CB: Quickstart Copy Formulas

Question 1

Effective Copywriting Formulas

Answer 1

1. Most people do XYZ…
2. Here’s why they’re wrong…
3. Here’s why this will hurt you…
4. Here’s what to do about it…

Question 2

Variation 1)

Yes, And

Answer 2

1. Confirm something the audience believes
2. Then you Extend it further to make the belief more valuable and righteous
3. As a result, you have confirmed and extended the bias in the direction you want.

EXAMPLE: Yes carbs are making you fat… AND they can cause diabetes.

Question 3

Variation 2)

Yes, But.

Answer 3

1. Confirm a belief the audience has, but it’s presented in a way that violates conventional wisdom.
2. Used when you need to violate the status quo to present your information.
3. Your info is the cure for that restores their belief

EXAMPLE: Yes, cutting fat can be healthy for you… BUT not if you cut out the good fats with the bad

Question 4

Variation 3)

No, And.

Answer 4

1. Show the audience how they’ve been tricked into accepting a belief
2. Then you agitate it even more

Used When:

you need to totally shatter beliefs or blow minds.

This is the “pull back the curtain” metaphor at its purest.

EXAMPLE: No, fatty foods do not make people fat… AND the right kind of fats can actually cause weight loss!

Question 5

Variation 4)

No, But.

Answer 5

1. You redirect a belief that is wrong
2. But can re-harness it in a new direction

It’s like:

“you’re wrong, but you’re close to the truth.

Here’s how I can help you.”

EXAMPLE: No, high fat/low carb diets are not dangerous… BUT you have to plan your meals correctly