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    Genesis 4.3.23

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    The document provides guidance on writing copy for marketing materials. It recommends keeping content at a 4th grade reading level using short sentences with Anglo-Saxon words. Unnecessary words and vague language should be eliminated to make the copy more concise. Benefits should be described in concrete, dimensional terms using strong descriptions and future pacing. Both logical and emotional appeals can be used. Overall, the copy should have a punchy, direct structure using active voice and strong verbs while avoiding repetition or unnecessary details.

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    Genesis 4.3.23

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    19 views6 pages
    The document provides guidance on writing copy for marketing materials. It recommends keeping content at a 4th grade reading level using short sentences with Anglo-Saxon words. Unnecessary words and vague language should be eliminated to make the copy more concise. Benefits should be described in concrete, dimensional terms using strong descriptions and future pacing. Both logical and emotional appeals can be used. Overall, the copy should have a punchy, direct structure using active voice and strong verbs while avoiding repetition or unnecessary details.

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    The document provides guidance on writing copy for marketing materials. It recommends keeping content at a 4th grade reading level using short sentences with Anglo-Saxon words. Unnecessary words and vague language should be eliminated to make the copy more concise. Benefits should be described in concrete, dimensional terms using strong descriptions and future pacing. Both logical and emotional appeals can be used. Overall, the copy should have a punchy, direct structure using active voice and strong verbs while avoiding repetition or unnecessary details.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    19 views6 pages

    Genesis 4.3.23

    Uploaded by

    Subscriptions ram
    The document provides guidance on writing copy for marketing materials. It recommends keeping content at a 4th grade reading level using short sentences with Anglo-Saxon words. Unnecessary words and vague language should be eliminated to make the copy more concise. Benefits should be described in concrete, dimensional terms using strong descriptions and future pacing. Both logical and emotional appeals can be used. Overall, the copy should have a punchy, direct structure using active voice and strong verbs while avoiding repetition or unnecessary details.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 6

    Genesis 4.3.

    23

    Copy Checklist

    Below a 4th Grade Reading Level


    Anglo Saxon Vs. Latin Words
    Short Sentences (Mostly Under 1 Line @ 11pt Font)
    Run Through Hemingway
    Eliminate “Fluff” & Be More Concise (Sentence & Section Level)
    Dimensionalize Pain Points & Benefit
    Add Conversational Inflections (Check In With Reader)
    Vague or Unclear Language
    Specific Proof

    Pain & Benefit Block

    General Benefit

    You’ll lose 48lbs effortlessly. [Overarching Benefit]

    Strong Descriptions

    The fat will melt from your love handles, thighs, arms and more. [Strong,
    vivid descriptions of different aspects]

    You’ll feel flooded with energy.

    And love the way you look.

    Concrete “Dimensional” Language / Future Pacing

    When you look at yourself in the mirror, you’ll crack a little smile and think
    to yourself, “Wow, I’ve never looked this good before.” [actual events that
    will occur]
    Or you’ll see your husband watch you as you walk to the bathroom in your
    tight black dress.

    You’ll be amazed when you can run around the playground with your kid
    playing tag for 30 minutes without getting out of breath or feeling tired —
    listening to their laughter.

    Your friends jaws will drop when they see you and they’ll ask, “Oh my God,
    what did you do differently?”

    You’ll take a big garbage bag of your old “fat clothes” to the charity store
    and drop it off.

    Emotional Appeal

    You’ll feel fully in love with yourself… who you are… knowing that you’re
    everything you were always meant to be.

    You do NOT need to follow this structure every time you introduce a pain or
    benefit block. But for your big sections, you should.

    Concision

    Overall, this means:

    ● Structuring sentences to be punchy and direct. Using active vs.


    passive voice is really important here.
    ○ Active voice is when the subject of a sentence is doing the
    action. Passive voice is when the subject of a sentence is being
    acted upon.
    ■ Active: The cat chased the mouse.
    ■ Passive: The mouse was chased by the cat.
    ○ In active voice you’re typically using strong, active verbs (like
    “chased”), whereas in passive voice you’re using weak,
    existential verbs (like “was”).
    ● AVOIDING repetition like the plague. Double check to make sure that
    every line is absolutely necessary. That you’re expanding on benefits,
    drawing up new pain points, or moving the story along.
    ● Adding in unnecessary details or fluff. If you’re talking about
    secondary benefits that the reader doesn’t care about – don’t include
    them. If you’re telling details of the story that don’t move it along to a
    point – don’t include them. Be ruthless about cutting out any parts of
    the writing that doesn’t directly contribute to your main goal.
    ○ Here’s an old quote from Chekov that covers this concept: “If in
    the first act you have hung a pistol on the wall, then in the
    following one it should be fired. Otherwise don't put it there.”

    In general, we’ll ask you to write your letter as concisely as possible, and
    then cut 5-10% of it once you’re done. This will help you have a stronger
    letter by the end.

    Science Talk

    Too scientific here:

    Vague Language:

    Avoid using vague pronouns like “it” and “this.”

    Bad…
    Vs.

    Good…

    Exercise —
    https://docs.google.com/document/d/1cX5K8yoAbuiG7SgcZabDu6ydHKkO
    UgVr8wn7a3qS6UA/edit
    Big Idea Matrix

    What is the desired goal of the What things do they not like (or
    market? have not worked for them)?
    What’s currently going on in their What is specifically “unique” about
    mind right now? your product that helps them
    achieve their goal?

    > It needs to start with what they’re currently thinking about.


    > It needs to “bypass” the things that have NOT worked for them.
    > It needs to bypass what they’ve heard of before.
    > It needs to reignite the possibility of achieving their goal.
    > It needs to explain, interpret and excuse their past failures.
    > It needs to make your product the obvious (and only) choice.

    Make $10k a month with copywriting…


    Hand copy emails, take a million courses, read old ass promos written in
    the 1900’s, cold emailing, prospecting…
    AI is taking our jobs…
    Copy coaching… AI implementation calls… the most forward thinking
    copywriters in AI copy land… feedback from A-list copywriters… Stefan
    Georgi… guest speakers…

    Stefan Georgi’s New Proprietary AI “Copy Protocol” Makes Writing Copy &
    Landing Clients Easy No Matter How Good AI Gets (Without Having to
    Hand-Copy, Cold Email, Use Upwork Or Attend a Million Hours of Calls)

    >>>

    ● Still developing thought… but something to chew on…


    ● But a powerful framework…
    ● And I’ll keep working it…

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