Chapter Eleven

Question 1

How the DSI Transforms Copy from Boring to Blockbuster

Answer 1

The best and most successful movie trailers do three things without fail:

1. Give you the Dominant Story Idea (DSI)
2. Offer a sample of the feelings you’ll get from the movie itself
3. Provide proof that the movie “works”

Question 2

DSI

Answer 2

Dominant Story Idea

Question 3

Putting DSI To Work in Your Own Copy

Answer 3

First, you need to identify the same three elements used by movie studios to “sell” their movies to the public.

Question 4

Three Elements to Sell Your Own Product via Copy

Answer 4

1. What’s the DSI of your sales copy?
2. What are three ways you can provide sample feelings for your readers…so they can picture themselves using your product and enjoying its benefits?
3. What are three powerful ways you can prove your product works?

Question 5

1. What’s the Dominant Story Idea of your sales copy?

Answer 5

E.g., “Weird exercise routine provides world’s best workout in just 4 minutes,” or “Collapsing financial markets have produced an overlooked opportunity for investors,” etc.

Question 6

2. What are three ways you can provide Sample Feelings for your readers… so they picture themselves using your product and enjoying its benefits?

Answer 6

E.g., Can you tell them a True But Amazing Story? Show them a brief video? Let them try one of your techniques?

Question 7

3. What are three powerful ways you can Prove Your Product Works?

Answer 7

E.g., Celebrity endorsements, before- and-after, well-known examples, etc.