The Big 4 Emotions

Question 1

Describe the 3 Key points of New/Novel

Answer 1

1. New provides hope
2. New includes Novel
3. New dissuades categorization

Question 2

What are the Alter Egos of New/Novel?

Answer 2

Only/Exclusivity

Question 3

Why might we use Only/Exclusivity?

Answer 3

As an emotional force amplifier for New/Novel

Question 4

What are the 2 reasons we use Easy/Effortless?

Answer 4

1. People are lazy
2. People are insecure

Question 5

If we’re using Easy/Effortless, and targeting laziness, how might we play into this more effectively?

Answer 5

By reducing the perceived time your solution will take, with a step-by-step solution or a system.

Question 6

If we’re using Easy/Effortless, and targeting insecurity, why might the reader be insecure? And how might we play into this more effectively?

Answer 6

1. Maybe they tried a solution before and it failed them, and instead of blaming the product, they blamed themselves.
2. Using the Alter Ego Anybody/Accessible to multiply the emotion Easy/Effortless.

Question 7

Why should we use the Easy/Effortless Alter Egos, Anybody/Accessible? And why is it effective?

Answer 7

1. To convey that process/product has been made fit for even the lowest common denominator.
2. Even if people recognize they’re bad at something, they typically never view themselves as the lowest common denominator.

Question 8

Why use “Not” statements?

Answer 8

To build intrigue

Question 8

Why use “don’t have to”, & “with nothing but” statements?

Answer 8

To convey Easy/Effortless & Anybody/Accessible

Question 9

What 2 goals does using Safe/Certainty accomplish?

Answer 9

1. Reduce skepticism
2. Increase perceived value of offer

Question 10

What counter-intuitive fact of human psychology does Safe/Certainty make use of?

Answer 10

The fact that people view less risky offers as more valuable.

Question 11

How might we use Safe/Certainty & Predictable/Assured?

Answer 11

Establishing patterns inside credibility, track record, testimonials, case studies, success stories, etc.

Question 12

How might we encourage the reader to sell themselves on the offer using Safe/Certainty & Predictable/Assured?

Answer 12

Leading the reader to predict or infer what will happen next; Leading the reader into noticing the patterns we want them to notice themselves.

Question 13

Describe the 4 Key points of Big/Opportunity/Change.

Answer 13

1. The 3 other emotions can feed directly into Big/Change
2. Big/Change demands attention
3. Big infers Change
4. The main reason anyone is reading your copy to begin with is because they want Change

Question 14

What is the Alter Ego of Big/Change?

Answer 14

Fast/Immediate

Question 15

What 4 letter acronym is often used along with/plays well with Big/Change?

Answer 15

FOMO