Problem → Result → Solution

This the mental flow behind a customer’s decision. It’s the foundation for every good copy. Problem

• The pain of the customers.
• It grabs their attention.

Result

• It’s the opposite of the problem.
• It represents life without the problem.
• You promise it to the customers to maintain their attention.
• It isn’t your product or service.

Solution

• It’s your product or service (or free bonus).
• It’s the bridge between the problem and the result.