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Copywriting Kitchen - Bullets - Seth Czerepak

Bullet Templates

Bullet Templates

TEMPLATE: 

  • [Small, Simple, Easy, etc] [THING] that [POSITIVE] in [TIME FRAME]

EXAMPLES:

  • The simple energy hack that will reduce your bill by 20%, starting today.
  • One easy-to-master habit that will double your productivity in the next 7 days.
  • An ancient meditation secret that wipes out negative self-talk in hours, not weeks.

TEMPLATE: 

  • [Small, Minor, etc] [THING] that [NEGATIVE] even if [ADVANTAGE]

EXAMPLES:

  • One common on-page SEO mistake that will sink your Google rankings, even if you’ve been on page one for years.
  • One silently destructive habit that attracts toxic people like flies, even if you’re doing everything you can to avoid them.
  • A common household toxin that will make you chronically exhausted and “noodle brained,” even if you eat well and exercise every day. 

TEMPLATE: 

  • How to [POSITIVE]

EXAMPLES:

  • How to double or triple your gains for massive results in just 20 minutes a day.
  • How to literally think your way into increased confidence, mental focus, and creativity.
  • How to flatten, firm, and shape your stomach with an effortless two-minute exercise.

TEMPLATE: 

  • How to [POSITIVE], Without [CATCH]

EXAMPLES:

  • How to double your muscle growth without ANY expensive supplements.
  • How to grow your trading account by 10% EVERY week, without trading every day.
  • How to flatten, firm, and shape your stomach without spending more than 10 minutes a day working out.

TEMPLATE: 

  • How to [POSITIVE], even if/when [NEGATIVE CONDITION]

EXAMPLES:

  • How to get instant access to hidden pools of risk-free money, even in a down economy!
  • How pack on rippling slabs of lean muscle as fast as humanly possible, even while you’re losing fat!
  • How to land your first high-ticket client this week, even if you have no portfolio, no website, and no social media following. 

TEMPLATE: 

  • How [NEGATIVE], even if/when [POSITIVE CONDITION]

EXAMPLES:

  • How a single messaging mistake can sabotage your conversions, even if you’re attracting loads of inbound leads and traffic. 
  • How eating at the wrong time can cripple your ability to gain muscle, even if you’re eating plenty of protein and following the perfect strength routine.
  • How unsuspecting salespeople kill 50% of their deals in the first 5 minutes, even with ready-to-buy prospects. 

TEMPLATE: 

  • How a [SOMETHING THEY ALREADY HAVE], can [POSITIVE]

EXAMPLES:

  • How a common spice that’s already in your cupboard can turn your body into a fat-burning furnace, in the next 7 days.
  • A simple at-home shoulder exercise that can give you dinner-plate-sized deltoids in months, not years. 
  • How to discover the million-dollar idea buried in your business and use it to explode your income in the next three weeks. 

TEMPLATE: 

  • How a [SOMETHING THEY ALREADY HAVE], can [NEGATIVE]

EXAMPLES:

  • Three things you’re already doing (every day) that are crippling your wealth attraction power.
  • How your current workout routine is making your body cling to belly fat, and what you should do instead. 
  • How a sales technique that you’re using right is making your prospects more likely to say “let me think about it.”

TEMPLATE: 

  • [ANY BULLET TEMPLATE] (Hint: [HINT])

EXAMPLES:

  • The smartest, simplest, most effective way to negotiate a bigger salary (Hint: you already know this, you’re just not using it…yet).
  • A common household toxin that’s making you twice as vulnerable to common infections (Hint: It’s not in your bathroom or your kitchen).
  • One quick copywriting hack that can easily double your opt in rates (Hint: it’s not in your headline or call to action button).

TEMPLATE: 

  • [ANY BULLET TEMPLATE] (The [trick/secret] is ___)

EXAMPLES:

  • The smartest, simplest, most effective way to negotiate a bigger salary (The secret is to do this in the first 90 seconds of your interview).
  • The absolute quickest, easiest way to get your body fat under 10% without losing muscle (The trick is to “smart cycle” your macro-nutrients).
  • One quick copywriting hack that can easily double your opt in rates (The secret is in a little known split testing technique I teach in chapter 7).

TEMPLATE: 

  • [ANY BULLET TEMPLATE] (predict their reaction)

EXAMPLES:

  • The smartest, simplest, most effective way to negotiate a bigger salary (Hint: you’ll laugh out loud when you see how easy this is).
  • A common household toxin that’s making you twice as vulnerable to common infections (Hint: your jaw will drop when you find out what it is).
  • One quick copywriting hack that can easily double your opt in rates (Hint: you’ll smack yourself in the forehead when you see how simple this is).

TEMPLATE: 

  • The Biggest myth about [SUBJECT] and how it [NEGATIVE IMPACT]

EXAMPLES:

  • The biggest myth spread by self-proclaimed business experts and how it’s costing you tens of thousands of dollars in new business every month. 
  • The #1 myth believed by new marketers, and how it stops them from EVER breaking the six-figure-a-year mark. 
  • The biggest weight loss myth on the internet, and why it’s the #1 reason you can’t keep the weight off. 

