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Your offer is the foundation of your marketing campaign. Get it right, and everything else will fall into place. Your headline will grab readers, your copy will sing, your ad layout will hardly matter, and you will have customers running to your door. Get it wrong, and even the best looking, best-written campaign will sink like the Titanic. 

A powerful offer is an irresistible offer. It’s an offer that gets your audience frothing at the mouth and clamoring over each other all the way to your door. An offer that makes your readers pick up the phone and open their wallets. Irresistible offers make your potential customers think, “I’d be crazy not to take him up on that,” or “An offer like this doesn’t come around very often.” They instill a sense of emotion, of desire, and ultimately, urgency.

Some of the things you will read in this post have been covered or previously touched upon. But, I have decided to dedicate a whole post to explaining this in detail because this is the process of copy engineering that we go through at eLaunchers. This process can serve as a baseline to deviate from and integrate into your standard operating procedure. Here are the five main parts of the process:

Hopefully by now you have figured out -- or started to think about -- who will be doing your types I - IV copy. But before you decide exactly who will write for you, you first need to decide WHAT needs to be written and its TYPE of copy. Frankly, even thinking about the different types of copy is even more important than who will actually write it because once you DEFINE the ROLE, it is easy to assign the role to the most adept person. In classic business administration, you can have multiple humans in a role and you can have multiple roles in a human.