This information was culled from The Robert Collier Letter Book, a dated but revered book on copy writing. While there are other golden nuggets of information in the book, I believe this to be most useful to marketers and anyone looking to persuade another person. In fact, I'm posting this primarily for self-interest; I'm tired of searching for and consulting a post-it note with chicken scratch on it every time I want to write something marketing-related (today it's eBay listings). But I do hope every and any body who reads this gets something out of it.
1. Description or explanation, which pictures your proposition by first outlining important features.
2. The motive or reason why; creates longing by describing comfort, pleasure, or profit from the product.
3. The proof or guarantee. [Testimonials, especially from individuals in your target market, are a very powerful form of social proof.]
4. The snapper or penalty, which gets immediate action. [This ties into the Scarcity principle, elaborated on wonderfully in Influence. People are more likely to take action when there is a deadline or, even better, a limited supply with other people vying for the item(s).]
5. The close, which tells the reader what to do and how to do it, and makes it easy for him to act at once.
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