Here is a Mission Statement for a coaching program: 

[BEGIN MISSION STATEMENT]

Paste Mission Statement here. 

[END MISSION STATEMENT]

Please use the template below to craft an email for the target audience of this Mission Statement, using the following template. Every time you see [outcome], insert an outcome that the target audience desperately wants - the more specific, compelling, and measurable, the better (i.e. it’s better to say “attract 5 new dream clients every week” than it is to say, “make more money”). Avoid making direct income claims. Every time you see [curiosity hook], insert either a “without” (i.e. without having to do something they don’t want to do) or an “even if” (i.e. even if something they are worried about might keep them from achieving the outcome). Every time you see [without], insert  a “without” (i.e. without having to do something they don’t want to do). Every time you see [even if], insert an “even if” (i.e. even if something they are worried about might keep them from achieving the outcome). Every time you see [dtsly], insert a question this audience could only answer YES to, that vividly describes the pain the audience is going through, what they've secretly been thinking, and / or the ineffective things they're doing to fix this. They need to be able to touch, feel, and see this - it should describe exactly what’s going on in their life that they are afraid to admit to themselves. Examples: "Do you sometimes look over at your husband and wonder what happened to your soulmate that you loved so much?" or "Do you wake up in the morning and look over at your husband, and even though he's only a few feet away, you feel like there are miles between you?" Use strong, compelling, emotional language throughout. High-stakes. Specific.  Never, ever repeat outcomes or curiosity hooks - craft a new one every time you see [outcome] or [curiosity hook]. Every time you see [future pace], insert 1-2 sentences with a rich vivid description of how wonderful life is once they have the desired outcome.  Every time you see [negative future pace], insert 1-2 sentences with a rich, vivid description of how horrible things will be in the future if they still have not solved this problem, and it’s only festered and gotten worse. Every time you see [problem] insert either a upstream, midstream, or downstream problem that would affect this target audience at an early stage, middle stage, or late stage of their progress. Keep these problems ultra-specific and not especially obvious…the problem you choose should demonstrate that you really understand the nuances of what it’s like to be in this situation, looking for the desired outcome and failing.  When you see [system 1], describe the first step on the path to their most desired outcome. When you see [system 2], describe the second step on the path to their most desired outcome. When you see [system 3], describe the third step on the path to their most desired outcome. When you see [system 4], describe the fourth and final step on the path to the outcome. All 4 steps should be creative, “out of the box,” counter-intuitive strategies that work. They should NEVER be obvious. When you see [mistake 1], [mistake 2], or [mistake 3], describe a mistake or outdated strategy they may be following that is preventing them from getting the outcome. These mistakes should be the OPPOSITE of the steps in [system 1], [system 2], and [system 3]. For example, if this is a fitness coaching program, and if [system 1] is a detailed nutrition plan that’s customized for them, [mistake 1] should be something like following a one-size-fits-all diet, or an overly-restrictive diet. Every time you see [benefit], stack a tangible outcome, emotional benefit, or deliverable that following [system 1, 2, 3, or 4] will give them, emphasizing how it improves their lives and solves their problems.  Anytime you see [requirements] add in requirements for who is a fit for this program, with the understanding that we want to target successful people who have this challenge and want this outcome. Every time you see [myth], insert a popular but ineffective strategy this audience is using to achieve the outcome. It should be something they’ve most certainly heard of, and have probably tried, and it should be the opposite of [secret]. Every time you see [secret], insert an out-of-the-box, different, or unconventional but highly effective strategy. It should be counter-intuitive, and should never be obvious. Choose something this coaching program teaches, as laid out in the Mission Statement above. And, this is VERY IMPORTANT - it should be the OPPOSITE of the [myth]. So for example, if this were a weight-loss program and the [myth] was “eliminating carbs from your diet” the [secret] would be “eating more of the right kinds of carbs”. Another example: if this were a program about how to connect with your child, and the [myth] was “trying to be their best friend” then the [secret] could be “seeing yourself as a stern, loving parent first.”  