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Tell them and tell them again

I took a professional speaking course where the instructor told us of a specific tactic I later realized I often used in copywriting. He called it the “Triple-Tell” formula.

When you're making an important point in the copy that you want the reader to grasp and remember, and to which they'll assign greater value, construct a series of paragraphs in which you:

  1. Tell the prospect what you're going to tell them,
  2. Tell them (what it is you want to tell them), and
  3. Tell them what you told them.

For example, “Did you know that have a home security alarm actually increases the value of your property?” (You're telling them what you're going to tell them.)

Then, you follow with: “In a recent study put together by 107 insurance companies, homes with an alarm system are 80% more likely to have higher property values than those without one.” (You tell them.)

After that, “So not only do home alarm systems protect your family and reduce insurance rates, they also significantly bump up your property value!” (You tell them what you told them.)

Michel Fortin

Chief Experience Officer at Supportibles, Inc.
A copywriter and consultant for close to 30 years, Michel was instrumental in selling millions worth of products and services. His most notable success is a salesletter that sold over a million dollars online on launch day. Today, Michel is a best-selling author, in-demand public speaker, and highly sought-after marketing consultant. Get his free report, "The 10 Commandments of Power Positioning," at

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