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Angle Options: Fear or Ego-morph (i.e. become like them)Checks when you read back:Answer for this sale:
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HEADLINE: What's in it for me? Empathy. Them them them them them.What's in it for me?
So what?
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ATTENTION: *NEW*, not like anything else you've seen, DIFFERENT.
Example: a NEW, relevant change in the world.		What's in it for me?
So what?
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INTEREST: The BIG PROMISE (offer), there will be winners and losers, YOUR EPIPHANY (Brunson)What's in it for me?
So what?
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DESIRE: Tease the promised-land, PROVE it's real with evidence.
PUSH AWAY unqualified prospects here.		What's in it for me?
So what?
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ACTION: One, simple Call to Action only, a GUARANTEE, VALUE STACKING, push away (not for you if... we are not for...), NOW or you won't ever gain.What's in it for me?
So what?
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Golden Rules
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Build micro YES's. Accumulation of yes's.
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Work AIDA backwards:
- Action you want taken
- Wouldn't it be great if (Desire)
- There's this problem (Interest)
- BAM EXPLOSION (Attention)
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Examples over stats
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Visual simile instead of stats - stadium-full of people vs 12,000 people
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Social proof MANDATORY
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Benefits: WIFM, WIFM, WIFM
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THE HIDDEN BENEFIT: ....so you can spend more time on the golf course. (fit the audience)
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