Generate biggest/most desirable outcome
[in specific time frame]
[without the biggest pain, second biggest pain, third biggest pain]
If you’re an (instant identifier 1), (instant identifier 2) or (instant identifier 3) looking to (achieve tangible outcome 1) while (achieving emotional/less tangible outcome) than you already know that…. (you need to do X)
Reflect back what they already know about the opportunity. In doing so, you give your prospect CREDIT for what they already know which is both empowering and a potent trust builder. Try to have at least 3 *head nod* moments (statements where your prospect would nod their head in agreement)
HERE'S WHAT YOU
MIGHT NOT KNOW
[opportunity/outcome/solution]
-
Benefit 1
Unpack it. So what? Why does that matter? What does it look like? -
Benefit 2
Unpack it. So what? Why does that matter? What does it look like? -
Benefit 3
Unpack it. So what? Why does that matter? What does it look like? -
Benefit 4
Unpack it. So what? Why does that matter? What does it look like? -
Benefit 5
Unpack it. So what? Why does that matter? What does it look like?
Ver 1: Even though the reasons to pursue X are obvious, the path to doing it successfully is anything but
Ver 2: Even though the motivation to overcome X problem is clear, the path to actually doing it is anything but
[ATTENTION GRABBING HEADLINE]
[Supporting Sub-heading Should Go Here]
[Part 1:]
Give a highly-detailed play by play of how someone would approach trying to solve this problem, and the pains and struggles they’d face along the way. Get to the level of specificity where an actor and director would be able to film the scene. Avoid words like “pain” and “struggle’, and instead dig deeper into the actual lived experience that causes the pain/struggle.
[Part 2:]
Diagnose the main reason for the MOHT and link it to your Unique Selling Proposition (USP)
[Part 3:]
Alchemize the pain and challenge into their biggest opportunity. Your reader should finish this section feeling empowered and like they could gain a clear advantage with the right guidance.
Ver. 1 - The X Reasons Why Most Y’s Fail
Ver. 2 - The X Myths that are Killing Your Y
Ver. 3 - X Reasons Why You Haven’t (Achieved X)
Ver. 4 - The X Mindset Upgrades/Shifts You Need to Make RIght Now To (Achieve Y) and/or (Avoid Z)
Reason/New Belief 1
[Reason/New Belief Title ]
(elaborate)
(give an empowering aha)
(clearly state what they need to do/believe insead)
Reason/New Belief 1
[Reason/New Belief Title ]
(elaborate)
(give an empowering aha)
(clearly state what they need to do/believe insead)
Reason/New Belief 1
[Reason/New Belief Title ]
(elaborate)
(give an empowering aha)
(clearly state what they need to do/believe insead)
Reason/New Belief 1
[Reason/New Belief Title ]
(elaborate)
(give an empowering aha)
(clearly state what they need to do/believe insead)
Reason/New Belief 1
[Reason/New Belief Title ]
(elaborate)
(give an empowering aha)
(clearly state what they need to do/believe insead)
Shh...I'm going to let you in on a little secret
Transition to your product reveal, Use this section to briefly re-affirm the arguments/beliefs above and how with those shifts (and your course that teaches it) they can achieve that outcome faster/more effectively / successfully than before.
"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore."
JOHN DOE, ARCHITECT
"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore."
JANE DOE, ARCHITECT
Introducing
[Course Name]
[course subhead that ties it to the most desirable outcome]
The body copy should immediately seek to diffuse friction by explaining WHY you’re the right person to teach it (credibility builders, results, cases, etc.).
It should also highlight your USP -- and emphasize why that USP is what they need to achieve the outcome they want even if they’ve been disillusioned before.
[COURSE NAME] is the ONLY program of its kind that…
1. Mirror back to Belief 1
2. Mirror back to Belief 2
3. Mirror back to Belief 3
4. Mirror back to Belief 4
5. Mirror back to Belief 5
So if you’re ready to finally do X while avoiding Y
Here's how we'll help you get here:
Module 1
[Module Title (should be results or action-driven or state the big outcome/promise of that module)]
Module Lead (a few lines of body copy): Elaboration of promise and why that outcome matters, mentioning how this outcome compounds on top of the outcome of the previous module/component and/or the antithesis of that outcome / where they’ll struggle if they don’t take action.
