www.imarketing.

courses

DAY #2
Promotion Pyramid: The 3-Step Formula
For Turning Signups Into Sales

© ALL RIGHTS RESERVED | COPYPOSSE.COM

 www.imarketing.courses

OWN THE INBOX

CHALLENGE

E
M NS
R CO IO
T
VE JEC
O B
O
THE EP3
ST
ERT S TO
V E
N UR TS
COEAT EFI
F EN
B

PRO IO
N
MO ST
EP 2
P
A M
M RO N
O
T

P LA
P

PYR P1
AM ST
E

ID

© ALL RIGHTS RESERVED | COPYPOSSE.COM 1

 www.imarketing.courses

PART 1: PLAN YOUR PROMOTION

QUESTION #1:

What’s included with your product? What do people get when they buy? What
are the specific features?

List anything your product or service HAS, IS or INCLUDES, along with any optional
“add-ons” or “bonuses” if applicable.

Physical Product: product, features, parts, accessories

Digital Product: assets, modules, guides, bonuses
Service: Sessions, tasks, deliverables, extras

Examples:

The Calm App

Mobile application Progress tracking

Personalized membership account Program training

Guided meditation tracks App community

Relaxation music Daily challenges

Nature scenes and sounds Daily Gratitude Journal

Body mindfulness lessons Mental Strength Training Guide

Mindfulness masterclasses Calm Intention Cards

Session timer Gratitude Toolkit

Email reminders Managing Stress Workbook

Progress tracking Peak Performance Journal

ReMarkable
Lightweight notebook tablet Google Drive & Dropbox integration

Charging cable Readable in sunlight

8 GB internal storage Handwriting-to-text conversion

Multi-point capacitive touch Supports 33 languages

Marker with high-friction marker tip Add-On: “Connect” membership

Tilt detection Add-On: Protective sleeve/folio

Unlimited cloud storage Add-On: extra marker yips

© ALL RIGHTS RESERVED | COPYPOSSE.COM 2

 www.imarketing.courses

Copy Posse Launch Pad

9 in-depth video trainings with Alex
9 LIVE group copy critiques and Q&As with Alex
Proven templates, examples, and exercises
Lifetime access to all program recordings in Posse Portal
Private Facebook group for direct access to the Copy Posse team
23 Psychological Triggers
16-Step Sales Page Formula
Landing Page Formula
16 Attention-Grabbing Hooks
8 Storytelling Formulas
8 Email Formulas
Ad Frameworks
Bonuses, etc.

Business Coach (service)

12 weekly coaching call sessions with a business coach
3 months of weekly coaching, support, and systems
Frameworks and action plans to double your impact and revenue

© ALL RIGHTS RESERVED | COPYPOSSE.COM 3

 www.imarketing.courses

QUESTION #2:

Which type(s) of scarcity do you want to include in your campaign? Map it out
below. The best offers include a combo!

Four Types of Scarcity:

1. Price Scarcity: A limited-time discount

2. Quantity Scarcity: Limited quantity of what you're offering
3. Premium Scarcity: Limited-time bonuses
4. Offer Scarcity: Offer available for a limited time only

Example:

Order now and you'll get 50% off plus these 5 special bonuses for a limited time.
Once time runs out, the price will go back up and your bonuses will disappear
forever.

© ALL RIGHTS RESERVED | COPYPOSSE.COM 4

 www.imarketing.courses

QUESTION #3:

What’s your reason for limiting the offer? Always justify your scarcity with a reason
why!

Example:

It's my once-a-year Birthday Sale! I want to spend my special day celebrating with
you! That's why, for a very limited-time you’re getting 14 Birthday Bonuses when you
order now.

© ALL RIGHTS RESERVED | COPYPOSSE.COM 5

 www.imarketing.courses

YOUR PROMOTION PLAN:

Now it’s time to put it all together! Your promotion plan outlines what they get, for
how long, and why it’s limited.

Use this formula to map your promotion plan and fill in the blanks:

Order now and for a limited-time, you’ll get [ product ], including [ feature ],
[ feature ], and [ feature ]... at/for/with [ scarcity ], because [ reason why ].

Examples:

The Calm App

Sign up now and for a limited time, you’ll get 3 months of free access to the
Calm App – including guided meditations, sleep tracks, and relaxing music – for
$69.99 $8.99/year, because you’re an Amazon Prime Student Member.

