Table of Contents

Crafting copy that flows smoothly

Writing beyond the basics (DIC, PAS, and HSO)

Coming up with plug-and-play structures

on your own

And Overcoming writer’s block

But if you really want to get the most value out of

this book you need to understand these three
principles first:

They are not the be-all or end-all of copy.

The structure depends on the situation and context.

The best structure is the one that

best helps you achieve the WHY of your copy.

Reread and use

this guide as a model to remember.

Page no 1
Good copy not only has the ability to persuade or sell

But also has the ability to take the reader through a smooth
journey from start to finish,
In a way that’s easy to follow and understand.

STRUCTURE

Structure is the way copy is written and executed from

start to finish.
It determines whether or not someone will decide to read your
copy or not.

Which ultimately decides if your copy sells.

02
 The 5 C’s of Copy

No matter what structure you work with, your copy must be:

Concise Credible

Clear compelling Consistent

If you don’t have these five elements in your copy then it

doesn’t matter what structure you choose.

03
Chances are you’ve probably heard of these
structures.

But they are the fundamentals of copy and thus are essential
to learn and understand.

Grab attention (with an opportunity or threat)

Answer WIIFM

Tease with something the reader doesn’t know about

SL + first few lines should be disruptive

Page no 4
Build massive curiosity

Tease around a part of the problem or unique solution the

reader doesn’t know about

Fascination bullets

Use disrupt and intrigue elements

Strong CTA

Sell the dream state/way to avoid the pain

05
 Drive traffic towards landing/sales page
(cold traffic)

Getting prospects interested in our

product/service

Use this when the audience is product

unaware

Never reveal the product or service (sell the click)

Your reader should be dying to know the answer by

the end of your copy
06
Grab attention

Tap into the major pain or desire the avatar is experiencing

Amplify the pain or dream state of the reader. Push their buttons

Use sensory information (sight, smell, sound, taste, and feel) when
amplifying the pain or dream state to paint images in their mind.

Use future pacing to show them what their life would look like,
whether they ignore the pain or achieve their dream state.

Elevate emotions through the lens of Maslow’s hierarchy of

needs.

CTA

Urgency or Scarcity (not necessary, but if you can use it properly,

add it)

Crank the pain or desire one last time to push the reader over the
edge.
Page no 7
PAS
08
Catch attention with a powerful fascination

The hook acts as a “bribe” to get them to read

Hero’s Journey

Start at the height of drama (when all seems lost)

Make the character (whether it’s your prospect or a prospect’s

client) relatable to the avatar as a whole.

Fast forward to when they are living to dream (Building curiosity

through information gaps)

Simply direct them to take action

CTA can be free or you can put in a link for them to click

Notes

HSO is good for shifting beliefs

Building Know, Like, and Trust (especially

early on in a welcome sequence)

Page no 9
HSO
 To build know, like, and trust

To shift beliefs

Start building a relationship of trust

and rapport

Starts to warm cold traffic up

Usually at the beginning of a

welcome sequence
10
 SUB-STRUCTURES

Catch attention with a powerful fascination

“Why DIC Sucks”

“But most copywriters make the mistake

of relying on the DIC framework.”

Explain why your reasoning is better than what the reader

currently believes.

“The reason DIC is a poor framework,

especially for beginners, is that it’s way
too broad.”

Page no 11
Sub-structures
Give the reader something that they need to achieve their
dream state

“If i gave you a specific type of “disrupt” to

use that’s proven to grab attention, You’d
have a much better chance of creating an
email that pulls people in.”

12
13
 Create a vivid event with time and place.
“We’re 3 weeks into 2023 and half of the world has given up
on their new year’s resolution already”

State how the solution brought an end to the pain.

“I spent the last $1,689 in my bank account on mentorships and courses
But after months of sacrifice and massive action I finally made it”

Support your promise with credibility, facts, and results.

“I’m now running a copywriting agency and bringing in over
$20k/month consistently”

Pitch the prospect to take action.

“So tell me, Steve, What are you going to achieve this year?
Reply to this email and let me know”

Page no 14
4 P'S
15
 Grab your reader’s attention (Preferably with something
that they don’t know)

Give your avatar value that’s relevant to them to further

interest them in your offer (and keep them reading)

Talk about the dream state and benefits the prospect will
get from your offer.

