1. Premise

When it comes to getting people to take action now, as opposed to “thinking about it” (and often never returning), it all begins with the premise. Your copy needs an exceptional premise that allows you to make a resulting bold promise that attracts attention and compels your ideal prospect to read, watch, or listen to the rest of your message.

As we’ve seen, it’s tempting to think of the premise as being the same as your positioning or USP (unique selling point). And when selling information, it’s pretty close. But it’s more helpful to think of the big idea as resulting from your USP (unique selling point), which leaves you room to test other promotional ideas in the future.

For example, here’s an idea for a book or online education program:

The Benjamin Franklin Guide to Small Business Success

Okay, so the wisdom and habits of successful entrepreneur and statesman Ben Franklin are your positioning, but what are you really selling? Most likely it’s a small business marketing and management system, right?

So, perhaps you key in on this particular Ben Franklin quote as the premise for your promotional copy:

“Drive thy business or it will drive thee.”

The premise in this case would be that the key to business success — even back in the days of Ben Franklin — is to have systems in place that allow you to work on your business, not in your business. This is just a random example, but hopefully you get the idea behind your premise compared to your overall positioning.