About This Book

This article outlines a step-by-step system for writing copy that sells. It explains the 15 building blocks of a sales letter, which fit within the P.A.S.T.O.R. Framework. These blocks include elements such as the pre-head, headline, deck copy, lead, body, subheads, rapport, bullet points, credibility, testimonials, value justification, risk reversal, bonuses, explicit offer, and P.S. The article emphasizes the importance of creating curiosity, building rapport, providing proof, justifying value, and asking for the sale. It also introduces the concept of the Dominant Story Idea as a key element in successful copywriting.

Top Highlights

• Any [YOUR AUDIENCE] can [SOLVE THEIR PROBLEM] by using [YOUR PRODUCT], because [HOW IT SOLVES THE PROBLEM]. Examples of a strongly-constructed Copy Thesis:
• describe your reader’s problem in terms they relate to, the more they instinctively feel that you must have an answer to that problem. Use the reader’s own language, the very words and phrases they use to describe the problem they want to solve.
• As the great copywriting legend Robert Collier said, you have to “join the conversation that is already taking place in the reader’s mind.”
• The ability to write good copy is one of the most powerful
• “Selling is essentially a transfer of feelings.” —Zig Ziglar