I took a professional speaking course where the instructor told us of a specific tactic I later realized I often used in copywriting. He called it the “Triple-Tell” formula.
When you're making an important point in the copy that you want the reader to grasp and remember, and to which they'll assign greater value, construct a series of paragraphs in which you:
- Tell the prospect what you're going to tell them,
- Tell them (what it is you want to tell them), and
- Tell them what you told them.
For example, “Did you know that have a home security alarm actually increases the value of your property?” (You're telling them what you're going to tell them.)
Then, you follow with: “In a recent study put together by 107 insurance companies, homes with an alarm system are 80% more likely to have higher property values than those without one.” (You tell them.)
After that, “So not only do home alarm systems protect your family and reduce insurance rates, they also significantly bump up your property value!” (You tell them what you told them.)
Michel Fortin is a strategic marketing consultant and certified digital marketing expert who specializes in helping professionals, experts, and skill-based entrepreneurs build their practices or businesses. With his unique combination of copywriting, SEO, and CRO, he can help improve traffic, leads, and revenue for his clients. For the better part of 30 years, he's produced countless wins, generating in excess of $300 million in sales and results that have broken many industry records. He's the author of two top-selling books and often speaks at industry events. Visit his LinkedIn profile where he is most active.