Curiosity/Fascinations

You’ve come a long way. You’ve learned this and that, this and that. All sorts of shit. So, here’s a question>…

What do you think the most important part of persuasive writing is?

Could it be the unique benefits of your product, service, or position? That seems like a good one. Or how about the aspirational identity of your prospect—their underlying desires? That’s a big deal. Or, wait a minute, maybe it’s all simpler than that. … it’s a set of guarantees that’ll just knock their fucking socks off and leave them chomping at the bit for more. Is that it?

Nah. I mean, those things are cool and all—and they certainly do help—but they pale in comparison to what truly matters in persuasive writing. Ready for the secret? Here it is.

Getting someone to actually read the words you write. And the following tips will help you do just that.

First

I am about to tell you a true story. If you believe me, you will be well rewarded. If you don’t believe me, I will make it worth your while to change your mind. Let me explain.

==This may surprise you==. ==In fact, if my hunches are correct simply reading this article may change your idea of aging for the rest of your life==. ==Here’s why==.

As you can see, coaching can be well worth the upfront investment. You just need to make sure of two things—The next of which we’ll cover right now.

for eyesight, blue is not a good color too. There are several reasons. First…

==But almost immediately, something strange happened==.

Bold, gut-wrenching copy. (==Which you’ll see in a moment==.)

I’ve got something to show you you’ll never forget.

==DC-10s Big Secret==: You’ve heard a lot of bad publicity about the DC-10. ==But here’s something you may not have known==. (heading and subhead.)

When I put on the pair of glasses what I saw I could not believe. Nor will you.

You’ll love the way we hated the Magic Stat thermostat until an amazing thing happened. (subheading)

You’re probably expecting our typical sales pitch, ==but get ready for a shock==. For instead of trying to tell you what a great product the Magic Stat thermostat is, we’re going to tear it apart. Unmercifully. (tease what’s to come.)

But wait, we did find one good feature—a feature that led us to a discovery. (feature is ease of installation, discovery is wires are safe to work with “live.”)

And that’s when we made an incredible discovery What made us switch from hating the thing to loving it? ==Read the following==.

Big deal. What’s so great about that? Read on.

In that case, we invite you to listen to one more story. it’s a classic piece of advice that just about everyone has received at one point or another—and why you should ignore it.

That would seem to be the end of the story. But it’s not.

But _ is just part of the story. What you will read in the next chapter is just as important.

It turned out to be what I least expected. But one of the most important axioms you will learn for becoming a great copywriter is my second axiom. Here it is.

The axiom in this chapter is very important and very difficult to believe at first. Understand this concept, believe in it, and it will give you a very good foundation for your future writing skills. Don’t believe it and you’ll fall into the trap that many copywriters typically fall into.

What Ginger whispered to me next took me by total surprise. In fact, there have been very few times in my life when I have been at a complete loss for words. But wait. This is a book on psychological triggers and not about the discreet goings-on behind the doors of successful direct marketing executives who are perceived by beautiful cosmetic executives as the answer to their dreams… So I’m not going to answer here. But I do in the appendix. It was very steamy.

Start the Ad

Begin your sales presentation with a giant slab of curiosity and promise a payoff that keeps them reading and paying attention.

Plant Seeds of Curiosity#

• There are even more techniques which I will reveal later in this book.

Add Lubrication#

Imagine your reader is sliding down through your copy. You want it to be hard to stop. Ending paragraphs with “cliffhangers” like the following have a mesmerizing effect on the reader, something like greasing … Here are some examples.

• Let me give you an example.
• Let me review the procedure.
• Let me explain.
• This brings us very nicely to the next topic.
• He continues.
• Let’s begin.
• Let me site an example.
• You think that’s weird? Check this out.
• Consider this.
• But the elephant doesn’t. Why? I’ll explain.
• But there’s more.
• But I didn’t stop there.
• Now here comes the good part.
• Here’s why.

If you’ve found this book informative so far, you will find this chapter fascinating. So let’s start.

In the next chapter, you’ll discover how…

But there’s one critical part of the copywriting process that really separates the best copywriters from the rest—and we cover it in the next chapter.

Throat Grabbers#

aka fascinations

In the subject line and preheader, you have at most maybe 65 characters (10 or 15 words) to grab your reader by the throat and not let go until the message is clicked on.

