Hi Friend ,

Writing copy is difficult. It takes years of practice to master.

With the right structure, you make sure your copy always has a strong foundation.

These 3 dimensions can help you achieve just that. They are:

Desire, Identification & Belief.

Miss out on 1 of these and your copy will fall apart.

Achieve all 3 and your copy is guaranteed to sell.

Desire

Desire is a motivation to achieve a particular goal/ cure.

You want to show the prospect how they can achieve this goal through your product.

Say you sell a weight loss programme. A man wants to lose weight.

You walk him through the steps of how your programme can help him do just that.

You then intensify this by helping the prospect visualise the satisfaction he will achieve.

This could be anything from more energy, better physique, better health, etc.

You want him to feel these emotions in your writing and believe that your programme is how he can achieve them.

Identification

Identification is usually unspoken and partially unconscious. It's the need for expression and recognition.

We see identification all around us.

People buy Rolex to identify as rich. Sports fans buy shirts to identify with their team. Gym bros buy Under Armour to hide the fact they skip leg day.

You want to embody these unconscious identities within your product.

This means people buy not only for physical purposes, but as an extension to their own personality.

This is extremely powerful. If a prospect identifies with your product, not only will they buy once but they'll become a regular buyer.

Belief

Beliefs are used by individuals to create a sense of security.

They're developed at a young age and carried throughout life.

You can't change them, instead, you must channel them.

Channel your reader's beliefs behind your claim and you'll sell more than any half-assed promise your competitors write.

Start your writing with a fact that your prospect is happy to accept. Something that's already part of their belief system.

Then, move them through a succession of facts, each of which prepares them for the next.

By the end of your writing, you can state facts that would have turned your reader away at the start.

Master each of these dimensions and you've got a solid foundation for your copy.

Although they take years to master, you can implement them straight away.

Before you know it, they'll become an unconscious focus in your writing.

Hope these tips help.

Speak to you next Monday,

Copy Mav

P.S. If there's anything you're struggling with or want me to cover send me an email. I'll be happy to cover it down the line.