Nurture

Many selling processes or funnels are unlikely to be completed in one visit. So we need to nurture prospects, taking them from the point where we meet them along the path to the point where they are ready to make a decision whether to accept our offer - or not.

Nurturing may involve the following Major Objectives:

Emphasize the problem and its cost
Visualize the outcome in their life
Present or acknowledge other existing solutions
Gather objections
Discredit alternatives
Set up criteria for best solution
Introduce better solution
Communicate who the offer is for (and not for)
Reinforce the positives / benefits
Evidence of why your proposition is ideal
Resolve the negatives / Handle objections
Prove value (value proposition, make sure the benefit clearly outweighs the cost)
Risk reversal
Establish scarcity & urgency (where appropriate)

Just working through the list above will give you a significant advantage.

For any of the Objectives in the list above that are appropriate for your campaign, you should build mechanisms for delivering them into your campaign design.

Delivering on these objectives is generally done through content, which is why copywriting is so critical. But ensuring you cover all these steps will give you a content structure that is likely to be effective, even without expertly-written copy!