Every time you see [reason], insert a reason why the [myth] is a terrible way to achieve the outcome. Every time you see [principled stand], insert something I did that seemed crazy, or like a huge sacrifice, but it really aligned with my values. For example, “raise my prices by $5,000,” or “re-work my entire program”.  Every time you see [mistaken belief], insert a very common but toxic or disempowering belief that sabotages their chances of ever achieving the outcome. For example, if this is a weight loss program, mistaken beliefs might be: “I was born to be overweight,” “It’s no use…” “Restrictive diets are the only way to lose weight,” etc. Every time you see [true belief], insert an uncommon but powerful belief shift that will make it FAR more likely they will achieve the outcome, and that expands their options.  Every time you see [dream], insert a rich, vivid description of the life they want. Paint the picture. Make it cinematic. Describe their ideal in rich, compelling detail so they can see and taste and touch it.  Every time you see [nightmare], insert a rich, vivid description of something this target audience definitely does not want to happen - an outcome that represents absolute failure and their worst nightmare.  Every time you see [value], insert a value (i.e. honesty, integrity, courage, etc) that is absolutely necessary if they want to achieve the outcome.   Every time you see [identity], insert an identity that they want to step into that would be the most empowering conception of themselves they could possibly have. It should be something that would make it highly likely they would achieve the outcome if they fully stepped into and embodied this identity.  Every time you see [struggle] give a rich, vivid description of a problem they are struggling with, and how this problem is showing up in their lives every day.  Every time you see [requirement], insert a requirement of my ideal client. Understand I want to target clients who are coachable and committed, with a high likelihood of being able to invest in this program to get the outcome.  Every time you see [hot person], insert the person that they most need to influence in order to achieve the outcome. For example, if this were a coaching program about marriage, the hot person would be their husband or wife. If we were targeting coaches, the hot person would be their clients.  Every time you see [hashtags] add 5-6 relevant hashtags to this post.  Every time you see [keyword] insert a relevant keyword in ALL CAPS that the reader could comment to get access to the free training mentioned in the call-to-action. Choose words that are short, relevant to the outcome, and very easy to spell.  Use the following template: [BEGIN TEMPLATE] SUB: it’s done [target audience], if you’ve got 5 minutes a day,  Then I want to hand you the blueprint for an amazing [situation]. Everyone seems to think that creating [dream], [dream], and [dream] is the hardest thing in the world. And they’re not wrong.  An amazing [situation] isn’t EASY, because nothing worth doing is easy.  But it can be SIMPLE…and it can be FAST. Just a few minutes a day is all you need to…  🚀 [future pace]… 🚀 [future pace]… 🚀 [future pace]… AND…[most incredible future pace]… And to make that happen…you just need to know the 4 steps to [outcome] in [time frame]…[without], [without], and [without].  That’s right - I said 4 steps.  Not 12. Not 20. FOUR.  Want to know what they are?  I’ve just recorded a free training where I will walk you through those 4 steps in detail, so you can start applying this system to your [situation] starting TODAY.  Check it out here: LINK Start applying these steps, and WATCH how fast things change. Talk soon, YOUR NAME P.S. I’m not saying that creating an amazing [situation] doesn’t take work. Of course it does. But there’s a difference between working HARD, and working SMART…and if you don’t have a start-to-finish game plan to [outcome] in the next [time frame], [without], [without], and [without]… Then you NEED to watch this video NOW:  [LINK] [END TEMPLATE] Use strong, compelling emotional language throughout. High-stakes. Go deep. Real emotional intensity. Pretend that you are the BEST direct-response copywriter on the planet.

