Most copywriters make the mistake of focusing all their energy on their “big idea.”
But the big idea is simply the wrapping paper around the whole package.
What is inside the paper? What is that important thing inside the package?
A sales argument, optimized and designed to make someone INCAPABLE of ignoring your offer.
That’s why flowery, disorganized, crap copy the amateurs write NEVER works.
They romanticize the “big idea” so much, they don’t realize it is nothing more than an “instagram filter.”
Your SALES ARGUMENT is the picture itself. The big idea is just the filter.
The SALES ARGUMENT is the special thing that makes the cash register ring.
The big idea is just an attention grabber; it's just an initial impulse which tugs at how "curious" you were able to make the person reading (or watching).
The big idea doesn't tell you whether you have a profit producing sales page. Nor can it (alone) give you one; no matter how interesting you may think it is...
You can have a million people hit your sales message and still not make any money.
Yet, you can have only 1,000 people hit your page and be profiting like crazy.
Why?
Because getting your readers attention isn't what matters; the only thing that matters is directing your readers' attention to where you want to go...
So they ask the exact question you want them to ask...
Exactly when you want them to ask it.
And they form the conclusions you want them to form...
Exactly when you want them to form it.
That's the ONLY way to turn regular people into BUYERS.
And the best part...
It couldn't be easier!
Because it starts with the simplest concept that anyone can execute: 3 Act structure.
Which includes your lead, your body copy, and your offer.
Just like any other written work, the message you craft will generate a narrative in your reader’s mind. One that takes them on an emotional roller coaster and excites them into action.
You just need to force 4 simple questions at key moments of your message.