Learning to Sell

As I revamp the offering of ChezFilms, I'm taking the opportunity to revisit copywriting best practices (a personal compilation):

1. Problem
   What is your client's pain point? What attempts have failed in the past? If you accurately describe their problem, you capture their attention.
    
2. Philosophy
   Why don't the usual solutions (or those offered by competitors) work? What paradigm shift do you propose?
    
3. New Approach
   How is this philosophy implemented in practice? What is your plan and its main steps?
    
4. Social Proof
   Show how this approach has worked in the past: testimonials, case studies, etc. Here, your clients' words carry infinitely more weight than your own.
    
5. Guarantee
   Make the decision less daunting: if the client commits and it doesn't work out, what guarantees are there to mitigate the risk?
    
6. Call to Action
   If the prospect is interested in your approach, what is the next simple, concrete step?
    
7. Urgency
   What are the compelling reasons to act now rather than in two weeks or two months?

This isn't a cookbook recipe; these are the answers to our natural questions before making a decision. If you analyze your last new product purchase, you'll see that you went through the same steps.