Module Highlights:
Curiosity-driven fascinations breaking down the process of how they’ll achieve the promise of the module.
- Bullet 2
- Bullet 3
- Bullet 4
Module 2
[Module Title (should be results or action-driven or state the big outcome/promise of that module)]
Module Lead (a few lines of body copy): Elaboration of promise and why that outcome matters, mentioning how this outcome compounds on top of the outcome of the previous module/component and/or the antithesis of that outcome / where they’ll struggle if they don’t take action.
Module Highlights:
Curiosity-driven fascinations breaking down the process of how they’ll achieve the promise of the module.
- Bullet 2
- Bullet 3
- Bullet 4
Module 3
[Module Title (should be results or action-driven or state the big outcome/promise of that module)]
Module Lead (a few lines of body copy): Elaboration of promise and why that outcome matters, mentioning how this outcome compounds on top of the outcome of the previous module/component and/or the antithesis of that outcome / where they’ll struggle if they don’t take action.
Module Highlights:
Curiosity-driven fascinations breaking down the process of how they’ll achieve the promise of the module.
- Bullet 2
- Bullet 3
- Bullet 4
[The Name of Your Guarantee Goes Here]
Demonstrate unshakeable confidence in your product
State the guarantee length
State the specific actions they’ll be taking during that time to produce the outcome
State the specific emotional and tangible benefits they should see in that timeframe
If that condition isn’t met - state the EXACT process for getting a refund
Here’s what you’re getting when you enroll today:
[Title of Course] - X$ Value
- Bonus 1 - X$ Value
- Bonus 2 - X$ Value
- Bonus 3 - X$ Value
Total Value: X$
When you add it all up, that’s a value of $X
But when you enroll today, you’ll get access to everything for just:
Pay Monthly
X Monthly Payments of
$97
OR
Pay Upfront
X Monthly Payments of
$997
Frequently Asked Questions
Ver. 1 Questions our top students asked before enrolling in (course name)
Ver. 2 What people asked before signing up for (course name)
Ver. 3 What our most successful students asked before joining (course name)
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Here’s what you’re getting when you enroll today:
[Title of Course] - X$ Value
- Bonus 1 - X$ Value
- Bonus 2 - X$ Value
- Bonus 3 - X$ Value
Total Value: X$
When you add it all up, that’s a value of $X
But when you enroll today, you’ll get access to everything for just:
Pay Monthly
X Monthly Payments of
$97
OR
Pay Upfront
X Monthly Payments of
$997
Ver. 1 - How to know if you’re ready to achieve X outcome in [course name]
Ver. 2 - [course name] is PERFECT for you if…
Ver. 3 - You’re Ready to Achieve X Outcome If
Ver. 4 -- X# Ways to Know You’re Ready to Achieve Y Outcome
- The person who’s just getting started and wants to do it right
- The person already struggling who wants to fix it once and for all
- Something that exclusively empowers them to use your product or service
General desirable trait or characteristic. Ie. willing to put in the work - Specific actions that back it up - ie. Already investing 4 hrs/week actively trying to (achieve X)]
- Has a big fear or concern that your USP addresses
Aware of and excited about the big outcome] - Aware and excited of the quickest, most valuable win (as listed in GG)
- Ready to take the actions needed to generate it as listed in GG]
[Criteria Close: ie. If you said “yes” to at least 6 of the above, I can’t wait to meet you inside (course name)]
Here’s what you’re getting when you enroll today:
[Title of Course] - X$ Value
- Bonus 1 - X$ Value
- Bonus 2 - X$ Value
- Bonus 3 - X$ Value
Total Value: X$
When you add it all up, that’s a value of $X
But when you enroll today, you’ll get access to everything for just:
Payment Monthly
X Monthly Payments of
$97
OR
Payment Upfront
X Monthly Payments of
$997
