If you want to write copy that sells, you must have the 4 U's in your copy, your focus and as your target:
Common interest never propels people to buy, but only gather. If we are in business, creating a profit, we must fix a problem. Every business has a problem they fix. Even a dating service fixes the problem of the pain of singleness. Here's the outline to follow:
URGENT: You must have an urgent pressing problem that you are solving with your product or service
Example: Weight loss. You are solving the problem with not being able to lose weight. You are solving this problem in a way that is unique and it is superior and it has proof. The problem is WEIGHT LOSS, the 4 U’s must answer this.
UNIQUE: Your solution must be unique, it can not be like everyone else or you will never win in the competitive world of business. If your solution is not unique don’t even BOTHER marketing it. You must be so unique that when people see it they might not even read or care about your proof and they are already compelled to your useful and ultra specific solution and they BUY BUY BUY!
USEFUL: Show me proof. Show me as much proof as possible.. this is what your client or customer is begging for, although they might not know it. Tell stories, tell testimonials, give documentation that is clear and concise and compelling!
ULTRA-SPECIFIC: I need to be so compelled that you are my ONLY answer that not only will I be doing business with you but I will tell every living breathing person I care about! I will bring referrals without being asked, I will mention you wherever I go! I will applaud you as the GO-TO person in your field!
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