10-Step Copywriting Framework

Question 1

What are the 10 Steps?

Answer 1

1. Grab Their Attention: Headline & Subhead
2. Problem Setup + Provide Solution
3. Show Results & Detail the Benefits
4. Credentials & Social Proof
5. Make Your Offer
6. Add Bonuses + Stack the Value
7. Reveal Your Price
8. Inject Scarcity / Urgency / Warning
9. Give a Guarantee
10. Final Call to Action / Close With a Reminder

Question 2

Grab Their Attention: Headline & Subhead

Answer 2

Headline

• Call out your audience

Subhead

• Identify core problems
• Infuse wants, desires, fears
• Show how you’re going to solve the problem(s)

****Focus on your target audience, put yourself in their shoes, speak to them with “you/your”****

Question 3

Problem Setup + Provide Solution

Answer 3

Problem Setup:

• Tell your story (1st person POV, Your WHY)
• Show empathy (acknowledge audience pain)
• Identify their problems

Provide Solution:

• Show ease of use of G/S (stories, metaphors, examples)
• Set the solution (intro solutions)

****Don’t be gimmicky, speak from authenticity****

Question 4

Show the Result + Detail the Benefits

Answer 4

Show the Result:

1. Show the Speed of the Result
2. Future Cast (Imagine where you’ll be…)
3. Show the Benefits (Make it personal)

Detail the Benefits:

1. ​Add more details

• Refer back to FAB Chart
• Layout all benefits, add more meat

2. Sell the Transformation

• Remind the audience about the transformation they’ll get
• Use powerful emotional language

****Keep audience’s vision in line with G/S****

Question 5

Credentials & Social Proof

Answer 5

Credentials:

Affiliations, awards, licenses, influencers who use it, etc

Credibility:

Official studies/research, backers, team, stats, etc.

Social Proof:

Testimonials, case studies, pull-quotes, reviews, etc.

****Most important thing is to show the transformation****

Pro Tip: Create a document to store your credentials, credibility, and social proof.

Pro Tip: to avoid sounding braggy, simply tell the story of what happened in a humble way

Question 6

Make Your Offer

Answer 6

Making Your Offer

• Present like an Invitation
• Reverse Psychology Takeaway Sale (Take it or leave it)
• Disqualify people who aren’t interested
• Feel good about giving your audience a good offer

****Show them they NEED you****

Question 7

Add Bonuses + Stack the Value

Answer 7

Add Bonuses + Stack the Value

1. Add simple, relevant, valuable bonuses
2. Explain ACTUAL value of offer
3. Specify $ value of each component
4. Stack all values of components

****Value should be 5-10x MORE than offer****

The best bonuses get results easier/quicker

Question 8

Reveal Your Price

Answer 8

Revealing Your Price

1. Start with one price point (clear, precise)
2. Create exclusivity, make them feel special

Question 9

Inject Scarcity / Urgency / Warning

Answer 9

Urgency:

To create an urgency when the offer is closed

• Only X days left
• Discounted at xx% if you buy now

Scarcity:

The availability of the product/service is limited

• Limited time/doors will close
• Only accepting X beta testers

****Make it obvious, give a warning about the urgency and scarcity aspects****

Question 10

Give a Guarantee

What is Steal my Product?

Answer 10

Guarantee Accomplishes:

remove any form of risks, objections, or fear from the mind of the customers

• Steal My Product”— allowing your customer to keep the product even if they request a refund

****Call out fears/objections and position guarantee around them****

Question 11

Closing With a Reminder + Final CTA

Answer 11

Closing With a Reminder

1. Re-Summarize the Important Stuff In Offer

• The Value of the Offer
• The Key Benefits + Futurecast
• The Speed of Results + Ease of Use
• The Transformation + Social Proof
• The Guarentee
• The Actual Price
• Instill Urgency & Scarcity

Follow this Formula

• If you want to do X [DESIRED OUTCOME], and achieve Y [LIST OUT THE BENEFITS], then you need to [ACTION] before it runs out.”*
  2. The CTA Button
• Switch to 1st Person
• Be Creative, Bold & Authentic

Examples

• Enroll me
• Sign me up
• I want this now
• Send me the free gift
• Start my coaching now
• Send me the course now