Tell your readers to take a specific action

Page no 16
4 P'S
To get the click

Drives Traffic
Helps audience become product
aware

Usually towards the end of a

welcome sequence
It can be the first selling email
(before the audience is product
aware) or the last email (once they’re
product aware)
17
 MICROSTRUCTURES

By breaking them down into smaller pieces.

Microstructures won’t be as useful or easy to grasp if…

You don’t understand the basics of DIC, PAS, and HSO.
So if at any point you get confused or have trouble with
the microstructures,
Chances are you might have to take a few steps back.

So let’s begin.

Page no 18
Microstructure
 Within the first line tell the reader how they benefit from reading
your email

“There are $100s if not $1000s sitting under

your nose right now”

Explain why you’re showing them the benefit and how it can help
them reach their dream state.

Use 2-3 testimonials that your client has to help build social proof

Page no 19
WRTCC
 Tell them exactly what to do after you’ve shown them your
testimonials of other people’s experiences.

Show them their dream state and pain state. What will happen if
they do click and what will happen if they don’t click.

Give another call to action to push your readers to click.

Click here to see the copywriters who

chose choice B.

Page no 20
WRTCC
21
 Tell the reader immediately what they get out of reading your
email within the first line.

“What I’m about to share with you could save you from 6
months of hard work and losing tons of money on
your next house flip”

Give your avatar some background information around the

subject you are discussing.

Use a person’s experience and connect it with leading your

reader towards an action.

Page no 22
WCATBCU
 doing "Xyz" I've put together my wThrough hole lifetime of
knowledge to give you "123"

Share other people’s experience with your client’s product or

service. This builds social proof.

Page no 23
WCATBCU
 Write a list of benefits people will get from buying your client’s
product or service, and put them in a list of bullets.

Tell your readers what to do.

Click here to get an unfair advantage in the real estate game.

Give your readers a low grade feeling of urgency to click. Put it

should be light, not extreme.

Page no 24
WCATBCU
25
 Give your avatar some background information about the
subject you are discussing.

Tell the reader what they will get out of reading your email

So today, we want to set the record

straight and debunk the top 3
myths that are holding you back.

Page no 26
CWVC
 Tell the reader something that will help them
It can be information, myths, a list of tips/things to avoid, etc.

Lead the reader to take an action that focuses on selling the

relationship.

Page no 27
CWVC
28
 Start the email off with a high-stress situation.

Tell your audience the lesson you learned from a stressful

situation and how they will benefit from the lesson.

MLS Page no 29
 Tell the reader what to do in a way that’s low-pressure.
Come from the frame of “Hey, this is here if you need or want help”
P.S’s

MLS Page no 30
31
 Give a list of credentials that will show your audience your
expertise in your field

“Over my 17 years of real estate experience,

closing over 100 deals myself,

Give context as to the time and location of the subject you’re

talking about.

ATDLC Page no 32
 Add stress and conflict to your email.

Give two examples of choices that are hard to make and the
consequences of those choices.

Tell the reader what the client learned from the moral dilemma

Before you can invest in real estate, the

most important thing you can do is
know how to spot prime deals.

ATDLC Page no 33
 Tell the reader what to do in a way that’s low-pressure.

Come from the frame of “Hey, this is here if you need or want
help”

P.S’s

ATDLC Page no 34
To warm the audience up
Build know, like, and trust

Warms traffic up
Gets them ready to be converted
later

Right at the start of a welcome

sequence (first 2 or 3 emails)

35
Now you have a much more variety of structures and angles at your
disposal to use,
Other than just DIC, PAS, and HSO.
Use this guide as a reference to come back to when you’re struggling…
To figure out how to properly structure your copy.

As you read along, you need to look deeper

than just the surface level. Understand the “Why” not just the “How”.

By enrolling in the 4D Copywriting

Academy, you’ve been given access to exclusive information.
Remember, the more common knowledge is, the less valuable it is.

Use this as a reference afterward whenever you find

yourself struggling to structure your copy.