TEMPLATE: 

  • The biggest [SUBJECT] mistake made by [AVATARS] and [NEGATIVE IMPACT]

EXAMPLES:

  • The biggest lead generation mistake made by beginner AND advanced marketers and how it’s stopping you from converting high-ticket clients.
  • The #1 sales funnel messaging mistake (made on 90% of online sales pages) and how it’s killing your ROI (even if it’s helping your conversions).
  • The biggest call booking mistake (made by 80% of coaches) and how it’s attracting low-quality leads AND sinking your show-up rate. 

TEMPLATE: 

  • The #1/biggest [SUBJECT] secret known by only % of [AVATARS] and [POSITIVE IMPACT]

EXAMPLES:

  • The biggest lead generation secret, known only to a handful of marketers, and how it can turn your yearly income into your monthly income.
  • The #1 sales funnel messaging secret (used on less than 1% of sales pages) and how elite marketers use it to create 10% to 32% conversion rates.
  • The biggest call booking secret, why almost no one knows about it, and how it can quadruple your close rates in the next 7 days.

TEMPLATE: 

  • # [SECRETS/HABITS, etc] that [POSITIVE IMPACT]

EXAMPLES:

  • Three amazing biological signals that your body uses to warn you that you’re burning muscle instead of fat!
  • Two little-known mind hacks that turn negative self-talk into creativity and iron-clad discipline. 
  • The top 3 “I’ll buy today” signals that prospects give you in the first 5 minutes, and why less than 10% of salespeople pick up on it. 

TEMPLATE: 

  • How to use “[NICK NAME THEY CAN’T GOOGLE]” to [POSITIVE]

EXAMPLES:

  • How to use “Godforce words” to gain instant access to your reader’s primordial brain, bypass their skepticism, and make them eager to buy now.
  • How to use “Synthetic Experience” to explode your funnel conversion rates to double digits and beyond. 
  • How to use “Pace Selling” to close 50% (or more) of your sales calls, even if you’re socially awkward and uncomfortable asking for money.  

TEMPLATE: 

  • How “[NICK NAME THEY CAN’T GOOGLE]” is [NEGATIVE] and [FIX]

EXAMPLES:

  • How “Powerless Language” is telegraphing weakness to your prospects and how fixing it can 5x your close rate.
  • How to remove the “Speed Bumps” that are crippling your funnel conversions and explode your ROI by 100%, 200%, or 200% in the next 72 hours. 
  • How “Victim Signaling” is attracting narcissists and controlling people into your life, and how fixing it will scare them away in the first 2 seconds. 

TEMPLATE: 

  • The [THING] that [# AVATARS/EXPERT(S)] use to [POSITIVE]

EXAMPLES:

  • The funnel messaging method that hundreds of our clients have used make an average of $126,456.00 in their first year.
  • A little-known Dog Training secret that expert police dog trainers use to make hyperactive dogs eagerly obedient in just 90 minutes. 
  • A beginner-friendly fat-burning secret that champion bodybuilders use to become competition ready in just 5 days. 

TEMPLATE: 

  • The [FALSE CONSENSUS] that __% of [AVATARS] follow, and [NEGATIVE IMPACT]

EXAMPLES:

  • The “common sense” muscle-building technique that 90% (or more) of hard gainers follow, and why it’s killing your gains. 
  • A popular sales “secret” that you’ll find in 90% of sales books, and why it’s backward to how top closers make money. 
  • A conventional nutrition tip that’s everywhere online and why you should avoid it like poison.

TEMPLATE: 

EXAMPLES:

  • The shocking reason some runners never break the four-minute mile mark.
  • How to flatten your stomach in six weeks and look more fit than you did ten years ago, even if you’ve been overweight for years. 
  • How a broke bus driver built a $30k a month business from his kitchen table, with less than $1,000 in startup capital. 

TEMPLATE: 

  • A Little known [TRICK, TIP, HABIT, etc] to [POSITIVE] in [TIME FRAME]

EXAMPLES:

  • A little-known trick for beating self-sabotage and procrastination in 21 days (or less).
  • The little-known secret to solving ALL your dog’s behavior problems in a single weekend. 
  • A little-known habit that makes you more focused, productive, and creative, in just 15 minutes a day. 

TEMPLATE: 

  • A Little known [HABIT, MISTAKE, etc] that [NEGATIVE], even if [ADVANTAGE]

EXAMPLES:

  • A little-known habit will make your procrastination worse, even if it helps at first. 
  • The little-known mistake that will sabotage your long-term credibility, even if it seems to be working now. 
  • A little-known marketing gimmick that works well in the beginning, but will block you from breaking the six-figure mark. 

