10 Copywriting Mindsets For Success

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Fears & Frustrations, Wants & Aspirations
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Fears & Frustrations Wants & Aspirations

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Your Customer’s Emotional Power Words
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What are the Emotional Power Words that your customer uses when they
describe the fear/problem/worry they have, and the Emotional Power Words
they use when they describe the ideal outcome they’d like to achieve?

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Abstract Ideas vs. Tangible Benefits & Results
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Abstract Idea Tangible Result

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 Formal Tone vs. Conversational Tone
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Formal Tone Conversational Tone

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The One Word Headline
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What are the most powerful individual words that could be used as a “One
Word Headline?”

What if you could only use two words for your headline - what would they be?

What if you could use three words - would they be?

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“Power Headline” Formulas
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Result (Benefit) Focus

How To Get [Result] [Quickly] [Without Risk]
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Pain Focus
How To [Eliminate Specific Pain] [Without More Pain]
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Situation Focus
If [Specific Emotional Hot Button Situation Is Happening], Then [Worst Fear Might Be True]
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Action Focus
What To Do If [Specific Hot Button Situation]
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Customer Focus
10 Mistakes Most [Customer Description] Make [In Situation] - And How To Avoid Them
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Approach Focus
Why [Common-Sense Approach] Doesn’t Work... And What To Do About It
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Magic
How To [Turn Problem] [Into Benefit]
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Your Credibility & Conversion Story
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Starting Situation: Where you were when you FIRST started

Tried & Failed:
Breakthrough:
Consistent Results:
Created A Method:
Others Did It Too:
You Can Learn:
Vivid, emotional story of trying and failing
Learned something that miraculously worked
“Got it” and began having predictable results
Refined what you learned into a system/product/service
Others used it, and they got consistent results
Now I want to give you access to these results

Write out the framework for your story here, then add color and detail later:

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Translating Features Into Benefits
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Feature: What is your product, service, system, technique etc.?

Advantage: What does it do?
Benefit: What is the result or benefit that your customer experiences?

Example:
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Your Feature:
Advantage:
Benefits (List at least 5):

Deeper Benefits
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Original Benefit:
Benefit Level 2:
Benefit Level 3:

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Favorite Copywriting Tips & Tricks

Conversational Copy Structures

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Turn Up The Emotional Volume

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The Formula For Fascination
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)(=)*$":*:23*;(3<*5328%&B&<'*$":%*B3<3D&)*=<5*$":%*)38(<&S:3.*=2*;300*=2*)(3*3>")&"<=0*;"%52*
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Bullet Formulas
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Formula #1: How To [Get Payoff/Avoid Pain]

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h L";*8=<*$":*)300*&D*=*;">=<*&2*%3=5$*)"*B3*?&2235i*9<2&53.*$":A00*03=%<*37=8)0$*;(=)*)"*
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=)*$":%*0&#2.*)(3<*2(3A2*#%"B=B0$*%3=5$@*9<2&53.*9A00*2(";*$":*=<*343<*`\66\1*;=$*)"*)300*K*
)(=)*;"%?2*343%$*)&>3@

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Formula #2: Why [Benefit Happens/Pain Happens]

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Formula #3: What [Demystifies Benefit / Pain]

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Formula #4: When [To Act To Get Benefit / Avoid Pain]

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Formula #5: Where [To Go / Move To Get Benefit / Avoid Pain]

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#0=83*)"*&!*!+*)%$*)"*?&22*=*;">=<*cB38=:23*&)*=0>"2)*=0;=$2*D=&02d*K*=<5*)(3*"<3*#0=83*
)(=)*;"%?2*343%$*)&>3@

Formula #6: Number of [Ways To Get Benefit / Avoid Pain]

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Formula #7: Benefit-Named Solution [Product/Technique With Payoff/Pain

Avoidance Implied In Name]

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%3e38)&"<

6%$*;%&)&<'*$":%*";<*FV=28&<=)&"<*`:003)2G*:2&<'*2">3*"D*)(3*=B"43*D"%>:0=2*K*=<5*?33#*$":%*
3$3*":)*D"%*")(3%*D"%>:0=2*&<*>='=H&<32.*)=B0"&52*=<5*")(3%*0"8=)&"<2j