ReMarkable
Order now and for a limited time, get the reMarkable paper tablet – including
unlimited cloud storage, Google Drive & Dropbox integration, handwriting
conversion and more – at a 47% discount, because this is our product debut!

The Copy Posse Launch Files

Order now and for a limited-time, get the Copy Posse Launch Files – including
higher-quality video training, streamlined workbooks, and additional bonus
masterclasses – before the price goes up for good, because it’s my birthday!

© ALL RIGHTS RESERVED | COPYPOSSE.COM 6

 www.imarketing.courses

PART 2: FEATURES INTO BENEFITS

QUESTION #1:

What are ALL the benefits of your product? It’s time to convert your features into
benefits.

For each feature/bonus you listed in Part 1, come up with a related benefit. If you're
struggling to come up with benefits, use the Copy Posse Feature-To Benefit
Converter.

List your benefits next to each feature below! Start with functional benefits, using the
following formula: [Feature] so you can [Benefit].

Then include Emotional Benefits (aim to have at least 5 benefits that can later be
incorporated into your email campaign). The more the better!

Examples:

The Calm App

Guided meditations that are quick and discrete, so you can refocus during
your workday, and instantly improve your productivity.
Over 100 sleep stories, plus sleep music and nature sounds, so you can fall
asleep quickly and stay asleep all night long.
Finally, find calm amongst the chaos. Re-focus on what matters most – you.

ReMarkable
Sharing capabilities, so you can impress your clients with instant feedback
and next steps.
No notifications, social media, or email, so you can find the focus you need to
think better and do your best work.
You'll Impress everyone at your next meeting by how organized your notes
are.

© ALL RIGHTS RESERVED | COPYPOSSE.COM 7

 www.imarketing.courses

The Copy Posse Launch Pad

In-depth video training and live coaching so you can get the step-by-step
guidance you need to write high-converting copy assets and create an
irresistible portfolio.
Proven templates, examples, and exercises, so you can have the tools and
knowledge you need to ignite your copywriting business from scratch.
Find the job freedom you've been craving – you'll never have to call in sick, take
unpaid leave or ask for vacation days when you work for yourself.

© ALL RIGHTS RESERVED | COPYPOSSE.COM 8

 www.imarketing.courses

PART 3: OVERCOMING OBJECTIONS

The Five Most Common Customer Objections & How To Overcome Them:

Objection One: It’s too expensive

Objection Two: It won’t work for me
Objection Three: I don’t believe you
Objection Four: I don’t need it
Objection Five: I’ve tried this (or something similar) before and it didn't work

Using the Objection Killer Roadmap below, answer the questions for each objection:

OBJECTION PROBABLE HOW TO QUESTION

CAUSE OVERCOME

#1 Because they... Focus on... Ask...

Don’t view the Greatest total What is the total value of

It’s too offer as a good value (compared this offer (think real,
expensive deal to price) perceived, bonuses)?

#2 Because they... Focus on... Ask...

Don’t believe in Social proof, What are some REAL results

It won’t work case studies & I could demonstrate to
for me the solution (or too
good to be true) testimonials increase believability?

#3 Because they... Focus on... Ask...

Lack trust Authority, How can I showcase more

I don’t (potential risk > credibility and credibility, build trust, and
believe you perceived reward) risk reversal lower risk?

#4 Because they... Focus on... Ask...

Don’t think it will Relatable How can I better address

I don’t solve their unique challenges & my customers' pain & help
need it problems specific benefits them overcome it?

#5 Because they... Focus on... Ask...

I’ve tried it Have had a Unique solution, What makes this unique /
before and it bad experience mechanism or different / better than
didn’t work in the past approach (USP) similar alternatives?

© ALL RIGHTS RESERVED | COPYPOSSE.COM 9

 www.imarketing.courses

OBJECTION 1: IT'S TOO EXPENSIVE.

What is the total value of this offer (Think: real value, perceived value, bonuses,
opportunity cost)?

TIP: Recap your FEATURES & BONUSES, from Part 1 and assign them real/perceived
value.

