Recently I've spent a lot of time help clients create offers and copy using the 40/40/20 rule.

Basically, it works like this:

Any successful product is broken down into the following three things...

40% is the Audience

40% is the Offer itself

20% is the Copy

Which means your copy could be absolutely stellar, but if the audience (email list, facebook ads, website) is wrong, it won't work.

It also means if the offer (the product/whats included/how it helps/what it's unique/different) is trash, it also won't work.

The good news is, if you get the audience and the offer right - the copy is wayyyyy easier to write. 

In todays podcast I talk through the best way to get all three right from the get go.