Momentum Builder Workshop - Lesson 1 - Thematic Arcs

tags:: #source/article Marketing Writing Copywriting
author:: The Modern Marketing System Momentum Builder Workshop
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Part of the ‘secret sauce' that makes our campaigns so successful is the way we create thematic arcs that tie our writing and messages together, pulling readers forward, step-by-step from beginning to end.

It's really easy to get caught up in a literary-focused rabbit hole. We recommend, instead, that you think about theme from the 10,000′ perspective.

• Where do you want your prospects to arrive — for example, purchasing something you've created?
• Where are you first engaging with them — for example, in a Facebook ad?
• What is the context for that first engagement — for example, are you known to the prospect (by reputation) or completely unknown (i.e., they're a ‘cold' prospect)?
• How many touch points will you have between first contact and the first opportunity to purchase?

Once you have that, identify a theme that connects the dots from beginning to end. (Good vs. Evil is a great place to start. We're particularly fond of Courage & Perseverance as well.)