If applicable, insert links to rates (“Rates”), a comparison table (“Compare”), and appointment scheduling (“Schedule appointment”) for this product.

If this product is an account, insert this shortened call to action:

Open account

If this product is a loan, insert this shortened call to action:

Apply for loan

Don’t edit this. This is not a copywriting decision.

Insert the name of the product.

Using the “Problem & Solution” paragraphs from the Use Case, write a headline based on Attention from the AIDA framework.

Notes

• This Title should be in sentence case.
• Don’t put a period at the end of the Title.

Copywriting software instructions

1. Template: AIDA Framework

• Company/Product name: Insert the name of the product.
• Product description: Copy and paste the “Problem & Solution” paragraphs from the Use Case.
• Tone of voice: Use the client’s default.

2. Start with the best output for “Attention” and edit it as appropriate in order to “Write a headline based on Attention from the AIDA framework.”

3. Insert the edited text into the CMS.

Using the “Problem & Solution” paragraphs from the Use Case, write a sub-headline. Write a complete sentence that is descriptive, factual, and starts with a verb (e.g., Get, Open, Apply, etc).

Copywriting software instructions

1. Template: Website sub-headline

• Company/Product name: Insert the name of the product.
• Product description: Copy and paste the “Problem & Solution” paragraphs from the Use Case.
• Tone of voice: Insert the word “Descriptive”.

2. Start with the best output and edit it as appropriate in order to “Write a complete sentence that is descriptive, factual, and starts with a verb (e.g., Get, Open, Apply, etc).”

3. Insert the edited text into the CMS.

From the Use Case, copy and paste the “Call to Action (CTA)” (and edit it as needed).

Notes

• The CTA should be descriptive, yet short enough that the text doesn’t break on to two lines when the page is viewed on a mobile device.
• Use sentence case, but capitalize the name of the product.
• Don’t put a period at the end of the CTA.

Leave this empty. We’re using just one call to action to create focus.

Insert the word “Overview”.

Using the “Problem & Solution” paragraphs from the Use Case, write a complete sentence that communicates the emotional benefits people get from this product.

Copywriting software instructions

1. Template: Feature to Benefit

• Product description: Copy and paste the “Problem & Solution” paragraphs from the Use Case.
• Tone of voice: Use the client’s default.

2. Start with the best output for “Emotional benefits” and edit it as appropriate in order to “Write a complete sentence that communicates the emotional benefits people get from this product.”

3. Insert the edited text into the CMS.

Insert the word “Features”.

In this section, add the four most important features. (If this product has more than four features, they will be considered below.)

3.4.1 – Title

Describe one of the most important Features in just a few words.

Start with features derived from the Use Case’s “Problem & Solution” paragraphs. Copywriting software can help you derive them.

Copywriting software instructions:

1. Template: Feature to Benefit

• Product description: Copy and paste the “Problem & Solution” paragraphs from the Use Case.
• Tone of voice: Use the client’s default.

2. Start with the best outputs for “Standard benefits” and edit them as appropriate to “Describe one of the most important features in just a few words.”

3. Insert the edited text into the CMS.

After listing the features derived from the Use Case’s “Problem & Solution” paragraphs, next add and summarize the Features in the Use Case’s “Biggest Advantages” section. If the “Biggest Advantages” section says “All features are points of parity”, or there aren’t enough to get four features total, use your best judgment to select other Features from the Use Content and summarize them.

If a Use Case has fewer than four features, then use all of them.

3.4.2 – Content

Write a short description by expanding upon the Title.

Copywriting software instructions:

1. Template: Sentence Expander

• A few words or a short sentence you’d like to expand on: Insert the Title of the feature from 3.3.1.
• Tone of voice: Use the client’s default.

2. Start with the best outputs and edit them as appropriate to “Write a short description by expanding upon the Title.”

3. Make sure all descriptions in this section are about the same length.

4. Insert the edited text into the CMS.

3.4.3 – Image

Don’t edit this. This is not a copywriting decision.

3.4.4 – Link

As appropriate, add a link.

Insert the words “Good to know”.

In this section, add 2-4 notable Downsides. A downside is a weakness worth mentioning in the name of transparency.

4.2.1 – Title

Describe one of the Downsides in just a few words.

Start with Downsides derived from the Use Case’s “Downsides” table. Copywriting software can help you derive them.

Copywriting software instructions:

1. Template: Feature to Benefit

• Product description: Copy and paste the “Problem & Solution” paragraphs from the Use Case.
• Tone of voice: Use the client’s default.

2. Start with the best outputs for “Standard benefits” and edit them as appropriate to “Describe one of the most important features in just a few words.”

