Breakthrough

Question 1

First Job Of Copy Writer

Answer 1

To detect existing mass desires that created that market.

Question 2

2nd Job Of Copy Writer

Answer 2

To define and focus those desires in terms of a single image or desire or need.

Question 3

3rd Job Of Copy Writer

Answer 3

To channel those forces toward once inevitable solution – your product.

Question 4

Channel Mass 1

Answer 4

Choose the most powerful desire that can be applied to a product.

Question 5

Channel Mass 2

Answer 5

Acknowledge that desire, reinforce it, offer a means to satisfy it – in a single statement in the headline of the ad.

Question 6

Channel Mass 3

Answer 6

Take the features/performances of the product and show your prospect how these product performances inevitably satisfy that desire.

Question 7

Channel Mass 4

Answer 7

Once the “theme” of the advertisement is determined, the process of expressing that theme begins:

Question 8

Channel Mass 5

Answer 8

Find out how much people know about your product and what it does

Question 9

Channel Mass 6

Answer 9

How much they know about similar products.

Question 10

Channel Mass 7

Answer 10

How much they care about both.

Question 11

Headline 1

Answer 11

1. What is the mass desire that creates this market?

Question 12

Headline 2

Answer 12

How much do these people know about the way your product satisfies this desire? (Their state of awareness)

Question 13

Headline 3

Answer 13

How many other products have been presented to them before yours? (Their state of sophistication)

Question 14

Awareness 1 Most aware – the customer knows your product, and knows he wants it

Answer 14

In this case, the headline need state little more than the name of the product and a bargain price

Question 15

Awareness 2 Customer knows of the product but doesn’t yet want it

Answer 15

The headline should display the name of the product – either in the headline or in a prominent logo – and use the remainder of the headline to point out its superiority

Question 16

Awareness 3

Answer 16

New products – the prospect recognizes immediately that he wants what the product does (i.e. he recognizes the benefit), but he doesn’t know that there’s a product that will do it for him. (This approach is appropriate for advertising e-books for “solution-related” searches)

Question 17

Headline Step 1

Answer 17

Name the desire and/or its solution in the headline.

Question 18

Headline Step 2

Answer 18

Prove that the solution can be accomplished.

Question 19

Headline Step 3

Answer 19

Show that the mechanism of that accomplishment is contained in your product.

Question 20

Awareness 4

Answer 20

New products – the prospect recognizes the need, but not the connection between the fulfilment of that need and your product

Question 21

Headline Requirements 1

Answer 21

Name the need and/or its solution in the headline

Question 22

Headline Requirements 2

Answer 22

Dramatize the need so vividly that the prospect realizes just how badly he needs the solutions

Question 23

Headline Requirements 3

Answer 23

Present your product as the inevitable solution

Question 24

Headline Requirements 4

Answer 24

Open up a completely unaware market.

Question 25

States of Sophistication If you are first in your market:

Answer 25

Be simple, be direct. Name either the need or the claim in the headline – nothing more. Dramatize that claim in your copy – make it as powerful as possible. And then bring in your product, and prove that it works.

Question 26

States of Sophistication If you are second in your market, and the direct claim is still working:

Answer 26

Copy that successful claim, but enlarge on it. Drive it to the absolute limit. Outbid your competition.

Question 27

States of Sophistication The third stage of sophistication – prospects have heard all the claims, all the extremes:

Answer 27

Here the emphasis shifts from what the product does to how it does it. Not accomplishment, but performance becomes dominant

Question 28

States of Sophistication The fourth stage of sophistication:

Answer 28

A new stage of elaboration and enlargement. But this time, the elaboration is concentrated on the mechanism, rather than on the promise. Simply elaborate or enlarge upon the successful mechanism. Make it easier, quicker, surer; allow it to solve more of the problem; overcome old limitations; promise extra benefits.

Question 29

Purpose of Body Copy

Answer 29

The purpose of body copy is to alter the prospect’s vision of reality, to create a new world – a world in which your product emerges as the fulfilment of the dominant desire that caused this person to respond to your headline.

Question 30

1st Dimension of Thought and Feeling

Answer 30

Desires. These are the wants, needs, cravings, thirsts, etc. that drive your prospect.

Question 31

2nd Dimension of Thought and Feeling

Answer 31

Identifications. These are the roles your prospect wants to play in life, the traits he wants to build, etc. Your task is put them directly behind your product, and to make him feel part of a select group when he becomes a user of that product.

Question 32

3rd Dimension of Thought and Feeling

Answer 32

Beliefs. These are the opinions, prejudices, fragments of knowledge, and conceptions of reality that your prospect lives by.

Question 33

What is believing?

Answer 33

Believing is a process – a process of fitting new facts into certain established patterns of thought and conviction. Beliefs form a filter through which your product information must pass or be rejected. You start with these beliefs as a base, and build up using your prospect’s logic to prove that your product satisfies his desires, to prove that your product works, that his kind of people rely on your product.