TEMPLATE: 

  • The [SECRET, HABIT, TIP, etc] that’s [PROVEN, DOCUMENTED, etc] to [POSITIVE IMPACT]

EXAMPLES:

  • The daily exercise that’s documented to reduce body fat by 2lbs (or more) every week!
  • A negotiation technique proven to make you 80% more persuasive, even when you’re not “in the zone.” 
  • A scientific language technique makes your speaking and writing more forceful and persuasive with just 10 minutes a day. 

TEMPLATE: 

  • The [HABIT, MISTAKE, etc] that’s [PROVEN, DOCUMENTED, etc] to [NEGATIVE IMPACT]

EXAMPLES:

  • The popular exercise that’s documented to make your body cling to belly fat!
  • A negotiation mistake proven to make you 50% less persuasive, even when you’re “in the zone.” 
  • A scientific language pattern that makes your speaking and writing 83% less persuasive, even when you’re feeling confident. 

TEMPLATE: 

  • How to [BENEFIT] by [CONTRARY STATEMENT]

EXAMPLES:

  • How to pack on 3x more lean muscle by learning to be lazier. 
  • How to make more money by getting fewer customers and working fewer hours. 
  • How to boost your productivity by throwing your time management tools in the garbage. 

TEMPLATE: 

  • How to [Amount + frequency + duration of result] without [CATCH]

EXAMPLES:

  • How to make (amount ->) hundreds of dollars a day, (frequency ->) every day for the (duration ->) rest of your life (without the catch->) with only 90 minutes of daily work.
  • How to easily grow your account (amount ->) by 10%, (frequency ->) every week for the (duration ->) rest of your trading career, (without the catch->) without being glued to your account.
  • How to lose (amount ->) 5 to 10 lbs of fat a month, (frequency ->) every month until you’re (duration ->) at your ideal body weight, and (without the catch->) without counting calories or macros. 

TEMPLATE: 

  • The [**CURIOUS ADJECTIVE] [POSITIVE]

EXAMPLES:

  • The surprising reason some dogs obey their owners perfectly.
  • The mind-boggling reason some men seem to stop aging at 50.
  • The crazy reason some agents make millions while others stay broke.

**Curious adjectives: [Shocking, Whacky, Crazy, Unbelievable, Outrageous, Mind-Boggling, Controversial, Embarrassing, Scandalous, Amazing, Bizarre, Well-Hidden, Secret, Insane]

TEMPLATE: 

  • The [**CURIOUS ADJECTIVE] [NEGATIVE]

EXAMPLES:

  • The shocking reason you’re still living paycheck to paycheck.
  • The stranger than fiction reason you’re still struggling with belly fat.
  • The embarrassing reason your dog won’t obey your commands.

**Curious adjectives: [Shocking, Whacky, Crazy, Unbelievable, Outrageous, Mind-Boggling, Controversial, Embarrassing, Scandalous, Amazing, Bizarre, Well-Hidden, Secret, Insane]

TEMPLATE: 

    • The [THING] you should [NEVER DO, STO DOING etc], even if [FALSE CONFIRMATION]

EXAMPLES:

  • The 3 SEO techniques you should NEVER use, even if experts advise it.
  • The one food you should NEVER eat, even if your doctor says it’s okay. 
  • One sales technique to STOP using immediately, even if it’s worked in the past. 

TEMPLATE: 

  • How to turn [NEGATIVE] into [POSITIVE]

EXAMPLES:

  • How to turn fear and doubt into unshakeable self-confidence!
  • How to turn chronic procrastination into instant momentum. 
  • How to turn hip, leg, and belly fat into pure lean muscle. 

TEMPLATE: 

  • How to [BIG POSITIVE] in [SHORT TIME FRAME]

EXAMPLES:

  • How to lose 10% of your body weight in pure fat, this month, starting right now. 
  • How to double your monthly revenue, starting this month, even if it’s halfway over. 
  • How to cut your monthly expenses AND double your inbound leads in just 7 days.

TEMPLATE: 

  • The [BENEFICIAL THING] that only [ELITE GROUP] know about

EXAMPLES:

  • The super-profitable online marketing channel that only six-figure marketers know about.
  • A copywriting technique that less than 1% of professional copywriters even know about.
  • A fat cutting + muscle building routine known only to professional models and actors.

TEMPLATE: 

  • A [THING] that’s so [POSITIVE], it’ll/you’ll [THEIR REACTION TO POSITIVE]

EXAMPLES:

  • The fat-burning secret that’s so powerful you’ll do a double take when you look in the mirror tomorrow.
  • The lead attraction secret that’s so fast and so effective, you’ll be shocked that everyone isn’t talking about it.
  • The dog obedience technique that’s so fast, so simple, and so effective, you’ll think your pooch has been replaced by a therapy dog.

TEMPLATE: 

  • The single [THING] that [MULTIPLE POSITIVES]

EXAMPLES:

  • The single negotiation technique squashes almost every objection in the first 2 minutes. 
  • The copywriting secret that instantly boosts response rates across ALL your media channels. 
  • An “avenger level” brain hack that boosts your memory, focus, creativity, and learning in just 12 minutes a day. 