3. Insert the edited text into the CMS.

4.2.2 – Content

Write a short description by expanding upon the Title.

Copywriting software instructions:

1. Template: Sentence Expander

• A few words or a short sentence you’d like to expand on: Insert the Title of the downside from 4.2.1.
• Tone of voice: Use the client’s default.

2. Start with the best outputs and edit them as appropriate to “Write a short description by expanding upon the Title.”

3. Make sure all descriptions in this section are about the same length.

4. Insert the edited text into the CMS.

4.2.3 – Image

Don’t edit this. This is not a copywriting decision.

4.2.4 – Link

If possible, link to a solution to the downside. This may be a substitute product which solves the downside.

Insert the name of a highlighted feature.

For this block, select one of the most important Features to be highlighted. If you don’t feel any of the features are compelling enough to highlight, then delete this whole “Feature” block. If there are several features that could be considered most important, use your best judgment.

(To learn the difference between Features, Advantages, and Benefits, read “People Don’t Buy Products, They Buy Benefits“.)

Summarize the Benefit of the highlighted feature in just a few words.

(To learn the difference between Features, Advantages, and Benefits, read “People Don’t Buy Products, They Buy Benefits“.)

Summarize the Advantage of the highlighted feature in just a few words.

(To learn the difference between Features, Advantages, and Benefits, read “People Don’t Buy Products, They Buy Benefits“.)

Link to page about the highlighted Feature, if needed. Otherwise, leave blank.

Leave blank.

Don’t edit this. This is not a copywriting decision.

Don’t edit this. This is not a copywriting decision.

Insert the name of a highlighted feature.

For this block, select one of the most important Features to be highlighted. If you don’t feel any of the features are compelling enough to highlight, then delete this whole “Feature” block. If there are several features that could be considered most important, use your best judgment.

(To learn the difference between Features, Advantages, and Benefits, read “People Don’t Buy Products, They Buy Benefits“.)

Summarize the Benefit of the highlighted feature in just a few words.

(To learn the difference between Features, Advantages, and Benefits, read “People Don’t Buy Products, They Buy Benefits“.)

Summarize the Advantage of the highlighted feature in just a few words.

(To learn the difference between Features, Advantages, and Benefits, read “People Don’t Buy Products, They Buy Benefits“.)

Link to page about the highlighted Feature, if needed. Otherwise, leave blank.

Leave blank.

Don’t edit this. This is not a copywriting decision.

Don’t edit this. This is not a copywriting decision.

Select a testimonial relevant to this product or to the brand competitive advantages.

This is a pre-selected Global Block called “Why Choose Us – No Testimonial”. The content can be edited by finding the corresponding block in CMS left menu item titled “Global Blocks”.

Within the Global Block

Insert “Why choose us” in the Section Title

Write a short sentence for a sub-headline that describes why you should choose us.

Copywriting software instructions:

1. Template: Sentence Expander

• A few words or a short sentence you’d like to expand on: TBD
• Tone of voice: Use the client’s default.

2. Start with the best outputs and edit them as appropriate to “Write a short sentence for a sub-headline that describes why you should choose us.”

3. Insert the edited text into the CMS.

In this section, add 2-3 most important brand competitive advantages.

8.4.1 – Image

Don’t edit this. This is not a copywriting decision.

8.4.2 – Image Caption

In just a few words, describe one of the most important brand competitive advantages.

Copywriting software instructions:

1. Template: Sentence Expander

• A few words or a short sentence you’d like to expand on: TBD
• Tone of voice: Use the client’s default.

2. Start with the best outputs and edit them as appropriate to “In just a few words, describe one of the most important brand competitive advantages.”

3. Make sure all captions in this section are about the same length.

4. Insert the edited text into the CMS.

Insert “How it works”

Write a short sentence for a sub-headline that describes the process for getting this product, and starts with a verb (e.g., “Get”, “Open”).

Copywriting software instructions:

1. Template: Sentence Expander

• A few words or a short sentence you’d like to expand on: Copy and paste the 3 steps from the “How do I get it?” table from the Use Case.
• Tone of voice: Use the client’s default.

2. Start with the best outputs and edit them as appropriate to “Write a short sentence for a sub-headline that describes the process for getting this product, and starts with a verb (e.g., “Get”, “Open”).”

3. Insert the edited text into the CMS.

Copy the URL and Link Text from [2.5 – Link] above.

In this section, add the 3 steps from the “How do I get it?” table from the Use Case following the instructions below for each.

9.4.1 – Title

Add the description as-is from the Use Case.

9.4.2 – Content

Briefly describe this step in the process by expanding upon the Title.