Tease and conceal. Make it so they have to look.ze1

Fascination examples

The Rules: • » Make value accessible with a single action (a click, like, opening and envelope, etc.) • » Make the copy conjure curiosity by teasing the value and embellishing the benefit • » Make all of it put an image in the reader’s mind

Method writing. (this is the emotional tuning fork. emotions follow the resonant frequency.)

When learning to understand these fascinations, become the target market. Be the survivor of a heart attack. Someone with diabetes. The terminally ill. Target market: someone with long-term, chronic pain or condition that Western medicine has been unable to cure—or even treat.

OK, and now the swipes … Day One: » Discover the gentle herb that lowers both your cholesterol and high blood pressure … and even gives heart attack survivors a new lease on life … » Discover the all-natural remedy for burnout and exhaustion that gives you boundless new energy without nerve-jangling caffeine.

• How to sleep like a baby all night—with the best all-natural alternative to prescription sleeping pills. Non-addictive. No side effects.

• How to gain instant relief from a leg cramp—with apple cider vinegar!

• How to end the agony of a toothache—with only two cloves!

• How to heal a burn—with milk!

• How to stop an attack of food poisoning—with a piece of bread!

• How to disinfect an open wound—with sugar!

• How to cure ulcers—with cabbage!

• How to take the sting out of a bee bite—with meat tenderizer!

• When you mix the three essential oils named on page 505, you create a tonic with this mysterious and marvelous effect:

• If you’re trying to quit, just inhaling the fragrance of this tonic helps you ‘ride out’ the craving for a cigarette.

• See page 505 for this potentially life-saving recipe …

• To help you quit smoking or cut down on your habit, try checking on a small piece of (mixture named on page 505).

• If you’re trying to quit smoking cold turkey, drink a lot of (juice named on page 506)… The juice will clear your body of nicotine faster.

• A simple but powerful meditation technique that can help you quit smoking. (Details, page 507.)

• A self-hypnosis exercise that can make quitting much, much easier, because you’ll put your subconscious mind on your side. (See page 506.)

• FOR ARTHRITIS: Long-time sufferers see their arthritis go into complete remission. See page 51.

• FOR BLESSED RELIEF OF PAIN: (The remedy on page 127) completely relieved pain in about 65 percent of the 1,000 patients… while another 25 percent had enough reduced pain that they didn’t need anesthesia.

• FOR REVERSAL OF AGING: These (nutrients named on page 137) stop free radicals from overtaking healthy cells and thus help slow the natural aging process. They are even believed to offer protection against 60 age-related afflictions, from cancer to cataracts to heart disease and high cholesterol. “It’s hard to think of anyone in our society who couldn’t benefit from taking (them),” says one leading M.D. See page 133 and 137.

• FOR DIABETES: “Few people with diabetes need daily insulin injections. More than 90 percent of the time, people with Type II diabetes can help keep blood sugar level in line with (see page 273)… The trace mineral proven to reduce risk factors for both diabetes and cardiovascular disease… Improves glucose and insulin and lowers cholesterol and triglycerides. If you want protection against diabetes and heart disease, see page 140.

• TO BOOST YOUR IMMUNE SYSTEM: Possible your two best sources of nutrients needed to give yourself a strong immune system, your body’s defense against diseases of all kinds. See page 54… The “magic mineral” that protects against heart disease and cancer, alleviates arthritis symptoms and can even improve your moods. Also on page 140.

• FOR QUICK RELIEF OF HAY FEVER, WATERY EYES AND RUNNY NOSE: Follow the simple instructions on page 166… See how to control your allergies without shots or antihistamines on page 165… To relieve allergic sneezing and itching, press this acupressure spot for profound relief. See page 166.

• FOR PERSISTENT DANDRUFF: Read why dandruff may be a sign that circulation to your scalp is blocked… and why certain foods area a much more natural and permanent solution than dandruff shampoos.

• TO BANISH FOOD CRAVINGS: Do persistent food cravings keep wrecking your goal of losing 10 pounds? Then you must get your hands on the incredible nutritional supplement recommended on page 314 of NEW CHOICES IN NATURAL HEALING. Take these supplements, available in any health food store, and kiss your food cravings goodbye! Day Two:

• FOR INHIBITED SEXUAL DESIRE: The remedy ideal for any woman who feels “dead inside” and wants to be more passionate. See page 384… The nutrient that powerfully enhances sex drive and the foods that are rich in them. Also on page 384… The “guided imagery” sexual fantasy sure to arouse passion (a little too steamy to print here, but wait till you read page 385).

• TO RELIEVE HEADACHES AND NECK PAIN: Take your thumb and press here (see page 338).

