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Welcome to Author’s columnswhere we put the voices of HubSpot Writers experts in blogs that inspire and empower you.

You are about to learn an invaluable copywriting concept, something you will use to capture the attention of your market, not to indicate to differentiate any product. Surely, this will allow you to position regardless of you’re selling in a new and compelling way.

Now, believe this ebook:

Supply of symbols

Is called Outsourcing: Beginners’ Knowledge for Hiring Virtual Assistants.

I discovered it on Amazon, among dozens of different books on outsourcing. It has 6 ratings, so it’s not very popular, especially when compared to This ebook on the same topic:

Supply of symbols

Is called The 4-Hour Artistic Work Week.

It has 12,684 ratings. Tim Ferriss has purchased over 2 million copies, but not because of his famous character. (In fact, when the ebook was published in 2007, Ferriss was still relatively unknown.) The differentiating factor? I’ll tell you exactly: The 4-Hour Artistic Work Week it’s a “broad concept”.

Huge ideas:

While you have been given a great conceptyou’ve most likely revitalized something outdated. You’ve made something tired actually seem exciting, compelling, even it is not possible to resist — expressing it with the use of the manner shown:

Massive, “unbearable” ideas arise when a promise meets a mechanism.

The Promise.

A promise is a personal matter and the most effective and emotionally charged promises in most cases pose 4 problems:

1) News

2) Protection

3) Ease

4) Meaning

Let’s examine them one by one:

Novelty.

New problems are emotional because they provide us Hope. Hope for the alternative, for choice, for construction. Novelty creates the opportunity for alternative, an opportunity to grow to be different, superior.

To finally finish novelty: you will make your offer distinctive: the most efficient available through the use of a single supplier: your company, your brand.

Protection.

Coverage is a elementary human need. After breathing, food, water, safe shelter, clothing and sleep, feeling safe and secure is our next priority. It is emotional at first sight.

TO to finish in the end protection: make your offer predictable with credible case studies, reviews and testimonials. You will also have the ability to offer a be sure to lower the perceived probability.

Relief.

Even though humanity is productive and constantly evolving, people are still lazy. Most people do not like to work, keep in mind and overcome difficult scenarios. We would rather relax, have fun and avoid straining. This is one reason to promise ease. Every other reason is because most people simply do not have confidence in their own abilities.

To finally finish relief: you will provide a device, wayOR process to accomplish something. Give other people a certain number of concrete steps or rules. These elements give us a path, a way to follow that does not require so many ideas or probabilities.

Meaning.

People want big, right problems. Gradual, incremental expansion is not exciting. We really want big, vital effects, and fast.

To finally finish meaning: you will put a final date on your promise, the sooner the better. In short, tell the risk how soon he will see the results, the effect of his movement.

The unique mechanism.

Now, unlike an emotional promise, which must be clear, specific, and easy to fulfill, a new mechanism must be mysterious, or inexplicable, or curious:

• A mysterious one concept.
• An inexplicable device.
• A curious one product.

The mechanism is the method. It is the way in which the promise is kept. The method, then, consists in retaining as many of the mechanism (that is, the concept that that, the device, the product itself) as possible, while adding the benefits of the promise.

This juxtaposition, a clear promise coupled with an opaque mechanism, creates rigidity, hobby, desire. It creates an attraction that is impossible to resist.

Example of promotion and advertising of large-scale ideas: the 4-hour art week

This ebook is actually a great example of Massive Idea promotion. Tim Ferriss uses the strategy to refresh and reposition the concept of “outsourcing”, which gives his ebook huge advantages in receiving promotion.

This blue copy is designed to finally finish meaning:

• “Escaping the 9 to 5 Job” it’s a problem that many people feel deeply about, an important problem.
• “Living Anywhere” it’s a big problem.
• “Turning into a member of the nouveau riche” it’s a big problem.

Where do these 3 test problems come from? They come from your research, information and data you have collected about your target market:

What is essential for these other people?

What is their definition of good luck?

When are they happiest?

The answers to these questions will inform the meaning of your promise.

This orange copy is the mechanism:

“The 4-Hour Artistic Work Week” It’s a mysterious, inexplicable concept—it seems unimaginable—and it makes The Reader wonder:

Is this really a work of art?

