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