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Copywriting Templates - Seth Czerepak

Seth’s Magic Copywriting Templates

Table of Contents

Headline Templates

Click here to read about Stage #1 Prospects

  • ANGLE: Reveal a Hidden threat
  • NEED: Validation vs Shame

EXAMPLE: Why Some Freelance Copywriters Will Never Land Big Clients

  • HEAD: [AUTHORITY] [VERBS]
  • TAIL: Even if [ASSUMED ADVANTAGE]

EXAMPLE (w/Head): Copywriting Legend Reveals Why Some Freelance Copywriters Will Never Land Big Clients

EXAMPLE (w/Tail): Why Some Freelance Copywriters Will Never Land Big Clients, Even if They Know Where to Find Them

EXAMPLE (Full): Copywriting Legend Reveals Why Some Freelance Copywriters Will Never Land Big Clients, Even if They Know Where to Find Them

NOTE: We use the word “some” instead of “most” because self-serving bias could keep our readers from seeing themselves as part of the “most” category. We can also use statistics or specific qualifiers and add adjectives in place of “why” (i.e., the surprising reason, the shocking truth of…). 

  • ANGLE: Reveal a Hidden threat
  • NEED: Security vs Fear

EXAMPLE: Is Your Skin Care Cream Making Your Adult Acne Worse?

  • HEAD: Warning [AVATAR]
  • TAIL: 3 [CLUES]

EXAMPLE (w/Head): Warning New Moms! Is Your Skin Care Cream Making Your Adult Acne Worse?

EXAMPLE (w/Tail): Is Your Skin Care Cream Making Your Adult Acne Worse? Three Ways to Know…

EXAMPLE (Full): Warning New Moms! Is Your Skin Care Cream Making Your Adult Acne Worse? Three Ways to Know…

  • ANGLE: Reveal a Hidden threat
  • NEED: Security vs Fear

EXAMPLE: Are Your Money Fights a Sign of a Coming Divorce?

  • HEAD: Warning [AVATAR] OR [AVATAR] Alert
  • TAIL: 3 [CLUES]

EXAMPLE (w/Head): Warning Newlyweds! Are Your Money Fights a Sign of a Coming Divorce?

EXAMPLE (w/Tail): Are Your Money Fights a Sign of a Coming Divorce? Three Things You Should Know…

EXAMPLE (Full): Warning Newlyweds! Are Your Money Fights a Sign of a Coming Divorce? Three Things You Should Know…

Click here to read about Stage #2 Prospects

  • ANGLE: Debunk Alternative(s)
  • NEED: Security vs Fear

EXAMPLE: 3 Reasons Skin Masks Can Cause Severe Breakouts

  • HEAD: [AUTHORITY] [Proves, Discovers, Reveals]
  • TAIL: in [AVATAR]

EXAMPLE (w/Head): Expert Dermatologist Discovers 3 Reasons Skin Masks Can Cause Severe Breakouts

EXAMPLE (w/Tail): 3 Reasons Skin Masks Can Cause Severe Breakouts in Women Over 40

EXAMPLE (Full): Expert Dermatologist Discovers 3 Reasons Skin Masks Can Cause Severe Breakouts in Women Over 40

  • ANGLE: Reveal a Secret
  • NEED: Excitement vs Boredom

EXAMPLE: The Lost Marketing Secret That Turned an Ex-Bus Driver into a Multimillionaire

  • HEAD: You’re About to Discover
  • TAIL: in Just [TIME PERIOD]

EXAMPLE (w/Head): You’re About to Discover The Lost Marketing Secret That Turned an Ex-Bus Driver into a Multimillionaire

EXAMPLE (w/Tail): The Lost Marketing Secret That Turned an Ex-Bus Driver into a Multimillionaire in Just Six Months

EXAMPLE (Full):You’re About to Discover The Lost Marketing Secret That Turned an Ex-Bus Driver into a Multimillionaire in Just Six Months

