Understanding the Customer

  • “Enter the conversation already taking place in the customer’s mind.” — Robert Collier
  • Attract, Educate, Nurture, Convert

Halo Strategy

  • Identify hopes & dreams
  • Recognise pains & fears
  • Address barriers & uncertainties

Dream Buyer Analysis:

  • Where does the dream buyer hang out?
  • Where do they get their information?
  • What are their biggest frustrations?
  • What are their hopes, dreams, and desires?
  • What are their biggest fears?

Copywriting Formula

  1. Call out audience
  2. Demand attention
  3. Back up big promise
  4. Create intrigue
  5. Problem – emphasise pain points
  6. Provide solution
  7. Show credentials
  8. Detail benefits
  9. Social proof
  10. Offer
  11. Add bonus
  12. Stack value
  13. Price
  14. Scarcity
  15. Guarantee
  16. Call to action (CTA)
  17. Close with a reminder/P.S.

Key Principles

  • Reduce scepticism and increase trust
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