02-High Income Copy Templates

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W ELCOM E & G ETTING STA RTED
C OP Y TEM P LA TE #1: RESEA RCH
R E SEA RCH STEP #1:

U N DERSTA NDING YOUR P ROSP ECT

TH E M A RKETP LA CE

TH E P RODUCT
C OP Y TEM P LA TE #2:
P LA NNING
C OP Y ING REDIENT #1:

B E NEFIT

V EHICLE

E V EN IF

W ITHO UT

E A SY/CO NV ENIENT
C OP Y ING REDIENT #6: P ROOF

C O P Y ING REDIENT #7: HA P P Y P ICTU R E S
C O P Y ING REDIENT #8:

N ARRA TO R INTRO
C O P Y ING REDIENT #9: OP EN LO OP

N I GHTM A RE STORY
C O P Y ING REDIENT #11: UNIQ UE

M E CHA NISM OF THE P RO BLEM
C O P Y ING REDIENT #12: UNIQ UE

M E CHA NISM OF THE SO LUTIO N
C O P Y ING REDIENT #13: FEA TURES
C O P Y ING REDIENT #14: FREE BO NUS E S

P R I CE DROP DO WN

GU A RA NTEE

S C ARCITY/URG ENCY
C O P Y ING REDIENT #18: CA LL TO A C T I ON
C O P Y TEM P LA TE #3:
L O NG - FO RM DIRECT RESP ONSE
Meet the Author : Ning Li
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Here, you’ll find the copy fundamentals that level up your copy skill so you can charge
big money for it. I’ve coached over 400 copywriters and business owners at this point…
including:
• Luke Mills, who studied with me for about a year before becoming Stefan Georgi’s
right hand man and making $30k months on the regular
• Jonathan Fisher, who now writes controls for Investing Daily and other big
financial publishers
• Joel Boomer, who’s writing for different factions of Agora and mentoring under
Aaron Winter and Dan Ferrari, who were my original mentors
• Tiana Asperjan, who now writes for a huge health publisher I can’t name
• Art McDermott, an offer owner who’s a regular face inside Copy Accelerator
And more…
These concepts inside this book were the biggest needle movers for these writers. So
study them, and study them well. If you do, you have a great chance at becoming one of
my next success stories.
I can’t wait for you to jump right in and start uncovering the exact tools & templates my
students and I use daily to write high-level copy for ourselves & our clients.
Let me preface this by saying there is a lot you’re going to learn, but don’t let that
intimidate you. After all, if you’re going to charge high rates, you must back it up with
unshakeable direct response fundamentals.
That’s precisely what you’re going to learn here: the tools of the trade that have been
selling products for over a century. I suggest you read this twice:
First, a quick read through. Focus more than you would skimming, but less than you
would reading intently.
Second: break out a pen, highlighter, pencil, whatever. This time, read deliberately.
Circle things, underline, take notes. And if you’re working on a sales letter, fill in the
blanks I’ve left open for you.
I can’t wait for you to dive in. It starts right now. Yours in copy breakthroughs,
Ning
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C OPY T E M P L AT E # 1 :
R E SE AR C H
Okay, so you want to write some copy.
Easier said than done, right? Tons of copywriters tell us they have writer’s
block, or that they don’t know what to write. That’s a symptom of a simple,
all-too-common problem:
You didn’t do enough research.
So that’s where we’re gonna start (don’t worry, this ain’t your middle school
book report, the way we do this is actually pretty fun).
So, before you type a single word of copy, you should do research to “collect
ammo” for your sales letter.
Specifically, we’re talking about 3 core areas -- what we call the

“golden triangle” of copy research:
1. The Prospect (who you’re writing to)
2. The Product (what you’re selling them)
3. The Market (what products you’re competing with)
We’ll walk you through each topic now.
Research Step #1: Understanding

Your Prospect
“Know Them Better Than They Know Themselves”
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Okay, the first big question is (write your answer below):
What urgent, painful problem is your prospect facing (that your product
promises to fix)?
Notice the language there. Urgent. Painful. The more urgent and painful
your problem is, the more your product can potentially sell -no matter what
the solution is. That’s because of some simple logic: the more urgent and
painful the problem is, the more desperately they want a solution. Also,
your best buyers are often those experiencing the most pain.
Once you’ve identified the problem, you must understand what the problem
looks and feels like so you can describe it to your prospect in your copy. The
more closely your language matches that of how your prospect talks about
their problem, the more they’ll feel like you understand them and their
problem. That’s KEY to closing the sale.
You may think you understand what your prospect’s problem looks and
feels like without doing research… but I promise you, you don’t. Not as well
as they understand it… but with research, you will.
There’s two places to go for this. Let’s start with the first: Reddit.
Reddit is a series of forums on the internet where groups of people talk

