I took a professional speaking course where the instructor told us of a specific tactic I later realized I often used in copywriting. He called it the “Triple-Tell” formula.
When you're making an important point in the copy that you want the reader to grasp and remember, and to which they'll assign greater value, construct a series of paragraphs in which you:
- Tell the prospect what you're going to tell them,
- Tell them (what it is you want to tell them), and
- Tell them what you told them.
For example, “Did you know that have a home security alarm actually increases the value of your property?” (You're telling them what you're going to tell them.)
Then, you follow with: “In a recent study put together by 107 insurance companies, homes with an alarm system are 80% more likely to have higher property values than those without one.” (You tell them.)
After that, “So not only do home alarm systems protect your family and reduce insurance rates, they also significantly bump up your property value!” (You tell them what you told them.)
Michel Fortin is a senior marketing specialist, renowned copywriter, and digital marketing expert. For the better part of 30 years, he's produced countless successful marketing communications and profitable campaigns that generated in excess of $300 million in sales. He's broken many industry sales records, including being instrumental behind the first ever “million-dollar day” online marketing campaign in 2004. He's worked with thousands of businesses and entrepreneurs around the world in a wide variety of industries on building their businesses, improving their marketing, and increasing their profits. He's a published author and often speaks at industry events. To connect with him, visit his LinkedIn profile where he is most active.