01-Week 2 Slides

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com
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LAUNCH PAD
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How To REEL In Your

Customers & PSYCHE
Out Your Competition
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#1
RECIPROCITY
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#2
COMMITMENT &
CONSISTENCY
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#3
SOCIAL PROOF
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#4
AUTHORITY
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#5
COMMON
GROUND
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#6
SCARCITY
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#7
ACTIVE VOICE
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Active: The subject of the Passive: The subject undergoes the

verb is doing the action. action rather than doing it.
“He handled it.” “It was handled by him.”
“Monkeys love bananas.” “Bananas are loved by monkeys.”
“You listen to this presentation.” “The presentation is being listened to.”

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#8
PERSONALIZATION
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#9
COHERENCE
MARKERS
Study by Judith Kamalski
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The thing is… But surprisingly…
But truthfully… Although…
Now… In other words…
But here’s the thing… In short…
And here’s why… Listen…
For example… You see…

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Study by Judith Kamalski

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#10
REASON WHY
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“Excuse me,
I have 5 pages.
May I use the
Xerox machine?”
Image Source LAUNCH PAD

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“Excuse me,
I have 5 pages.
May I use the
Xerox machine?”

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“Excuse me, I
have 5 pages.
May I use the
Xerox machine,
because I’m in a
rush?”

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“Excuse me, I
have 5 pages.
May I use the
Xerox machine,
because I’m in a
rush?”

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“Excuse me, I
have 5 pages.
May I use the
Xerox machine,
because I have
to make
copies?”

www.getwsodo.com
“Excuse me, I
have 5 pages.
May I use the
Xerox machine,
because I have
to make
copies?”

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#11
COMMON ENEMY
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#12
OVERCOMING
OBJECTIONS
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#13
PAIN > PLEASURE
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#14
VALUE
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#15
DECOY PRICING
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Link to Dan Ariely's Ted Talk, explaining Economist Subscription (start at 12:34)
Image Source
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Source: The Guardian

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#16
IF, THEN
STATEMENTS
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"If you're trying to make your lawn beautiful, then this is the most
important message you will ever read." Excerpt: Million Dollar Copywriting Secrets by Noah Daniels
“If you’ve been struggling with keeping your hair shiny and
voluminous, then this is something you need to hear…”
"If all this program did was help you build a complete copywriting
portfolio so you could approach new clients with confidence, then
wouldn't it be worth It?"
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#17
ANCHORING &
PRIMING
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We all have an attention bias

that means we systematically
rely heavily on the first piece
of information offered (the
anchor) when we make
decisions. - Robert Cialdini
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#18
PRICE
JUXTAPOSITION
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#19
SERIAL
POSITIONING
Source: SEMPioneer
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Source: SEMPioneer
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Source: Neuro Marketing

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#20
SPECIFICITY
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#21
ADMITTING A FLAW
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#22
CREATING
CURIOSITY
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Source: Patagonia
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#23
STORYTELLING
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Source: OneSpot
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B2B products tend to be more complex, so education should

often be the emphasis.
B2B customers are more ready to buy, so explain why you're
the best.
B2B customers rely more (but not only) on logic, so focus on
why the product will help them stay profitable and competitive.
B2B copy speaks to a team, so consider universal needs.
B2B has a longer sales cycle, so focus on converting the
prospect on the first step.
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List FIVE challenges your

avatar is likely experiencing.
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List FIVE challenges your

avatar is likely experiencing.
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“I feel guilty when I don’t have time to cook healthy meals for my
family. I often order takeout because I’m always so exhausted after
work.”
“I have a difficult time finding beautiful makeup that takes under 10

minutes to put on. I head straight to work from spin class and I do not
have an hour to spend in the bathroom ”
“I want my usual drink – a 9 shot, 1 pump mocha, skinny, no whip,

cinnamon venti latte – every single morning before work but sometimes
the line ups are too long. The coffee at work just doesn’t cut it.”
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"I want to be able to easily stream music from my phone, but I don’t
want to have to purchase entire albums or songs that I don’t even know
I like yet."
“I want natural and fresh products that have real ingredients but I
don’t have time to make it myself or spend a million dollars”.
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Flip the Script!

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Flip the Script!

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”I now have regular quality time with my family over dinner without
having to stress about what to cook or what to buy.”
"I only need 10 minutes to look fabulous after hitting the gym...”
“I can always get my usual coffee beverage in the mornings before

work and I don’t have to wait in line!”
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“I can pay a monthly fee and access all the music I want without
committing. I even have pre-set playlists dependent on mood, genre
and artist.”
"I can purchase freshly-made products with proven ingredients already

ready-made in the store."
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How/where is your customer

discovering your offer?
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Market Level. Individual Level.
Competition Centric. Customer Centric.
Ranks market Ranks customer

saturation. awareness.
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Your prospect does not even know they have a

problem or pain worth solving.
They have no sense of a solution, or awareness of
your product.
At this stage of customer awareness, your copy
must educate first and offer a healthy amount of
explanation, story and evidence.
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Your prospect is aware they have a problem, but

they don’t know a solution exists.
At this stage of customer awareness, you must
empathize with their pain, introduce your
solution and offer strong benefits.
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Your prospect knows the results they want and

are seeking solutions.
They are evaluating options and aren’t yet sure
if your product can help them.
At this stage of customer awareness, you want
to showcase social proof, build trust and
communicate your unique value proposition.
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Your prospect is familiar with your product and its

features.
They have connected their pain with your solution,
but aren’t yet sure it’s right for them.
At this stage of customer awareness, you want to
highlight scarcity and incentive in your copy.
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Your prospect knows of your product and are fully

convinced that your solution solves their problem.
They know what it does and they know that they
want it.
At this stage of customer awareness, you simply
need to present the offer and give them an
irresistible to buy.
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What is their level of customer awareness?

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ACTION TRACKER!
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Exercise 1: Defining Your Customer Avatar

Exercise 2: Paint Points and Benefits
Exercise 3: Campaign Context
Exercise 4: Customer Awareness
Module 2 Pop Quiz!

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www.getwsodo.

How To REEL In Your

Active: The subject of the Passive: The subject undergoes the

“He handled it.” “It was handled by him.”

“Monkeys love bananas.” “Bananas are loved by monkeys.”

“You listen to this presentation.” “The presentation is being listened to.”

The thing is… But surprisingly…

But truthfully… Although…

Now… In other words…

But here’s the thing… In short…

And here’s why… Listen…

For example… You see…

Study by Judith Kamalski

Image Source LAUNCH PAD

Image Source LAUNCH PAD

Image Source LAUNCH PAD

Image Source LAUNCH PAD

Image Source LAUNCH PAD

Image Source LAUNCH PAD

Source: The Guardian

We all have an attention bias

Source: Neuro Marketing

B2B products tend to be more complex, so education should

List FIVE challenges your

List FIVE challenges your

“I have a difficult time finding beautiful makeup that takes under 10

“I want my usual drink – a 9 shot, 1 pump mocha, skinny, no whip,

Flip the Script!

Flip the Script!

“I can always get my usual coffee beverage in the mornings before

"I can purchase freshly-made products with proven ingredients already

How/where is your customer

Market Level. Individual Level.

Competition Centric. Customer Centric.

Ranks market Ranks customer

Your prospect does not even know they have a

Your prospect is aware they have a problem, but

Your prospect knows the results they want and

Your prospect is familiar with your product and its

Your prospect knows of your product and are fully

What is their level of customer awareness?

Exercise 1: Defining Your Customer Avatar

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