Bob Bly 22 E. Quackenbush Ave.

Copywriter/consultant Dumont, NJ 07628

Rwbly@bly.com phone 201-385-1220

www.bly.com fax 201-385-1138

RE: Copy platform outline

DATE: 2-21-02

FILE: BBPLATFORM

USP (Unique Selling Proposition)

· The Big Idea (what is the promise, how is this product different/better than competition?)

Core complex of the audience

· Beliefs (attitudes and beliefs)

· Desires (wants and needs)

· Feelings (emotions)

Reach prospects on 3 levels

· Intellectual

· Personal

· Emotional

4 LEGS

· System (idea).

· Benefit (future benefit).

· Credibility.

· Track record.

4 Ps

· Promise (primary benefit)

· Picture (visualize benefit)

· Prove (proof)

· Push (ask for order)

4 Us

· Urgent (reason to desire benefit now instead of later)

· Unique (real and unique)

· Ultra-specific (as precise as possible)

· Useful (something beneficial)

The Proposal

· Core complex (beliefs, desires, feelings)

· Promise (primary benefit)

· Offer

· Length

· POV/voice

· Format

Architecture of Romance

· The proposal (see above)

· Headlines and teasers (grab, hook, arouse, evoke, engage, set up desire)

· The lead (answers the question, “What’s in it for me?”)

· Sales presentation (restates promise, makes and proves claims, presents benefits)

· False Close (approach, withdraw, add another promise or benefit)

· Close (reassures, restates promise, asks for order)

· Guarantee, PS, order device