about certain topics. It’s amazing for copy research because tons of people
use it, and go very deep on
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certain topics. It’s an amazing resource for learning about what another
person’s life is like. Other forums work too, I’ve just found that reddit is
best.
Go on Reddit (reddit.com) and find the subreddit where your prospect talks
about their problem by doing a basic search. Once you’re there, start
reading as many posts as possible. Pay special attention to posts that have
high “upvotes”, and posts that have a ton of comments. These are the ones
that the most people resonate with.
Look for specific language, common problems, and interesting stories that
your prospect uses to talk about their problem.
Copy and paste the best Reddit posts here so you have a quick reference
as to your prospect’s language. You can even highlight certain phrases
that stand out. Do that below:
(Note: this section is often very long for us… as in 10+ pages - we copy and
paste all the best posts we find so we have lots of “copy ammo.” Don’t hesitate
to do the same.)
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The second place to do the majority of your prospect research is Amazon.
Find the most common products your prospect buys to fix their problem,
and find the products with the highest amount of Amazon reviews. Then,
read through the reviews. Pay close attention to reviews with interesting
stories, or very specific information.
Copy and paste the best and most specific Amazon reviews here:
(Note: This section is also often very long. Take as many pages as you need
and copy and paste all the best ones until you feel you have a very solid
understanding or until the reviews start sounding repetitive.)
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Okay, now that you’ve done some research, you should have a surface level
understanding of their problem and their life. Here are a few questions to
go deeper and further understand your prospect.(Write your answer below
each question)
Is your prospect most likely male or female? Is it a 50 / 50 split, is it

more like 75 / 25, or are they only one gender? (Anything above 80/20 and
you can basically assume you’re only writing to one gender.)
What’s the age range of your prospect?
Are they most likely liberal, or conservative? Do they have any social,
political, or religious inclinations?
What is a basic day like for your prospect? (For this thought exercise,
imagine you are in the prospect’s shoes, and write an average day out in first
person. How do they wake up? What do they do? The more detailed and
specific you can be, the better.)
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Okay, now it’s time to dive even deeper. You need to understand the
emotional core behind your prospect’s problem. This is the primary driver of
the sale. This is often a very difficult question for new copywriters to figure
out… so I’ll spell out the most common emotional drivers.
Emotional Core #1: Shame
Shame is the feeling that you are unworthy, bad, undeserving of love, worth
less than other people, or basically a piece of shit. It’s associated with
thoughts like…“I’m disgusting”... “I’m a disappointment”... or “I’m a
failure.”
Weight loss is a market driven by shame. The prospect mostly feels shame
around their body. It’s triggered by them looking in the mirror and seeing
specific body parts like neck rolls, a bloated belly, etc. It’s also triggered by
them comparing themselves to other skinnier people.
Another big shame market is male “sex” help. This includes penile
enlargement, help with premature ejaculation or not getting hard, or just
“sex advice.” Guys who buy products in this market are often plagued by
feelings of shame from feeling like they can’t satisfy their partner, so it
makes them unworthy.
Male “get buff in the gym” type products are also often driven by shame.
Men experience thoughts like “I’m too skinny”, “I’m too fat”, or “I’m not
enough of a man.”
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Emotional Core #2: Guilt
Guilt is the feeling that you have done something wrong. If you’ve thought “I
shouldn’t have done that” or “how could I have done that”, it’s most likely
associated with guilt.
Although weight loss is mainly a shame market, there is some guilt involved.
For example, when someone binges on junk food, it’s often followed by
massive guilt.
People often feel guilt from spending too much money… or from cheating on
their partners… or not spending enough time with their kids, to name a few
examples.
Emotional Core #3: Fear
Fear is also known as worry… anxiety… or dread. You’re afraid of a certain

outcome, because if that certain thing happens, all is lost!
The main “fear” market is survival. People buy canned rations or backup
generators because they’re afraid of a certain thing happening. Other similar
products based on fear include flashlight tasers… self-defense weapons…
home security… and internet security.
Insomnia or sleep issues also come with a lot of fear. People are worried that
they won’t fall asleep at the right time, so they dread the evening.
Emotional Core #4: Anger
Anger is also known as frustration or resentment. It’s a feeling you get when
things aren’t going a certain way you want them to go, or if someone isn’t
acting a certain way you want them to act.
Most copy that utilizes fear focuses on a common enemy to “throw rocks at.”
In health products sold to people over 60, it’s often “Big Pharma.” In some
financial copy, the copy blames liberals, democrats, or political targets.
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Emotional Core #5: Greed
Greed (and fear of missing out) are the main emotional drivers of financial
copy. This one’s pretty simple. Greed is really, really wanting something.
These 5 emotions (Shame, Guilt, Fear, Anger, and Greed) are the main
emotions that make people buy. In most cases, the more emotion that your
copy incites, the more people buy. So now that you understand these 5
emotional cores, let’s see how they relate to your particular product.
What is the one main emotion that drives the sale of your product?
What are some internal thoughts that your prospect thinks that creates
this emotion?
What are some relatable, unique, or interesting stories that center on

