The
RMBC
M
Method o
for d
Winnin
Writing ul
e
g Sales
Letters
by Stefan
Georgi
LESSON 1
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Visit Me At:
stefanpaulgeorgi.com
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LESSON 1
Copy
OVERVIEW
Copy MODULE
TABLE OF
CONTENTS
Lead 4
Background Story
Unique Mechanism of The
Problem 5
Unique Mechanism of The
Solution
Product Buildup + Reveal
Close 6
FAQs 6
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I. LEAD
• Call Out Problem
• Promise Solution to Pain Point + Promise to Save Time/Money
• Tease Emotional Discovery Story
• Tease Unique Mechanism Behind Solution
• Tease Contrarian Nature of Mechanism (This Flies in the Face of What
You’ve Been Told Before)
• Working in “Fascinations” as Incentive For Continuing With Copy (I’ll
Answer This Riddle For You)
• Briefly Address Skepticism
• Briefly Mention Credibility Builders
• Qualifiers – Who This Works For. Is It For Everyone? Is It For a Certain
Subset? Speak to Your Market.
• Include a Few Broad Testimonials if Available (About Benefits But Don’t
Give Away Product)
II. BACKGROUND STORY
• Who I Am + Credibility Builders When Appropriate (ie. A Doctor or Expert)
• “Me or Someone Close to Me Was Just Like You (In Pain)” – Here’s The
Emotional Story About It
• Traditional Solutions & Advice Not Working
• Trigger Event – Problem or Pain Point Escalated to Where Avatar Realizes
Something MUST Change
• Search for Truth/Answers
• Optional: Meets Wise “Sensei” Type Who Promises to Reveal the Truth
That’s Been Hidden.
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III. UNIQUE MECHANISM OF THE PROBLEM
• Explaining the “Real Cause” of the Problem; You’ve Had 99% of the
Answer But This is the Missing 1%
• Should Be Surprising, Possibly Even Counterintuitive
• Backed by Credibility and Proof Elements
IV.UNIQUEMECHANISMOFTHESOLUTION
• Now That You Know the Real Cause of the Problem, This is the “Real
Solution” on a MACRO level.
• This Should Be Logically Connected to the Problem
• For Example: If Bad Bacteria is Causing Your Weight Gain, the Solution
is a Novel Way to Rid Your Gut of Bad Bacteria.
• Once They Have the MACRO Solution (A Theory) – They Dig Deep To
Prove The Theory (And Get Into The MICRO).
• Backed By Credibility and Proof Elements, Including Citations and
Scientific Sources.
V. PRODUCT BUILDUP + REVEAL
• Now That Avatar Knows The Solution, He Looks For An “Out-of-the-
Box” Version; Something That Will Just End His Quest and Solve The
Problem Right There
• But Discovers That Out-of-the-Box Is Flawed
• Has to Do It Himself And Create Novel New Solution
• Starts Testing It or Working On It. There Are Problems and Setbacks
• But Eventual Success/Breakthrough
• Proof Product Works
• Others Asking For It
• PRODUCT Is Born!
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VI. CLOSE
• Product Details (What’s Included, What Makes it Special, Unique Selling
Propositions)
• Discuss and Dismiss Other Alternatives (Expensive, Ineffective, Side-
Effects, Poor Quality, Unproven)
• Keep Building Up Value of -PRODUCT-
• Additional Testimonials
• How to Use The Product
• Optional Urgency – Powers That Be May Want to Stop Me From Sharing
This At Any Time
• Scarcity: Demand Is High, Supplies Are Limited, Out-of-Stocks Are Common
• Personal Mission of Avatar to Make Things Better – Tied to Emotion
• Price Justification & Reveal – Other “Solutions” Are More Expensive &
Consequences of Inaction are Costly (Cost Can Be Either Material or
Immaterial)
• This Solution is Better and Will Save You Money, It’s Normally $X Which
is Bargain, But Right Now You Can Get It For Just $Y!
• Smart People Buy More
• First Call to Action
• What Happens After You Click The Button
• Optional: Valuable Free Bonuses Revealed
• Guarantee – You’ll Most Likely Have a Great Experience, But If For Any
Reason You Don’t, No Risk and No Hassle
• Second Call to Action
• Two Choices – You Can Go On Suffering, Or You Can Take Action
Today and Change Your Life forever; The Choice Is Yours
• Urgency 2 – But You Really Must Hurry As This is The End of the
Presentation And There’s No Guarantee How Long Offer Will Be
Available
• Third Call to Action
• Thank You For Watching
VII. FAQS
• Back to Being Their Friend; Helping Clear Up Any Confusion They May Have
• Reminding Them of What Product Is, What It’s Used For, Importance of
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Taking Action Today, Terms of Guarantee, and How to Buy!
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