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54 views

03-The First Lesson of

Uploaded by

prince barun
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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www.imarketing.

courses
www.imarketing.courses

Ning Li’s Copywriting Course


Module 1

Overview of coaching experience - I see the same mistakes over and over again.

The #1 mistake, the first thing you have to understand about copy is that the
entire selling proposition centers around 1 statement -

This ________ gives you ______.

This [VEHICLE] gives you [BENEFIT].

This [VEHICLE] verbs your [BENEFIT].

This car fucks your wildebeast.


www.imarketing.courses
www.imarketing.courses

This 1 exercise gives you 6-pack abs.

Twist your torso like this 5 times a day to get 6- pack abs.

This all-natural “steroid banana” gives you 6-pack abs.

This “Russian reverse sit-up” gives you 6-pack abs.

Notes on this vehicle:

- Specific & visual or vague / general?


- Relatable / understandable or Gibberish / Hand-wavey?
- New / unique or I’ve heard that before?

This “Russian reverse sit-up” gives you 6-pack abs.

This “Russian reverse sit-up” gives you a shredded Hollywood body.

This “Russian reverse sit-up” gives you more confidence about your body.

This “Russian reverse sit-up” gives you 6-pack abs in just 6 weeks.

This “Russian reverse sit-up” gives you 6-pack abs faster than a keto diet can.

Eat this “fat-burning banana” to get 6-pack abs without ANY exercise.
www.imarketing.courses
www.imarketing.courses

Notes on the benefit:

Is this the 1 core thing they’re after? or Is this an “as a result” benefit?

(AKA does it pass the forehead slap test?)


Is this their crack?

Does this sound easy and done-for-you? or Does this sound hard?

Lastly….THE VERB!

If I were to use a power verb here, what would it be?

Shred
Cut
Melt fat

Eat this fat-burning banana to melt 20 lbs of fat off your body in 1 month with
ZERO exercise

Does the verb fit and make sense?

Conclusion: This is the most important central pillar of your piece of copy, and
everything else in the copy revolves around this statement.
www.imarketing.courses
www.imarketing.courses

This [VEHICLE] verbs your [BENEFIT]

When I read your copy, this is the one thing I’m looking for. How developed is this
concept? How early does it come in the copy?

Everything else in the copy revolves around supporting this statement.

- Who is it for?
- How does it work?
- Diffusing objections to this statement (even if, without)
- Giving proof to this statement.
- Adding emotion by “what does this look like in my life?” imagery and
future pacing
- CTA

EXAMPLES!

Eat this Sacred Himalayan Memory Orchid …>And Your Mind Could Be 2X Sharper
(goldleafnutritionals.com)

Pimsleur Method VSL on CopyHour Goldmine | PDF

Anti-Wrinkle Cream Ads Using The Same “Reduce Up to 56%” Hook » Swipe File
Archive » Marketing & Copywriting Examples (swiped.co)

Burn Disease Ad (20 Year Control) by Eugene Schwartz » Swipe File


Archive » Marketing & Copywriting Examples (swiped.co)

57 Year-Old Swimsuit Model Ad by Gary Halbert » Swipe File


Archive » Marketing & Copywriting Examples (swiped.co)

Amazing Money Making Secrets Ad by Gary Halbert » Swipe File


Archive » Marketing & Copywriting Examples (swiped.co)

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