your prospect’s one main emotion?
What are some other less important emotions your prospect feels around
this issue?
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What are the internal thoughts that trigger these emotions?
What are 2-3 nightmare scenarios (the worst possible thing that could
happen) for your prospect?
What are 2-3 dream scenarios (the best possible thing that could happen)
for your prospect? (think of your prospect being granted 3 wishes from a
genie… what’s the first thing they’d ask for… and what are the
ramifications?)
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Remember: it’s important that you draw the answers from your research -
not just stuff you “think” is right for your prospect. So make sure your
answers and your research from Reddit and Amazon agree.
Okay, great work. You should have a very good picture of who your prospect
is. Your final task is to give your prospect a name… find a picture… and
keep that picture next to your computer as you start to write copy. You can
go on Facebook and look in interest groups associated with your product or
that comment on certain Facebook ads to find actual, real people that mirror
your prospect. Remember, you are writing to a real person - this exercise
helps cement that.
Research Step #2:

The Marketplace
“Know Your Competition”
For this step, you are going to again, pretend you ARE your prospect. Google
keywords related to your prospect’s problem. Click on ads that promise to
solve your problem. Look on Youtube for videos that solve the problem.
Look on Amazon as well. When you click on certain ads, you’ll be asked for
your email. Give it to them. Read their emails. Click on the links they send
you and read your competitor’s copy.
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If you want to go the extra mile, BUY the products and try them out for
yourself - keep in mind, your prospect has probably already tried ALL of
these.
Then, answer these questions:
What are the top 3 products that promise to solve your prospect’s
problem… and how do they work?
What are other products (list as many as you find) that promise to solve
your prospect’s problem… and how do they work?
Do any existing products promise to solve your prospect’s problem in a

unique or interesting way?
What does your prospect like about existing solutions?
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What does your prospect dislike about existing solutions?
Finally, if your prospect had a dream product that fixes their

problem, what would it be and how would it work?
Research Step #3:

The Product
“What Makes Your Product Different?”
Okay, you’ve arrived at the last phase of research. You must go through the
product and research it in and out so you understand exactly what’s inside,
and how it works. You can purchase the product, or get the client to send you
a free one. Use it as if you were the prospect. Then, answer these questions:
What are the features of your product?

(For example, if you are selling a knife, what is the handle made out of?The
blade? If you are selling a supplement, what are the ingredients? List all
features of your product here)
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Are there any research or proof elements that show how these features are
superior?
(For supplements, use Scholar.Google.com to look for scientific proof backing
your ingredients. For other physical products, just use Google or other search
engines. This can be a longer section… the stronger and more powerful your
proof, the better the copy.)
Are there any demonstrations or strong proof elements that show how well
your product delivers its benefits?
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What is the one main thing that makes your product different /
superior to competing products?
Are there any strong testimonials showing how well your product works?
What makes your product unique compared to competing

products?
Is there anything that makes your product easier to use than

competing products?
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How long does it take for your prospect to get results using your
product? (Is it faster than other products?)
Are there any FREE bonuses that come with the product?
In 2-3 sentences, explain exactly HOW your product delivers its benefits
- and how it does so better than competing products. (I call this the
“unique mechanism” of the product. It should be simple and elegant enough
that if you walked up to your prospect at a bar and read this out loud to
them, they would nod and say, “wow, yeah that sounds really interesting, tell
me more!”)
Okay, great work!
You are done with the research phase and should have a much better idea
of how to sell your product and what to write about.
Now you’re ready to move on to Copy Templates #2: Planning.
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Copy Template #2:
Planning
If you’ve read enough direct response copy, you’ll notice it’s all made up of
the same elements. A cooking recipe is made up of a bunch of ingredients
mixed together in a certain order. Long form copy isn’t much different.
Instead of food ingredients, it’s made up of a bunch of “copy ingredients”
mixed together in the right order.
In the planning phase, we'll teach you what all of these “copy ingredients”
are. For each section, write out some sentences using each copy ingredient
so you are ready to use them when you’re ready to write. We suggest you do
this now, so you not only:
a) Save yourself time later, when it’s time to mix and match your
ingredients
b) Get in the flow and warm up your mind (like NBA stars practice
layups before the game, it’s incredibly helpful to get your writing mind
warm and primed)
We'll be referring back to these different copy ingredients in the rest of

these copy templates… so learn them, and learn them well!
Copy Ingredient #1:

Benefit
What is the main claim that your product promises? The bolder and more
specific your claim is, the more powerful. Your research on the prospect
should help you focus in on what benefits they care about. Let’s start by
writing your main benefit.
Think about your prospect’s problem and remember… they’re desperately

looking for a solution and thinking…
“if only I could fix _____________.”
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What would make them wake up in the middle of the night, slap themselves
in the forehead, and yell, “I’ve got it! I’ve figured out how to
_________________.” The benefit statement has to carry that level of
impact.
What is the one bold, big, specific promise for your product?
(Write 5-10 different sentences below, and plan on using the most powerful and
specific ones in your copy. Feel free to include a time frame in which the prospect can
expect the benefit.)
E.g. You will lose 20 pounds in 1 week.

