Mladen Stojanović

If You’re In The Info-Publishing / Coaching Space, This Is The Best Sales Copy Framework You Can Use After 10 years of writing copy… 15 years in marketing… and over $50,000,000 in sales generated for clients… … I believe I’ve earned some reason to trust me when I say this - the copywriting framework I’m about to share with you is the best one you can use for an info-product. Now, a part of me wanted to go deep and share every psychological and philosophical reason why each step is in the place it is, and why this whole thing works… But a wiser part of me said: “They don’t care - just give them the framework.” So here it is - my SLA Framework (Story → Logic → Action). It combines the knowledge from psychology, philosophy, storytelling, and best-selling non-fiction writing. And when implemented, it also includes elements from rhetoric and behavioral science. #1: Let’s start with the headline. Although there are many ways to write your headline, the elements you should always aim to have in it are (in no particular order): A sense of new-ness and freshness Curiosity / unexpected connection Benefit Authority / credibility tease Here’s an example: ❌ How To Build Muscles Without Going To The Gym… ✅ For The First Time In His 30-Year-Long Bodybuilding Career, Dr. Biceps Gluteus Talks Openly About His “0-lbs Protocol” That Lets You Build Muscles Without Lifting Any Weights… Not ideal. But still better than the first one, right? #2: Now let’s move to starting your copy. Again, there are dozens of ways to start your copy. But neuroscience is clear here - the best way to start is with a story. But not with just any story. You need a story in which your reader can see himself / herself. Not necessarily externally. But internally. (How many people can relate to a chemistry teacher becoming dr*g lord to pay for his cancer treatments? Not that much. And how many people can relate to a guy facing his own mortality and the fact that he needs to do everything in his power to keep his family protected when he’s gone? A TON!) You also need to pick a story that will ultimately help you make the full circle and show how your core principle, idea, or guidance helped make the journey from Ordinary to the New world. This can be a client story. It can be your story. But it can also be a story/anecdote from history or pop culture. Or even a parable, as long as you keep it compliant. The key with this story opener is to show a person with a problem. And give a glimpse of hope that there is a solution, and that it’s just right there behind a corner (or, in this case, after a few mouse scrolls). Now, this is not a post about storytelling, so I’ll have to stop myself here. Otherwise, this will turn into a book, lol. #3: With the story opener, you’ll use it to make a puzzling question that (hopefully) keeps people glued to your copy. Let’s keep that “no weight protocol” example from above. And let’s say you told a story about a guy who had both of his hands broken, was forbidden from lifting weights, but was still more jacked than 99% of gym bros. The puzzling question writes itself. It’s a verbalization of the thought every single person reading up to that point has: “How is it possible that some people spend years at the gym lifting weights without noticeable biceps or a 6-pack, yet this guy, who can’t lift a grocery bag, managed to look like an Apollon?” “That’s the biggest question we’ll try to answer today in this letter.” BAM! Hooked! This ends the Story portion of the SLA framework. We got them by their emotions… now let’s satisfy the rational part of the brain with some Logic. #4: Establish authority / credibility. After the puzzling question, the most natural thought is: “well, why should I listen to you - who d*ed and made you the lord of the topic?” Well… address it. #5: It’s safe to assume you’re not the first one trying to help them solve their problem, nor the first solution they’ve heard of. So… put some strong light on them. Show the alternatives they’ve tried or heard of. And then… #6: Use that strong, bright light to show CRACKS in those common-wisdom solutions. A stat. A chart. A study. A piece of a logical argument… Whatever it takes to place the seeds of doubt into their mind about the common knowledge. For example: “But, if lifting more weights more often is the key to bigger muscles… then why does XYZ, who can lift 700 pounds, look like a wine barrel?” After the seeds of doubt are planted, it’s time for… #7: Your New / Unique / Different Mechanism! This is the key! This is why your approach works, and others did not. This is your counter-intuitive idea that everyone else missed. Give it a catchy name. Show visually how it works in 3 steps (no less than 3 and no more than 5) - our brains process visual information about 60,000x faster than words. And then support the heck out of it. Studies. Quotes. Charts. Historical anecdotes. Origin story. Prove your Mechanism works! (Note: in case of a biz-op, you can think of the Mechanism as your Unique / New Opportunity. Or, if it’s an existing and well-known opportunity, as a novel way of leveraging it.) #8: Now it’s time to put some meat on that skeleton. Your Mechanism is the Big A-HA moment. But that Big A-HA moment sits on 3-5 (ideally 3, but no more than 5) Pillars, or Principles, or Secrets, or Steps. Those are smaller a-has that help people see how/why it works… possible use-cases… make sense of everything you said above… address some of the biggest objections… or some mix of these. (They can even be some quick wins.) As Alen Sultanic would put it, this gives them the feeling of being educated. For each Pillar (let’s call them that), you’ll use pretty much the similar structure: - Claim - Proof of the claim being true - usually starting with some story (different from the one you used, but you can go back to the intro story if it makes sense) - Tips on how to do it - (optionally) Testimonial-style proof - Foreshadow what’s to come #9: At this point, you’ve made a lot of claims. People want to believe you. They want all that to be true. But they’re not yet sure. They have questions. Answer the biggest ones of them (if you haven’t done it through your Pillars). “Yes, I can see the elephant in the room… ‘If this is all so amazing, why am hearing for it just now for the first time?’” By doing all this (and doing it right), you’ve satisfied the logical side of their mind. They have charts, numbers, social proof… You gave them enough ammo to justify believing in what they wanted to be true from the moment they read your headline. Now it’s time for the last part of the SLA Framework - Action! #10: Switch to pitch. A.k.a. make a transition. After everything you’ve discovered, you knew you had to systematize all this and make it accessible to people all over the world. You did. And here are… #11: Results. You can come back with your intro story and explain how Johnny used your Mechanism to achieve those amazing results. You also want to show diversity or results and backgrounds, giving people more chances of seeing themselves in someone else. #12: Put them in the crossroads. They can do nothing. They can try on their own. Or they can join all these people whose stories they’ve just heard. Paint a vivid picture of every choice. Once you do that, then it’s time for the grand finale… #13: The Offer! Again, this is not a post about offers. You have a great book about it. And a few dozen copycat videos. And there you go - a full circle. If you pay close attention, you’ll notice that this structure takes the reader on a Hero’s Journey! They are in their Ordinary world with the problem. They’ve been Called to Adventure with your headline. The Puzzling Question was their Break into the Second World. The objections were their Dark Night of the Soul. And staying for your offer is the Elixir they can get back with. So, the Hero’s Journey is not some storytelling and writing formula you try to squeeze your story into. It’s, as the name suggests, a journey you’re taking the reader on. And if you pay even closer attention, you’ll also see that this Framework closely follows Aristotle’s 3 core pillars of persuasion: Pathos (emotion, starting with the story), Ethos (establishing credibility of the spokesperson), Logos (logic, giving them all the proof they need). This is a powerful, layered framework. But it’s not that powerful if it stays saved in some notepad or bookmark. Use it. That’s why I shared it with you. 🙂