• TO HELP PREVENT OSTEOPOROSIS: Every morning, eat a handful of (see page 449). On this same page, you’ll also be given a complete vitamin and mineral regimen for anyone who has—or wants to avoid—this debilitating disease, which eventually breaks the bones of more than 50 percent of all American women. Don’t you be one of them!

• FOR RELIEF OF TMD (Temporomandibular Joint Disorder): Press here (see page 531) to relieve TMD, which can often cause earaches, headaches, stiff neck or stuffy nose. » TO GET RID OF WATER RETENTION PROBLEMS: Press here (see page 557) to improve your body’s fluid balance and shed excess water that makes you look overweight with swollen fingers, plumped-up legs and a bloated belly. » FOR RELIEF OF TINNITUS: If you suffer from tinnitus—a buzzing, swishing, hissing, whirring, chirping or ringing sound in your ear—now hear this! Recent research has uncovered a connection between tinnitus and a lack of a certain nutrient in the diet. See page 553 for a quick, all-natural remedy. » FOR MIGRAINES: “A lot of migraines are food-related,” says Michael A Klaper, M.D. On page 427, he names the common foods infamous for triggering them. » FOR CARPAL TUNNEL SYNDROME: To prevent it or clear it up, try this simple acupressure massage. Oh, what relief! See page 486. » TO KEEP PERSKY MOSQUITOES, GNATS AND OTHER BUGS FROM BITING YOU: This natural herbal oil (see page 202) repels insects and effectively as the synthetic chemical DEET—but without DEET’s toxic effects on your body. » TO BANISH ANXIETY: Press firmly on this spot (see page 178) and take a few deep, full breaths. You may feel some relief right away… and 12 other ways to send your anxieties packing. See page 177… Plus, why your constant worries may be directly related to on of these three common foods. See page 179. » FOR BOILS, BRUISES, RASHES AND SCRAPES: The essential oil that’s a “great natural antiseptic which speeds the healing of virtually any kind of skin irritation.” See page 205. » TO CURE EXTERNAL HEMORRHOIDS—yes, cure them—use this simple topical ointment you can make from common ingredients in your kitchen. Hard to believe, but true. See page 355. » FOR COLD SORES CAUSED BY THE HERPES SIMPLEX VIRUS: Here’s how Europeans successfully treat them, using an ointment made from a common fruit. See page 247. » FOR DIARRHEA: When mixed with water, this powder is the safest, simplest and best treatment for diarrhea there is. It has saved many a vacation. Never take a trip without it, especially in foreign countries where the water may cause you problems. See page 277. » FOR JOINT AND MUSCLE PAIN: Press here for joint pain anywhere in the body. For ankle pain, press here. For knee pain, press here. For wrist pain, press here. For shoulder pain, press here… etc. All of page 402. » FOR BOWEL PROBLEMS: This gentle but potent internal cleanser made from Asian fruit is a mild laxative with no side effects of laxative dependency. Helps restore the tone of the large intestine, thereby restoring your own natural rhythm. See page 395. » TO BOLSTER YOUR IMMUNE SYSTEM: People who (do this) never have to go back to the doctor for a lot of stuff, such as earaches, colds, flu, rashes and sore throats.” See page 74. » FOR MEMORY LOSS: Many times, memory problems are caused by (see page 415), and eating (this type of food) can help open up arteries and improve blood flow… Also, the herb (see page 415) that may help reverse memory loss caused by poor circulation to the brain, according to Dr. Tyler. » FOR PREGNANCY PROBLEMS: To prevent or minimize stretch marks and to relieve swelling in the feet or legs, see page 465… If you have morning sickness and even the thought of food makes you feel ill, try a dose of (see page 467)… To ease backaches and improve tone in the abdominal area, do this (see page 467)… For sore breasts, do this (see page 468).