You will make $6,000 in 1 month.
You will raise your testosterone by 346%.
You will hit the baseball 2X as far.
What are some bonus benefits your prospect will experience once they get
the main benefit?
(Example: Once your joint pain goes away, you’ll be able to go on hikes, work on
carpentry projects, and help out more around the house. Your marriage will improve.
Your cholesterol may go down because you’ll be able to exercise more. You’ll finally be
able to get back to the hobbies you love.)
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Copy Ingredient #2:

Vehicle
Most of the copywriters we teach know how to write benefits… but this next
element is one that most students miss when they first come to us. You need
to connect these benefits with a vehicle for delivery. What is giving them the
benefit? We used to teach this concept by telling students that the core of all
copy is this sentence:
This ______________ gives you _________________.
The second ___________ is the benefit (Copy Ingredient #1). The first
___________ is the vehicle (Copy Ingredient #2).
For this copy ingredient, you get to be a little more creative. What is the best
vehicle to use? For example, let’s say I’m selling a workout machine that
helps you do crunches so you can get a six-pack. I can use the same benefit
statement here… but attach it to a variety of different vehicles. Check it out:
This workout machine gives you 6-pack abs in just 4 weeks.

This simple 5-minute “rotation exercise” gives you 6-pack abs in just 4
weeks.
This NASA-researched “rotation stretch” gives you 6-pack abs in just 4
weeks.
Do this easy 5-minute stretch once a day, and you’ll get 6-pack abs in just
4 weeks.
Thanks to this new “fat incineration machine”, average joes can now get 6-
pack abs in just 4 weeks.
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Notice that the newer and more unique the vehicle is, the more interesting
the copy becomes. If it’s something they’ve already heard about, like sit-ups,
crunches, or salads… the copy gets boring and stale.
I (Ning) once wrote a control for Agora’s New Market Health Company
where I was selling a brain supplement for seniors - it helped with memory,
and people losing their memory. The main ingredient was an herb called
bacopa - something most of the market has heard about before. So I did a
bunch of research and found out that the herb grows all over the world…
including in Tibet. So I toyed with the idea of how to make it sound more
exotic and ancient. In the end, I ended up calling it a “Sacred Himalayan
Memory Orchid.” So my headline became…
So now, it’s your turn.
Write 5-10 sentences connecting your benefit (Copy Ingredient #1) to

different vehicles. (The more interesting, unique, and new your vehicle is, the
more powerful your copy will be. Choose the best one to use in your copy.)
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Copy Ingredient #3:

Even If
Okay, now that you’ve connected your benefits to vehicles, time to make
your claims even stronger. The first copy ingredient you can use for this is
“even if” statements. Here’s what they are.
Imagine you walk up to your prospect at a bar, and you read your best
benefit + vehicle sentence out loud to them. What would be their first few
objections? Some examples are…
But what if I’m too old?

My metabolism is too slow to get a 6 pack.
I’m too skinny and I never put on weight so I can’t get jacked.
I’m too ugly for this dating advice to work.
I’ve had this problem for years, will this still work?
I’ve tried everything and nothing has worked - how is this any different?
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Okay,I call these internal objections and “even if” statements are used in
copy to overcome them. Basically, tell your prospect they’ll get the benefits
even if they have whatever objection they have.
Write 5-10 “even if” statements here based on the most common objections
you’ve found in your prospect research.
(Ex: Eat This Sacred Himalayan Memory Orchid, And Your Memory Will Be 2X
Sharper
Even if you’ve been struggling with your memory for years…
Even if you’re over the age of 60 and you have bad genetics…
And even if Alzheimer’s and dementia runs in your family.)
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Copy Ingredient #4:

Without
“Without” statements make your claim stronger by overcoming external

objections. Think of objections like, “I don’t want to _______” or “I’ve
already tried ______”. For example:
You’ll sculpt ripped, eye-popping 6-pack abs without doing a million situps…
Without meticulously counting your macros…
And without pounding your joints at the gym.
You won’t need to do hours of cardio…
Or eat a bunch of salads every day.
All you need is this one simple secret.
So think about what other methods your prospect has already tried, or what
other methods exist in the market that they’ve already heard about.
Write 5-10 of your own “without” statements below:
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Copy Ingredient #5:

