The Magic Cube: The 4 Corners

Click on the image to watch the video:

Exercises:

1. Print your ad, or open it in a word processor where you can highlight text.
   
   Highlight in yellow every line that makes a promise.
   
   Highlight in green every line that offers proof of your promises.
   
   If there is a lot of yellow, and little or no green, review your copy , looking for places where you can add proof.
   
   
2. In your word processor, create a table with 2 columns.
   
   Label the left column Benefit, and the right column Proof.
   
   Copy from your ad every line that makes a promise or describes a benefit of the product, and paste all of those into a cell in the Benefit column.
   
   Go back to your ad and copy the proof elements that support every Benefit.
   
   If you are making promises without any supporting proof, review your copy, looking for places where you can add proof.
   
   
3. Hang on to these 2 exercises. You’ll want to refer back to them and continue to improve you copy as you move through the following lessons.

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