If I had to break this ad down into three parts, it'd look like this.
1) Counter objections upfront in the prehead, headline, and intro
2) Identify...View More
with the prospect in the the body copy
3) Stack bonuses in the close
The ad begins with lots of "even if..." and "it doesn't matter..." copy. This type of upfront objection handling verifies all the reasons why the prospect might've been struggling in the past. Take note of how powerful it is to write an intro this way. An aggressive objection handling approach like this is only possible when you have a deep understanding of your market. I can't help but wonder what type of research went into studying this prospect for this ad.
Even the body copy continues to identify with the reader. Yet, unlike the bold claims in the intro, the body copy reads like a conversation. As the excitement picks up toward the close, so do the bonuses. Take note of how the rest of the proven-to-convert mechanisms (scarcity, guarantees, etc.) are also interlaced into the conversation.
