Genesis 4.3.

23

Copy Checklist

Below a 4th Grade Reading Level

Anglo Saxon Vs. Latin Words
Short Sentences (Mostly Under 1 Line @ 11pt Font)
Run Through Hemingway
Eliminate “Fluff” & Be More Concise (Sentence & Section Level)
Dimensionalize Pain Points & Benefit
Add Conversational Inflections (Check In With Reader)
Vague or Unclear Language
Specific Proof

Pain & Benefit Block

General Benefit

You’ll lose 48lbs effortlessly. [Overarching Benefit]

Strong Descriptions

The fat will melt from your love handles, thighs, arms and more. [Strong,
vivid descriptions of different aspects]

You’ll feel flooded with energy.

And love the way you look.

Concrete “Dimensional” Language / Future Pacing

When you look at yourself in the mirror, you’ll crack a little smile and think
to yourself, “Wow, I’ve never looked this good before.” [actual events that
will occur]
Or you’ll see your husband watch you as you walk to the bathroom in your
tight black dress.

You’ll be amazed when you can run around the playground with your kid
playing tag for 30 minutes without getting out of breath or feeling tired —
listening to their laughter.

Your friends jaws will drop when they see you and they’ll ask, “Oh my God,
what did you do differently?”

You’ll take a big garbage bag of your old “fat clothes” to the charity store
and drop it off.

Emotional Appeal

You’ll feel fully in love with yourself… who you are… knowing that you’re
everything you were always meant to be.

You do NOT need to follow this structure every time you introduce a pain or
benefit block. But for your big sections, you should.

Concision

Overall, this means:

● Structuring sentences to be punchy and direct. Using active vs.

passive voice is really important here.
○ Active voice is when the subject of a sentence is doing the
action. Passive voice is when the subject of a sentence is being
acted upon.
■ Active: The cat chased the mouse.
■ Passive: The mouse was chased by the cat.
 ○ In active voice you’re typically using strong, active verbs (like
“chased”), whereas in passive voice you’re using weak,
existential verbs (like “was”).
● AVOIDING repetition like the plague. Double check to make sure that
every line is absolutely necessary. That you’re expanding on benefits,
drawing up new pain points, or moving the story along.
● Adding in unnecessary details or fluff. If you’re talking about
secondary benefits that the reader doesn’t care about – don’t include
them. If you’re telling details of the story that don’t move it along to a
point – don’t include them. Be ruthless about cutting out any parts of
the writing that doesn’t directly contribute to your main goal.
○ Here’s an old quote from Chekov that covers this concept: “If in
the first act you have hung a pistol on the wall, then in the
following one it should be fired. Otherwise don't put it there.”

In general, we’ll ask you to write your letter as concisely as possible, and
then cut 5-10% of it once you’re done. This will help you have a stronger
letter by the end.

Science Talk

Too scientific here:

Vague Language:

Avoid using vague pronouns like “it” and “this.”

Bad…
Vs.

Good…

Exercise —
https://docs.google.com/document/d/1cX5K8yoAbuiG7SgcZabDu6ydHKkO
UgVr8wn7a3qS6UA/edit
Big Idea Matrix

What is the desired goal of the
market?
What’s currently going on in their
mind right now?
What things do they not like (or
have not worked for them)?
What is specifically “unique” about
your product that helps them
achieve their goal?

> It needs to start with what they’re currently thinking about.

> It needs to “bypass” the things that have NOT worked for them.
> It needs to bypass what they’ve heard of before.
> It needs to reignite the possibility of achieving their goal.
> It needs to explain, interpret and excuse their past failures.
> It needs to make your product the obvious (and only) choice.

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● Still developing thought… but something to chew on…

● But a powerful framework…
● And I’ll keep working it…