Easy/Convenient
Subconsciously, everyone wants an easy, convenient solution that’s quick,

and doesn’t take a whole lot of work - like pressing a button. In your copy,
phrases like “takes just 3 seconds” or “FREE” or anything that makes the
solution sound low-investment are powerful.
Describe how easy / quick / convenient your solution is below:
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Copy Ingredient #6:

Proof
Proof is an essential part of any piece of copy. The more undeniable your
proof is that your product delivers results, the better your sales will be.
Strong proof equals more sales.
When you use a sequence of (benefit + vehicle + even if + without), you’ll

have a strong, bold claim - but that’s also when the prospect’s disbelief is the
highest. That’s why right after is the perfect time to drop in some strong
proof. The best place for proof is right when the prospect’s disbelief is the
highest. This helps the claim “sink” into the prospect’s mind - and greases
the slide for copy that follows to sink in as well.
Another way to think about this: if you tell me something bordering on

unbelievable (I just saw bigfoot), you better back it up with real proof (here’s
the photo… not as hairy as you imagined, huh?).
The 6 main types of proof (ranked in order of

strength)
1. Demonstration video (a video showing how the product works)

2. Celebrity endorsements (someone famous talking about how
amazing the product is)
3. Video testimonials
4. Text testimonials
5. Statistics on number of units sold
6. Features (“you may have seen me on XYZ TV show”)
Those are the most common, but there are more.
So what are your strongest proof elements? Write them down here:
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Those are the most common, but there are more.
So what are your strongest proof elements? Write them down here:
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Copy Ingredient #7:

Happy Pictures
Once your strong, bold claim sinks into your prospect’s brain, it’s time to
amp up the emotional excitement. We do this by painting
“happy pictures” in your prospect’s brain. Note what kind of things get your
prospect excited in your research… and feed it back to them here. For
example, for weight loss patients, you can write:
Imagine stepping on the scale in the morning and grinning as you’re down 5,
10, or 20 pounds…
Walking into a clothing store and buying new, cute “skinny” outfits…
Or seeing the amazed expression on faces of friends and family that you
haven’t seen in awhile when they see your amazing new body.
Note how visual these “happy pictures” are. That’s the point. We want to
future pace them experiencing the benefits.
If you’re selling a stock investing newsletter, maybe it’s something like:
What would life be like if you never had to worry about money again?
You’ve seen the proof of what’s possible when you invest early in tomorrow’s
tech winners.
Put the numbers aside for a minute, and try to visualize what a massive
payday would mean to you.
Would you cut a big check to your favorite local charity?
Finally buy a lake house for the family?
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Could you pay off a mortgage, or put someone through college?
Maybe you’d buy a new set of clubs to go with your new Country Club
membership.
Maybe... you wouldn’t change anything. And kick back with the comfort that
comes from realizing you can handle rain, shine, or any financial curveball
life chucks your way.
For me, it’s enjoying a nice cigar on my patio, and spending time with my 29-
year-old twins…
Knowing neither of them will suffer if they fall on hard times.
Write 5-10 “happy picture” statements below:
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Copy Ingredient #8:

Narrator Intro
At this point in the copy, your prospect may be wondering… who am I

speaking to, and why should I listen to them?
This next copy ingredient answers that question for them. It often starts
with “Hi, my name is ________” and includes proof elements or authority
elements like “I’m a doctor,” “you may have seen me on XYZ podcasts or TV
shows,” or other reasons why they are trustworthy. It may also include a
short (3-4 lines) hero story if the narrator’s story is interesting.
Write your Narrator Intro section here:
30
Copy Ingredient #9:

Open Loop
Open loops are used to keep the reader reading. You promise to tell them
something interesting, specific, and beneficial to them later on, and then you
move on other copy elements while they wait.
Write 3-5 open loops here.
31
Copy Ingredient #10:

Nightmare Story
Story is one of the most powerful copy ingredients because the human brain
is wired to automatically listen to stories. A good story is captivating, unique,
and emotional. When we use it in copy, the primary objective is to capture
attention and to relate to the prospect’s pain.
Remember, your prospect is experiencing an urgent, painful problem. What’s

a story from your narrator that relates to that painful problem and shows
that you understand and empathize with their pain?
Your story should evoke the same emotions that your prospect is
experiencing - especially the one main emotion related to their problem. It
should essentially be a “zero to hero” story of how your narrator experienced
the problem… hit rock bottom… began the search for a solution… found the
solution… and experienced the resulting benefits.
Story-telling is a complicated art - if you’d like more education with it, see
my other trainings. Write your unique, captivating, emotional nightmare
story here.
32
Write your unique, captivating, emotional nightmare story here:
33

