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How to write body copy as strong as your headline

Inside your prospect’s mind:

Your copy must expand one or more of the three dimensions of his already-existing mental world.

The first dimension: Desire

First, consider the length of your copy needed to build his desire.

Second, consider how much copy do you need to make your prospect comfortable and complimented by your product.

Finally, how much additional copy do you need to make him believe?

Desires can be physical (the image of strength and physical prowess), material (the image of luxurious living), and sensual (the

soft fabric of the finest Egyptian cotton)

Remember, desires are never created by copy. They are already within the prospect.

Your job is to expand, sharpen, and channel them, giving them a goal to strive towards,

so that the prospect can imagine himself fulfilling his desire in utter ecstasy.

The second dimension: Identification

There are roles your prospect wants to play, and it is your product’s job to bring forth the personality traits that will build them.

Imagine the image of “Racer”, the fastest production car every made. Your prospect doesn’t want to drive this car because it’s

fast. No, he wants to drive it because he wants the world to see him as man of beaming courage, of unrelenting confidence, a man

all women idolize.

It is your job to put these identifications behind your product, so that your prospect can imagine himself become that person

when he uses your product.

The third dimension: Beliefs

This is the prospect’s world of emotionalized reason.

It is the prospect’s attitudes and opinions of the world.

It is not your copy’s responsibility to change them. They cannot be changed. No, what you must do is accept them, and build upon

them.

The prospect’s beliefs are filters through which your copy must successfully pass. Pass through it, and your prospect will believe

no other product will satisfy his needs and desires as well.