Enrollment Letter Formula

  1. Call Out to Your Audience
  2. Get Their Attention
  3. Backup the Big Promise Headline with a Quick Explanation (Sub Headline)
  4. Identify the Problem
  5. Provide the Solution
  6. Show Pain and Development Cost
  7. Explain Ease of Use
  8. Show Speed to Results
  9. Future Cast
  10. Show Credentials
  11. Detail the Benefits
  12. Get Social Proof
  13. Make an Offer
  14. Add Bonuses
  15. Build Up Value
  16. Reveal Price (Pop by Button)
  17. Inject Scarcity (if Any)
  18. Give Guarantee
  19. Call to Action
  20. Give a Warning
  21. Close with a Reminder

Power Up!

  1. Hitch Your Wagon to Breaking News
  2. Call Out Your Prospect
  3. Personalize It
  4. Propose a Proposition
  5. Go for Shock Value
  6. Use an Intriguing Word or Phrase
  7. Try an Interesting Juxtaposition
  8. Let‟s Make a Deal!
  9. Ask a Burning Question
  10. Express a Common Frustration
  11. Tell a Riveting Story
  12. Put it in Your Reader‟s Voice
  13. Put it in a Customer‟s Voice
  14. Drop a BIG Name
  15. Be an Advocate for the Reader
  16. Show a Little Leg
  17. Directly Address Your Prospect‟s Dominant Emotion
  18. Create or Solve a Mystery
  19. Use the Power of “IF” and “WHEN”
  20. Pound the Pulpit!
  21. Offer Sweet Revenge
  22. Attack the Enemy Head-On
  23. Breaking News
  24. Arouse Prurient Interest
  25. Confirm a Dark Suspicion or Fear
  26. Expose a Scandal
  27. Start a Stopwatch
  28. Set a Deadline
  29. Set a Benchmark
  30. Write a 1,000-Word Headline
  31. Make a Startling Prediction
  32. Wrestle with a Paradox
  33. Become a Name-Dropper
  34. Debunk a Myth
  35. Get Star Struck
  36. Defuse a Sticky Situation
  37. Offer a Cheap Alternative
  38. Go Out on a Limb
  39. Paint a Vivid Word Picture
  40. Draw a Startling Comparison

Great Outline

  1. Grab ‘Em by the Eyeballs
  2. Support and Expand on Your Headline
  3. Establish Credibility
  4. Bribe Him to Read This
  5. Deliver Value
  6. Present Your “Big Promise”
  7. Prove Your Point
  8. Snapshot of the Future “Them”
  9. Present Your Product and Prove Each Benefit
  10. Make the Offer
  11. Trivialize Your Price
  12. Add Value
  13. Relieve Risk
  14. Sum Up
  15. Ask for the Sale
  16. Make Ordering Stupid Easy
  17. Place Him at the Crossroads
  18. Ask for the Sale – AGAIN
  19. Sweeten the Pot
  20. Add an Urgency Element

12 Steps to Offer Bliss – Seal the Deal!

  1. Restate Your Product‟s Benefits With Energy and Excitement
  2. Cite Other Products That Cost Far More
  3. State Your Regular Price
  4. Present Your Rationale for Offering the Prospect a Discount
  5. Present Your Discounted Price
  6. Dimensionalize Your Discounted Price and Savings
  7. Trivialize Your Price and Make It Sound Like a Bargain
  8. Justify Your Price
  9. Add Value
  10. Relieve Risk
  11. Set a Deadline
  12. Ask for the Sale

Dominant Emotions to Trigger!

  1. Anger
  2. Betrayal
  3. Revenge
  4. Fear
  5. Frustration
  6. Greed
  7. Happiness
  8. Hope
  9. Love/Caring
  10. Passion
  11. Relaxation
  12. Sadness
  13. Security
  14. Shame
  15. Powerlessness
  16. Urgency

Questions

Does It Fit the Strategy?

Does It Touch a Nerve?

Does It Enter a Conversation the Prospect?

Is Already Having With Himself?

Is It “YOU” Oriented?

Does It Provoke Curiosity?

Does It Have Conviction?

Does It Offer a Compelling Benefit for Reading?

Does It Make a Unique Statement or Claim?

Is It Credible?

Is It Specific?

Is It Easy to Understand?

Is It Colloquial?

Is It Focused?

Does It Have a Newsy Element?

Does It Imply a Quick and Easy Solution?

Does It Point to the Copy Below?

Would your ideal client say “YES!”?