!"#$%&'()*+,-+.*/00*1&'()2*1323%435
Translate The Value Of Your Offering
6(3*4=0:3*"D*;(=)*$":A%3*"DD3%&<'*&2*#%"B=B0$*&<8%35&B0$*"B4&":2*)"*$":@*`:)*>"2)*#3"#03*(=43*
=*(=%5*)&>3*F8"<<38)&<'*)(3*5")2G*=<5*D&':%&<'*":)*(";*>:8(*2">3)(&<'*&2*;"%)(.*"%*;(=)*&)*
;&00*B3*;"%)(*&<*)(3&%*0&432@
9D*$":A5*0&?3*)"*5%=>=)&8=00$*&<8%3=23*$":%*!"<43%2&"<2.*D&':%3*":)*(";*)"*)%=<20=)3*)(3*4=0:3*"D*
;(=)*$":A%3*"DD3%&<'*&<)"*)3%>2*)(=)*$":%*#%"2#38)&43*8:2)">3%*8=<*:<53%2)=<5*=<5*%30=)3*)"*
5&%38)0$@
V"8:2*"<*#%&>=0.*3>")&"<=0.*&%%=)&"<=0*>")&4=)"%2*K*=<5*8%3=)3*=*D"%>:0=*)(=)*=00";2*$":*)"*
53>"<2)%=)3*)(=)*$":%*"DD3%&<'*&D*=*UQK`1/9U\1*&<*)3%>2*"D*&<432)>3<)X%3;=%5@

What is the “currency” or “coin of the realm” that your Prospect is using to
value their problem/desire - and the solution?

How will your solution translate into saved currency or gained currency - with a
specific focus on the IRRATIONAL motivators that drive your Prospect?

!"#$%&'()*+,-+.*/00*1&'()2*1323%435
Taking The Risk Away From Your Prospect
9<*=*B:2&<322*)%=<2=8)&"<.*)(3*B:$3%*)$#&8=00$*D3302*0&?3*)(3$*(=43*=*0")*=)*%&2?@*6(3$*=%3*%&2?&<'*
)(3&%*)&>3.*)(3&%*>"<3$*K*=<5*#"22&B0$*343<*0""?&<'*=<5*D330&<'*2):#&5@*T23*)(&2*373%8&23*)"*
&53<)&D$*)(3*%&2?2*)(=)*$":%*#%"2#38)&43*8:2)">3%*&2*D=8&<'.*)(3<*8%3=)3*;=$2*)"*)=?3*)("23*%&2?2*
=;=$@*V"%*F37)%=*8%35&)G*233*&D*$":*8=<*):%<*)(3*%&2?*=%":<5*K*2"*)(=)*$":%*"DD3%*&2*FB3))3%*)(=<*
%&2?KD%33@G

What are the biggest risks that your prospective customer faces if they buy
what you are offering?

How can you remove the risk from the transaction with a guarantee or other
addition to the offer?

!"#$%&'()*+,-+.*/00*1&'()2*1323%435
Directing Your Prospect To Take ACTION
9<*"%53%*)"*'3)*)(3*B3<3D&)*)(=)*$":%*#%"5:8)*"%*23%4&83*"DD3%2.*$":%*#%"2#38)*>:2)*)=?3*=8)&"<@*
6(3$*>:2)*#0=83*)(3&%*"%53%.*)=?3*2#38&D&8*2)3#2*&<*=*2#38&D&8*23S:3<83.*3)8@*b=?3*2:%3*$":*)300*
$":%*#%"2#38)*37=8)0$*;(=)*)(3$*<335*)"*5".*=<5*=2?*)(3>*)"*NQ*96@*!"<<38)*)=?&<'*=8)&"<*
;&)(*'3))&<'*)(3*B3<3D&)*)(3$*;=<).*=<5*&<83<)&4&H3*$":%*#%"2#38)*)"*)=?3*=8)&"<*19JL6*UQE@

What are the specific action steps your prospect needs to take in order to buy
your product or service - and get the benefits they want?

How could you “word-smith” the end of your marketing piece to incentivize
and motivate your prospect to take action immediately?

!"#$%&'()*+,-+.*/00*1&'()2*1323%435