Concentration: How to destroy alternate ways for your prospect to satisfy his desire
- Show the superiority of your product. The best copy comes from the assembly line.
- The superiority of your promise. Evoke the strongest desire in your prospect
- The role your copy allows the prospect to feel himself in, to have the prestige and status of
- One-up the competition
- Direct attack on your competitor
Concentration is to attack and replace. Never just attack your competitor’s claims and products.
Show how your product fills that gap and does it better.
Emphasize how their product actually harms the prospect, how it pulls them back further from fulfilling their desire,
and how your product and satisfy all those needs.
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