2. Be simple

One of the fundamental rules of Copywriting 101 is to be clear and simple. Because a premise by definition is an unprecedented and grand idea, sometimes boiling it down to its essence is difficult, or worse, neglected.

Now don’t get me wrong. I’m not saying to water down your big idea to the point of stupidity.

That defeats the purpose.

What I’m saying is you’ve got to make it so simple and clear that it travels directly into the mind of your prospect, so he begins to tell himself the story.

Your copy must guide them and inspire them, not beat them over the head. So, you’ve got a grand premise that’s unpredictable and destined to shake up your market. Reduce it to a paragraph.

Now, take it down to two sentences.

Get it even shorter.

Just do it.

At this point, you may find yourself with a great tagline. At the minimum, you’ve now got the substance for the bold promise contained in your primary headline (more on that in a bit).