Examples:

The Calm App

Progress tracking
Mobile application
Program training
Personalized membership account
App community
Guided meditation tracks
Daily challenges
Relaxation music
Daily Gratitude Journal
Nature scenes and sounds
Mental Strength Training Guide
Body mindfulness lessons
Calm Intention Cards
Mindfulness masterclasses
Gratitude Toolkit
Session timer
Managing Stress Workbook
Email reminders
Peak Performance Journal
Discovering Happiness Journal

Total VALUE: $69.99/year

Your Cost: Try Calm Premium FREE for 7 days

ReMarkable
Google Drive & Dropbox integration
Lightweight notebook tablet
Readable in sunlight
Charging cable
Handwriting-to-text conversion
8 GB internal storage
Supports 33 languages
Multi-point capacitive touch
Add-On: “Connect” membership
Marker with high-friction marker tip
Add-On: Protective sleeve/folio
Tilt detection
Add-On: extra marker yips
Unlimited cloud storage

Total VALUE: $399

Your Cost: $299 with Connect

© ALL RIGHTS RESERVED | COPYPOSSE.COM 10

 www.imarketing.courses

The Copy Posse Launch Pad

9 x 90-Minute Group Training Videos with Alex Cattoni ($4500 Value)
9 x Live Group Coaching & Critiquing Sessions with Alex Cattoni ($4500
Value)
Proven templates, examples and exercises ($1000 Value)
Lifetime access to all program recordings.
Private Facebook group for direct access the Copy Posse team.
PLUS: Thousands of dollars in bonuses.

Total VALUE: $10,000++

Your cost: $2997

© ALL RIGHTS RESERVED | COPYPOSSE.COM 11

 www.imarketing.courses

OBJECTION 2: IT WON'T WORK FOR ME.

What are some specific case studies, testimonials and real results you could
showcase to increase believability? Use specific examples.

TIP: Check out the reviews/testimonials section of your product’s page.

Examples:

The Calm App

“I rely on this app to fall asleep every night.”
“Great sleep stories which I haven't found a rival for elsewhere and used to
solve my insomnia.”
“It helps me calm down during the day, and to sleep at night. I love this app.,
everyone needs this in my opinion.”
“I am a pretty anxious person and I have trouble getting to sleep. The sleep
stories have lulled me asleep many times already and the meditation
sessions help me calm my anxious mind.”

ReMarkable
“The writing experience is nearly flawless”
“reMarkable mimics the feel of paper, and it’s good enough to fool you”
“Hands-on with reMarkable, the closest thing to paper since paper”
“reMarkable is pretty much paper for the 21st century”

© ALL RIGHTS RESERVED | COPYPOSSE.COM 12

 www.imarketing.courses

The Copy Posse Launch Pad

“I landed an $80,000 a year copywriting job…”
“This is it! The most insanely awesome copywriting program on the planet!”
“The Only Copywriting Program You Need to Make A Career Change”
“A Copywriting Program That Gives You Real Results.”
“Thinking of Doing A Copywriting Course? Do THIS ONE!”
“The BEST copywriting course out there. Period.”
“The single BEST investment for my copywriting career.”

© ALL RIGHTS RESERVED | COPYPOSSE.COM 13

 www.imarketing.courses

OBJECTION 3: I DON'T BELIEVE YOU.

How can you showcase more authority, build trust and lower risk? (Think: how can you
make the purchase seem like a no-brainer, share the refund policy, re-state credibility
factors).

TIP: Look for authority/credibility builders on the About Page of your product’s website.
Refund policies & Risk Reversals can be found on the checkout page or FAQ section.

Examples:

The Calm App

Authority/Trust:
Tamara Levitt, Head of Mindfulness at Calm, has written and recorded most of
the meditation sessions available in the Calm app. Tamara is a long-time
Mindfulness Instructor, with over 20 years of experience in the meditation and
mindfulness field.
#1 app for sleep and meditation.
Millions experiencing better sleep, lower stress, & less anxiety.
Named by Apple as the 2017 iPhone App of the Year; by Google Play as an
“Editors' Choice” in 2018, and found by a major study of 200,000 iPhone users
to be “the world’s happiest app”.
Lower Risk:
Download for free
Unlock Calm Premium free for 7 days
Cancel anytime

ReMarkable
Authority/Trust:
In 2013 Magnus Wanberg, CEO and founder of reMarkable, set out to create a
device that would offer a pure, paper-like experience, but be connected and
limitless.
We’ve spent six years developing technology that mimics the tactile nature
and immediate response of paper. Qualities that make paper a simple, yet
powerful and flexible tool for thinking. The result is the second-generation
CANVAS display. Twice as fast as its predecessor, it’s the world’s fastest digital
paper.
The first real digital paper tablet.