TEMPLATE: 

  • The #[UNIT] [THING] that’s [BIG RESULT]

EXAMPLES:

  • The four ingredient meal that satisfies hunger and cravings and while reducing your calorie intake, even if you only eat it twice a day.   
  • Ten 150 calorie treats that you can make in 5 minutes and satisfy sugar cravings for up to 48 hours. 
  • The simple 23 word cold email script that’s bringing us 3 to 5 new clients every week at $3,000 to $10,000 each.

TEMPLATE: 

  • The #[UNIT] [THING] that’s [BIG RESULT]

EXAMPLES:

  • The four ingredient meal that satisfies hunger and cravings and while reducing your calorie intake, even if you only eat it twice a day.   
  • Ten 150 calorie treats that you can make in 5 minutes and satisfy sugar cravings for up to 48 hours. 
  • The simple 23 word cold email script that’s bringing us 3 to 5 new clients every week at $3,000 to $10,000 each.
  • The “forget this, try that” formula. 

Variation of the how to ___ without ____ idea. Instead of saying how to do this without  that, you’re saying “forget this conventional way of doing something, try my unusual way  instead.” Formula works best when the conventional solution to a problem is unpleasant,  ineffective, or dangerous.  

  • How to quit smoking for good — quickly and easily. Forget nicotine patches, hypnosis, and  “cold turkey;” The best way is this “path of least resistance.”  
  • How to stop an asthma attack instantly. Forget about steroidal inhalers. This remedy is  all-natural and can be done anytime, anywhere.  
  • Easiest way to test yourself for food allergies. Forget expensive lab tests; all you need is 15  minutes and a pocket watch.  

Notice how we end each bullet with a curiosity-enhancing sentence.  8. The “Right? Wrong!” formula. 

Use when you’re writing about information that is surprising or counter to the conventional  wisdom. Not enough to merely point out that the conventional wisdom is wrong. Have to  provide some proof that it’s wrong, and then add a “kicker” that provides a solution and  enhances curiosity.  

  • Bottled waters are safer than tap, right? Wrong. EPA found that 31% of brands tested were  tainted by bacteria! Here’s how to protect yourself. Page 142 
  • Aspirin prevents heart attacks, right? Wrong! Widely touted aspirin studies were seriously  flawed. Here’s what to take instead. Page 33 
  • Sneezing into a tissue prevents colds, right? Wrong! Page 2 explains why. 
  1. The laundry list with one item revealed 

Better way to do this type of “laundry-list” bullet is to look for an item on the list that the  reader would find new, interesting, or surprising … then actually reveal it.  

  • 5 foods you should avoid if you have osteoporosis. (Believe it or not, one of them is cheese!)  The other 4 revealed, on page 83. 

We’ve gone beyond a simple statement of benefit and added both news and curiosity to the  bullet. News because we’ve told him something surprising that he didn’t know before.  Curiosity because he’s thinking that perhaps the 4 other foods are equally new and  surprising, and he’s now wondering what they are.  

  • 5 substances that can interfere with a mammogram. (One of them is your antiperspirant!)  How to avoid getting misdiagnosed, page 132. 
  • 9 foods that can cause migraine headaches (One of them is yogurt!) Plus … 7 little-known  treatments that can get rid of your pain and even prevent future attacks. Page 203 
  1. The general-benefit-followed-by-sub-benefits formula  

Have a laundry list of benefits. Instead of just saying “3 ways to do x,” you write a general  “how-to” sentence, followed by a second sentence that talks about those three ways.  Formula works only when the items in the second sentence are intriguing in and of  themselves.  

  • How to choose the right nursing home. What to look for when you’re choosing one. Best time  to conduct an inspection tour. Hidden charges you should ask about. Page 22 
  • Legal tax deductions your accountant never told you about. How to deduct the cost of your dry  cleaning … your family vacations … even your swimming pool! Page 47 
  • Insomnia cures nobody ever told you about before. Best type of pillow to sleep on … what  colors to paint your bedroom … what you should always keep on your night table. Page 10 
  1. The “magic words” formula 

Knowing the right lingo will make you seem like an insider, thus opening doors for you  and getting you things other people can’t get!  

It’s promising the reader a secret – but also gives the reader a “no-brainer” solution that  requires no work on his part. He doesn’t have to be worry about what he’s going to say to  get the best deal because we’re giving him the exact words to use

  • How to make sure you get the absolute lowest rate on any rental car. Just say these magic  words and the price automatically gets slashed! Page 137 
  • Secret word makes ambulance come faster. Page 26 
  • How to win the bidding war for your dream house. Other buyers offer more money. But you  quietly say the magic words to the seller–and the home is yours! Page 55 

Concept of “magic words” came from the copywriter, not the product. Nowhere in the  article did it say “here are the magic words to use.”  

  1. The “Why” bullet 

Ideal for building intrigue. Promising to reveal why something is a certain way — with  the implication that knowing why will make a difference. Make sure info … (a)  something your prospect is instantly curious to know more about and (b) directly beneficial  in his life. 

