FILL-IN-THE-BLANK TEMPLATE FORMULAS
#1: The Case Study Headline[PERSON] [ACCOMPLISHED/ACHIEVED/SOLVED GOAL OR PROBLEM]
(ex. He Bought A $1.00 Domain Name and Sold It For $700.00 Three Days Later)
#2: The Get X Without Y Headline[PERSON] [ACCOMPLISHED/ACHIEVED/SOLVED GOAL OR PROBLEM] Without [ROADBLOCK/CHALLENGE]
(ex. How This Wyoming Woman Made $1,500 In 6 Days Selling Plants She Didn’t Grow Without Ever Leaving Her Home)
#3: The Unaware Headline
Why Don’t More [AVATAR] Know About This [NICHE] Secret?
(ex. Why Don’t More Busy Moms Know About This Weight Loss Secret?)
#1: The Case Study Open Loop
The secret to [GOAL/PROBLEM] has nothing to do with [COMMON SOLUTION]. [PERSON] recently [ACCOMPLISHED/ACHIEVED/SOLVED GOAL OR PROBLEM]. I’ll tell you more about [PERSON] later. First…
(ex. The secret to flipping domain names fast has nothing to do with buying premium domain names. Bob recently bought a domain name for $1.00 and quickly sold it for $700.00 in only 3 days. I’ll tell you more about Bob later. First…)
#2: The Secret Sauce Open Loop[PERSON OR “YOU CAN”] [USE THIS SECRET SAUCE TO GAIN AN EDGE]. I’ll tell you how to [GET ACCESS TO THE SECRET SAUCE] in a second. First…
(Person ex. Sharon bought a box of 1,500 bare root strawberry plants from one of my secret wholesale sources. I’ll tell you how to get access to those sources in a second. First…)
(“You can” ex. You can buy low-priced plants to quickly resell from one of my secret wholesale sources. I’ll tell you how to get access to those sources in a second. First…)
#1: The Simple Explainer Desire Builder
This [METHOD/STRATEGY/PLAN/SOLUTION] is super simple. [PERSON] was able to [ACHIEVE GOAL/SOLVE PROBLEM] without [ROADBLOCK/CHALLENGE].
(ex. This weight loss plan is super simple. Kelly was able to lose weight without following ridiculous calorie restrictions or spending hours preparing her meals and without exercising AT ALL!)
#2: The Bolt-On Desire Builder
Worrying about [ROADBLOCK/CHALLENGE] is over. This simple [METHOD/STRATEGY/PLAN/SOLUTION] requires no [ROADBLOCK/CHALLENGE] at all!
(ex. Worrying about fitting gym time into your busy schedule is over. This simple weight loss plan requires no exercise AT ALL!)
#3: Without A Problem Desire Builder
Over the next few pages, you’re going to discover a simple [WAY/METHOD/STRATEGY/SYSTEM/PLAN/TECHNIQUE] to [ACHIEVE GOAL/SOLVE PROBLEM]…
(ex. Over the next few pages, you’re going to discover a simple way to flip domain names for profit… WITHOUT spending thousands of dollars on premium domain names… WITHOUT waiting years to recoup your initial investment… AND… WITHOUT having an ounce of technical knowledge or ability!)
#4: Imagine This Desire Builder
Imagine being able to:
- [BENEFIT OPPOSITE FROM ROADBLOCK]
- [BENEFIT OPPOSITE FROM ROADBLOCK]
- [BENEFIT OPPOSITE FROM ROADBLOCK]
- [BENEFIT OPPOSITE FROM ROADBLOCK]
(ex. Imagine being able to: -Buy new .COM domains for as little as $1.00 every single day, -How and where to find the BEST buyers for your domains, -Avoid the HUGE mistakes that most domain sellers make, -Make all of your domains pay for themselves, passively, until they sell)
#1: Case Study Proof[PERSON] [STARTED WHERE THEY ARE]. [PERSON] [DISCOVERED SOLUTION] and [ACHIEVED GOAL/SOLVED PROBLEM].
(ex. Bob never did any kind of domain flipping before this. He stumbled onto this step-by-step system and within his first 3 days he had already made $700.00.)
#2: Product Proof
This [SOLUTION] has been [USED/DOWNLOADED/PURCHASED] by more than [NUMBER OF AVATARS], all looking to [ACHIEVE GOAL/SOLVE PROBLEM].
