs

Urgent Problems
What’s causing them PAIN or making them suffer right now?
-Unresolved Distresses
-Unfulfilled Needs

…which causes pain…

…which makes the prospect FEEL shame / fear / hopelessness / anxiety
…which he wants to go away…
…so they can experience…

Wants & Desires

What’s the END RESULT my prospect really cares about?
-Redemption (Transformation)
-Unconditional Acceptance (It’s not your fault)
-Unshakable Confidence
-7 Core Desires
…Feel safe and in control
…Feel accomplished
…Feel connected and loved
…Feel desired and beautiful
…Feel invincible
…Feel comfortable (make the pain go away)
…Feel respected and admired

Obstacles
What’s STOPPING them from solving their Problems and achieving their Dreams?
-Preserving the status quo
 -Disappointment and frustration
-Shame
-Loss of money
-Loss of face
-Loss of time
-Analysis paralysis
-Anxiety
-False Beliefs

Core Emotions
-Guilt/Shame
-Fear
-Greed
-Sloth
-Anger
-Revenge
-Envy
-Lust
-Belonging/Exclusivity
-Pride

Competitors
-Their Offer
-Their “Big Ideas”
-Their Promises
-Their Unique Mechanism
-Their USP
-How your TA relates to them
Market Sophistication:

Market Awareness:

Previous Emotional Journey

-5 years ago
…How was their life in the past, when their problem first showed up
-5 weeks ago
…What was going on in their life when they first entered our world
…signed up for our mailing list, started seeing our ads, etc.
-5 seconds ago
…What were they doing and seeing 5 seconds before reading this message
…searching something on Google, scrolling Facebook, clicked on an ad
…Market-Message matching

Misc Notes:

Marketing Campaign Elements:

Campaign Strategy
-Front-end vs. Back-end
-Traffic source
-Marketing BEFORE this
 -Upsells/Downsells/Cross-sells

Offer
-How badly do people want it
-Irresistible Proposition
-Easy, Fast, Gives Results*

Primary Promise
-The best result someone can experience via my product
-As bold as possible, without sounding like BS
-”If you could grant your prospects anything, what would the magic result be?”

Unique Mechanism
-The unique way HOW my product achieves the desired result
-Reason Why elements

One Belief:
“The [statement of superiority] way to [Primary Promise] is with [Unique Mechanism]

Big Idea
-Rule of ONE: One Promise, One Key Benefit, One Emotion
-Emotionally compelling + Intellectually interesting
-Promise + Curiosity
-4 Main Big Idea Types
A - Unique New Opportunity
B - Urgent Problem
C - Imminent Prediction
 D - Deal of a Lifetime
-U.P.S.E.E.N. Test
…Unique
…Proven
…Simple
…Emotional
…Engaging
…New

Headline
-Created from Fascinations
-Teases the One Belief

Lead (Great Leads)

1 - Offer & Promises (MA)
-Offer lead
-Promise lead
2 - Myths & Misconceptions (MA)
-Problem-solution lead
-Big Secret lead
3 - Urgent Opportunity (MA)
-Proclamation lead
-Story lead

Marketing Argument
-Stories
-3-5x CPBs (Claim, Proof, Benefit)
-Belief Shifting
Proof Elements
-Mechanism Proof Elements
-Product Proof Elements
-Social Proof Elements

Unique Selling Proposition

“If I am a [ideal customer] who wants to [primary benefit], why should I choose [product]
rather than [competition] “
“Because [product] is the [statement of superiority] that [unique benefit 1] + [unique
benefit 2] + [unique benefit 3]“

Risk Reversal
-Can’t lose
-The boldest guarantee you can think of

Pricing Strategy
-Price anchoring
-Price drops
-Reason Why behind the price drop

Urgency/Scarcity
-Genuine
-Reason Why behind Urgency/Scarcity

Crossroads Close
-Contrast between Current Situation and Ideal Situation
-Push-Pull