He used a seven-step formula to outline his copy. This formula is now called “Bob Stone’s Gem.” It’s simple: Benefit: begin with your strongest benefit. Expansion: expand on your strongest benefit. Positive: explain what the prospect will get. Proof: prove the value with past experience. Negative: explain the consequences of inaction. Summary: sum

Your headline should attract and connect, your body copy should empathize and persuade, and your call to action should spell out the specific action you’d like them to take next.