(ex. This same exact weight loss plan has been downloaded, and read by more than 10,000 busy working moms, all desperate to get back in shape.)
#1: The Case Study Close Loop
The [GOAL/PROBLEM] [WAY/METHOD/STRATEGY/SYSTEM/PLAN/TECHNIQUE] [PERSON] used is called [NAME OF WAY/METHOD/STRATEGY/SYSTEM/PLAN/TECHNIQUE ]. Using [UNIQUE PART OF WAY/METHOD/STRATEGY/SYSTEM/PLAN/TECHNIQUE], [PERSON] was able to [RESULT OF UNIQUE PART].
(ex. The domain flipping strategy Bob used is called The Expired Domain Trick. Using a really cool piece of free software, Bob was able to find a domain name that recently expired and was a perfect match for HUNDREDS of businesses around the country.)
#2: The Secret Sauce Close Loop
I only share [THE SECRET SAUCE] with people who are serious about [GOAL/PROBLEM]. If that’s you, keep reading and I’ll share a few [SECRET SAUCE] secrets with you.
(ex. I only share my secret wholesale sources with people who are serious about selling plants for profit. If that’s you, keep reading and I’ll share a few of my favorite wholesale sources with you.)
#1: Imagine The Feeling Future Pacing
Imagine the feeling of [FEELING THE SOLUTION PROVIDES] [PERSON] experienced when he [ACCOMPLISHED GOAL/SOLVED PROBLEM]. It’s a simple [WAY/METHOD/STRATEGY/SYSTEM/PLAN/TECHNIQUE] [PERSON] can use over and over again any time [PERSON] [ACHIEVE GOAL/SOLVE PROBLEM].
(ex. Imagine the feeling of freedom Bob experienced when he sold that first domain name and made $700 in only 3 days. It’s a simple strategy he can use over and over again any time he wants to make some money.)
#1: Secret Tool Useful Content
The [TOOL, SOFTWARE, WEBSITE, STRATEGY] [PERSON] used [ACHIEVE ONE MILESTONE] is [NAME OR EXPLANATION OF TOOL/STRATEGY]. [EXPLAIN WHAT TOOL/STRATEGY DOES]. [EXPLAIN HOW THAT’S BENEFICIAL TO THE READER].
(ex. The really cool piece of free software Bob used to find expired domain names is a website called ExpiredDomains.net. It’s free to sign up and you can find all of the latest domain names that have expired. You can get some really awesome domain names for cheap.)
Add Credibility and Authority
#1: Recently Featured Credibility
The [SOLUTION] was recently featured [NEWS CHANNEL/NICHE SITE/MAGAZINE]. Here’s what they said: [QUOTE FROM SOURCE]
(ex. The domain flipping business was recently featured in an article on Business Insider. Here’s what they said: “There are myriad companies that make all of their profits off selling domain names, but you can get in on the action as an individual, too.”)
Take A Side
#1: Marketing Ploy Side
People buy into all those [OTHER OPTIONS] because they want to believe [OTHER SELLERS PROMISES] are true. The truth is, it’s just a marketing ploy to get you to buy. [CONTRARIAN STATEMENT]. I can’t promise you it will be easy, but it’s been made as easy as it possibly can be for you.
(ex. People buy into all those “push button easy” money-making gimmicks because they want to believe the fairy tales the gurus are telling them are true. The truth is, it’s just a marketing ploy to get you to buy. There are no shortcuts to success and success doesn’t happen overnight. I can’t promise you it will be easy, but I’ve made it as easy as I possibly could for you.)
Eliminate Other Options
#1: Other Option Eliminator
Other [SOLUTIONS] have [FLAWS/CHALLENGES/ROADBLOCKS]… not to mention the [ANOTHER FLAW/CHALLENGE/ROADBLOCK].
(ex. Other diet plans have ridiculous rules and restrictions… not to mention the required exercise regimen.)
#2: Single Flaw Eliminator
If you choose to [ANOTHER SOLUTION], [DRAWBACK OF CHOOSING ANOTHER SOLUTION].
(ex. If you choose to grow your own plants, you’re waiting for a minimum of two months to have anything that’s worth selling.)
Introduce The Solution
#1: The Obvious Introduction
For a [AVATAR], like yourself, you won’t find a better [SOLUTION] [BIGGEST BENEFIT OF SOLUTION].
(ex. For a busy mom, like yourself, you won’t find a better diet plan tailored perfectly to fit your hectic schedule.)
