Return with the Elixir The arrival home after the hero's journey. They bring with them a token, a gift, from the special world, something that can heal and bring prosperity…
The Resurrection The pen ultimate challenge. Known in most stories as the climax. This is the most dangerous meeting with death, the hero's final death and rebirth that changes them,…
The Road Back "Easy is the ascent up a tree. But to feel the ground underneath your feet once again, that is the true challenge." Once the reward has been…
Reward The overcoming of the great obstacle, the triumph over a great enemy. It can take its shape in many different forms. Celebration, a gathering of allies and feast around…
The Central Ordeal The deepest chamber, the innermost dungeon of the hero's journey, where the hero faces their greatest challenge and most fearsome opponent yet. The source of magic of…
Approach To The Inmost Cave Heroes begin their journey to the heart of the special world, having conquered and survived tests and challenges of the special world, and made friends…
Tests, Allies, and Enemies The hero has finally entered the special world. Contrast. Everything in this world from its landscape to its inhabitants is a strong contrast to the ordinary…
Crossing the first threshold Having refused the call to adventure, the hero now faces the consequences of his inaction. The mentor cannot help him. The consequences must be faced by…
The mentor White hair. Equally as white of a beard. The image of the wise and aged mentor, a person with a life lived long and richly, with experience and…
The refusal of the call Uncomfortable. Leaving the nest and stepping into the unknown. The hero is torn between the comfort of his life and the excitement of the promise…
The Call to Adventure Just when our hero is most comfortable, most confident in their abilities to conquer the ordinary world, like a great earthquake shattering or an ancient dormant…
The Ordinary World In order to have our characters change, we must first get to know where they are coming from and what they currently are. It can be as…
The myth of the hero, the story that has been told since the great Mesopotamians, spreading its elixir into the far corners of the world, until every inch of soil…
Screenplays are emotion. Writing is revelation of character. Stereotypes are external, archetypes are internal.
Part 2 Sensitivity: At what point do you oversell? At what point does your prospect feel satiated and demand not more selling, but the blessing to acquire your product? This…
Part 1 Verification: How to offer proof and authority Keep it as short as possible, facts and statistics take away from the emotional journey of your prospect imaging having their…
Borrow conviction: Mold the brilliance of others into your copy People to do not purchase publications to read ads. They buy them to keep in touch with the world around…
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…
Mechanization: How to verbally prove your product Copy is a silent dialogue with your prospect, in which your words become a person who offers a recommendation that if true, will…
Redefining objections and turning them into must-haves Three categories of objections and drawbacks: Your product is too hard to useYour product is not important enoughYour product simply costs too much…
Gradualization The three dimensions of human persuasion: Desire, Identification, and Absolute Conviction Absolute Conviction: The fusion of desire and belief, making the prospect feel right in their choice Belief: The…
How to build a saleable personality into your product The desire that isn’t obvious: The Longing for Identification Identification: The active process by which copy capitalizes on the desire to…
The art of salesmanship is expanding the mass desire; Advertising is the literature of desire. This desire exists in the prospect’s mind as a blurry, hazy, emotion with no direction.…
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 Art of Creative Planning. There are three levels of creativity that you can apply to create a new headline: Word-Substitute: The shallowest and most ineffective method, it tends to…
What is Verbalization? Simple, it is the act of increasing the impact of a headline by its way in which it is stated. Verbalization takes a simple statement such as…
The sophistication of your market: How many have come before you? There are five stages of sophistication that each market goes through: When you are first: Be simple. Be direct.…
In the first chapter, we learned the main tenet of copy writing, which is the focusing and redirection of mass desire. We learned how to define and leverage this mass…
What makes advertising successful? What is it that all successful copies share? It is the correct identification of the mass desire that is shared among millions of people. Copy does…