  • ANGLE: Sell Your Type of Solution
  • NEED: Excitement vs Boredom

EXAMPLE: How Business Coaches are Using Free+Shipping Funnels to Build 10,000+ Subscriber Lists

  • HEAD: [FREE CONTENT]
  • TAIL: and [BIG BENEFIT]

EXAMPLE (w/Head): 90-Second Video Reveals How Business Coaches are Using Free+Shipping Funnels to Build 10,000+ Subscriber Lists

EXAMPLE (w/Tail): How Business Coaches are Using Free+Shipping Funnels to Build 10,000+ Subscriber Lists and Scale from Six to Seven Figures

EXAMPLE (Full): 90-Second Video Reveals How Business Coaches are Using Free+Shipping Funnels to Build 10,000+ Subscriber Lists and Scale from Six to Seven Figures

Click here to read about Stage #3 Prospects

  • ANGLE: Brand Superiority
  • NEED: Validation vs Shame

EXAMPLE: My Signature Copywriting Templates Will Turn You into a Master Copywriter

  • HEAD: [#] [ADJECTIVE] Ways
  • TAIL: in Just [DEADLINE]

EXAMPLE (w/Head): 3 Simple Ways My Signature Copywriting Templates Will Turn You into a Master Copywriter

EXAMPLE (w/Tail): My Signature Copywriting Templates Will Turn You into a Master Copywriter in Just 90 Days

EXAMPLE (Full): 3 Simple Ways My Signature Copywriting Templates Will Turn You into a Master Copywriter in Just 90 Days

  • ANGLE: Brand Superiority
  • NEED: Excitement vs Boredom

EXAMPLE: My Signature Copywriting Templates Turned a High-School Dropout into a Six-Figure Copywriter

  • HEAD: [#] [ADJECTIVE] Ways
  • TAIL: in Just [TIME COMMITTMENT]

EXAMPLE (w/Head): 3 Surprising Ways My Signature Copywriting Templates Turned a High-School Dropout into a Six-Figure Copywriter

EXAMPLE (w/Tail): My Signature Copywriting Templates Turned a High-School Dropout into a Six-Figure Copywriter in Just 15 Minutes a Day

EXAMPLE (Full): 3 Surprising Ways My Signature Copywriting Templates Turned a High-School Dropout into a Six-Figure Copywriter in Just 15 Minutes a Day

  • ANGLE: Brand Superiority
  • NEED: Excitement vs Boredom

EXAMPLE: 89% of Our Clients Become Full-Time Traders

  • HEAD: [PROOF] Show(s) How
  • TAIL: in [AVERAGE TIME]

EXAMPLE (w/Head): 100+ Video Testimonials Show How 89% of Our Clients Became Full-Time Traders

EXAMPLE (w/Tail): 89% of Our Clients Became Full-Time Traders in Their First Year

EXAMPLE (Full):100+ Video Testimonials Show How 89% of Our Clients Became Full-Time Traders in Their First Year

  • ANGLE: Brand Superiority
  • NEED: Excitement vs Boredom

EXAMPLE: Wipes Out Acne Scars in Just 14 Days

  • HEAD: [Imagine, Are You Ready, What if]
  • TAIL: Without [CATCH]

EXAMPLE (w/Head): 100+ Video Testimonials Show How 89% of Our Clients Became Full-Time Traders

EXAMPLE (w/Tail): 89% of Our Clients Became Full-Time Traders in Their First Year

EXAMPLE (Full):100+ Video Testimonials Show How 89% of Our Clients Became Full-Time Traders in Their First Year

Click here to read about Stage #4 Prospects

  • ANGLE: Irresistible Offer

EXAMPLE: Is Your Skin Care Cream Making Your Adult Acne Worse?

  • HEAD: Warning [AVATAR]
  • TAIL: 3 [CLUES]

EXAMPLE (w/Head): Warning New Moms! Is Your Skin Care Cream Making Your Adult Acne Worse?

