The great big promise opens with the biggest result your offer can deliver, stated boldly. Everything after it works to make that promise believable: proof, story, mechanism and guarantee.
The promise must be true and specific. Vague promises do not stop anyone.
Do it step by step
- State the result, the time frame and who it is for.
- Explain the mechanism that makes it possible.
- Back it with proof.
- Reduce the risk with a guarantee.