Adapted from the fabulous PPC and all around good marketer Perry Belcher (See Perry Belcher’s 21 Part Sales Letter Formula), with additional notes from Note Taking Nerd examining Ryan Deiss (another equally great marketer who seems to generally favor videos).

So, this is mine below, but I’m standing on the shoulders of giants.

Right now you’re at the script stage; later we’ll have another video about using the video, but the general practice is to disable all controls except pause and restart, deliberately disallowing anyone from skipping ahead. Anyway, let’s jump in: [Tip: Copy and paste this into a Google doc then write over each point]

  1. Headline Hook. What’s in it for me? Why should I give you the next 6-15 minutes of my life? In this if you can recognize audience, i.e. step into their vocabulary and listening (state of mind), do it.
    1. Example: “You’re about to find out a hidden secret that is how real estate agents break into the elite 7 figure and higher club”. Obviously this is for agents. Another: “You’re about to discover a weird trick that triggers your body into burning fat like a furnace to shed ugly and unwanted fat that you’ve never been able to shake off.” Obviously going to people who have weight loss concerns.
    2. For anyone following Perry Belcher’s 21 step formula, this is sort of the first two baked into one step.
  2. Here’s The Problem… Identify the problem, but then pour lemon juice on their wound, because you’re about to sell them some aspirin. Promise to solve it. Be crystal clear, benefits oriented – i.e. time, money, loss of marketshare, getting fat…
  3. Why the problem is actually worse than you think. If the problem is bad now, that’s a snapshot in time observation, but the world is in flux. Is your business going to be the weak buffalo at the back of the herd, ready to get picked off? Show some new trends.
    1. Cold Hard Stats to build Trust. The goal here is to show you’ve done your homework, hopefully give them a “huh, I didn’t know that”. Secretly, these stats need to support why doing nothing is a glaring mistake, and that the little problem they thought they had is about to become a whole lot worse. For anyone thinking I’m off tangent, this technically falls under “make the problem worse”, but the cold hard stats, ending in odd numbers i.e. 42.3% or 43%.
  4. The Cost of Doing Nothing. Normally, this is where “Inject Scarcity” goes, but these insult the intelligence of your audience. Honestly, who on earth things that e-kit, which costs virtually nothing to deliver, is “on sale for a limited time”? I call BS, and never fall for it, and if scarcity is all a marketer has when they try to sell me, then tough cookies, I ain’t buying. That said, there IS a cost to doing nothing. The cost is that tomorrow will look pretty much like today, but worse, because competitors are passing you by, ¬†you continue to gain weight, mercury will be in retrograde… whatever you think is the cost of not taking action goes here.


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