EXAMPLE (w/Tail): Is Your Skin Care Cream Making Your Adult Acne Worse? Three Ways to Know…

EXAMPLE (Full): Warning New Moms! Is Your Skin Care Cream Making Your Adult Acne Worse? Three Ways to Know…

If [ANCHOR], Then [SUGGESTION]

Elements: If (truth)then(point or persuasion) ● Application: the “truth” should be something you know to be true. The “point of persuasion” should be something you’re convincing them of. ● Example: “If You’re Ready for Six Pack Abs (T), “The Ab Obsession” Just What You’ve Been Waiting For(POP).” (T is the truth & POP is the point of persuasion).

Template #1: Now You Can Stop (before) and (after) Without (fear barrier) Template #2: How to (after) by (cause) and never (before) Template #3: How (avatar) Went from (before) to (after) Application: the after should be the end result experience of using the product. Adding the cause of the “without (fear barrier)” is optional. See discovery question #3.  Examples: “Tired of Women Flaking on Your Dates (B)? Discover How to Never Get Stood Up Again (A).” (B is before, A is after).

Elements: (object of jealousy) (desire) ● Application: the “object of jealousy” should be someone your avatar is naturally jealous of and the desire should be something your avatar wants. Notice that the point of jealousy can also be a point of curiosity (see headline strategy #1). ● Example: “He’s Got a Fifth Grade Education (OOJ), and His Monthly Income is YOUR Yearly Income (D)!” (OOJ is object of jealousy, D is desire).

Elements: (simple action) & (desire) Application: the “simple action” can be them reading the sales offer OR using the product. Example #1: “Give Me the Next 6 Minutes, and I’ll Show You How to Double Your Income THIS MONTH.”  Example #2: “If You Can Check & Respond to Emails, I’ll Show You How to Make a Full Time Living Online.”

Hero’s journey

Elements: (avatar) + (verb) (desire) Application: the headline should summarize the story of your avatar achieving the end result that your reader wants. Example: “Meet the Fifth Grade Math Teacher Who Started His Own Business and Paid His House off 6 Months Later.”

Hero’s journey

Elements: (point of credibility) approves/recommends (product) for (avatar) ● Application: the “point of credibility” should be someone who the avatar considers an expert. ● Example: “It’s the Only Doctor Approved (POC) Body Cleanse (P) for Athletes (A).”(POC is point of credibility, P is product and A is avatar).

Hero’s journey

Elements: (desire) Without/With No (sacrifice) Application: promise them the end result without the sacrifice they’d normally believe they must pay to have it. Example: “Double Your Sales WITHOUT Spending Another PENNY on Marketing!”

Hero’s journey

Elements: (desire) in Just (short time) Application: promise them the end result and add a barely believable time period to it. The time period can be an amount per (day, week, month) OR a time period (ie, in 30days, in 6 weeks etc) Example: “Come Learn the Bizarre Copywriting Secret that Will Double Your Conversions in the Next 24 Hours”.

Elements: (product or solution) So (positive adjective) that (extreme impact) Application: the headline should summarize how the solution or the product will creates an extreme benefit. Example: “The Copywriting System that’s So Simple and So Powerful, it Will Turn ANY Business You Start Into a New Stream of Passive Income.”

Appeals to Validation

Validation Headlines

Template: Ready for Your Best (avatar) Ever?
– Example: Ready for Your Best Sales Year Ever?

Template: Why Some (avatar) Will Never (benefit or problem)
– Example #1 (problem): Why Some Copywriters Will Never Make More Than $50k a Year
– Example #2 (benefit): Why Some Aspiring Copywriters Will Never Get to Quit their Day Job

Template: If You’re (problem) Now, You’ll be (problem) Tomorrow. If You’re Ready to (problem solved), You Need (product) Today
– Example: If You’re Overweight Now, You’ll be Overweight Tomorrow. If You’re Ready to Get Thin and Healthy NOW, You Need “Flabaway” Today

Template: If You’d Started Using (product) (time period), You’d Be (positive action or experience) Today
– Example: If You’d Started Using “Marketing Pill” Six Months Ago, You’d Be Making Three Times as Much Money Today

