11. Brief Overview

1. Who’s the Audience?

2. What are the pain points, or biggest fears?

(+ identify the 1-3 HUGE ones, while the rest are secondary)

- Short Term:
- Long Term:

3. So by reversing the pain points/biggest fears, what is the one big promise (1-3 sentences) you are going to make about the sales copy they’re now reading…how this will change their lives forever?

4. What solutions for the reader’s problem(s) exist already (and why aren’t they working for them)?

5. What’s the new claim/root cause/surprising info? And how does this new solution we’re offering them work? [This is the Unique Mechanism Part]

(Think about it as if they had 99% of the solution already, but you’re sharing that missing 1%...the easy but unexpected REAL REASON, or REAL SECRET to their success).

6. Paradoxical Question:

7. Metaphor:

8. Bold Claim

(What’s the huge promise about the results they’re going to get using this product/solution?)

9. What is the Product?

(If you can write out fascinations here, it will help you immensely. This is the part where you get to shape exactly what the product we’re selling will include)

10. Background Story + Story of Discovery:

11. Some Headline Ideas:

(One sentence – something that would be the first line of the VSL, or in the copy above the video screen. Attention-grabbing)

12. Ideas for a potential upsell product?

(Something that could be sold to the customer immediately after purchasing the main product. You’d want this to be related to the product, but solve an additional problem, or provide a significant additional benefit).