Is it really conceivable?

What if it were true?

Now she’s busy, curious. Now you’ll have her attention.

This green copy is designed to finally finish cover:

<img decoding=”async” src=”https://wpfixall.com/wp-content/uploads/2024/08/marketing-formula-7-20240814-7925091.webp” style=”margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%” title=”” alt=”Marketing formula example: security“/>

The security of a credible prize or status symbol, such as being “The number 1 New York Cases Best seller” — is transferred to the mechanism, this mysterious problem called The 4-Hour Artistic Work Week.

Again, the e-book is a continuation of the promotion and, by extension, an opportunity to continue to demonstrate the novelty, coverage, simplicity, and importance of the whole promise.

This yellow copy is designed to finally finish relief:

• “READ THIS BOOK”
• “STEP-BY-STEP GUIDE”
• “…this ebook is the project.”

This promises the risk a clear path to follow, a real “blueprint” to achieve the essential promises:

Escape from the 9-5 job…

Living Anywhere…

Transforming into a member of the nouveau riche…

Do you want these things? Then just get informed about the ebook and apply the steps. It is a device — and this gives the Reader confidence not only in the product, but also in himself, in his ability to easily understand, apply and achieve success.

This pink copy is designed to finally finish novelty:

• The word: “New”
• The sentence: “Throw out old ideas of retirement and long-term savings…”

This promises The Reader another method to earn money and live a different lifestyle. It is promising and compelling at first glance.

This blue copy is designed to finally finish meaning:

• “Out of the rat race”
• “Enjoy first-class international round-trip travel”
• “Earn a 5-figure monthly income and don’t wear a watch”
• “You are living the life you want”

This promises big only the right questions, big permutations in his high-end lifestyle. Again, this is so essential because until The Reader thinks your device will make a very powerful material difference, it will not act.

This green copy is designed to finally finish protection:

<img decoding=”async” src=”https://wpfixall.com/wp-content/uploads/2024/08/marketing-formula-11-20240814-5529222.webp” style=”margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%” title=”” alt=”Marketing Formula Example: security“/>

• “It’s about time this ebook was written ASAP. This is a long overdue manifesto for the cellular lifestyle, and Tim Ferriss is the most effective ambassador.”

This testimony makes the results of the 4-hour art work week predictable, which reduces the perceived likelihood of investing time and money on this machine.

The more you fill it out this way, the easier it is.

The 4-Hour Artistic Work Week It is a smart example because Ferriss creates a mechanism while promising novelty, protection, simplicity and importance.

Of course, this is perfect, but it’s definitely not always possible because, depending on the medium, you probably won’t have enough space to check off every box. You’d have to work with a word limit or a time limit, and you also don’t have the luxury of proving your promise one section at a time. That’s okay:

As long as you have a very powerful promise and a mechanism for that promise, you have the basis for a great concept. And for individuals who marry an emotional promise and a new mechanism in an engaging way, you have actually created a great concept.

Ask a question to:

When you see an advertisement, for any product, in any medium, ask yourself:

1. What is the promise?
2. What is the mechanism?
3. Overall, do these things appeal to the target market?

Do this over and over again and you will really learn to think in big ideas. Another thing you will do is an exercise I call “Replica-Annotation”, which revolves around spherical searching and isolating the 4 parts of a promise in an ad, any ad.

Look at an ad and underline the text that describes the mechanism. Then look at it again and underline the proof problems that make the promise new, safe, easy, and viable.

To finally conclude a promise is novellook for examples of exclusivity and novelty.

To finally conclude a promise is Safelook for evidence and examples of predictability, such as warranties.

To finally conclude a promise is easylook for strategies and systems and projects designed to make it foolproof. Finally a promise is essentiallook for examples of time to influence: the faster it is, the easier; the bigger it is, the easier.

THE mechanismso, it’s the product, the device, the concept that that.

Are you curious?

Or mysterious?

Or inexplicable?

It has to be (to create intrigue).

Look for the mechanism along with the 4 proof problems in every instance where you are annotating the copy. The more you observe, the more fluent you will become in this language. And over the years, it will become easier to put all those parts together so that it is impossible to resist promotion.

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