© ALL RIGHTS RESERVED | COPYPOSSE.COM 14

 www.imarketing.courses

Examples continued...

ReMarkable
Lower Risk:
100-day satisfaction guarantee
36-month extended warranty
Free express shipping to the United States
Save up to $150 on accessories

The Copy Posse Launch Pad

Authority/Trust:
I’ve launched several successful brands and have proudly partnered with
many of the hottest transformational authors and businesses on the planet.
Co-host of the Flight Club Mastermind, a $25,000/year private membership
event that gathers the world’s leading internet marketing entrepreneurs to
share and learn proven strategies and actionable tactics for scaling their
business quickly.
I’ve helped dozens of businesses execute multi-million-dollar launches and
countless students land high-paying copywriting projects and clients.
Lower Risk:
Fully write-off-able
Can easily make back your one-time investment with your very first client (like
many of my previous students have done).

© ALL RIGHTS RESERVED | COPYPOSSE.COM 15

 www.imarketing.courses

OBJECTION 4: I DON'T NEED IT.

How can you better address (and empathize with) your customer’s pain? How can you
help them overcome it? (Think: the more specific you are, the more relatable you are).

TIP: Use your 3 specific challenges/problems from Day 1, and then overcome them with
specific solutions.

Examples:

The Calm App

Pain: Can’t focus at work
Overcome it: Guided meditation tracks that you can do quickly and discretely
during the workday to improve your focus and productivity.

Pain: Stress / can’t sleep

Overcome it: 100 Sleep Stories (bed-time stories for grown-ups), plus sleep.
music, meditation lessons, nature sounds - to help you fall asleep and stay
asleep.

Pain: Having trouble meditating

Overcome it: Guided meditation tracks to help you take the confusion, worry,
and stress out of meditating.

ReMarkable
Pain: Low productivity/wastes time trying to find and share notes
Overcome it: The only tablet that helps you focus. Designed to not get in your
brain’s way. Free from distractions, you can find the focus you need to think
better. No notifications, social media, or email — just you and your thoughts.
Overcome it: Easily access your notes from your laptop or phone, where they're
always readily available to review and share.

Pain: Tired of bulky, heavy and wasteful notebooks

Overcome it: At just 0.19 inches / 4.7 mm, reMarkable is the world’s thinnest
tablet.
Overcome it: Replace your notebooks with a device thinner than your
smartphone.

© ALL RIGHTS RESERVED | COPYPOSSE.COM 16

 www.imarketing.courses

Examples continued...

ReMarkable
Pain: Easily loses ideas track of ideas / can’t organize or categorize notes
Overcome it: Keep all your notes and documents in one place, so you stay
organized and categorized depending on your unique needs.

The Copy Posse Launch Pad

Pain: No portfolio / no experience
Overcome it: You will create and write your own copy assets and end the
program with a complete and compelling portfolio.

Pain: Feeling lost & confused / no idea how to start

Overcome it: I’ll walk you step-by-step through writing the essential copy
assets you need to build a high-converting funnel and complete your portfolio
from scratch.

Pain: Can’t find clients

Overcome it: By the end of the program, you’ll have the experience, knowledge,
and portfolio you need to approach clients with confidence.

© ALL RIGHTS RESERVED | COPYPOSSE.COM 17

 www.imarketing.courses

OBJECTION 5: I'VE TRIED THIS & IT DIDN'T WORK.

What makes this unique/different/better than similar alternatives? (Think: WHY have
they had a bad experience in the past? What went wrong? How can you assure them
this time will be different?)

TIP: Refer back to what makes your product unique/better/different, from Day 1, and
then back it up with specific comparisons and/or assurances.

Examples:

The Calm App

Unique/better/different: Evidence-based sleep and mindfulness resources,
informed by rigorous scientific research.
Back it up:
Creates unique audio content - based on science - that strengthens mental
fitness and tackles some of the biggest mental health challenges of today:
stress, anxiety, insomnia, and depression.

