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3 Phase System to Compelling Copy that Motivates Users to Take Action


Great copy that compels people to buy your product is the difference between a $50 CPA and a $5 CPA. You can have the best product and targeting, but if your copy doesn't inspire action, you're going to lose! It’s important that we instill a strong desire within the user to read our copy.

The 3 phases are: Phase 1: Sequences Phase 2: 6 step copywriting process Phase 3: Direct and Indirect Headlines Phase 1: Sequences First off, it's important to understand people's levels of awareness when it comes to their buying decisions.

Level 1: Problem Aware- The buyer is only aware of the problem and not yet the solution, aka your product.


Example: If someone knows they want to have more energy throughout the day, but they don’t know of the exact method or product they are going to take yet


Level 2: Solution Aware- They become aware of the possible, various solutions example drink more coffee, caffeine pills, 5-hour energy, pre-workout, testosterone boosting supplements, etc


Level 3: Product Aware- When a decision is made and which solution is best for their problem

Example: Which pre-workout contains the most caffeine and beta-alanine, which pre-workout is the cheapest per serving, etc.

Too many copywriters on Facebook spend most of their time in the solution and product aware phase and often miss out entirely on the problem aware phase!


If you’re selling pre workout, features may include more energy, blood flow, nitric oxide production, alertness, speeding up your CNS, and an increase in endurance and cognitive function.

Points to Hit at Each Level Problem Aware: write storytelling proclamationsSolution Aware: address the benefits, secrets, claims (comparing the different solutions to the problem and stacking up benefits of your solution vs other potential solutions)Product Aware: Your offer, promises, hooks, proof, urgency, testimonials, some great hooks could include shipping incentives, discounts, and satisfaction guarantees.

Lots of eCommerce brands are successful using minimum viable funnels and sending direct ads to a cold audience, but if you're struggling to get the ROAS you want, it's likely because the copy is way too product aware and not enough of your audience is product aware. associate graphics with authority)

BOF: Features, hooks, testimonials, and reviews, showcasing the product A big mistake lots of marketers make is showcasing the product to a cold audience which is a waste of ad spend.

Lots of eCommerce brands are successful using minimum viable funnels and sending direct ads to a cold audience, but if you're struggling to get the ROAS you want, it's likely because the copy is way too product aware and not enough of your audience is product aware.

Tone Make sure your brand tone is consist Features, hooks, testimonials, and reviews, showcasing the product

A big mistake lots of marketers make is showcasing the product to a cold audience which is a waste of ad spend in getting their attention.

Phase 2: six-step copywriting process -Step 1: Profiling -Step 2: The Products + Offer -Step 3: List Indirect Competition -Step 4: Benefits and Features -Step 5: Core Problem -Step 6: Hooks Step 1: Profiling Map out personas within your audience for each level of awareness. Think about all the different situations or reasons as to why someone may want your product. The number of personas that make up your audience will be unique per brand. Map out as many as you can! Step 2: The Products + Offer What are the products being sold to your personas and what are their features?

If you’re selling pre workout, features may include more energy, blood flow, nitric oxide production, alertness, speeding up your CNS, and increase in endurance and cognitive function.

Step 3: List Your Indirect Competition Indirect competition could be coffee, tea, There are 2 main types of headlines: etc

Step 5: Map Out Core Problem What are the emotional benefits?

  • The experience someone is looking to achieve,

  • or even the negative emotions people want to avoid.

  • Wanting to be able to have good workouts in order to look and feel proud

Step 6: What Hooks Can Be Used Hooks and proof in your offer such as testimonials, satisfaction guarantees, hassle-free returns, shipping incentives, competitive edge, etc For eCommerce stores, I recommend first using a minimum viable funnel so that you can combine all 3 elements into 1 piece of copy! In other words, try testing out having your TOF going straight into the BOF; the solution where the audience is sent straight to the sales page. This is effectively taking the user through the journey via 1 piece of copy: Problem + Solution + Product OR Solutions + Product What if I have multiple personas? How do I know which one to use? Run a Validation Test to determine which persona to target first. (My post yesterday is all about that) Remember that 2 different personas may have very different pain points and desires which requires 2 different kinds of copy/language to engage them. Phase 3: Headlines There are 2 main types of headlines: 1. Direct: Getting straight to the point, talking directly to a specific problem, product, or solution Say you’re selling jewelry. A direct headline could be something like, “Shop custom, handcrafted earrings to make every anniversary a memorable one.”

2. Indirect: Painting a picture of how it would feel if they are products being sold to your personas and what are their features?

  1. TOF

  • Story segment

  • Cliff hangers

  • Talk about the pain point

  • Talk about the desired end-result

  1. MOF

  • Showcase your claim

  • Showcase benefits that your product provides

  • Casting doubt over other solutions

  1. BOF

  • Showcase your product

  • Use urgency

  • Testimonial


Test out both variations and see what works best for each persona. Sometimes your audience might need a vivid image of what having your product would feel like to get their attention, whereas other audiences might perform better if you talk directly to the problem and why they should buy your product with CTA right to your product page.


Remember to avoid clickbait! Facebook hates this and will penalize you for using inaccurate headlines.

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