DAY #16 OF 365 | Tuesday, January 16th, 2024

Today, I’m walking through my 7-STEP PROCESS FOR WRITING CONCISE AND COMPELLING COPY SNIPPETS. 

This process is the backbone of my storytelling framework to write vivid, emotion-driven copy framed in hope, or rooted in pain, that has people stop and pay attention in campaigns.

In this current series of emails, I’m giving you an all access pass behind the scenes of a warm network launch campaign I architected and partnered on in the last week of 2023…

The campaign ended up doing approximately $53,000 in sales over a day and a half, and around $57,000 total before it was officially done a couple days later.

YESTERDAY’S RECAP

If you missed yesterday’s AMPLIFY DAILY, I gave an overview of the 9 different categories of stories that I focus on when copywriting for campaigns…

We discussed the contexts and appropriate use cases for each different type of story, along with quick examples of each.

CONTEXT FOR STORIES IN EACH STORY SERIES

• 1) Overcoming Objections: OO
  • “Here’s why I know this works…”
• 2) Personal Story: PS
  • “I’ve made this mistake, here’s what happened…” (pain, framed inside of hope)
• 3) Aspirational: A
  • “Personal before / after story that maps onto the lives of prospects…” (hope, framed inside of pain)
• 4) Social Proof: SP
  • “Before / after story of client or customer, with measurable outcome, that maps onto the lives of prospects…”
• 5) Industry Education: IE
  • “Let me tell you how things work in this industry, and what you can expect…”
• 6) Is This You?: ITY
  • “Here’s what it looked like for me / my customers…can you relate?”
• 7) Limited-Time, Don’t Miss Out: LTDMO
  • “Ever thought you had PLENTY of time, and then you missed the train…”
• 8) Transactional: TR
  • “Here’s what you need to know about what’s happening now and what’s happening next. Take this action.”
• 9) Big Announcement: BA
  • “You remember the last big thing you were excited about? For me, it was buying tickets to _________. Every time I look at it on my calendar I’m excited about that upcoming trip…” (ie- Save The Date)

7 Steps That Will Have Your Stories Snatch and Hold the Attention of Readers…

In today’s AMPLIFY DAILY, I give you my 7-STEP PROCESS FOR WRITING CONCISE AND COMPELLING COPY SNIPPETS.

This structure works for creating articles, posts, emails and ads.

Let’s dive right in…

This structure has you write stories in email form, that seamlessly translate over to social media, and have viral characteristics.

1. When Naming the Article / Post / Email / Ad…
   • CLEARLY DEFINE THE NARRATIVE
     • 1-line overview / context for the story, framed inside of either RESULTS, INTRIGUE / CURIOSITY, HOPE or PAIN
       
2. When Framing the Body Copy…
   • MAKE A FUNDAMENTAL ASSERTION
     • Specific to that particular domain, make a clear and definitive statement of something that works, something that’s broken, or a foundational belief that is easy for a reasonable person who is familiar with the topic to accept
       
3. When Introducing The Transformation…
   • CREATE THE CHASM
     • Frame the problem or opportunity that arises as a result of the context given in the fundamental assertion
       
4. When Mapping The Transformation Onto The Prospect’s Personal Experience
   • TELL A VIVID STORY
     • Use a quick and compelling personal story to humanize the copy, and make the ad / email / post relatable to the reader
       
5. When Sharing The Outcome(s)
   • PRESENT THE SOLUTION
     • Here’s how it turned out…
     • In vivid detail, share how the context, content, framework and design of this solution provides readers with the new insights or skills they need to predictably solve the stated problem, or deepen their ability to take advantage of the stated opportunity
       
6. When Framing The Opportunity
   • SET A BOUNDARY – STATE WHO ISN’T INVITED
     • Create clear expectations around successful deliverability or usability of the solution, by clearly sharing who it ISN’T for
     • A core tenet of “attraction-based” invitations are that they’re not for everyone, only very specific people who meet certain criteria
     • Clearer when “who it isn’t for” is definitively stated, vs communicated as “suggestions”
       
7. When Outlining Next Steps
   • CREATE YOUR CALL TO ACTION AS A CONDITIONAL INVITATION
     • Prompt your audience to take a specific action. Whether it’s visiting your website, making a purchase, or signing up for a newsletter, your CTA should be clear and compelling

WHAT WE’LL COVER TOMORROW…

Tomorrow, on Wed, 1/17/24, we’ll go through a line-by-line actual example of my 7-STEP PROCESS in use in the campaign that I’m currently breaking down…

And you’ll understand the nuts and bolts of why it immediately went viral, after we translated the original email to a social media post, consistent with the intent of this framework.