Plan your next piece of copy before you write a word

Seven questions, about ten minutes, for one thing you sell. You get a one-page Decision Brief back, including the part most copy skips: who shouldn't buy it.

Nothing to buy on this page. You can go back and change any answer before you send it.

01 / 09

What do you want this piece of copy to do?

Name the product, the price, and the one yes you want: a sale, a booked call, a reply.

0 / 2000

02 / 09

Who is it for, and where are they when they find you?

Cold from an ad, warm from your list, or sent by a friend. What did they see right before this?

0 / 2000

03 / 09

What has to be true in their head before yes is the right answer?

One belief per line, from where they stand today to the one that makes buying obvious.

0 / 2000

04 / 09

What do they need to do, and in what order?

The small yeses, one per line: read, watch, reply, book, buy, start.

0 / 2000

05 / 09

What really drives them, and what pressure would you never use on them?

The want underneath, plus the line you won't cross, like a fake deadline or a price nobody ever paid.

0 / 2000

06 / 09

How should they feel when they get to the end?

One word is fine. Then the pain, the frustration and the desire, in their words if you have them.

0 / 2000

07 / 09

Who should not buy this, and where would you send them instead?

Be specific. Pointing the wrong people somewhere useful is part of a fair deal.

0 / 2000

08 / 09

What's your first name?

09 / 09

And the best email for you?

We keep your answers under this email, so if you join the Ultimate Copywriting System later they're already waiting in your member area.

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MVKBIZDecision Brief

Your Decision Brief

Here's what you wrote, laid out the way the Ultimate Copywriting System works through it. Screenshot it, print it, or keep this tab open while you write.

If you join the Ultimate Copywriting System, this brief is already in your member area as an Integrity Map, so your first piece starts from it instead of a blank page.

See the Ultimate Copywriting System Not ready yet? Try the free quiz instead