13. Brief Example - Weight Loss

1. Who’s the Audience?

Females between 30 and 55 years of age. 20lbs to lose or more. They’ve tried countless diets and have lost and regained the same 20lbs (or more) time and time again. Often married, their weight has fluctuated a ton.

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

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

- Short Term:

Losing and regaining weight again and again
Cheating on their diets and hating themselves.
Beating themselves up when they aren’t perfect on a diet or weight loss plan.
No support system.
Feeling hungry.
Cheating when out and about.
Stepping on the scale but no change even after hard work.
Not losing weight fast enough.
Anger at themselves for not having willpower.
Not sexy or attractive to spouse anymore. Also losing respect of spouse.
-Long Term:

Struggling to feel normal their whole lives…
Stress in relationship (possible divorce)
Weight keeps creeping up
Feeling broken, like they’re on a hamster wheel and can never get off.
Health fears too – diabetes, heart disease, etc.
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?

Inside this letter, I’m going to share the fastest and simplest way to lose up to 20lbs and KEEP IT OFF for good…

And do it without any impossible-to-follow diets or grueling workout plans…

Without the “ups-and-downs” that can leave you feeling like a failure or a loser…

And in such little time…

That even your oblivious husband will stand up and take notice…

In fact, he may even start begging you to share the secret behind your incredible transformation…

That way he can use it for himself too.

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

Drinking water
I was so sidetracked before and forgot to hydrate myself.

Eating Clean
Too many “clean foods” taste like ass. Expensive, time-consuming, plus confusing to know what’s healthy and what’s not.

Weight loss pills
Gurgling stomach, don’t work, waste of money.

Portion Control
Hard to have that discipline, end up overeating, or always feeling hungry.

Exercise (Walking/Hiking/Running)
Good for you, but doesn’t move the scale. Can work out all week and yet the scale stays the same.

Courses/Programs
Hard to follow, confusing, waste of money.

Keto
Keto flu, works for some people but not others, easy to get knocked of ketosis.

Weight Watchers
Points system, still feel hungry, expensive (thousands of dollars a year), based on outdated science.

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).

UMP:

Researchers at the University of Houston have discovered a new molecule lurking inside of our bloodstreams.

Its scientific name is 27HC…

And because it comes from cholesterol in foods…

You can think of it as cholesterol’s “dirty, greasy cousin.”

Now we all naturally have 27HC in our bodies…

But what the scientists in Houston have now realized…

Is that when our levels of 27HC become excessively high…

Which can happen as a result of aging, exposure to toxins in our environment, and more…

27HC can act as a switch in our fat tissue…

Something that tells the body to store fat even when you eat a healthy diet.

UMS:

So if we really want to boost our metabolism and finally tell our body to burn fat…

Then the most important thing we can do is to reduce our body’s levels of 27HC...

Because with less 27HC…

You rob your body of the ammunition it needs to create fat.

6. Paradoxical Question:

If red meat is so bad for you, why are so many vegetarians and vegans also overweight?

7. Metaphor:

Fat Switch

Cholesterol’s dirty, greasy cousin.

Robbing your fat tissue of the ammunition it needs to make more fat.

8. Bold Claim

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

You can drastically reduce your 27HC levels in the next 30 days, and drop up to 22lbs of pure fat while you do it.

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)

Introducing 27HC Blocker Plus…

A first of its kind nutritional breakthrough that targets the bad molecule 27HC…

And tells your body to make less of it…

That way you produce less new fat too.

Inside 27HC you’ll find 9 of the most powerful fat-burning ingredients known to science…

Plus every single bottle is made in the U.S.A…

In a state-of-the-art production facility that’s certified to follow Good Manufacturing Practices.

All it takes is just two small capsules per day…

To drastically boost your metabolism, drop unwanted pounds, and feel lighter and more energized than you have in years.

- Then stuff about the ingredients.

10. Background Story + Story of Discovery:

Background Story:
“I just want my husband to look at me with pride. To say ‘this is my wife and she looks amazing.’ But it hasn’t happened yet, and I don’t know if it ever will…

I have been wanting a change for a few years now. I have been successful in the past with an exercise program. I felt great and was starting to see the results in my size. The first attempt I was a 14 and made it down to a 12. But something always happens and I give up. I do not really understand because I was getting great joy from my success.

One of the biggest problems for me is I really have to work hard at my weight. We have in the past spent a lot of time with friends that do not have to worry about their eating habits. The nights would be full of fried food and drinks. I would have to be the different one and bring my own food or give in and eat what everyone else could eat. It always made me very angry and depressed that once again I was the different one. This is something I have had to deal with my whole life. I have struggled my whole life to feel normal. I have always struggled with school and weight problems. I always wanted to be like my sister who all things seem to come easily to her.

But instead, I can never keep the weight I lose off…

It’s like I’m constantly dropping and regaining the same 20lbs…

And it just makes me want to give up.”

Discovery Story:

Researchers at the University of Houston have stumbled upon a strange molecule, that’s related to cholesterol, and that tells our body to make more fat…

Along with a shockingly simple way to turn it off.

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)

I Just Want My Husband to Love Me For Who I Am, But Whenever I’m Naked I Can See The Disappointment In His Eyes…
Inside: the strange water molecule hack that helped Tina lose 22lbs in just 35 days

Did This Houston Scientist Just Discover Cholesterol’s Dirty, Greasy Cousin?

How A Strange “Orange Peel Trick” Could Be The Fat Loss Breakthrough of the Century

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).

More of the same.

Cholesterol support pill

Blood pressure support

Blood sugar support

Diet Plans

Workout plans