ReMarkable
Unique/better/different: This is the only tablet that FEELS like paper.
Back it up: Other tablets...
Have slippery surfaces
Have backlit, reflective surfaces
Does everything your computer does
Allows social media, email & notifications
Has open internet access
Is intended to replace your laptop
ReMarkable...
Has a paper-like surface
No glare or backlight, sunlight-readable
Is for writing, reading, and visualizing only
No notifications or distractions
Sync notes & documents via Wi-Fi only
Is intended to help you think.

© ALL RIGHTS RESERVED | COPYPOSSE.COM 18

 www.imarketing.courses

The Copy Posse Launch Pad

Unique/better/different because: The only step-by-step coaching program
specifically designed to help you write a complete portfolio from scratch.
Back it up:
Most online copywriting courses focus on how to improve existing copy with
generic one-size-fits-all templates, outdated marketing strategies or
douchey conversion tactics.
This is different because I won’t only equip you with the latest copywriting
principles and techniques that are working today, but I’ll walk you step-by-
step through writing the essential copy assets you need to build a high-
converting funnel and ignite your copywriting business forms scratch.

© ALL RIGHTS RESERVED | COPYPOSSE.COM 19

 www.imarketing.courses

YOUR PROMOTION PYRAMID

Ok now it’s time to complete your own Promotion Pyramid. Using your answers
from the 3 steps above, plot your promotion plan, 3-5 benefits and one major
objection killer (see example on next page).

E
M NS
O
ERC TIO
V C
O BJE
O
THE TEP
3
S
ERT S TO
V E
N UR TS
O
C EAT EFI
F EN
B

PRO TI
O
N
MO ST
EP2
AP M
M RO N
O
P LA
P

PYR P1
AM ST
E

ID

© ALL RIGHTS RESERVED | COPYPOSSE.COM 20

 www.imarketing.courses

OVERCOME MAJOR OBJECTION

BENEFITS
THE

PRO
MO

PYR
AM
PROMOTION PLAN
ID

© ALL RIGHTS RESERVED | COPYPOSSE.COM 21

 www.imarketing.courses
Example Pyramid: Calm App

OVERCOME MAJOR OBJECTION

Objection: I don't believe you...
Tamara is a long-time Mindfulness Instructor, with
over 20 years of experience in the meditation and
mindfulness field.
#1 app for sleep and meditation.
Millions experiencing better sleep, lower stress, &
less anxiety.
Named by Apple as the 2017 iPhone App of the
Year; by Google Play as an “Editors' Choice” in 2018
“The world’s happiest app”

BENEFITS
Guided meditations thatH
T E quick and discrete, so
are
you can refocus during your workday, and instantly
improve your productivity.
Over 100 sleep stories, plus sleep music and nature
sounds, so you can fall asleep quickly and stay
PRO
asleep all night long.
MO
Finally, find calm amongst the chaos. Re-focus on
what matters most – you.

PYR
AM
PROMOTION PLAN
ID
Sign up now and for a limited time, you’ll get 3
months of free access to the Calm App –
including guided meditations, sleep tracks, and
relaxing music – for $69.99 $8.99/year, because
you’re an Amazon Prime Student Member.

© ALL RIGHTS RESERVED | COPYPOSSE.COM 22

 www.imarketing.courses

YOUR DAILY HOMEWORK

Great job! You’ve now got all the nuts & bolts of your promotion mapped out,
you’ve listed your benefits and overcame the 5 most common objections. All
this prep work will become source material for your email marketing
campaign! To wrap up Day 2 of the Challenge, make sure you do the
following...

DAY 2 HOMEWORK: Complete your Day 2 Workbook.

DAY 2 ACTION: Share your completed Promotion Pyramid inside the

Facebook group by either taking a screenshot or photo of your
workbook or by copying and pasting it into the Day 2 Daily Action
Thread. You'll find that under Featured Posts in the Facebook Group.

ACTION TRACKER: Don't forget to complete your other daily actions in

your Action Tracker! The more you take action, participate and engage
in the Challenge — the more you'll learn. See you on Day 3.

© ALL RIGHTS RESERVED | COPYPOSSE.COM 23