Start with clarity.
Say who it serves, what they get, and what they can do with it. Use a direct benefit headline and a concrete product description.
Draft an opening ↗CopyFormula / a working copy desk
Make the offer impossible to misunderstand.
Bring a rough idea. Leave with a sharper promise, a first-screen draft, and a list of claims that still need proof.
Editable in your browser. No account. No invented results.
Before
Revolutionize your workflow with our innovative solution.
After
Send a client-ready project proposal without rebuilding it from scratch.
What changed? The reader, task, and payoff are visible. The claim still needs to match the real product.
01 / Diagnose
What is the reader missing?
Choose the job before choosing a formula. A structure cannot rescue an unclear offer.
Show the mechanism.
Explain how the offer works and what effort it asks from them. A before–after–bridge structure can make the path visible.
Compare structures ↗Bring evidence forward.
Use a sample, demonstration, specification, or verified result. Do not write proof-shaped copy when the proof does not exist.
Audit the claims ↗02 / See the edit
One offer. Three real decisions.
Constructed example: a proposal template for freelance designers. No performance result is implied.
01
Replace the category claim.
The ultimate tool for business growth.
Write a design proposal that tells a client exactly what is included.
02
Name the contents.
Scope prompts, a deliverables table, and a handoff checklist are more useful than “all-in-one solution.”
03
Match the button to the action.
“Preview the proposal template” promises a preview. “Buy the template” promises a purchase. Pick the one the button actually does.
03 / Put it to work
Useful next moves.
Draft the first screen
Write the offer facts, compare three distinct opening strategies, and export an editable brief with proof gaps marked.
Open the copy desk ↗Choose a formula for the situation
AIDA, PAS, and four other structures compared against the same offer, so you can see what each one changes.
Use the field guide ↗Print the copy brief
Keep the offer, objections, evidence, and call to action on one sheet while you write.
Get the free kit ↗04 / From Robert Plank's videos
Watch the lesson. Work the example.
Specific teaching from Robert Plank's channel, paired with a practical exercise you can use here.
Video lessonBuild a sales page in four editing passes
Begin with a headline, ten reasons to buy, the price, and a button. Improve the page one decision at a time.
Watch and read ↗
Video lessonWrite sales copy around the buyer’s objections
Use the questions in a buyer’s head to decide what your sales page needs to explain, show, and prove.
Watch and read ↗