The best ads and funnels don't create new desires, emotions, or problems. The top marketers/copywriters are good at what they do because they take what is already in the prospect's mind, and assemble it into a sales structure/flow to get a desired outcome.

The only "new" thing added into the equation is your product and the mechanisms. That's your job as the copywriter.

The big problem, the emotions and situations that come with it, the core desires, physical, emotional, and existential, and their opinions about their problem, other solutions, and the dream outcome, all exist in the prospect's mind already.

This is why research is so important. It lays out the map, Point A (big problem they suffer from), and Point B (the dream outcome they fantasize about). Once these points are laid out and deeply understood, the next step is to build the bridge that connects them (this all together creates the buying/sales flow, or the VSL flow, or the funnel flow).

Continuing with the bridge analogy, a compelling, new, unique problem mechanism is what anchors the bridge at point A (the big problem). When the prospect is given a problem mechanism (a new root cause of their problem) that they believe or simply accept somewhat, they can start to walk across that bridge. Without the problem mechanism, they won't believe they can cross this bridge to their dream outcome, and they'll think this bridge is like all the others they've tried.

The solution mechanism is the next step of the bridge. This is how we show them that the dream outcome is now a real possibility, because by solving the root cause of their problem, they can get rid of the problem itself. We don't attack the problem directly, we don't make big promises and huge claims about solving the problem. Instead we attack the problem mechanism, showing how solving the root cause causes the problem to disappear, like tearing out the foundations of a building.

Once the solution mechanism is explained and supported with proof, then the product is the next step before we cross the bridge to the other side (the dream outcome). They now know:

"I have a big problem that I suffer from" Point A

"I want to get rid of the problem and be free from it" Point B

"My problem is caused by XYZ root cause" step 1 of bridge

"XYZ root cause can be solved through [solution mechanism]" step 2 of bridge

"[solution mechanism] is provided by [product]" step 3 of bridge

"Therefore, by using [product], I can solve the problem and get my dream outcome" step 4 of bridge, leads to point B

This is essentially the buying structure that all ads, VSLs, advertorials, and funnels follow, some more in-depth than others, depending on the sophistication level of the market.

The final step of the bridge is showing the prospect how THEY can get the benefits and dream outcome by using the product to solve their problem, and showing them that they should buy as much as possible right now (urgency, scarcity, bonuses, other closing tactics).

Once you see and understand this pattern, you will recognize it more clearly in VSL scripts and be able to make your own VSLs more concise and effective.

To learn more about how to write VSLs and assemble funnels for ecom/supplement brands, click here: Learn More​

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