Unique Mechanism Of The Problem (UMP)
Next, you must explain to your prospect the real, root cause of their problem.
This should be a layman’s explanation of the science behind their problem.
Essentially, you need to answer the question, “the real reason you have your
problem is because of ________________ and this is why the solutions you’ve
tried in the past haven’t worked.”
Try to boil the core of it down to 1-3 sentences. It should be simple, visual,
and interesting enough that if you walked up to your prospect in a bar and
said these sentences to them, they’d be interested and want to know more.
The UMP should be surprising new information… something your prospect

hasn’t heard before… and should be the missing link they needed to know to
finally fix their problem.
Write your core unique mechanism of the problem here (1-3 sentences).
34
Where is your prospect starting in terms of their understanding of their

problem?
What are the logical steps you need to walk them through in order
for them to understand and believe your unique mechanism of the
problem?
When you’re presenting this new, surprising explanation of the root

cause of your prospect’s problem, what are some proof elements you can
use to back up your explanation?
What’s a metaphor or analogy you can use to describe this

problem to them so it’s easy to understand?
35

Unique Mechanism Of The Solution (UMS)
Now that your prospect fully understands the root cause of their problem,
you must describe the mechanism of the solution to them. How do they fix
this one big root cause of their problem… and how will this one solution
fix all of their problems?
It helps to have a very visual, specific, and simple mechanism here. For
example… if your UMP is, “you can’t lose weight because your lymphatic
system is clogged,” then a great UMS would be “you have to flush your
lymph nodes out.”
In 1-3 sentences, write your UMS below. Considering the unique

mechanism of their problem, what must they do in order to finally fix
their issues?
36
Does this fit the metaphor or analogy you used in the UMP?
What kind of proof do you have to back this up? (Testimonials, articles,
science, etc.)
37

Features
In a long form promo, the features of the product should be a ways down,
after the product reveal. Benefits (Copy Ingredient #1) tell the prospect what
the product does for them… features are the components of the product, and
the purpose of the features section is to up the perceived value of the
product.
In a cookbook sales page, the features section show all the recipes and
photos of the recipes.
In a sales page for a book, the features section shows what chapters there are
and what’s in each chapter. In a sales page for a physical product, the
features section can tell what materials the product is made out of, how
advanced the design is, etc. In a video course, the features section can show
what the different modules are.
Write your own features section here. Make your product sound
AWESOME and packed full of valuable information.
38

Free Bonuses
Does your product come with any bonuses? If so, how do these bonuses
support the main product and help the prospect achieve his or her goals?
This helps up the perceived value of the product.
What are the bonuses for your product? Write a brief (1 paragraph + 1
bullet section) section for each bonus, describing how it helps the
prospect and what’s inside.
39

Price Dropdown
When the prospect’s perceived value of the product is the highest, it’s time to
reveal the price with a price dropdown. The theory of how this works is you
anchor the prospect at a high price point.
Then you tell them they won’t have to pay that. You drop the price down in a
sequence until you finally reveal the price. It looks something like this:
Considering how valuable [PRODUCT NAME] is and the incredible results

people have gotten from it, it’s easily worth $3,290.
However, today you won’t have to pay $3,290...
You won’t have to pay $1,997…
Or even $497.
Today, for a limited time, you can grab everything inside [PRODUCT NAME]
for just $197.
Write your HIGH PRICE POINT ANCHOR here. What is the highest price
point your product is theoretically worth?
40
What are some reasons it’s that valuable?
What are some dangers of them grabbing something that’s

cheaper?
Write your price dropdown sequence here.
41
Write your final price reveal here.
Can you justify the price for the prospect at all to make this investment
seem minimal?
For example, “That’s just $3 a day for a month!” or “You can save that
much simply by not eating out” or “that’s less than the cost of a Netflix
subscription!”
42

Guarantee
Right after you reveal the price, it’s time to relieve the initial “price shock”
with a guarantee. It’s time to make the sale seem as safe, secure, and low-risk
as possible.
Most products nowadays come with a money-back guarantee. So if the

prospect isn’t satisfied for whatever reason, they can get their money back.
Some products come with a super strong guarantee, for example “If you don’t
get XYZ results in 90 days, I’ll send you a check for $300” or something like
that.
What kind of guarantee does your product have?
Write your guarantee here and tell your prospect that there’s absolutely
no risk involved.
If your prospect isn’t satisfied for any reason, what do they have to do to
get a refund?
43

Scarcity/Urgency
At an overall glance, a long form promo should answer the questions:
Why you?
Why true?
Why now?
In other words…
Why should the prospect trust you instead of others?What’s the

proof that what you’re saying is true?
Why should the prospect take action NOW instead of later?
The scarcity / urgency section answers the last question.
Is there a limited amount of the product?
Will some discount only last a certain amount of time? Will the offer
disappear soon?
What’s the reason they should take action NOW, instead of later?Write
your scarcity / urgency section here:
44