Template: Another (product) Success Story, (Avatar) (positive experience) in Just (time period)
– Example #1: Another Flabaway Success Story, New Mom Loses 30 lbs in Just 30 Days
– Example #2: Another Flabaway Success Story, 45 Year Old Man Loses 30 lbs in Just 5 Minutes a Day

Template: If (problem) Is Ruining Your (valued thing), You’ll Want to Read This…
– Example: If Erectile Dysfunction Is Ruining Your Marriage, You’ll Want to Read This…

Template: This (avatar) Went from (before) to (after) in (time period) Example: This New Mom Went from Flabby to Sexy in 6 Weeks

Template: (Product) Will Have You (action) Like (authority) in Just (time period)
– Example: The Ultimate Copywriting Cure Will Have You Thinking & Writing Like a Master Copywriter in Just 30 Days

Template: (Enemy) (problem)? (problem)? (problem)? Get (product) and (revenge)
– Example: IRS Harassing You? Demanding Your Attention? Your Money? Get “Tick Tax Toe” and Get Them Off Your Back for Good!

Template: Don’t let (problem)(symptom)! Get (product)
– Example: Don’t Let Financial Problems Ruin Your Marriage! Get “Married to Money”

Template: If You Want (positive experience), This (avatar)’s Story Will Change the Way You Think About (Topic)
– Example: If You Want a Seven Figure Income, This Copywriter’s Story Will Change the Way You Think About Making Money

Template: Not Using (product) Yet? How Long Will You Let (enemy) (persecution)?
– Example: Not Using “Marketing Pill” Yet? How Long Will You Let Your Competitors Steal Your Customers?

Template: (Number) (avatar) Have already (positive experience) With (product)…Now It’s Your Turn
– Example: 355 Entrepreneurs Have already Increased Their Income With “The Ultimate Copywriting Cure…” Now It’s Your Turn

Template: Stop Being a Victim of (problem) With (product)!
– Example: Stop Being a Victim of Erectile Dysfunction With “MagicBoner!”

Template: Who Else Wants to (solve problem), (achieve goal) and (positive experience)?
– Example: Who Else Wants to Quit their Job, Make More Money in a Month than They Do in a Year and Retire Young?

Template: (Product) Means YOU (positive experience) With Less (hassle)
– Example: “Copywriting Cure” Means YOU Making More Money With Less Work

Template: If This (underdog) Went from (problem)to (positive experience), Why Can’t You?
– Example: If This Ex-Janitor Went from Broke to Rich Working from Home, Why Can’t You

Template: Why You’re a (name calling) if You Can’t (goal)
– Example: Why You’re an “SEO Monkey” if you Can’t Rank on Page One of Google

Template: (Number) Embarrassing Reasons You’re Not (positive experience)
– Example: Three Embarrassing Reasons You’re Not Making at Least $100k a Year

Template: This (avatar) (limitation), But He/She (outdoes the reader in something)
– Example: This Online Marketers Has a 4th Grade Education and He Makes More Money in a Month than You Will All Year

Template: If You Can’t (positive experience) With (product) You Don’t WANT (positive experience)
– Example: If You Can’t Double Your Income With “Marketing Pill” You Don’t WANT Financial Freedom!

Template: Wouldn’t You Like to Know Why (object of jealousy) is (positive experience) And You’re Not?
– Example: Wouldn’t You Like to Know Why This MLM Marketer is a Millionaire And You’re Not?

Template: You’re Going to HATE This (underdog) When You See How (positive experience)!
– Example: You’re Going to HATE This Newbie Marketer When You See How Much Money He Made Last Month!

Template: Does (object of jealousy) Laugh at your (thing that product will fix)?
– Example: Does Your Girlfriend Laugh at Your Penis Size?

Template: What Does (underdog or authority)) Know About (topic) that You Don’t?
– Example: What Does This Ex Schoolteacher Know About Making Money Online that You Don’t?

