Formulas/Strategies

Question 1

The 4 U’s

Answer 1

Unique
Useful
Urgent
Ultra Specific

Question 2

The Power of One

Answer 2

Focus on just ONE idea/promise/story

Question 3

AWAI’s The 4 P’s

Answer 3

Promise
Picture
Proof
Push

Question 4

Make a big, irresistible ________ to get the prospect’s attention by speaking to their emotions.

Answer 4

PROMISE

Question 5

Create a ________, enjoying what’s being promised.

Answer 5

PICTURE (in the prospect’s mind)

Question 6

Appeal to the head by showing ________.

Answer 6

credible PROOF that what you say is true, so it’s believeable, or even better, impossible to refute.

Question 7

Hook the prospect with an idea/promise by ________ and ________ a ________ or ________.

Answer 7

Hook the prospect with an idea/promise by IDENTIFYING and ACTIVATING a DESIRE or FEAR.

Question 8

What does a picture in the reader’s mind create?

Answer 8

Desire

Question 9

Present your offering as the ________ and ________ solution to their needs.

Answer 9

best and only

Question 10

Name 8 Types of Proof
F
S
C
T
R
E
B/A
CE

Answer 10

Facts
Statistics
Testimonials
Reviews
Expert Opinions/Quotes
Before/After Photos
Celebrity Endorsements
Charts

Question 11

AWAI definition of USP

Answer 11

Why your product/service is the best and only answer to the prospect’s needs.

Question 12

Why a potential buyer may be resistant (4):
s
t
m
f

Answer 12

skeptical
doesn’t want to waste time
doesn’t want to waste money
doesn’t want to appear foolish

Question 13

Your job as a copywriter: lower your prospect’s ________.

Answer 13

Resistancce

Question 14

The opposite of resistance

Answer 14

Engagement

Question 15

Instead of selling your product; ________ your customers.

Answer 15

Attract

Question 16

Focus on feelings, ________, and desire.

Answer 16

beliefs

Question 17

Approach from an ________ angle.

Answer 17

unexpected

Question 18

Surprise and ignite ________.

Answer 18

curiosity

Question 19

Proof shows you’re worthy of ________.

Answer 19

trust

Question 20

Show you have what they need and ________ where they’re coming from.

Answer 20

understand

Question 21

Headline formula: ETA

e.g.
“Sleep Better Tonight Without Medication”
“Understand Self-Publishing In One Easy Week Without Feeling Overwhelmed”
“How To Get More Sales In 7 Days Even If You Are
An Intravert.”

Answer 21

END RESULT your customer wants
TIME they can get it in
ANSWERS to their objections

Question 22

The more conversational, the more ________.

Answer 22

connection

Question 23

Convince them that you ________ them.

Answer 23

get/understand

Question 24

________ the conversation that’s already in their mind.

Answer 24

Continue

Question 25

________ the benefits of a product with the ________ of the reader.

Answer 25

Connect Desires/emotions

Question 26

________ the prospect's ________ in a way the reader will recognize. Then help them ________ it.

Answer 26

Identify problem solve

Question 27

The Hero's Journey (5 stages)

Answer 27

Identity Struggle Discovery Result Action

Question 28

Identity stage of the Hero's Journey

Answer 28

The hero identifies herself. She is a lot like the prospect.

Question 29

Struggle stage of the Hero's Journey

Answer 29

The hero identifies her struggle. It is the same problem the prospect is having.

Question 30

Discovery stage of the Hero's Journey

Answer 30

The hero explains how she came across an incredible solution. This is also the client's solution.

Question 31

What happens in the Result Stage of the Hero's Journey? HDWOEBCS

Answer 31

The hero describes the wonderful outcome she experienced because of the client's solution.

Question 32

Action stage of the Hero's Journey

Answer 32

The hero makes a call to action to the reader: "If you want this awesome outcome, click here!"

Question 33

When structuring the beginning of a Hero's Journey, you want to grab the reader's attention and pull her into the tale using these 4 steps. C P C U or: IC IP AC CU

Answer 33

1. Identify the challenge 2. Identify the promise 3. Arouse curiousity 4. Create urgency

Question 34

When structuring the middle of a Hero's Journey, you want to discuss challenges/obstacles using these 4 steps. D C M&E R or: BD UC CM/E GPRC

Answer 34

1. Build drama 2. Use conflict 3. Create motion and energy 4. Guide the prospect towards the resolution of the conflict

Question 35

What do you demonstrate when structuring the end of the Hero's Journey? What happens to the pace?

Answer 35

The solution/resolution/payoff. The pace quickens as you call the reader towards action.

Question 36

________ ________: appear spontaneous, give hope, show passion, reward and tease, enrich, commute facts to the subconscious

Answer 36

Good stories

Question 37

Study the message, benefits, and offer until they become second nature so your language appears ________.

Answer 37

spontaneous

Question 38

Reward readers with ________ and ________ them with more to come.

Answer 38

progress / tease

Question 39

5 Stages of The Hero's Journey Verb-Noun IH--LC IS--LC FS--LC DO--LC PC

Answer 39

Identifies Herself (like client) Identifies Struggle (like client's) Found Solution (like client's) Describes Outcome (like client's) Presents CTA