The Untemplate

The Untemplate
VSL
Mark Pescetti [email protected]
Who The F Are These People?
Mark Ella Mario

Pescetti Edwards Sofroniou
17 YEAR COPYWRITER, ACTRESS, COPYWRITER, CO-
COPYWRITING CO-FOUNDER OF BE HIS FOUNDER OF BE
VETERAN ADDICTION HER ADDICTION
1 2 3
Mechanism New Cause Positioning
How your offer works for me Why everything else failed Positioning IS the hook
Finding There's a core why a solution works. Or it
Mechanism & 1 doesn't work. So you're looking for "the
one reason why" a solution works for
New Cause everyone.
Being able to isolate the

Mechanism, in any
Mechanism & New Cause are different
product or service, is side of the same coin. One always reveals
your #1 money-making 2 the other. But using each element to their
fullest offers amazing opportunities.
superpower.
The combination of Mechanism & New

Cause gives prospects the ability to
3 suspend their disbelief. This is key to
making sure engagement is at its max.
Negative
1 Everyone is scanning for specific
problems about the problem you can
help them solve.
Confirmation
2 Validate your prospect's beliefs.
Frequency
3 Introduce something they've never heard
about, helping propects see "it" for the
first time. Then... "it's" all they see.
3 Things Hero's Journey
Visualize your How is the landscape
competitive advantages differentiated and what
using a quadrant for easy makes you different.
scanning.
Bias Examples
You're like a chef in
the kitchen. Your FOMO Good Guy, Bad Guy
Heuristic Elements What can you do better A company with strong
than your competition? competitive advantages
How will you outperform are likely to survive in the
them? long term.
STORIES
Heuristics = Association
The Language
of Story SYMBOLS
Association
Everyone "talks" story. When you
know the story peope are telling
about the problem you can help MIRROR NEURONS
the solve, brands are made.
Association
3 Things Hero's Journey
Visualize your How is the landscape
competitive advantages differentiated and what
using a quadrant for easy makes you different.
scanning.
Puzzle Pieces
You're like a chef in
the kitchen. Your FOMO Good Guy, Bad Guy
Heuristic Elements What can you do better A company with strong
than your competition? competitive advantages
How will you outperform are likely to survive in the
them? long term.
The Conversion
Chemical
The chemical, largely made in
the 2nd brain, is the hormone
behind everything we want.
Just one of our main "gut

feelings."
You feel everything in your gut. In
fact, your gut is your body's 2nd
brain. Your 2nd brain and 1st brain's
cerebral cortex "back-process"
Once you do your research (the what you've researched, untiil you
80%) then you want to step away can't stop yourself from putting
from writing and let your fingers to keyboard.
subconscious mind do the heavy
lifting. It's like channelling.
Go for a walk, take a shower, lift

weights and you'll find new ideas
come through you.
New inspiration comes to you like

"lightning"
This is completely counter intuitive

to BS "templates" that put your
creativity in a box.
5 Seconds To Engage
How to enter the conversation
How positioning hooks prospects
Getting prospects to raise their hands
Framing your offer
Edifying & showcasing your spokesperson

What's The Hero Element?
What's The Villain Element?
The Lead: The Most
Important Part of Your VSL
2
1 3
Authority
Hook Edify your spokesperson, Testability
and introduce them at the
Remember, positioning IS Emotional High Watermark Breaking the lead down
the hook. - When Dopamine Is into 2 distinct parts for
Peaking testing.
Connecting The Dots
Let's put your Heuristic Puzzle Pieces Together To Write A VSL
Step 1 Step 2 Step 3 Step 4

POSITIONING LEAD ELEMENTS CONNECTING
The Middle
After your lead and authority-
introduction, you're assembling the
Heuristic Puzzle Pieces to tell a very
specific story.
Just like a Hollywood script, it needs to

have a beginning, middle and end.
It needs to have mini-story arcs - within

the larger story being told.
This is where you really explore "the real

core" for why people have the problem
you're addressing in the first place.
This is fleshing out BOTH your Mechanism

New Cause.
The Offer What's In The Box
The Hero aspect of

your offer is based You've told me THE HOW...
in Mechanism. That's Now drill me with your
HOW frame your benefits, BAY BAY!
offer introduction.
The Close
This is your last chance to drive home
what prospects get to experience,
achieve, have and become.
How I Use Mechanism &

New Cause To Sell
$50,000 Funnels
This is an amazing chance for your
spokesperson.. your offer... and your
brand to shine. All by being vulnerable,
telling the truth about results, and
inviting prospects on a no-risk journey.
Nope, you're not "done." Now it's time to

elevate your copy from a "7 to a 10." Oh,
and writing your alternative leads.
You Are
Listen to biz owners describe their offer.
High Ticket In seconds or minutes, you'll be able to
split copy off the dome that makes
clients beg you to take on their projects.
How I Use Mechanism &
New Cause To Sell
$50,000 Funnels
Your untemplated mindset instantly
exposes the client's New Cause; the
reason why their numbers haven't or
won't achieve scalability.
Take clients away from copywriters who

are "higher up the food chain" than you,
and show them exactly why you're the
new high ticket kid on the block.

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The Untemplate

Mark Ella Mario

Being able to isolate the

The combination of Mechanism & New

Just one of our main "gut

Go for a walk, take a shower, lift

New inspiration comes to you like

This is completely counter intuitive

How positioning hooks prospects

Getting prospects to raise their hands

Framing your offer

Edifying & showcasing your spokesperson

Step 1 Step 2 Step 3 Step 4

Just like a Hollywood script, it needs to

It needs to have mini-story arcs - within

This is where you really explore "the real

This is fleshing out BOTH your Mechanism

The Hero aspect of

How I Use Mechanism &

Nope, you're not "done." Now it's time to

Take clients away from copywriters who

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