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Stefan Copy Structure

The document outlines a framework for writing effective sales letters with 7 sections: Lead, Background Story, Unique Problem Mechanism, Unique Solution Mechanism, Product Buildup and Reveal, Close, and FAQs. It provides guidance on what to include in each section, such as calling out the problem, promising the solution, and building credibility. The goal is to engage the reader by explaining the true cause of the problem and novel solution, then introducing a product to solve it while addressing objections and prompting action.

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2K views8 pages

Stefan Copy Structure

The document outlines a framework for writing effective sales letters with 7 sections: Lead, Background Story, Unique Problem Mechanism, Unique Solution Mechanism, Product Buildup and Reveal, Close, and FAQs. It provides guidance on what to include in each section, such as calling out the problem, promising the solution, and building credibility. The goal is to engage the reader by explaining the true cause of the problem and novel solution, then introducing a product to solve it while addressing objections and prompting action.

Uploaded by

Dead Player2
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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The

RMBC Method
for Writing
Winning
Sales
Letters
by Stefan Georgi

LESSON 1
Module 5
Visit Me At:
stefanpaulgeorgi.com
Copy Overview MODULE 5

LESSON 1
Copy
OVERVIEW 5

Stefan Georgi 2
Copy Overview MODULE 5

TABLE OF
CONTENTS
Lead 4
Background Story
Unique Mechanism of The
Problem 5
Unique Mechanism of The
Solution
Product Buildup + Reveal
Close 6
FAQs 7

Stefan Georgi 3
Copy Overview MODULE 5

COPY
I. LEAD
• Call Out Problem
• Promise Solution to Pain Point + Promise to Save Time/Money
• Tease Emotional Discovery Story
• Tease Unique Mechanism Behind Solution
• Tease Contrarian Nature of Mechanism (This Flies in the Face of What
You’ve Been Told Before)
• Working in “Fascinations” as Incentive For Continuing With Copy (I’ll
Answer This Riddle For You)
• Briefly Address Skepticism
• Briefly Mention Credibility Builders
• Qualifiers – Who This Works For. Is It For Everyone? Is It For a Certain
Subset? Speak to Your Market.
• Include a Few Broad Testimonials if Available (About Benefits But Don’t
Give Away Product)

II. BACKGROUND STORY


• Who I Am + Credibility Builders When Appropriate (ie. A Doctor or Expert)
• “Me or Someone Close to Me Was Just Like You (In Pain)” – Here’s The
Emotional Story About It
• Traditional Solutions & Advice Not Working
• Trigger Event – Problem or Pain Point Escalated to Where Avatar Realizes
Something MUST Change
• Search for Truth/Answers
• Optional: Meets Wise “Sensei” Type Who Promises to Reveal the Truth
That’s Been Hidden.

Stefan Georgi 4
Copy Overview MODULE 5

III. UNIQUE MECHANISM OF THE PROBLEM


• Explaining the “Real Cause” of the Problem; You’ve Had 99% of the Answer
But This is the Missing 1%
• Should Be Surprising, Possibly Even Counterintuitive
• Backed by Credibility and Proof Elements

IV. UNIQUE MECHANISM OF THE SOLUTION


• Now That You Know the Real Cause of the Problem, This is the “Real
Solution” on a MACRO level.
• This Should Be Logically Connected to the Problem
• For Example: If Bad Bacteria is Causing Your Weight Gain, the Solution is
a Novel Way to Rid Your Gut of Bad Bacteria.
• Once They Have the MACRO Solution (A Theory) – They Dig Deep To Prove
The Theory (And Get Into The MICRO).
• Backed By Credibility and Proof Elements, Including Citations and Scientific
Sources.

V. PRODUCT BUILDUP + REVEAL


• Now That Avatar Knows The Solution, He Looks For An “Out-of-the-Box”
Version; Something That Will Just End His Quest and Solve The Problem
Right There
• But Discovers That Out-of-the-Box Is Flawed
• Has to Do It Himself And Create Novel New Solution
• Starts Testing It or Working On It. There Are Problems and Setbacks
• But Eventual Success/Breakthrough
• Proof Product Works
• Others Asking For It
• PRODUCT Is Born!

Stefan Georgi 5
Copy Overview MODULE 5

VI. CLOSE
• Product Details (What’s Included, What Makes it Special, Unique Selling
Propositions)
• Discuss and Dismiss Other Alternatives (Expensive, Ineffective, Side-
Effects, Poor Quality, Unproven)
• Keep Building Up Value of -PRODUCT-
• Additional Testimonials
• How to Use The Product
• Optional Urgency – Powers That Be May Want to Stop Me From Sharing
This At Any Time
• Scarcity: Demand Is High, Supplies Are Limited, Out-of-Stocks Are
Common
• Personal Mission of Avatar to Make Things Better – Tied to Emotion
• Price Justification & Reveal – Other “Solutions” Are More Expensive &
Consequences of Inaction are Costly (Cost Can Be Either Material or
Immaterial)
• This Solution is Better and Will Save You Money, It’s Normally $X Which
is Bargain, But Right Now You Can Get It For Just $Y!
• Smart People Buy More
• First Call to Action
• What Happens After You Click The Button
• Optional: Valuable Free Bonuses Revealed
• Guarantee – You’ll Most Likely Have a Great Experience, But If For Any
Reason You Don’t, No Risk and No Hassle
• Second Call to Action
• Two Choices – You Can Go On Suffering, Or You Can Take Action Today
and Change Your Life forever; The Choice Is Yours
• Urgency 2 – But You Really Must Hurry As This is The End of the
Presentation And There’s No Guarantee How Long Offer Will Be Available
• Third Call to Action
• Thank You For Watching

Stefan Georgi 6
Copy Overview MODULE 5

VII. FAQS
• Back to Being Their Friend; Helping To Clear Up Any Confusion They May
Have
• Reminding Them of What Product Is, What It’s Used For, Importance of
Taking Action Today, Terms of Guarantee, and How to Buy!

Stefan Georgi 7
facebook.com
/stefanpaulgeorgi

facebook.com
/groups/1931560346918594

instagram.com
/stefangeorgi

linkedin.com
/in/stefanpaulgeorgi

medium.com
/@stefangeorgi

quora.com
/profile/Stefan-Georgi-3

twitter.com
/StefanGeorgi

youtube.com
/channel/UCh52opmDQjXc6pDTAHvruuA

Visit Me At:
stefanpaulgeorgi.com

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