Template: Here’s How You Stop (enemy) from (negative outcome)
– Example: Here’s How You Stop the IRS from Draining Your Bank Account at Tax Time

Template: You’re About to Meet Another (avatar) Who Discovered How to (positive experience) in Just (short time)
– Example: You’re About to Meet Another Start Up Entrepreneur Who Discovered How to Cut His Income Taxes in Half in Just 10 Days

Template: (underdog) Amazes (expert group) By Using (solution) to (positive experience)
– Example: 408lb Man Amazes Weight Loss Doctors By Using “Flabaway” to Lose 226lbs

Template: The (trance breaking adjective) (solution type)(enemy) Doesn’t What You to (Know/Discover etc)
– Example: The Mindboggling Copywriting Trick Your Competitors Won’t Want You to Discover

Template: Why (suspicious authority figure) Lied to Us About (topic) Example: Why Our Teachers Lied to Us About How to Get Rich Template: 5 Ways Other MLM Marketers Get Rich at YOUR Expense
– Example #1: (Number) Ways (Object of Jealousy) (Reaches Goal) at YOUR Expense
– Example #2: 3 Ways Financial Advisors Make Money at YOUR Expense

Template: How Did This (location avatar) (positive experience) in Just (time period)?
– Example: How Did This New York Life Insurance Salesman Earn $100k in just 90 Days?

Template: (Celebrity)’s Secret to (benefit)
– Example: Samantha Superlock’s Secret to Healthier, Shinier Hair

Template: Do You Make These (#) (embarrassing adjectives) Mistakes in Your (Skill)?
– Example: Do You Make these 3 Unprofessional Errors in Your Marketing?

Template: What Your (oppressor) Hopes You’ll Never Discover About (assumed deception)
– Example #1: What Your Boss Hopes You’ll Never Discover About Your Salary
– Example #2: What the IRS Hopes You’ll Never Discover About Tax Deductions

Template: What if Everything You “Know” About (Skill) is Wrong?
– Example #1: What if Everything You “Know” About Dating is Wrong?

Template: What Your (suspicious person) Will NEVER Tell You About (danger)
– Example #1: What Your Husband Will NEVER Tell You About His Sexual Needs
– Example #2: What Your Doctor Will NEVER Tell You About Your Depression

Template: What Would You Pay to Get Your Hands on the (skill or hobby) Secrets of (expert in skill or hobby)
– Example #1: What Would You Pay to Get Your Hands on the Lie Detection Secrets of the FBI?
– Example #2: What Would You Pay to Get Your Hands on the Negotiation Secrets the 3 Richest Sales People in Real Estate?

Template: (point of interest), (point of interest) and (out of place item) Example #1: Muscle Growth, Fat Loss and…Electric Lizards?
– Example #2: Seth Czerepak on Copywriting, Business Growth & the Price of Tea in China

Template: Answer this Question and I’ll tell You (benefit or no benefit)
– Example #1: Answer this Question and I’ll Tell You How Much Money You’ll Attract This Year
– Example #2: Answer this One Question, and I’ll Tell You Whether You’ll Reach Your Weight Loss Goals this Year
– Example #3: Answer this Question, and I’ll Tell You If You’ll Ever Get Rich

Template: If You (avatar or condition), You Could (benefit)
– Example(you): If You Owe the IRS More than $10,000.00 You Could Be Eligible to Settle for Pennies on the Dollar
– Example: If You’re Making Even $500 a Month Online, You Could Easily Raise it to $10,000.000 Using this Simple System

Template: How (solution) (past result for you, avatar or underdog)
– Example(you): How Online Marketing Turned Me from a Corporate Tool Monkey to a Self-Made Millionaire
– Example(avatar): How ‘Belly Blaster” Helped a New Mom Win Back Her High School Figure
– Example(underdog): How Self-Hypnosis Turned this Social Wallflower into the Life of the Party

Template: (#) (skill or hobby) (negative noun) that Make (avatar) Look (negative adjective or noun)
– Example: 3 Public Speaking Errors that Make Even Seasoned Professionals Look Like Amateurs