  • Why if this disaster strikes the US, you’ll pay up to 15 times more money for cheap  imitations of your favorite supplements — and why that’s the good news! Why up to 70 percent of all poisonings happen to children under five. And the best  prevention of them all. Page 34. 
  • Why you can’t trust your pension fund: Dirty tricks they play with your money — and how to  stop them COLD … 
  1. The strange fact phrased as a “why” statement. Find a strange, startling fact, add the word “why” in front of it:  
  • Why you should always keep tea bags in your first aid kit. Surprising information on page 74.  
  • Why you should never fly within 12 hours of dental work. And other savvy travel secrets.  Page 34 

To make even more powerful, add a second sentence that boosts credibility.  

  • Why you should never brush your teeth after drinking wine or orange juice. Shocking findings  of dental researchers!  
  • Why shaving your left sideburn first can make you more attractive to women! Don’t laugh, it  was proven in scientific tests! Page 16

Or add a second sentence that drives home the benefit.  

  • Why weakness in your leg muscles is often the first sign that you’re at risk for diabetes and  cancer. Here’s how to tell … and what to do about it. Page 87 
  • Why people who go to the beach often are at lower risk of rheumatoid arthritis. And how you  can use this information to dramatically lower your risk.  

Or, leave out the essential fact … while adding a second sentence that enhances curiosity.  

  • Why the best cure for multiple sclerosis might be at your dentist. (This news will surprise and  shock you.)  
  • Why anyone getting a biopsy should bring a jar of honey with them. Strange but true. 7/01, p 5 15. Best times/worst times 

You’ll get a better deal and/or get treated better if you do something during a certain time  of day or month or week.  

  • Best time of year to look for bargains at auction houses and art galleries.  
  • Best day of the week to schedule a tax audit. You’re most likely to get a favorable result if you  reschedule for these times. Page 8  
  • Best time of day to take ulcer medication. Maximizes its effectiveness. Page 155 
  1. The “What” bullet 

Give prospect very specific instructions for action. Offer elusive, valuable information  They bump up perceived value of information, while at same time hiding it for added  curiosity! 

  • What you must do at once if you receive a mild shock when you touch an electric appliance — page 26. 
  • What the Corporate Fat Cats don’t tell you about their CoQ10 supplements … What to watch when you’re eight feet apart (it’s NOT his eyes — a terrible mistake most  fighters make that gets them hurt) … and what to watch inside the two feet “crunch time  zone” … to keep you a precious step ahead of even superbly-trained fighters!
  1. How the pros do it. 

There are certain secrets the experts know that you don’t.  

  • How doctors stay well while treating sick people all day. Immunity boosting secret you can  use.  
  • How experts read a home improvement contract. Words to cross out before you sign. Page 29 
  • How Wall Street insiders make money in a declining stock market. Very easy to do, once you  know the secret.  
  1. The “What NEVER” bullet 

Powerful because it alerts him of a possible mistake (tapping into fear emotion), promises  information that will protect from the mistake (benefit), also builds curiosity and intrigue.  

Can start with leads like “Why you should not …” or “The absolute worst …” or “What to avoid  …” —premise is exactly the same.  

  • What never to eat on an airplane. The dirtiest, deadliest airplane in the whole wide world. What never to keep in your deposit box. Never. And how to stop the state from stealing it. 
  • Why you should not use soap anywhere but under the arms and on the genitals. Page 37. The absolute worst time for your body to do paperwork or read. Page 26. 
  • The One Place NEVER to Store Your Gold: It’s practically an engraved invitation to  thieves. Where to store your gold for maximum safety and convenience.
  1. The “most people do this, but you do that” formula. This formula promises reader secrets so powerful even the experts don’t know about them.  
  • Doctor says your loved one has Alzheimer’s. You read page 127 and cure him with ordinary  vitamin.  
  • The I.R.S. says you’re not allowed to claim a loss on any property you sell to a relative. You do  it anyway, thanks to this HUGE loophole. Page 99 
  • Others get audited for their travel and entertainment deductions. You deduct TWICE as much,  yet get no flak from the IRS. The secret on page 18. 
  1. Inside secrets from a former bad guy 

Appeal of a secret. Someone who used to rip you off or make your life difficult has now  “switched sides” and is going to spill the beans about all the tricks he used against you. 

  • How to get the absolute best deal on a new car. Secret revealed by former car dealer.  
  • How to get the IRS to “forget” to audit your return. Astonishing secret revealed by former IRS  agent. Page 302 
  • Best and worst locks for your bicycle. A former thief reveals 3 popular models that are easy to  break … and one that’s virtually impossible to crack. 
  1. “Say good-bye to ____.” 

The words “say good-bye to…” really resonate with people. Best time to use is when  you’re dealing with a chronic problems. Especially effective with people who have tried  everything to get rid of their problem.  