» Beat PMS—with nutrition!… For premenstrual syndrome “they key treatments are vitamin B6, evening primrose oil, calcium and magnesium,: says Elson Haas, M.D., Director of the Preventive medical Center of Marin in San Rafael, California and author of Staying healthy with Nutrition. (For Dr. Haas’s specific dosage recommendations, please check page 475 of New Choices in Natural Healing, your to sample free for 21 days.) » Indigestion? “I don’t believe there is a gastric problem that doesn’t respond to (see page 377),” says one top M.D. “Nobody really knows how or why (it) works, but it is truly a miracle.” » Insomnia? Turn to page 387 and discover the world’s best known herbal remedy and why it works so well. » Panic attacks and phobias? “90 percent of phobias respond well to (see page 458).” » Impotence? Discover the herbal oil with such potent aphrodisiac qualities, just inhaling its fragrance can instantly trigger passion. Expensive—but lasts a long time and, judging by the fireworks it arouses, worth every drop! See page 369… The vitamin supplement that can stop impotence and restore virility. See page 372… The ancient herbal cocktail said to be so effective in increasing sexual energy, it can even help sperm counts to go up. See page 369. » Hearing loss? Fight it effectively with this proven yawning exercise on page 345. Day Three: » Sinus pressure and pain? Press these two points on the outside of your nostrils. Amazing relief! See page 501. » Vaginitis? “Has been proven to reduce the yeast and bacterial overgrowth” that often causes vaginitis. See page 548. » Incontinence? A simple exercise controls it. Explained on page 374. » Bronchitis? “Eases breathing by loosening mucus in the chest.” See page 79. » Urinary tract infections? The best treatment is also the cheapest. See page 546. » Ingrown toenail? Here’s how to get rid of it permanently. See page 383. » Cold or numb feet and hands? This herb helps restore your circulation. See page 484. » Ear infections? Take 1/4 teaspoon of this herb (see page 286), mixed with honey, and you may never get another earache again. » Shingles? “The best homeopathic remedy for shingles is (see page 497).” » Constipation? “Cure constipation for life.” See page 254. » High cholesterol? “Actually reverses plaque in your arteries.” See page 349. » Jet lag “So great for jet lag that some airlines have started giving (them) to their first-class passengers.” See page 399. » Psoriasis? Rids your skin of the dry, scaly, itchy patches of psoriasis. See page 480.

» The remedy that helps anyone overcome addiction to alcohol or drugs. Really works. See page 523. » Built-up earwax falls out on its own. No probing! Page 22. » When you have a painful callus or corn, peel it right off using nothing more than lemon juice, tea and garlic. Just follow the directions on page 230. » Heal a canker sore with yogurt. See page 231. » When you feel an asthma attack coming on, do this immediately. See page 190. » To speed healing of a cold sore, all you need is a single droplet of this oil. See page 246. » “Works every time” to eliminate “driver’s leg”—that painful cramp in the calf that comes from hours of breaking and accelerating. See page 410. » Best way to cure diverticular problems. See page 279. » The simple massage technique that breaks the “knots” of tissue in painful joints and increases your range of pain-free motion. See page 101. » Press here to relieve dizziness at any time. See page 280. » Tension leaves your jaw and teeth-grinding stops. Page 538. » Press here, and hold for two minutes, for wonderful relief of eye strain. See page 293. Day Four: » To relieve foot pain, hold this part of your foot for one minute. See page 318. » The all-natural way to get rid of bad breath anytime, anyplace. (See page 199.) For really bad cases: “If you can smell someone’s breath from across the room, that’s usually a sign that he needs (see page 200).” » How to prevent urinary tract infections with a little apple cider vinegar. See page 421. » The internal cleansing technique that cleans out your entire bowel—all five feet of it! See page 83. » How to soothe a sunburn—with lavender in your bath water. Heavenly! See page 526. » How to improve your vision without glasses… easy “eye aerobics” strengthen eye muscles, prevent aging eyes! Page 554. » Easy ways to calm down, beat stress, anytime you need it. See page 517. » Nobody knows why this safe, natural remedy helps stop stuttering. But it sure does work! See page 522. » Yes, you can slow down the balding process. See page 334. » Do you crave salty foods? See what it means on page 313. » Why was baldness almost unheard of in Japan before World War II… but rampant among Japanese men today? What does this mean for any man (or woman) who wants to prevent hair loss? See page 334. » Prevent kidney stones with pumpkin seeds. See page 405. » “To ease menstrual problems, take one tablespoon of (see page 423) with one pinch of black pepper.”

» BEWARE! The common food everyone thinks is so “healthy”—yet actually depresses your immune system, making you more vulnerable to colds, viruses and diseases of all kinds. Consider yourself warned—on page 215. » BEWARE! The five foods that most often trigger migraine headaches. See page 427. » BEWARE! How your hair blower threatens your health! See page 131. » BEWARE! Why certain coffee can damage your vision. See page 554. » Herpes alert: Every year, 500,000 new people get genital herpes and it stays with you for life. Learn how to avoid it. If you’ve already got it, discover the natural remedies that help you prevent outbreaks, relieve the symptoms and even speed their healing. See page 322.