Call To Action (CTA)
The last component is the call to action. Here, you want to tell your prospect
exactly what to do in order to realize these benefits. For example, “click the
red button right now to ________” or “click the link below to ________”.
Literally tell them to click the button. Not in an hour. Not tomorrow. Right
now.
Write your call to action here:
45
Key Takeaways
All copy is made up of these 18 copy ingredients we just showed you.
This is just the tip of the iceberg. As you read more copy, you’ll learn that
there are levels to each ingredient. Top copywriters come up with fantastic
vehicles, benefits, proof, and other ingredients… making each piece as strong
as possible - while other copywriters just think “okay, I got that piece done,
what else do I need?”
Now that you know the ingredients, you’ll start noticing them in every piece
of copy you see. This is good. You’re learning to “speak the language.” The
language of direct response.
If we’re studying a piece of copy, we'll physically print it out and use pens to
circle the different copy ingredients and label them. That helps get the
structure and language of a piece into our brain.
We suggest you do the same.
46
Copy Template #3:

Long-Form Direct Response
Okay, you’ve done the research and the planning. Now it’s time to write.
We'll start off with the template for a long form direct response sales letter
because it’s the hardest copy piece to write. It’s the longest…uses all the
different copy ingredients… and if you know how to write one, you can write
pretty much every other copy piece - emails, landing pages, etc.
A lot of times, other copy pieces just use the best parts of a long form
piece… or just use shortened versions of certain sections.
Think of long form copy like a big recipe with lots of ingredients. In Copy
Template #2, you learned what those ingredients are and how to write them.
In this Copy Template, you’ll learn the correct structure for a long form
direct response piece.
You’ll learn how to combine those ingredients into one powerful, sales-
producing piece. Let’s get started.
Here’s the structure for the whole piece:
1. Headline Complex (Copy Templates #4)

2. (Optional) Nightmare Story Lead
3. Benefit + Vehicle
a. (“This ________ gives you
__________”)
4. Even if
5. Without
6. Easy / Convenient
7. Proof
8. Happy Pictures
47
9. Narrator Intro
10. Open Loop
a. Tease 1-3 open loops here
11. Nightmare Story
a. Transition into how your narrator began the journey
to find the solution
12. Unique Mechanism of the Problem (UMP)
a. Start at the prospect’s understanding of the problem
b. Lead the prospect to the surprising new information
c. Explain the new information in a simple, clear manner
(3rd to 5th grade understanding level)
d. Include proof
e. Include a metaphor to help them understand it
13. Unique Mechanism of the Solution (UMS)
a. Explain how the prospect can fix their problem
b. Should fit and tie in elegantly with the UMP
c. Should fit with the metaphor
d. Include proof
14. Happy Pictures
a. Describe from the narrator’s point of view how once
he/she realized this and used it, she experienced the incredible
benefits
b. Describe how it’s not just the narrator - others have experienced it
as well. Include testimonials if possible
15. Product Reveal
16. Unique Selling Proposition of the Product
a. In 1-3 sentences, what makes this product unique?
17. Benefits
a. From this point on, the “Vehicle” (Copy Ingredient #2) is the
Product
18. Easy / Convenient
19. Even if
20. Without
21. Features
22. FREE Bonuses
23. Price Dropdown
48
24. Price Reveal
a. Include a price justification (See Copy Templates #2, Copy
Ingredient #15)
25. CTA
26. Guarantee
27. Scarcity/Urgency
28. Future pace the buy
a. Describe what will happen, and what they should do once they click
the button to buy
b. Have them “experience” buying the product in their mind
29. Happy Pictures
a. Describe all the amazing benefits they will experience in the future
30. Proof
31. Easy/Convenient
a. Keep it brief - at the end, we want to cycle through the different
ingredients, except make them shorter so we build up the emotional
and logical certainty of the sale
32. Brief reminder of guarantee
33. Brief reminder of scarcity
34. CTA
35. “Two options” close
a. Tell them now that they have 2 options
b. Paint a picture of the future where they don’t buy the product - and
how they’ll have to wait and struggle and deal with more pain
c. Then paint a picture of the future where they buy the product and
the wonderful benefits & “happy pictures” that will happen
36. Brief reminder of guarantee
37. Brief reminder of scarcity
38. CTA
39. End of promo / signoff
a. Thank the reader for reading and wish them the best of luck
40. Frequently Asked Questions
a. Use the FAQ to cycle back through the important copy ingredients
(Benefit, Easy / Convenient, Even If, Without, Guarantee, Scarcity)
49
Wrapping it Up
Eventually it will become second nature, as you predict the next thing your reader
needs to know, to maintain a fluid momentum from headline, to offer, to close.
As you improve, you’ll write faster too. I used to take 6-8 weeks to write a sales letter
(sometimes more). Now, we do it in 2-4 weeks. Again, it’s just practice, so get at it…
keep repping… and the rewards will come your way.
The other thing I’ll say is this… these concepts and fundamentals will level up your
copy fast… but there’s a ceiling to how good you get and how much you can charge
without direct 1-on-1 mentorship. My most successful students work with me
directly, get coaching, and get consistent feedback on their copy over and over again.
That’s possible through my 1-on-1 copy coaching program. If you’re serious about
your progress, serious about making 6 figures or more with copywriting, and willing
to invest in this high-income skill, then I highly, highly recommend checking out my
copy coaching program. You’ll get one of the most valuable learning resources there
is: direct feedback on your copy and mentorship from me.
If you’re interested, watch this video to learn more: https://drive.google.com/file/

