# Applied copy notes — 100M Offers + 100M Leads

These notes summarise the supplied source files and apply them to Hjemover. They are not instructions copied from the books.

## What changes in the campaign

The offer becomes stronger when the copy raises the desired outcome and confidence while reducing perceived time, uncertainty and work.

| Value driver | Hjemover proof used in copy |
|---|---|
| Desired outcome | A finished house on the buyer's own plot |
| Time delay | Around 60 days from production start to completed assembly |
| Confidence | Visible model prices, defined delivery, 5-year warranty |
| Effort and uncertainty | Delivery within 100 km from Trondheim included; clear separation between house delivery and plot-related costs |

The ad hook should open an unresolved question or a clear, specific promise, then the body should answer it. The CTA must state the next step. No invented scarcity or urgency is used because the current product evidence does not support it.

## Hook hierarchy

1. **Outcome + speed:** `Family 80 m² til 2,19 mill. – på tomten din på ca. 60 dager.`
2. **Risk and uncertainty:** `Hva koster selve huset – og hva må du ordne på tomten?`
3. **Choice and brand path:** `Tre hus. Synlige priser. En enklere vei hjem.`

## Why these are stronger

- Each first line contains either a concrete result, a concrete time, a price, or a high-friction question.
- Proof points sit below the hook instead of repeating the image word for word.
- The exclusions increase trust and prevent `all inclusive` from becoming an unsupported promise.
- The CTA asks the prospect to inspect prices and delivery details, which matches the landing page and the buyer's current level of awareness.