Join me for the 30 Days Of Ads Challenge... Here's the thing... I've been writing direct response sales copy for the past 11 years. I've written webinars, VSLs, sales pages, emails... My client list is home to names like: Everyday Spy, Americor, Lurn, Skup, Marketplace SuperHeroes, Tykhe, etc. However... most of my work has been for digital and info products, and some supplements. Next to nothing for physical, DTC products. And with the exception of Americor, I rarely wrote any Meta ads for clients. So I want to change that. But I understand that brands are hesitant to hire you when they don't see samples of what they're looking for in your portfolio. But instead of just doing something in the dark, I'm going to "build in public," as they say. Starting next week (or the week after, depending on current projects), I'll do a personal 30 Days Of Ads Challenge. Which is exactly what it sounds like - for 30 days, I'll create/write an ad a day for a physical product. In fact, I'll create ads for 6 different products, 5 days each. To avoid some IP infringement, I'll use made-up products (but based on real research). Or maybe I'll take some from Temu or AliExpress. We'll see. However, if you have a physical product you want to volunteer to the cause, I'd be happy to consider creating 5 ads for it. In that case, the only "obligation" would be to test those ads and tell me the results. (You can volunteer in the DM.) As for images or videos, since I don't have a production team behind me, I'll use available AI tools to create versions of how I imagined those ads. I'll assume that all ads go to the product page, even though in reality some or most would go to some form of advertorial / lander. But that would be too much at this point. And the ads will be a mixture of top, middle, and bottom of the funnel. With each ad, I'll share my logic behind the ad, and what's happening "under the hood." At the end of the challenge, I'll probably create a brief guide about my process, and share it for free with people who want it. So I invite you to follow along. Participate with your comments and feedback. Or even do your own challenge in parallel, if you want to. :) You can bookmark this post, and I'll leave a comment here when I get started. Again, I'll start either next week, or the week after, depending on current projects. Who's following along? :)

