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- Genuinely different from the product
- In this life, there are rules and laws that determine what you get. If you drop something, gravity will put it down
- There are these underlying laws of physics / laws of nature that you understand them, you can use them to do things that are cool
- If you spend your time studying copywriting lessons and developing the skills, then you'll be able to charge money for your services and reach 10k/month and do whatever else you want (example of it)
- Once you've identified the problem and keep going (layers and layers deeper), you'll come to a "law of nature" or "if/then statement" (if I workout for a month, then I'll be become more fit than I was before)
- Identify what "law of nature" or "if/then" they need to follow in order to get their dream state/solve their problem
- Once you've identified that, then you can connect that to the product
- Reduce the problem and situation down until you can discover the "if/then", then the solution, then you connect that solution to the product (a fitness trainer will teach you what workouts you'll need to achieve to become fit, then you'll start noticing a different a month time span)
- Identify the problem > reduce it down (til you can identify that "law of nature"/solution) > connect that to the product > they get their dream state
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