- Before-After-Bridge
- Before: Remind readers of their current struggle
- After: Show readers what their future is after your solution
- Bridge: Share how your capabilities drive the transformation
- PAS (Problem Agitate Solve)
- Problem: Present your prospect’s challenge
- Agitate: Make the prospect feel the pain
- Solve: Present the solution to the pain
- Viking Velociraptor
- Verify (something they’ve seen/heard/felt)
- Validate (their feelings)
- Vantage (insert your vantage point)
- Values (bring up shared values)
- Villains (paint a common enemy)
- AIDA (Attention Interest Desire Action)
- Attention: Surprise the reader with something unexpected
- Interest: Keep them engaged with supporting info
- Desire: Evoke in them a visceral feeling to achieve them
- Action: Give them a path to attain their desire
- The 4 P’s Technique
- 1. Promise (make a short & sweet promise, related to their desires)
- 2. Paint (describe what their world will look like after you deliver)
- 3. Proof (share results from previous promises)
- 4. Push (now that they’re excited, call to action)