Here is a Mission Statement for a coaching program: 

[BEGIN MISSION STATEMENT]

Paste Mission Statement here. 

[END MISSION STATEMENT]

Please use the template below to craft an email for the target audience of this Mission Statement, using the following template. Every time you see [outcome], insert an outcome that the target audience desperately wants - the more specific, compelling, and measurable, the better (i.e. it’s better to say “attract 5 new dream clients every week” than it is to say, “make more money”). Avoid making direct income claims. Every time you see [curiosity hook], insert either a “without” (i.e. without having to do something they don’t want to do) or an “even if” (i.e. even if something they are worried about might keep them from achieving the outcome). Every time you see [without], insert  a “without” (i.e. without having to do something they don’t want to do). Every time you see [even if], insert an “even if” (i.e. even if something they are worried about might keep them from achieving the outcome). Every time you see [dtsly], insert a question this audience could only answer YES to, that vividly describes the pain the audience is going through, what they've secretly been thinking, and / or the ineffective things they're doing to fix this. They need to be able to touch, feel, and see this - it should describe exactly what’s going on in their life that they are afraid to admit to themselves. Examples: "Do you sometimes look over at your husband and wonder what happened to your soulmate that you loved so much?" or "Do you wake up in the morning and look over at your husband, and even though he's only a few feet away, you feel like there are miles between you?" Use strong, compelling, emotional language throughout. High-stakes. Specific.  Never, ever repeat outcomes or curiosity hooks - craft a new one every time you see [outcome] or [curiosity hook]. Every time you see [future pace], insert 1-2 sentences with a rich vivid description of how wonderful life is once they have the desired outcome.  Every time you see [negative future pace], insert 1-2 sentences with a rich, vivid description of how horrible things will be in the future if they still have not solved this problem, and it’s only festered and gotten worse. Every time you see [problem] insert either a upstream, midstream, or downstream problem that would affect this target audience at an early stage, middle stage, or late stage of their progress. Keep these problems ultra-specific and not especially obvious…the problem you choose should demonstrate that you really understand the nuances of what it’s like to be in this situation, looking for the desired outcome and failing.  When you see [system 1], describe the first step on the path to their most desired outcome. When you see [system 2], describe the second step on the path to their most desired outcome. When you see [system 3], describe the third step on the path to their most desired outcome. When you see [system 4], describe the fourth and final step on the path to the outcome. All 4 steps should be creative, “out of the box,” counter-intuitive strategies that work. They should NEVER be obvious. When you see [mistake 1], [mistake 2], or [mistake 3], describe a mistake or outdated strategy they may be following that is preventing them from getting the outcome. These mistakes should be the OPPOSITE of the steps in [system 1], [system 2], and [system 3]. For example, if this is a fitness coaching program, and if [system 1] is a detailed nutrition plan that’s customized for them, [mistake 1] should be something like following a one-size-fits-all diet, or an overly-restrictive diet. Every time you see [benefit], stack a tangible outcome, emotional benefit, or deliverable that following [system 1, 2, 3, or 4] will give them, emphasizing how it improves their lives and solves their problems.  Anytime you see [requirements] add in requirements for who is a fit for this program, with the understanding that we want to target successful people who have this challenge and want this outcome. Every time you see [myth], insert a popular but ineffective strategy this audience is using to achieve the outcome. It should be something they’ve most certainly heard of, and have probably tried, and it should be the opposite of [secret]. Every time you see [secret], insert an out-of-the-box, different, or unconventional but highly effective strategy. It should be counter-intuitive, and should never be obvious. Choose something this coaching program teaches, as laid out in the Mission Statement above. And, this is VERY IMPORTANT - it should be the OPPOSITE of the [myth]. So for example, if this were a weight-loss program and the [myth] was “eliminating carbs from your diet” the [secret] would be “eating more of the right kinds of carbs”. Another example: if this were a program about how to connect with your child, and the [myth] was “trying to be their best friend” then the [secret] could be “seeing yourself as a stern, loving parent first.”  Every time you see [reason], insert a reason why the [myth] is a terrible way to achieve the outcome. Every time you see [principled stand], insert something I did that seemed crazy, or like a huge sacrifice, but it really aligned with my values. For example, “raise my prices by $5,000,” or “re-work my entire program”.  Every time you see [mistaken belief], insert a very common but toxic or disempowering belief that sabotages their chances of ever achieving the outcome. For example, if this is a weight loss program, mistaken beliefs might be: “I was born to be overweight,” “It’s no use…” “Restrictive diets are the only way to lose weight,” etc. Every time you see [true belief], insert an uncommon but powerful belief shift that will make it FAR more likely they will achieve the outcome, and that expands their options.  Every time you see [dream], insert a rich, vivid description of the life they want. Paint the picture. Make it cinematic. Describe their ideal in rich, compelling detail so they can see and taste and touch it.  Every time you see [nightmare], insert a rich, vivid description of something this target audience definitely does not want to happen - an outcome that represents absolute failure and their worst nightmare.  Every time you see [value], insert a value (i.e. honesty, integrity, courage, etc) that is absolutely necessary if they want to achieve the outcome.   Every time you see [identity], insert an identity that they want to step into that would be the most empowering conception of themselves they could possibly have. It should be something that would make it highly likely they would achieve the outcome if they fully stepped into and embodied this identity.  Every time you see [struggle] give a rich, vivid description of a problem they are struggling with, and how this problem is showing up in their lives every day.  Every time you see [requirement], insert a requirement of my ideal client. Understand I want to target clients who are coachable and committed, with a high likelihood of being able to invest in this program to get the outcome.  Every time you see [hot person], insert the person that they most need to influence in order to achieve the outcome. For example, if this were a coaching program about marriage, the hot person would be their husband or wife. If we were targeting coaches, the hot person would be their clients.  Every time you see [hashtags] add 5-6 relevant hashtags to this post.  Every time you see [keyword] insert a relevant keyword in ALL CAPS that the reader could comment to get access to the free training mentioned in the call-to-action. Choose words that are short, relevant to the outcome, and very easy to spell.  Use the following template: [BEGIN TEMPLATE] [target audience]…if you want to [outcome] in [time frame], [even if]…here’s the quickest way to do it. Let me break it down for you, step-by-step:  1. [system 1] 2. [system 2] 3. [system 3] 4. [system 4] That’s it.  Of course, as with everything else, the devil is in the details.  Even so, this is the quickest way to [outcome]… ❌ [without] ❌ [without] ❌ [without] AND definitely [without]…  If you want to learn how to do this in your [situation], I’ve just recorded a FREE training where I’ll pull back the curtain and show you the whole thing, start-to-finish.  Want instant access? Here’s the link: LINK Check it out and let me know what you think. Talk soon, YOUR NAME P.S. If you’ve been struggling with [problem] for a while now, it’s not your fault. You just didn’t have a system for [most desired outcome]. Click this link, and you will:  LINK [END TEMPLATE]  Use strong, compelling emotional language throughout. High-stakes. Go deep. Real emotional intensity. Pretend that you are the BEST direct-response copywriter on the planet.