Twelve copy commandments

The checklist applied to every ad Gym Launch writes.

Alex Hormozi's framework, from Gym Launch Secrets, pp. 85 to 94.

Headline comes first
It is the most read part and curiosity is king.
Say what only you can say
Name anything remarkable or different.
Call out who you want and do not want
Excluding people is even more powerful.
Reason why
Always say why you are running the promotion.
Damaging admission
Own your flaws to make the rest believable.
Show, don't tell
Describe the emotion rather than the claim.
Tie benefits to status
Make the benefit about how others will see them.
Use urgency and scarcity
Keep both legitimate.
Implied authority
State credentials and results.
P.S. = power sentence
Headline and P.S. are the most read words.
Clear next steps
Make it stupid simple with steps one, two and three.
Third-grade level
Check the reading level with a free tool.

From chapter: Chapter 3, Get Paid To Acquire Customers, pp. 85–94

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