d/1fxzd65D2aC1nUuI8D9vPYmUPIvkGDHtS/view?usp=sharing
If you’re still interested, shoot me an email at media@paleohacks.com to get started.
Yours in copy breakthroughs,
Ning
50
DISCLAIMER
Ning Li & Gold Rush Marketing, LLC can not and does not make any guarantees
about your ability to get results or earn any money with our ideas, information,
tools, templates, or strategies. What we can guarantee is your satisfaction with this
template. All products and services by our company are for educational and
informational purposes only. Nothing in this book, or any of our content or
curriculum is a promise or guarantee of results or future earnings, and we do not
offer any legal, medical, tax or other professional advice. Any financial numbers
referenced are illustrative of concepts only and should not be considered average
earnings, exact earnings, or promises for actual or future performance. Use caution
and always consult your accountant, lawyer or professional advisor before acting on
this or any information related to a lifestyle change or your business or finances.
You alone are responsible and accountable for your decisions, actions and results in
life, and by reading this you agree not to attempt to hold us liable for your decisions,
actions or results, at any time, under any circumstance.

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C OP Y TEM P LA TE #1: RESEA RCH

R E SEA RCH STEP #1:

R E SEA RCH STEP #2:

R E SEA RCH STEP #3:

C OP Y ING REDIENT #1:

C OP Y ING REDIENT #2:

C OP Y ING REDIENT #3:

C OP Y ING REDIENT #4:

C OP Y ING REDIENT #5:

C OP Y ING REDIENT #6: P ROOF

C O P Y ING REDIENT #8:

C O P Y ING REDIENT #9: OP EN LO OP

C O P Y ING REDIENT #10:

C O P Y ING REDIENT #11: UNIQ UE

C O P Y ING REDIENT #12: UNIQ UE

C O P Y ING REDIENT #13: FEA TURES

C O P Y ING REDIENT #14: FREE BO NUS E S

C O P Y ING REDIENT #15:

C O P Y ING REDIENT #16:

C O P Y ING REDIENT #17:

C O P Y ING REDIENT #18: CA LL TO A C T I ON

Meet the Author : Ning Li

.ZOBNFT/JOH-JBOEBUUIFNPNFOU*NXSJUJOHUIJT +BOVBSZUI 

Okay, so you want to write some copy.

You didn’t do enough research.

Specifically, we’re talking about 3 core areas -- what we call the

1. The Prospect (who you’re writing to)

2. The Product (what you’re selling them)

3. The Market (what products you’re competing with)

We’ll walk you through each topic now.

Research Step #1: Understanding

“Know Them Better Than They Know Themselves”

Reddit is a series of forums on the internet where groups of people talk

Is your prospect most likely male or female? Is it a 50 / 50 split, is it

What’s the age range of your prospect?

Emotional Core #1: Shame

Emotional Core #3: Fear

Fear is also known as worry… anxiety… or dread. You’re afraid of a certain

Emotional Core #4: Anger

What are some relatable, unique, or interesting stories that center on

What are the internal thoughts that trigger these emotions?

Research Step #2:

Then, answer these questions:

Do any existing products promise to solve your prospect’s problem in a

What does your prospect like about existing solutions?

Finally, if your prospect had a dream product that fixes their

Research Step #3:

What are the features of your product?

What makes your product unique compared to competing

Is there anything that makes your product easier to use than

Okay, great work!

Now you’re ready to move on to Copy Templates #2: Planning.

We'll be referring back to these different copy ingredients in the rest of

Copy Ingredient #1:

Think about your prospect’s problem and remember… they’re desperately

E.g. You will lose 20 pounds in 1 week.

Copy Ingredient #2:

This ______________ gives you _________________.

This workout machine gives you 6-pack abs in just 4 weeks.

So now, it’s your turn.

Write 5-10 sentences connecting your benefit (Copy Ingredient #1) to

Copy Ingredient #3:

But what if I’m too old?

.ZOBNFT/JOH-JBOEBUUIFNPNFOU*NXSJUJOHUIJT +BOVBSZUI

This gives you ___.