Writing Copy


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  • 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? Features and benefits What you have afterwards
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Before-state feelings Emotions Future-state feelings
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The story of an average day Stories about customers, testimonials and anecdotes What the future-state day-to-day looks like
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