Writing Copy
- Convey product transformation
- Talk about the end-result
- Articulate transformation
- Empathize with the before-state
- Talk about the before-state
- Talk about HOPE and the end-result
- What don’t you have?
- …
- Before-state feelings
- …
- The story of an average day
- …
- Features and benefits
- …
- Emotions
- …
- Stories about customers, testimonials and anecdotes
- …
- What you have afterwards
- …
- Future-state feelings
- …
- What the future-state day-to-day looks like
- …