The Code Breaker Newsletter - Issue #011 How To Leverage The Most Versatile Copy Writing Framework To Improve Your Results

Hey Code Breakers,

Welcome to this week's Code Breaker Newsletter, where we share some of the best insights, tips, and stories on how to break the code on your market and unlock the potential within your business.

This week, I’m going to share one of the most powerful copywriting frameworks in existence. 

If you’ve ever wanted a framework that you could use in writing, audio, and video in a way that would draw your audience in, build their desire for what it is you have to offer, and position you as the solution to solve their biggest problems, then this is it. 

Unfortunately, most people neglect to use frameworks and end up missing the opportunity to leverage the power they have, but that’s not you… anymore!

Before - After - Bridge

Most of you reading this are probably aware that stories are powerful and that you should be using stories in your emails, social posts, sales conversations, trainings, etc, but knowing the best way to start a story and bring your customers along for a journey can take years of practice, trial, error to get it right. 

If you find your stories aren’t resonating, here’s just a couple of reasons why:

• You’re trying to share the whole movie when all anyone needs is a scene. 

• Your customers/prospects struggle to relate the story back to themselves. 

• You’re not connecting the dots for your customers.

• Your stories aren’t succinct and you’re forfeiting attention because of it.

When you leverage the before - after - bridge you’ll begin to create clear, concise stories that not only relate to your customer, but also get them engaged in the story and ready to take action. 

Here’s how:

Step 1: The Before - Describe the Current State Scenario!

One of the phrases/concepts I learned from Dean Graziosi is to “enter the conversation that’s already going on inside your customer's head”. And, while this is typically referenced in relation to creating effective hooks it’s also one of the best ways to draw your customers into a story. 

You do this by painting a picture of their current state. In a live sales call you’d do this by asking the customers questions about what brought you together, what struggles they’re facing, what issues those struggles are causing, etc. But, in writing you’re the one who gets to paint the picture. You describe the state your customer is currently in, the struggles they’re facing, and the issues those struggles are causing.   

When I first started working on improving my copywriting I struggled mightily. The blank page stared back at me in a menacing fashion, almost as if it was taunting me. Daring me to engage the keyboard, just so it could make a mockery of what I wrote. I didn’t know how to start, how close, or even how to string my thoughts together in the middle. Maybe you’ve experienced a similar feeling, you’re writing in English but it feels like a foreign language.

Step 2: The After - Paint The Desired Future State

But imagine what it would be like to solve all those problems. To see the blank page and instead of experiencing fear and trepidation, you started to feel the spark of creativity and imagination. To see yourself writing compelling copy that connects with your audience in a way that gets them to sit on the edge of their chair and lean in. 

I like to imagine one of two scenarios when my ideal clients are reading my copy. They’ve either sat up and moved to the edge of their chair as they don’t just read but consume the writing as it touches something deep within the recesses of their soul. 

Or they’ve sat back in their chair, relaxed but enthralled to the point when someone walks by and says something they either wave them off or don’t hear them at all. They’re engrossed and can’t seem to pull themselves away from the reading. 

Imagine writing in that way and getting your customers so engaged with your copy they do the same. As you begin using this framework you’ll start to create these scenarios for yourself. 

Not only will your clients be more engaged, but you’ll start to receive feedback about the effect your writing is having. How it’s made your clients think differently and dream bigger. Won’t that feel great?

Step 3: The Bridge - Show the Reader How Your Solutions Help Them Bridge The Gap.

You can have those dream scenarios. You can sit down to write your sales letter, blog, newsletter, social post, video script, etc and experience the scentsation you get where you once felt fear and trepidation and instead feel creativity and excitement. You can shift your writing from dull and boring, to engaging and effective. All you have to do is implement the framework. 

It’s that easy! 

All you have to do is describe where your customer is currently at. You can do that directly or you can accomplish that through analogy and story that your customers can relate to. 

Then paint the picture of what their ideal future will hold. What’s life like on the other side, after your solution has already been implemented. This creates the emotional draw that compels them to seek a solution and close the gap. 

Once you’ve got them drooling with anticipation you want to show them how they can close that gap. By implementing a framework like the Before - After - Bridge you’ll be able to eliminate writers block, build momentum in your writing as you improve with each and every iteration, and draw your customers towards your solution. 

I use the Before - After - Bridge for all kinds of writing, posts, videos etc. How will you leverage the framework now that you know it?