ONE-PAGE SALES COPY GUIDE
HEADLINE
Write “This Book Shows You How To __________”, then
cross off everything except what you wrote in the blank. The eldritch apocalypse is here!
Or “In this game, you will _______”, and cross off.
Infected is a 264-page all-in-one book presenting
Or announce something about your thing as news! an apocalypse where the rising of the shambling
The goal here is to get attention. dead is only the beginning of your problems.
The contagion does not merely animate the dead;
BODY TEXT it remakes them into designs posed by some
inhuman intelligence. It transforms living flesh
Summarize what it is you're selling both honestly and into alien forms, creating the changed. It obeys
positively, and tease anything that's especially neat or crowd-
pleasing about that – both in terms of the physical/digital thing instructions that can only be described as
and the actual content. The goal here is to get the reader sorcerous. It is subject to scientific examination,
interested in, and correctly picturing, your thing. and provides grotesque materials for disturbing
new advancements. And as it comes to be
understood, it also comes to make a terrible sort
of sense.
BULLETS
Make a feature list of all the cool stuff in the game. If you can't Inside the main rulebook you'll find:
figure out the features, copy down all the subheaders, Introductory fiction, in the form of in-setting
paragraph topics, or the whole table of contents as a list.
radio calls, which can be passed directly to
For each one, try to explain why and how it will do one or players as in-character information.
more of the following for the user:
An engine for action that pushes for tough
Teach the rules or setting well choices; will the characters seize the moment,
Entertain you or your play group
Help you save time or work cautiously and carefully?
Let you stop doing (thing) Character archetypes to help players get into
Remove a physical annoyance play quickly and effortlessly.
Remove mental stress
Be more comfortable A timeline of the apocalypse to come, with
Be the envy of your friends further changes and threats at each step.
Be popular and get status
Solve a problem at the table Easy situation-building methods to prep and
track enclaves to live in and negotiate with,
Try this format: [Game feature] so you can [Benefit] set up infested sites to delve into, and other
“Easy situation-builders so you can get prepped quickly” action characters are likely to get drawn into.
Then condense and rewrite the most successful of these into a Rules for sorcery, research, strange science,
new list. Those are your bullets. and more.
There are two goals in this section: To prove that you have the A catalogue of monstrosities, each with it's
tools that can deliver on the promise of the body text. Second, own place in creating the eldritch ecosystem
show how the features deliver more good stuff. being forged.
Also available to download here, you'll find a
character sheet, stakes sheet, enclave record, and
CALL TO ACTION / STING a bundle of fiction PDFs taken from the 'riff' the
Close with a 'sting' that raises interest one more time, and setting originated with.
makes it clear what the next step is (buying the thing).
Consider asking a question that can only be answered by taking What will you make of the eldritch apocalypse?
that step. What will it make of you?
DO NOT say IF.
NOW EDIT! DID YOU...
INSERTING TESTIMONIALS
...Speak directly and use plain language?
If someone has said nice things about your thing, putting that in ...Use short sentences, and less of them?
is good! Format it o be distinct, and try out different positions ...Use active voice?
at the top, bottom, and in the midst of the other elements. If ...Talk directly to the reader, use the word “you”?
you have a lot of these, put the bloc of them at the end, putting ...Sell the experience not the thing itself?
one at most somewhere else. ...Actually prompt them to buy the thing?