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Optimization Summit 2011 Example: Results Working from the framework, our copywriters were able to book every seat at the summit without writing flawless copy.
Introduction: The 3-step framework Exposition Example landing page from recent optimization summit Rising Action In the same way there are three acts in a story, there are three steps to crafting compelling copy for (in this case) a landing page. STEP 1: Create your exposition STEP 2: Create your rising action STEP 3: Create your climax/resolution Climax
Page 1 and 2: Copywriting on Tight Deadlines How
Page 3 and 4: Experiment: Control Control Origina
Page 5 and 6: Experiment: Treatment Treatment Tre
Page 7 and 8: Experiment: Results 103% Increase i
Page 9 and 10: ? How can I write effective copy wi
Page 11 and 12: How People Tend to Think SUB STORY
Page 13 and 14: How story connects to the conversio
Page 15 and 16: How story connects to the conversio
Page 17 and 18: Connecting to Copy ? So, how does s
Page 19 and 20: Optimization Summit 2011 Example Wh
Page 21: Optimization Summit 2011 Example: R
Page 25 and 26: Step 1: Create your exposition On a
Page 27 and 28: Step 1: Create your exposition The
Page 29 and 30: Step 2: Create your rising action W
Page 31 and 32: Step 2: Create Your Rising Action I
Page 33 and 34: Step 3: Create your climax/resoluti
Page 35 and 36: Step 3: Create Your Climax • Four
Page 37: Thank You Todd Lebo Senior Director

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