Agora Publishing founder Bill Bonner uses the "IRS" (interrupt, reveal, sell) formula to write great copy:
1) Interrupt your audience with a big idea they haven't heard before.
2) Reveal what it is you are talking about and how it connects to the reader.
3) Sell by linking your big idea message to the product you are about to offer.
Source: The Copywriter's Roundtable
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