  • Say good bye to yeast infections! This ordinary kitchen spice has been shown to kill yeast  fungus fast … and prevent it from coming back! 8/96 p 6 
  • Say good-bye to shoulder injuries! The most vulnerable part of your shoulder is the rotator  cuff; here’s how to make it injury-proof! Tips For 1998, page 9 
  • Say goodbye to back pain! If you’ve had no luck with orthopedists, chiropractors, and physical  therapists, then read this. Pain disappeared in women who took these 2 supplements! 9/95 p 6;  6/95, p. 7)
  1. The dangerous exception formula (a.k.a. When “good”  things are actually bad for you.) 

Like the “Right? Wrong!” formula on steroids. “Hey, you know those things you do  because they’re good for you? Well, in some instances they can be bad for you – even  deadly!”  

  • When eating fruits and vegetables can actually increase your risk of breast cancer! How to  protect yourself and get all the benefits without the dangers. 1/98 p 7 
  • When taking the standard deduction can trigger a tax audit. Ex-IRS agent reveals what you  need to know.  
  • When using sunscreen can raise your risk of skin cancer. Startling fact revealed on page 304 
  1. “When it’s OK to ____.” 

Flip side of above formula. Sometimes things you thought were bad are actually good! 

  • When it’s safe to ignore the April 15th filing deadline. No interest, no penalties, no nasty visits  from the feds. Page 3 
  • Bills it’s OK to pay late. Little-known grace periods you’re never told about.  
  • When the IRS has to pay you interest! If they miss this deadline by a single day, they’re legally  obligated to do so.  

Last bullet didn’t really fit formula, but illustrates a way reader can “turn the tables” on  their enemies! 

  1. “The truth about ______.” 

Works best with something current, newsworthy, and especially controversial. Select  info. that’s conflicting or confusing. Offer clear solution in the form of the “Truth”.  

  • THE TRUTH ABOUT MUTUAL FUNDS. What your broker doesn’t tell you could cost  you up to 5% this year. 
  • THE TRUTH ABOUT TUNA. Is it good for you? Or does it contain harmful metals that can ruin  your immune system? See page 70. 
  • THE TRUTH ABOUT ALCOHOL. Will it interfere with muscle growth? Will it help your  heart and circulatory system? See page 274.
  1. Whatever you do, don’t make this common mistake! 

Variation of “Why you should never ____” bullet. Start with general how-to statement,  then say whatever you do, don’t do the common thing most people do.  

  • Safest way to treat a tick bite. (Whatever you do, DON’T use alcohol!) Page 48 
  • How to get the absolute best deal on any hotel room. Hint: Whatever you do, DON’T call the  hotel’s reservations number.  
  • Best way to treat a groin injury. Whatever you do, don’t take aspirin! Page 87 
  1. “The hidden cause of ____.” 

Appeals to anyone with chronic problems can’t get to the bottom of. Idea is there’s some  hidden cause you and your doctor don’t know about, if you read this information you’ll  finally be able to cure yourself.  

  • Hidden cause of fatigue. Just do this and energy comes roaring back! Page 00, inside. 
  • The hidden cause of Attention Deficit Disorder. And the easy way to cure it … without Ritalin  or other dangerous drugs. 9/99, p 19 
  • The hidden cause of migraines. Very often, they can be cured for good simple by eliminating  this single food from the diet. Page 10 
  1. “Do you ___?” 

Catches attention by talking about something prospect is already doing.  

  • Do you take an aspirin a day for heart protection? Take this instead. It works just as well, but  without causing gastric distress. Page 150 or Page 298  
  • Do you misplace your glasses or car keys? Have trouble finding your car in a crowded parking  lot? Forget some people’s names? Then try these amazing memory-jogging techniques,  revealed by a leading expert. 1/98, p 19 
  • Do you bruise easily? The problem is easily prevented with this ordinary vitamin! See page  76.  

Caution: Never ask a question that will cause the prospect to answer “no” and turn the  page. Definitely don’t ask stuff that is super-serious or that the reader will find offensive.  E.g., “Do you have trouble getting an erection?” or “Do you have terminal cancer?” 

  1. “Never mind what they say …” 

Not only are secrets being kept from you, but SOBs are lying to you and won’t admit it.  Format – simple how-to sentence followed by “never mind what they say” sentence.  

