CopyHour

7 Figure Sales Writing Framework

The Lead

How to open your copy (and grab your target market's attention)

Let’s say you’re in a super crowded space.There are hundreds of people. Tons of chatter and ambient noise. Everyone rushing around in their own little world.And you’re given a challenge:Grab the attention of one specific person in that crowd.They don’t know you. You don’t know them.How would you do it?

The one word that grabs ANYONE'S attention

For me the answer is simple:

1.
I’d pick up a big, huge, loud megaphone.
2.
And then I’d say their name into that megaphone.

That’s it.Our brains are wired to immediately pick up and hone in on anything that uniquely identifies us.We could be in the deepest trance, tuning out the world, yet if we hear someone yelling out our name… we’ll snap out of it and immediately turn our attention their way.

🚨 Cheese alert 🚨If I wanted to be cheesy, I’d quote from How To Win Friends And Influence People: "Remember that a person's name is to that person the sweetest and most important sound in any language." Cheesy, yes, but also true.

Now why do I point this out?Because you could have the perfect product.And you could know your target audience like the back of your hand. Their fears, their desires, everything.You could even have some killer copy written that sells the crap out of that product to your audience.But none of that matters if you can’t get their attention.They’ll just walk on by and ignore you.So how do you fix that?That’s the job of the first element of The 7 Figure Sales Writing Framework: The Lead.(That’s pronounced "leed", like "she’s in the lead in the race.")

How to open any piece of copy

The job of The Lead is to simply grab your target audience’s attention so they say, "Huh! This is written for me and might be exactly what I've been looking for" — and go on to read the rest of your sales message.Like I mentioned above, the easiest way to do that is with someone's name...But you obviously don't know the name of every one of your readers.So instead we use the next best things:

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What groups they identify with (for example, "solo entrepreneurs" or "single moms" or "endurance athletes")
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What problem they’re struggling with
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And exactly the outcome they dream about

These three are just as effective as saying someone's name — while also letting them know you have something they really want to see.When you’re writing a sales letter, you do it like this:

Preheadline where you identify your customerHeadline where you state the dream outcome your customers wish they hadSubheadline where you touch on their struggles — while making it clear you have a solution"Pattern interrupt" image that grabs their eye and shows off something they want (product images, before/after pictures, etc)And first paragraph of body copy, where you spend 1-2 sentences identifying again who your audience is, what their problems are, and tease that you have a solution they'd likely really like to see.

(I consider the headline and the first paragraph of body copy to be the only required elements — the others are just nice bonuses.)

Writing our Lead

In the preheadline, we’ll simply identify our ideal customer: "Solo Entrepreneurs".Then in the headline, we’ll state exactly the dream outcome they wish they had: "Learn how to 5x-10x your daily output in the next 48 hours".Then in the subheadline we’ll touch on their struggles — while making it clear we have a solution: "Get a week's worth of work done every day — or take more guilt-free time off. Your choice. The Productive Solopreneur will show you how."In our case, a specific image that will break your reader out of their daily trance doesn’t come to mind immediately — so I’d either feature testimonials here, or simply show a hero image of the course inside a laptop (which helps the reader immediately understand this is a real course outlining a real system).And then my opening paragraph of body copy would identify them again, state their biggest problem (particularly what we discovered they’re emotionally feeling because of it), and tease that I have a solution: "If you’re a solo entrepreneur who feels guilt, shame, and frustration because of how little you’re getting done every day — I can show you how to 5x-10x your daily output in the next 48 hours."

Solo EntrepeneursLearn how to 5x-10x your daily output in the next 48 hoursGet a week's worth of work done every day — or take more guilt-free time off. Your choice. The Productive Solopreneur will show you how. If you’re a solo entrepreneur who feels guilt, shame, and frustration because of how little you’re getting done every day — I can show you how to 5x-10x your daily output in the next 48 hours.

Simple enough, right?If you’ve done your research right, your target audience will see this and immediately be magnetically drawn in...Just as if you were yelling out their name in a crowded space.So now that we’ve got their attention, it’s time to gain their trust — and show them we really do have a solution to their problems (and what we're saying isn't just a bunch of hot air).That’s the job of the next element of The 7 Figure Sales Writing Framework: The Sales Argument.

The Sales Argument

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