Use your Roadmap as a guide, making sure you firmly establish each point and build your case, using a combination of straight talk, stories, hypothetical situations, facts and figures, useful insights, and nuggets of truth and logic. Use the techniques I shared with you in Chapter 13 to build anticipation along the way. Don't worry about breaking up your copy into sections with “subheadlines” just yet. I'll explain how to do that in a later cinch tweet review 15.áIntroducingáTheáProductáAndáIts Benefits Hopefully by this stage you've written the copy (or at least a first draft) up until the point where you're ready to introduce the product. You've talked about the reader's problems. You've shared some insights with them, and perhaps you've shared your story with them.
Before you introduce the product, it's a good cinch tweet review to justify why you decided to create it. Bearing in mind the three main storylines we discussed in the previous chapter, there are plenty of reasons (other than wanting to make a fast buck) you could have decided to create the product: • The “enemy” has hindered prospects for too long. It's time to fight back, and that's why you created the product; as a blow to the enemy, and to help the prospect. (“Us versus them”.)
• You've been there, with the same problems, and you want to share your experiences with the prospect, so they can benefit from them. You want to help. (“Loss and redemption”.) • Word got out about your “system”, and soon lots of people demanded to know it, so as a favor to the world, you're sharing it. (“Reluctant hero”.) Make sure you justify why you came up with the product, in your copy. Ultimately, you want to convey that (a) it's because you care, and (b) because you (and ideally only you) have the required expertise and cinch tweet review.
Once you've done that, it's perfectly natural to introduce the product to them, and it's very easy to do so. Once you've introduced the product, I recommend writing a paragraph which basically sums up the product, and what it could give the prospect – or maybe a couple of small bullet points summing up the product and the ultimate benefits. Here's a couple of examples showing how you could do this: • “I decided to create a program which would help guys to get what they want when it comes to women and dating.