» “The first step in lowering cholesterol is to increase your intake of see page 366).” » The common spice that has wonderful blood-thinning properties that can help lower cholesterol levels. For best results, use it in a tea, as you’ll read on page 364, and drink twice daily. » Two delicious foods which can make your cholesterol levels plunge. (Turn to page 365.) » The nutrient with this almost-magical ability: it bonds with the fat and cholesterol in the foods you eat and carries them right out of your body. (Details, page 365.) » A simple massaging exercise that helps your body rid itself of cholesterol more efficiently. (See page 366.) » The herb that’s little known in America but famous in Asia as a natural way to lower cholesterol. (Details, page 366.) » Relaxing stretching exercises that can lower both your stress level and your cholesterol. (Details, page 367.) Day Five: » A complete vitamin and mineral supplement program for anyone who wants to lower cholesterol fast. Works like a charm! (See page 366.) » “Studies show that people who take (supplement named on page 139) cut their risk of heart attack and stroke in half compared with those who don’t. (This same remarkable nutrient has also been shown to “greatly reduce precancerous lesions of the mouth,” according to cancer researcher Harinder Garewal, M.D.) » The “miracle” salad oil that can actually open clogged arteries while it lowers your cholesterol. See page 46. » Another “miracle nutrient” that keeps dietary fat and cholesterol from getting to the interior wall of your intestines, where it is absorbed by the body. See page 49. » A five-year Dutch study of 805 elderly men found that those who regularly consumed (two potent “trigger” foods named on page 96) were less likely to die of heart disease than those whose intakes were lower, regardless of their intakes of other nutrients! » There have been nearly a dozen major medical studies showing that you can actually reverse plaque in the arteries—a leading cause of heat attack—by doing this. See page 51.

» “(These) have been found to reduce or even reverse symptoms of heart disease,” according to Dr. Anderson of the U.S. Department of Agriculture Nutrition Research Center in Beltsville, Maryland. See page 349. » For angina, “The most powerful treatment I know,” according to one leading M.D. See page 175. » A simple-as-pie yoga exercise that improves blood flow and makes veins and arteries more elastic. Wonderful for anyone concerned with heart disease. See page 350.

» New discovery from John Hopkins University School of Medicine in Baltimore: this nutrient, found in a common vegetable, offers protection against breast cancer. See page 53. » Another nutrient that has such potent anti-cancer properties, it “may actually reverse precancerous conditions.” See page 95. » “Animas exposed to tobacco carcinogens were half as likely to develop cancer when fed a diet rich in (vegetable named on page 53).” » Another common vegetable which, when fed to laboratory animals exposed to tobacco carcinogens, slashed their risk of lung cancer by 50%! See page 53. » Nutrients (and the common foods containing them) that “prevent cancer-causing hormones from latching on to a cell.” Others that actually “stop cancer cells from forming.” See page 54. Imagine—delicious “miracle” foods with such a beneficial effect on your immune system that they give you the power to stop cancer cells from forming in your body. Amazing! And there’s more…

HOW A PAPER BAG CAN EASE LEG CRAMPS

After all of this, check out more of Gary Bencivenga’s work … and then copywriter Mel Martin who apparently invented this shit in the 1960’s.

This is Mel What’s His Nuts#

• Consumer discontent: How management misjudges it. A four-step program for keeping out of trouble • How to stay out of court; part 2 of Fred J. Halsey Jr.’s series on avoiding litigation • The mistake that is the biggest single source of business lawsuits • Ways to diffuse an angry customer • Which US and foreign cars hold their value longest • Danger to executives using company lawyer (like the brevity and “danger” amplification) • What office colors work best • Useful book for retailers • Supermarkets: Shocking new reports • how to buy a house with no down payment • How to slash your propertay taxes • What never to eat on an airplane • … And lots more you’re not supposed to know (red)

eharmony. Want the honest truth? Check it out in our Dating Diaries.

here’s your marketing degree in 11 seconds.

Mail Order

Basically, you want them to be so curious as to what it might be like, that they order.

What can I hold back to make them need to order the product?

Showing the BluBlockers wearers reaction… make other wonder what the big deal is.

Tease the readers with that they will find out by reading the book. This is number one, followed by notoriety and credibility.

He sold a bunch of calculators without showing a picture or mentioning the brand name. How can I do something like this?

What part of the story can you hold back?

“A Staggering fact about today’s construction companies.”