Sublime

To get and to hold attention a layout should have two qualities. First, it should be interesting to look at. Second, it should not be static, but should convey the feeling of movement and action, for these are interesting.

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