The 12 steps are designed to overcome the most common customer objections using a methodical series of copywriting tactics. The most common objections are:
- I don’t have enough time.
- I don’t have enough money.
- It won’t work for me.
- I don’t believe you.
- I don’t need it.
Each step builds on the reader's emotions to the point they are ready to take action. The 12 steps are as follows:
1. Get attention. Write a headline that catches your reader's attention. Once you have their attention, hold their interest by detailing how it feels to have the problem they have right now. You can use the problem-agitation formula.
2. Identify the problem. You identify their problem and make it real and vivid so they feel the pain of their situation.
3. Provide the solution. It's time to introduce your product as the solution to their problem. You will end their struggle.
4. Present your credentials. Explain to them why you can be trusted. Present your credentials. Some credentials you can list are:
- Successful case studies.
- Prestigious companies (or people) you have done business with.
- The length of time you've been in your field of expertise.
- Conferences where you have spoken.
- Important awards or recognitions.
5. Show the benefits. Tell the reader what's in it for him. Show the benefits. Make a list of all the benefits. You can use bullet points to do this.
6. Give social proof. To build credibility and believability use social proof. Use testimonials from satisfied customers.
7. Make your offer. It's time to make an irresistible offer. Create an attractive combination of price, terms, and free gifts.
8. Inject scarcity. Even with an irresistible offer, people may procrastinate taking action. For that reason, it's a good idea to inject scarcity to motivate people to take action. You can create scarcity by limiting the number of items in stock or making your offer only valid for a limited time period.
9. Give a guarantee. To make your offer even more irresistible, take the risk off your customer's shoulders. Give the strongest guarantee you can.
10. Call to action. It's time to explain to your reader what exactly he needs to do in order to take advantage of your offer. Make an action-oriented call to action that is simple and very clear. Be explicit in your instructions.
11. Give a warning. Tell them what will happen if they do not take action. Using the "risk of loss" strategy, explain the consequences of their inaction.
12. Close with a reminder. Using the "risk of loss" strategy, explain the consequences of their inaction.
To close include a postscript (P.S.) remaining them of your irresistible offer and the scarcity of it (time limit or limited supply).
If you want to know more about this formula go here: David Frey's 12-Step Formula