Table of contents:

Warm Up, Brainstorm and Generate Ideas

1. Understand this: no one cares about you. Talk directly to your customers and fulfill their needs/desires/wants.

2. Create an avatar so you can visualize who you are writing copy for

   • Age
   • Gender
   • Interests
   • Job title
   • Add an image

3. Identify your customers’ top 10 problems, questions, roadblocks, and the results they want

   • Problems
   • Questions
   • Roadblocks
   • Results

4. How will my product/service help customers (over the next week, month, year):

   • Make more money
   • Save money
     • What could they do with that money?
   • Save time
     • What could they do with that time?
   • Not have to do a certain task anymore
   • Eliminate physical pain
     • What does that mean for their life/business?
   • Eliminate mental pain or worry
   • Help them feel more comfortable
   • Help them live healthier or more alive
   • Help them receive more love by their friends and family
   • Make them feel more popular and increase social status

Examples:

“Our sales software, on average, increases a reps revenue output by 21% within a year.”

“Billy was able to spend 2 hours in the gym each morning rather than logging yesterday’s sales calls.”

1. Write 30 total reasons why a feature or benefit matters to them (add “…which means…”)
   1. Love for…(family, self, country, community)
   2. Hate for…
   3. Fear of…(failure, making mistakes, death, loss)
   4. Vanity
   5. Pride
   6. Long for…
   7. Greed
   8. Freedom