#2: The Fastest Way Introduction
This is the fastest way I’ve ever seen to [GOAL/DESIRE].
(ex. This is the fastest way I’ve ever seen to make money with plants.)
Connect The Dots
#1: The Simple Connection
If you found yourself getting excited about what you’ve read so far, like you can totally see yourself [USING THE SOLUTION]… then you’re gonna LOVE what I still have to share with you.
(ex. If you found yourself getting excited about what you’ve read so far, like you can totally see yourself working remotely from your laptop as a domain flipper… then you’re gonna LOVE what I still have to share with you.)
#1: The Simple Take-Away
So, what’s this amazingly simple [SOLUTION] for [AVATAR]? The answer… I’m not gonna share that here, in public, out in the open for everyone to see.
(ex. So, what’s this amazingly simple diet plan for busy moms? The answer… I’m not gonna share that here, in public, out in the open for everyone to see.)
Tell Them WHAT But Not HOW
#1: The Simple What-Not-How
I will say this though… it’s not so much about [SPECIFIC DETAIL OF SOLUTION], it’s about [DIFFERENT ANGLE OF THAT SPECIFIC DETAIL].
(ex. I will say this though… it’s not so much about which diet plan you should use, it’s about the type of diet plan you should be looking for.)
Transition to Call-To-Action
#1: Insider CTA Transition
Wanna know the [STRATEGY/METHOD/TACTIC] [HE/SHE/PERSON] used to [ACHIEVE RESULT]? Awesome, however, I won’t share this info publicly. I reserve this stuff for my [NAME OF YOUR INSIDERS] Insiders. If you’re serious about [GOAL/DESIRE], then you owe it to yourself to Become An Insider.
(ex. Wanna know the free simple strategy he used to discover this trending topic? Awesome, however, I won’t share this info publicly. I reserve this stuff for my Domain Flipping Made Easy Insiders. If you’re serious about flipping domain names, then you owe it to yourself to Become An Insider.)
#2: Easy CTA Transition
If you’re serious about [GOAL/DESIRE], then you owe it to yourself to discover the simple [SOLUTION] [PERSON] used to [ACHIEVE RESULT] in only [SHORT AMOUNT OF TIME] without [CHALLENGE/ROADBLOCK]. All you have to do is enter your name and email address below. You’ll immediately get an email from me where I spill the beans and tell you everything you need to know… even if it’s 2:00am.
(ex. If you’re serious about losing weight, then you owe it to yourself to discover the simple diet plan Kelly used to lose 20 pounds in only 4 weeks without exercising at all. All you have to do is enter your name and email address below. You’ll immediately get an email from me where I spill the beans and tell you everything you need to know… even if it’s 2:00am.)
Give Them Even More Reason To Take Action
#1: The Insider CTA Booster
As an Insider, here’s a tiny peek at what you’ll learn: [BIG BENEFIT]… [ANOTHER BIG BENEFIT]… [ANOTHER BIG BENEFIT]… [ANOTHER BIG BENEFIT]. Becoming a [NAME OF YOUR INSIDERS] Insider is FREE. All you have to do is enter your name and email address below. You’ll immediately receive the first Insider edition via email… even if it’s 2:00am.
(ex. As an Insider, here’s a tiny peek at what you’ll learn: You’ll discover the simple step-by-step system Bob used to flip his first domain for a $699 profit in only 3 days… The free simple strategy used by the college student to discover trending topics before they go viral… 12 websites where you can find domain name hungry buyers who are eagerly waiting for you to list your newly acquired domain names for sale… The domain name registrar Bob uses that allows you to buy expired domain names for $1.00 each. Becoming a Domain Flipping Made Easy Insider is FREE. All you have to do is enter your name and email address below. You’ll immediately receive the first Insider edition via email… even if it’s 2:00am.)
#2: The Pile-It-High CTA Booster
And if you do (sign up below) I’ll also share a few more [NICHE] secrets with you, like: [BIG BENEFIT]. Plus, I’ll reveal [ANOTHER BIG BENEFIT].
(ex. And if you do (sign up below) I’ll also share a few more weight loss secrets with you, like: the super simple, deliciously yummy weight loss shake recipe you can use to replace two of your daily meals and leave you feeling totally satisfied. Plus, I’ll reveal a free app for your phone that will act as your personal trainer, leading you every step of the way until to achieve your weight loss goal.)