  • How to get your health insurance carrier to cover alternative treatments. Never mind what they  say — they’ll cave in if you follow this 3-step plan from our resident insurance expert.  
  • The best body part to work out if you want women to find you attractive. Never mind what  women say in surveys; psychological tests show they almost always gravitate towards men  who have this physical attribute! Page 76 
  • Best way to audit-proof your return. Never mind what the IRS’s official policy says; this really  works. Page 18 
  1. The “WARNING” bullet / “Danger of _____.” Particularly effective when promotion targets the fear emotion. Works much better  when proof of the solution is given. 
  • WARNING — Your #1 asset is now in extreme danger! Why the equity in your family’s  home may be vulnerable to an all out attack in 2004-2006 — crucial self-defense … 
  • Cell phone DANGER! Avoid sleep disruption from electromagnetic waves … 
  • Danger of non-stick cooking pans. Release deadly fumes –unless you take this simple  precaution. Page 22 
  1. “Early warning signs of ______” 
  • Early warning signs of stroke. If you have even one of these symptoms, call 911 immediately!  Page 15 
  • Early warning sign of heart disease. Just look at your fingernails. Page 00, inside. 
  • Early warning sign of heart disease your doctor would never look for! Look in your mouth for  this common symptom. 12/00, p 185 
  1. Breakthroughs! 
  • Breakthrough treatment for baldness. This three-drug “cocktail” works much better than  Rogaine alone. Page 196 
  • A breakthrough in the treatment of Alzheimer’s disease. New studies show that Alzheimer’s  victims have 48% less of this substance in their blood. You can get it at any health food store.  Page 2 
  • Exercises that relieve impotence! Researchers say they work as well as surgery. Page 258 
  1. The popular _____ that ____.” 
  • The popular snack food that robs your body of life-protecting vitamins. Avoid it like the  plague! Page 196 
  • The popular beverage that raises cholesterol … leads to osteoporosis … and makes it harder for  you to lose weight. Avoid it like the plague! Have these great-tasting alternatives instead.  
  • The popular herbal remedy that men should never take. It lowers testosterone and increases  estrogen — and can give you feminine characteristics!  
  1. The best way, fastest way, or easiest way.  

Quickest, easiest, simplest way to achieve beneficial result. Use on its own, or combine  with other bullet formulas.  

  • The easiest way to beat out even the most ferocious competition in your marketplace, even  when their marketing is brilliant, their budget huge and their copy is so persuasive, it could  have been written by Claude Hopkins himself. 
  • The best way to ask your boss for a raise. Makes it very hard for him to say no. Page 89. 
  • The quickest way to get relief for a wasp sting at a picnic. You can find relief right at your  picnic table if you know the secret. 12/00, p 143 
  1. “The ONLY way to ____”  
  • The only way to negotiate the price of a used car. Not one person in a thousand knows this  trick. And car dealers hope you never find out. Page 213 
  • The only way to treat Type II diabetes. Forget insulin, glucophage, and other drugs. This safe,  natural method works for every case, bar none.  
  • The only way to get rid of canker sores for good. Yet most doctors have never heard of it!  
  1. The “PLUS” bullet 

A greed bullet —gets prospect into mindset of more, more, MORE! It’s any bullet  formula with PLUS at beginning. Work best at end of a list, finishing with power and  momentum.  

  • PLUS — How to turn the tables on them: Insulate your wealth and then USE their treachery to  lock-in profit potential of up to 562%! 
  • PLUS my complete list of 1,837 companies that we suspect of fudging their earnings — make  sure your stocks are NOT on this list!
  1. The “Are you …?” bullet 

Ask prospect about something you believe he’s already doing. Offer a specific benefit,  advice, or instructions that’s loaded with credibility. Get prospect to head nod. Variations include “Do you …?” or “Does your …?” or “Is your …?” 

  • Are you and your doctor making these common mistakes with your health? One of the  Country’s most respected M.D.’s exposes the 9 deadliest flaws in disease treatment that could  be robbing you of your health and hard-earned money. 
  • Does your broker have a “rap sheet” with the SEC or NASD? Here’s how to find out — FAST! 
  • Do you take any of these 16 popular vitamins or supplements? If so, please read this M.D.’s  urgent warning! 
  1. The “Gimmick” bullet 

Put creative “spin” on info., assigning it a name. E.g., A body fat test requires you to pinch  certain parts of your body. Create gimmick: The simple “pinch test” that instantly tells what  your body fat levels are — with pinpoint, .5% accuracy. 

Combines benefit with specificity, intrigue/curiosity, and delivers a precise mechanism  for achieving the benefit.  

  • The amazing “Towel Hanging” trick that increases the strength of you erection … plus your  lovemaking stamina … allowing you to supercharge your love-life in a very short time! (You  have to experience these kinds of “rocket burst” orgasms to believe they’re possible! See  page 139.) 
  • And … the amazing “follow through” secret that is the foundation of making long, straight  drives so easy you could cry with joy! This alone will change your game forever … 
  • The “optical illusion” that absolutely destroys most golfers … the single most damaging  “habit” nearly all amateurs suffer that GUARANTEES they will never experience a  consistently great game! (Once you know the secret, however, you will OWN the course!) 
  1. The “Sneaky” bullet 

Must be used very selectively. Not everything can be “sneaky”. Applies when info has  some sort of conspiracy factor … or in less extreme cases: a hidden, guarded or  overlooked element. Most often used when a group doesn’t want you to know or is  actively hiding info. from you. 

  • The sneaky ways professional fighters use the element of surprise to turn around dangerous  situations … even when they’re the ones who’ve been “jumped” by an assailant  unexpectedly!
  • Sneaky little arthritis secrets that doctors never, ever tell you about … 
  • Sneaky insurance tricks that could be costing you an arm and a leg. Make sure you’re not a  victim. 
  1. The “Statement of 

Interest + Benefit” bullet. 

