Let's Start Framing Your Offer

We'll walk through 4 key inputs to build the foundation of your direct response campaign. Each field helps clarify your positioning and audience.

Project Name
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Give your offer a memorable name that hints at the transformation. This helps you stay focused and makes your copy more cohesive.
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💡 Examples
Calm in 10 – Guided Meditation Pack
Fit After 40 – Metabolism Reset Blueprint
The 6-Figure Freelancer Masterclass
Quiet Dog Protocol – Neighbor-Friendly Training
Summarize the result your customer will achieve in one clear sentence
What transformation or result does your offer deliver?
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Be specific and outcome-focused. Avoid vague promises. Include timeframes and measurable results when possible.
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🎯 Examples
Doubles qualified leads in under 30 days
Helps busy moms get 7 hours of sleep per night — naturally
Teaches freelancers to charge $150+ per hour with confidence
Stops excessive barking in 14 days without shock collars
Describe your perfect customer as if you were picking them out of a crowd
Who is your ideal customer?
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Include demographics, psychographics, and current situation. The more specific you are, the better your copy will resonate.
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👥 Examples
Women 40–55, perimenopausal, struggling with energy and weight
Overwhelmed freelancers tired of low-paying jobs
Ambitious coaches with expertise but struggling to get clients
First-time dog owners in apartments or dense neighborhoods
Describe the pain, frustration, and daily struggles they face right now
Describe your customer's "before state" — what are they dealing with now?
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Paint a vivid picture of their current struggles. This creates emotional connection and urgency for your solution.
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😰 Examples
Waking up tired, even after 8 hours of sleep
Constantly second-guessing their prices and feeling unqualified
Working 60+ hours per week but barely breaking even
Dog barking nonstop, neighbors complaining, feeling embarrassed