#1: Get The Solution CTA
Get The [SOLUTION] Today
(ex. Get The Weight Loss Plan Today)
#2: Straightforward CTA[ACTION] Now
(ex. Download Now)
#3: Free Membership CTA
Yes, I Want To Be An Insider!
Your headline should immediately let the reader know they’re on the right page (relevance). It should be benefit-driven and tell them how they can achieve their goal/solve their problem/get their desired outcome WITHOUT any of the stuff they don’t want to do.
Open Loop Notes
An open loop is a cliffhanger, it adds intrigue and curiosity, and creates suspense in the mind of the reader. Their unconscious mind becomes desperate to “close” the loop. Use secrets, tricks, tips, little-known methods, etc.
Build Desire Notes
Building desire is super easy. Just continue to tell the reader how they can get what they want WITHOUT all the stuff they don’t want. They’re basically mini-headlines scattered through your copy.
Proof can be achieved a number of different ways. Just using a case study is enough proof in most cases. You can snag a testimonial from a product you’re promoting and rework it as proof too. The reader is just looking for proof that this has worked for someone else like them.
Close Loop Notes
“Closing the loop” is simple… just continue the story from when you opened it. “Reveal” the secret, trick, or tip, and reinforce the benefits of the solution.
Future Pacing Notes
Future pacing is a neuro-linguistic programming (NLP) technique that allows the reader to imagine a new future. They have to first be able to imagine themselves doing it or they will never buy. To future pace, you need to take them to a time in the future where they’re using the solution and experiencing its benefits.
Useful Content Notes
Useful content is required. It’s what makes you and your site different from a standard sales page. The content can be anything that the reader would find informative, useful, or valuable in helping them achieve their goal or solve their problem.
Add Credibility and Authority Notes
Credibility and authority are very important but don’t have to come from you. If you have it, of course, use it. If not, pull it from recent news or media pieces online. Just a few snippets from a few different known media sources in your niche will do.
Take A Side Notes
Taking a side accomplishes a number of different things. First, it immediately tells the reader which side you’re on so they can decide whether or not to continue taking advice from you. In most cases, they’ll be on your side anyways and that just strengthens the bond you have with them. Next, just the fact that you’re offering a contrarian opinion separates you from the crowd and unconsciously makes you even more attractive to the reader.
Eliminate Other Options Notes
Eliminating other options is pretty simple. Just point out the flaws of the options. Make those flaws seem so bad that the reader could never consider them as an option going forward.
Introduce The Solution Notes
Introducing the solution is a transition from the options to the ONLY option… your solution. It’s a fairly straightforward approach but it can be done a number of different ways.
Connect The Dots Notes
Connect the dots is sneaky transition that blends Future Pacing, Micro-Commitments, and an Open Loop all together. The idea is to point out their feeling of excitement as they’ve read through your website. They likely have been excited about the solution you’re leading up to and probably haven’t realized just how excited they actually are. It’s important to point this out. It confirms in their mind that you’re different. Next, a micro-commitment of “keep reading to learn more”. It’s a very, very small micro-commitment but it’s a commitment nonetheless. Finally, an open loop of “you’ll love what I have to share with you”.
Take-Away Selling Notes
Take-away selling is a very powerful persuasion tactic where you hint at a secret, tip, trick, strategy, or technique, but say you’ll only tell them what it is when they take the action you want them to take… which in this case is to get on your email list or buy the product you’re promoting.
Tell Them WHAT But Not HOW Notes
Tell them what but not how is another powerful persuasion tactic you can use to build more desire. By telling them what to do but not how to do it, you’re creating yet another open loop in their mind that they just have to close to be satisfied.
Transition to Call-To-Action Notes
The transition to your CTA is very simple. You remind them of their problem/desire and how this is the only option they have left, then tell them exactly what to do.
Give Them Even More Reason To Take Action Notes
At this point, they’re already sold on your CTA, you’re just giving them the extra nudge that everyone looks for right before a big decision is about to be made. You can do this by hinting towards a few more things you’ll reveal via email or a few things they’ll get if they buy what you’re promoting.
Don’t take this step lightly. The language you use for your call-to-action is very important. If it’s something they can download, use ‘Download Now’. If it’s a diet plan, use ‘Get The Diet Plan Now’. If you’re positioning it as a free membership, use ‘Yes, I Want To Be An Insider!’. Be very specific.