Best when leading with exciting or intriguing tidbit, then immediately follow it with  strong benefit. Often with a fact and then use a “how to” or “why” types bullets. 

  • Drowning is the third leading cause of accidental death. But did you know it’s possible to save  a drowning person even if you can’t swim? Page 15. 
  • You walk into an empty self-service elevator late at night and press the button. Before the  door has a chance to close you get back out fast. Why? (Nine ways to outwit a mugger.) Page  380. 
  • Platinum Prices Up 90% since 2002 — Here’s How To PROFIT: Why platinum prices  are expected to surge throughout 2005. Best coins and bars for profit-minded investors. 
  1. The “Direct Benefit” Bullet 

Make direct claim – open with action verb, instantly promising the benefit. Then  deepen, prove, and add intrigue or additional benefits. 

  • BUILD ENORMOUS STRENGTH AND MUSCLE TONE without exercise! Ten  minute breakthrough naturally triples your growth hormone levels. Secretly being used  by the New York Mets, Chicago Cubs and many Hollywood stars. All you do is stand
  • BANISH MENSTRUAL CRAMPS FOR GOOD with a common vitamin! Now shown to  wipe out over 80% of all cases of cramps. 
  • RECOVER FROM LATE-STAGE CANCER, even after it has spread to the bones. Just a tiny  dose of this cutting-edge nutrient has now been shown to make it happen. 
  1. The “Specific Question” bullet 

Hook prospect with intriguing question of importance. Follows with desired solution  either within copy or the product. 

  • Do you know that one-quarter of all household burglars gain entrance without breaking in?  Here’s how they do it … and how to get them to stop doing it to you. Page 157. 
  • Joint bank accounts? Close them fast and open separate ones … or you’ll pay dearly. Page  142. 
  • What time of day are you at greatest risk for low blood glucose? This surprising answer will put  you on alert.
  1. The “If … Then” bullet 

Engages prospect by inviting him to meet simple requirement. Can also ask if he’s in  specific “group” or experiencing some kind of malady or symptom. Will be instantly  interested if he meets criteria. Will want to see what happens next. 

  • If you have a tension headache, here’s why you should forget your scalp and concentrate on  your toes
  • If you’ve got just 20 minutes a month, I guarantee to work a financial miracle in your life. 
  • If you are now a “B” or “B+” copywriter, by learning this one unusual secret, you will much  more easily move up quickly into the rarefied ranks of the “A” or even “A+” writers who  command the biggest freelance fees and make fortunes in royalties. 
  1. The “When” bullet 

Perfect for promising benefit at very specific time. You’re implicitly saying, “Do this at  a certain time, and you’ll get a guaranteed result.”  

  • When the IRS has to pay you interest! If they miss this deadline by a single day, they’re legally  obligated to do so. Page 15. 
  • When it’s safe to ignore the April 15th filing deadline. No interest. No penalties. No nasty  visits from the Feds. Page 14. 
  • When cold pizza is the perfect fat-loss breakfast. Page 14. 
  1. The “Better” Bullet 

Position as “better” against something that’s already considered “good”. Sneak under  BS detector – get in your benefit, build curiosity and create momentum.  

  • BETTER THAN THE BENCH PRESS. For a broader, more muscular chest, the uncanny  exercise on page 17 works wonders. 
  • BETTER THAN SQUATS! Try this leg exercise on page 29. It takes less time than squats and  will not injure your back! 
  • BEYOND THE BEDROOM! Other rooms can spice up your sex life. Every home contains  sexual secrets waiting to be unlocked … DAY 3 shows you how to make your lovemaking  more fun!

– Home –

Branding Templates[WORKING]

Taglines

TEMPLATE:

I/We Turn [SEED/PROBLEM] into [BENEFIT]

EXAMPLE:

I Turn Your Ideas into Money


TEMPLATE:

The [DOMAIN’S] [ADJECTIVE] [TITLE] in [NICHE] (for [AVATARS])

EXAMPLE:

The World’s Most Experienced Authority on Buyer’s Journey Copywriting


TEMPLATE:

The [DOMAIN’S] [ADJECTIVE] [NICHE] [TITLE] for [AVATARS] who want [RESULT] (without [CATCH]) so they can [LIFESTYLE-BENEFIT]

EXAMPLE:

The world’s most trusted copywriting expert for thought leaders who want to turn their ideas into money so they can deepen their influence in the world and create a legacy for those they love. 

– Home –

Metaphor Templates[WORKING]

Fighting symptoms instead of causes is like cleaning your counters with a dirty rag.

“I would have grabbed it like it were a fistful of winning lottery tickets.”

“I would have grabbed it like a drowning man grabbing onto a life vest.”

“I would have grabbed onto it like a pit bull going after a porterhouse steak.”

“Pooping in your pants and waiting for someone to change your pants and getting attention and approval.”

Sucks the marrow out of your bones

Crawling naked over broken glass

Pours over me like a bucket of warm honey

Hit me like a steel-toed kick in the balls

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