Ono preksinoć je bilo zabavno. Ali se mafija sada pregrupiše i organizuje, tako da pamet u glavu i ne nasedajte.

Dok si jeo pasulj klot, Pristajao si da budeš bot. A sad ne bi u apsanu, Pa bi ti da menjaš stranu. Neće da može.

Da odigraju jedno, pa da pokažu Parižanima kako se to radi. :)

"Neutralni" ovih dana:

Zove Tramp kabinet Ilije Srdanovića, besan, spreman svašta da mu kaže. Javlja se sekretarica: - "Dobar dan, kabinet Ilije Srdanovića, izvolite?" - "Give me Ilija odmah na phone! Why is he not answering my pozive? Put him on the phone, ODMAH!" - "Gospodin Srdanović večera." - "Ups, sorry, ništa onda. My bad."

Kako da Zagorka ode sa funkcije u velikom stilu: 1. Javno se izvini narodu i kolegama na ćutanju, neaktivnosti, i tihoj saglasnosti na urušavanju države. 2. Otpusti sve korumpirane tužioce i pokrene odmah, sada, sve moguće postupke protiv SNS mafije. 3. Odmah nakon toga, podnese ostavku.

Zagorka se javi!

(Ne baš tako) luda ideja: @PrincFilip1 kao predsednički kandidat @studentblokade . A?

Blokirala me budala, pa se ne vidi komentar. Tačno je, vidim da je video od pre 6 godina. Moja greška. Ali isto ne vidim da ih on negde abolira i pravda. Samo kaže da nema operativnih saznanja. A to je bilo pre 6 godina.

Razlog #138473 zašto narodna pravda.

Ako hoćemo pravnu državu (a hoćemo), onda je opravdana želja naroda na Dragan vrati otuđeni predmet oštećenom živom biću. Svakom svoje.

U svakom poštenom čoveku se bore dva duha: profesora Čupića i profesora Bakića. Važno je nahraniti oba.

Da bi pobednička ekipa krenula da radi, mora da se formira Vlada. Da se formira Vlada, mora prvo da se konstituiše Skupština. Za to treba vremena. Da bi institucije krenule da rade svoj posao, pošteni ljudi koji rade u tim institucijama treba da krenu da rade svoj posao. To može odmah. A narod... zna se. 😉

Nakon što REM uradi svoj posao, ostaviti Informer da postoji... ... Ali kao kanal o konjima i konjičkim sportovima.

Spisak postoji! Dobro, spisak stvari koje treba da uradim po kući. Ali postoji!

Svaka čast profesoru Čupiću koji je rekao da upad na Informer nije način, nije viteški, i nije u duhu ovih promena. Od tih ljudi očekujem takve poruke i apele. Od običnih ljudi očekujem da ih jašemo i jurimo po ulicama. Jer su zaslužili. Tako da, samo nek svako radi svoj posao.

Ideja za pinjate za dečje rođendane.

Ko bi rek'o Čuda da se dese Da Miljacka Ivicu odnese Da ne može cenzus proć' I da mora on u zatvor poć'

Po javna preduzeća i opštinske uprave, sada: Odričeš li se sotone? Odričem se. Odričeš li se sotone? Odričem se. Odričeš li se sotone? Odričem se.