Template: Meet the (underdog) Who (desire)
– Example: Meet the Ex-School Bus Driver Who Retired Rich at 37 Template: Meet the (underdog) Who (achieves desire better than reader)
– Example: Meet the Ex-Lawn boy Who Makes More Money in a Month Than You Will This Year

Template: What Most (Avatar) Will NEVER Learn About (Problem) Could Cost them (impact)
– Example: What Most Men Will NEVER Learn About Prostrate Cancer Could Cost them 20 Years of their Life

Template: The (trance breaking adjective) You Keep (Problem)
– Example: The Crazy Reason You Keep Losing Money in PPC Marketing

Template: Why Other (avatar) (desire) And You’re Not
– Example: Why Other Copywriters Are Getting Rich and You’re Not Template: The (solution) of (elite group) avatar or customer hero)
– Example #1: The Marketing Secret of Millionaire Information Marketers
– Example #2: The Weight Loss Secret of Elite Fitness Models Example #3: The Persuasion Secrets of World Class Copywriters Template: Meet the (Avatar) Who (cause) and desire) in (time period)
– Example #1: Meet the Newbie Internet Marketer Who Replaced His Day Job in 30 Days
– Example #2: Meet the Hard Gainer Who Packed on 20 lbs on Muscle in One Month

Template: (desire) for (underdog)
– Example #1: Copywriting for People Who Hate to Write Example #2: Weight Loss for the “Metabolically Challenged” Template: (desire) for (ego appeal)
– Example #1: Wealth Attraction for Intelligent Entrepreneurs
– Example #2: Copywriting for the Sophisticated Marketer Template: How to (desire) After (traumatic event)
– Example #1: How to Get Rich After a Bankruptcy
– Example #2: How to Start Over After Going Out of Business

 

