How to Annotate Sales Copy For the Win
Check out this Patreon exclusive video to see Sean and Luke break down and analyze copy for a live audience.
The Steps Described in the Video
1. Identify the idea and/or argument of the ad.
2. Identify the lead type, and try to think of why it was used.
Lead Types:
Story
Promise
Benefit/Promise
Proclamation
Problem/Solution
Direct Offer/Invitation
3. Identify Claims and the Proof that Support Those Claims.
Types of Proof:
Social proof (testimonials/endorsements)
Academic/Expert proof
Media & news proof.
Celebrities/Famous examples
Historical examples & analogues
Logical deductions
4. Identify Dimensionalizations
Dimensionalization: restating or reframing points, facts, or claims made in the copy
Types of Dimensionalization:
Evoke an emotion
Bring in personality
Add something that makes guru more credible, or claims more believable
Add sensory details
Add elements of fascination or intrigue
Bring in something timely or top of mind that relates
Reframe numbers to make them understandable or enticing
Bring in a new perspective
Tie in to a historical event or person
5. Identify pivot points, structural changes, sections, transitions, and how they function together
Section Types You Will Frequently Encounter In Sales Copy (Not all of these occur in every piece of sales copy):
Eyebrow copy
Headline
Deck copy
Pattern interrupt
Lead
Dis-qualification
Selling against alternatives
Cred/Bio
Benefits
Proof
Dimensionalizations
Analogies
Transitions
Aggravations of a problem
Testimonials/endorsements
Comparisons
Stories
Mechanism reveal
Pivot to offer
Scarcity/urgency justification
FAQs
Price anchor
Bonuses
Offer recap
Guarantee
Close
CTAs
P.S.
6. Identify What Makes The Offer:
Superior to others
Irresistible to prospects
A no-brainer
7. Make Notes About the Design Elements and Choices
Questions to Ask Yourself:
Why was a chart or graphic clear?
What did it do to communicate and evoke emotions?
Why was a particular color palette used?
Was anything distracting, confusing, compelling?