Excitement Headlines Template: (Trance braking adjective) (solution type) Helps (avatar) (positive experience) Without (hassle) – Example: Bizarre Herbal Remedy Helps 50 Year Old Man Cure Depression Without Medication Template: Stop (problem) and Start (positive experience) in Just (time period) With (product) – Example: Stop Doing Sit ups and Start Losing a Pound a Week in Just 5 Minutes a Day With Flabaway Template: Give Me the Next (number) Minutes and I’ll Show You How to (positive experience) in (time period) Without (hassle) – Example: Give Me the Next 3 Minutes and I’ll Show You How to Double Your Email Responses in 24 Hours Without Hiring a Copywriter Template: Get (Product) Today, Start (solving problem or enjoying experience) by (time in future) – Example #1: Get “Magic Boner” Today, Start Enjoying an Amazing Sex Life by This Weekend – Example #2: Get “Marketing Pill” Today, Start Enjoying More Profits and Greater Financial Independence By This Time Next Month Template: Want (positive experience)? Why Wait? Get (product) and positive experience) in Just (time period) – Example: Want Bigger Pecs? Why Wait? Get “Kigass Muscles” and Explode Your Pec Size in Just 14 Days Template: (Positive experience) in Just (time period)? That’s What (avatar) Are Doing With (product) – Example: Double Your Closing Rate in Just 48 Hours? That’s What Our Customers Are Doing With “Negotiation Magic” Template: By the Time You’re Done Reading This You’ll Know How to (positive experience) in Just (time period) – Example: : By the Time You’re Done Reading This You’ll Know How to Writing Great Headlines in Just Minutes Template: (Product): (positive experience) in Just (time period) or (promise guarantee) – Example: Flabaway: Lose 100lbs Over the Next Year or We’ll Pay for Your Weight Loss Surgery! Template: (Positive condition) in Just (time per day period) Example: Six Pack Abs in Just 15 Minutes a Day Template: (Product) Promises (positive experience) in Just (short time) Example: Flabaway Promises Six Pack Abs in Just 30 Days Template: Start (positive experience) Today With (product) – Example: Start Making Money Online Today With “Second Stage Entrepreneur” Template: (Authority) Discovers (solution type) that (problem over) and (positive experience) – Example: Millionaire Day Trader Discovers Forex Trading System that Takes the Guesswork Out of Trading and Triples Your ROI Template: Why (positive experience) Has TWICE the (positive impact) Power of (alternative solution) – Example: Why Copywriting “Ultimate Flabaway Cleanse” has TWICE the Fat Burning Power of “Cleanse Away” Template: Say Goodbye to (Problem) in Just (time period) With (product) – Example: Say Goodbye to Erectile Dysfunction in Just 3 Days With “Magic Boner” Template: (Product): The Fastest, Simplest Way to (positive experience) WITHOUT (hassle) – Example: Magic Boner: The Fastest, Simplest Way to Renew Your Sexual Confidence WITHOUT Expensive Medication Template: I Had Almost Given in to (problem) Before Trying (product), Now (positive experience) – Example: I Had Almost Given Up On Copywriting Before I Tried “The Ultimate Copywriting Cure.” But Now I’m Writing Sales Letters that Make Five Figures a Month Template: This (avatar) Stumbled Upon a (trance breaking adjective) (solution type) In the Most Unlikely Place – Example: This Rookie Motivational Speaker Stumbled Upon a Crazy Selling from Stage Secret in the Most Unlikely Place… Template: Want to (positive experience) in (short time) Without (hassle)? – Example: Want to Start Making Money from Home in Just 30 Days Without Spending a Fortune to Get Started? Template: (Authority) Wants to Show YOU How to (positive experience) – Example: 40 Year Veteran Copywriter Wants to Show YOU How to Write Million Dollar Sales Letters Template: Get (cool bonus) When You Try (product) Today Example: Get a Free Martini When You Try Our Crab Legs Today Template: The Only (solution type) for (positive experience) in (short time) Without (usual hassle) – Example: The Only MLM Business for Making a Six Figure Income in Less than One Year Without Making One Cold Call Template: (Avatar) Discovers (trance breaking adjective) Secret that (lifestyle goal) – Example: New Mom Discovers Startling Secret that Wipes Out Post Pregnancy Fat Template: Stop (hassle) and Start (positive experience) in Just (short time) With (authority approved) (product) – Example: Stop Food Cravings and Start Slimming Down in Just 24 Hours With Nutritionist Approved “Flabaway” Template: (Number) Ways (product) (positive experience) With No (hassle), No (hassle) and (at enhanced level) – Example: 9 Ways Copywriting Seduction Makes You a Better Writer Without Study, Without Hard Work and in a Fraction of the Time it Would Take to Learn Copywriting On Your Own Template: Why Suffer With (issue)? (Product) Gives You (positive experience) Without (hassle), (hassle) or (hassle) – Example: Why Suffer With Social Anxiety? “Magic Confidence Pill” Gives You Rock Solid Confidence Without Hypnosis, Without Affirmations and Without Waiting! Template: (odd %) of Our Customers Have (amazing result)! Example: 92% of Our Customers Have Become Millionaires! Template: Stop (hassle) and Start (positive experience) in Just (short time) With (authority approved) (product) – Example: Stop Food Cravings and Start Slimming Down in Just 24 Hours With Nutritionist Approved “Flabaway” Template: Another (trance breaking adjective) Story of (avatar) (positive experience) With (product) – Example: Another Shocking Story of an Ex MLM Rep Got Rich With Information Marketing Template: Did this (avatar) Go too Far to (achieve goal)? Example: Did this 45 Year Old Man Go too Far to Get Six Pack Abs? Template: (Trance breaking adjective) (solution) that (positive experience) in Just (quick timeframe – Example: Odd Chest Workout that Doubles Your Pec Size in Just Six Months Template: (Number) Reasons (enemy) Want to (suppress product or solution in some way) – Example: 5 Reasons the IRS Wants to Close Outlaw This Book Template: (Avatar) Nearly (persecution) After (positive experience) With (product or solution type) – Example: Weight Loss Doctor Nearly Lost His Job After Helping 10 Patients Lose Weight With this Body Cleanse Template: The (solution) that Works So Well it (persecution) – Example: The Secret Classified Ad Writing Tactic that Works So Well it Got Me Banned from 5 Newspapers Template: (Mysterious solution) (positive experience) Without (hassle) – Example: Ancient Persuasion Closes More Sales WITHOUT Price Resistance Template: Can You Solve the Mystery of this (Avatar)’s (achievement)? Example: Can You Solve the Mystery of this Newbie Marketer’s Six Template: (Celebrity) Has a New (benefit) Secret – Example: “Max Profits” Has a New Investing Secret Template: (Avatar) Exposes (trance breaking adjective) Loophole in (problem or benefit) – Example: Newbie Entrepreneur Exposes Bizarre Loophole Online Marketing Niche – Figure Success? Template: (authority) Reveals (number) Lies of (topic or lifestyle benefit) – Example #1: 50 Year Marketing Veteran Reveals the 10 Lies of Small Business Lead Generation – Example #2: Millionaire Entrepreneur Reveals the 3 Lies of Breaking the Six Figure Mark Template: (Authority), (odd reference) and (positive experience) – Example: Wiger Toods, Burning Hula-hoops and Lowering Your Gold Score Template: (underdog) (conquering verb) (expert) With (interesting strategy or technique) – Example: First Time Entrepreneur Trounces Marketing Agency with His Grassroots Lead Generation Strategies Template: Will (solution) (positive experience)? – Example: Will Great Copywriting Make You Rich AND Famous? Template: (Avatar)’s Use of (alternative solution or product) Takes (trance breaking adjective) Turn – Example: MLM Consultants Use of Attraction Marketing Takes a Bizarre Turn Template: This is the (trance breaking adjective) (positive experience) Story You’ll Ever Read… – Example #1: This is the Most Mysterious Cancer Recovery Story You’ll Ever Read… Template: (trance breaking adjective) Results of (product) Still Puzzle (expert person or group) – Example: Startling Results of “Bad Fat Go” Still Puzzle Weight Loss Doctors Template: (Avatar) (Unlocks/Discovers/Exposes) (mysterious thing) that (positive experience) – Example: New Money Discovers Ancient Chinese Secret that Melts One Pound of Body Fat a Day Template: (Trance breaking adjective) (tip, trick, strategy etc) that (underdog) Used to (outstanding result) – Example: A Bizarre Persuasion Technique that an Ex Customer Service Rep Used to Build a Six Figure Income Working from Home Template: (Action) (Offer/Product) Today and You Could (Benefit) By (Time frame) – Example: Buy this Book Today and You Could Be Making Twice as Much Money in Just Six Weeks Template: (Avatar)(Exciting Verb)(controversial solution) for (delivering promise) Template: The (skill or hobby) Secret Hidden in (odd reference) Example: The Sales Management Secret Hidden in Disney Movies Template: (Avatar)(Exciting Verb)(controversial solution) for (delivering promise) – Example: New Mom Reveals Natural Home Remedy for Overcoming Post-Partum Depression Template: (Avatar)(Exciting Verb)(controversial solution) for (delivering promise) – Example: New Mom Reveals Natural Home Remedy for Overcoming Post-Partum Depression Template: New (point of credibility) Proves that (solution) (solves problem) – Example #1: New Mind Science Discovery Proves that Social Anxiety is Permanently Curable Template: (Problem)? Read This… OR Want (Desire)? Read This… Example #1: Want to Quit Your Job? Read This… – Example #2: Undersexed? Read This… Template: The (pop culture curiosity) Secret to (benefit) – Example: The Frodo Baggins Secret to Tripling Your Profits Template: What (pop culture curiosity) Taught Me About (benefit) – Example: What Lady Gaga Taught Me About Price Elasticity Template: This (customer in place) Discovered a (trance breaking adjective) Technique/Secret for (positive experience) – Example: This Orlando Mom Discovered a Peculiar Secret for Curing High Blood Pressure Template: (#) Lessons from the (odd reference) School of (skill) – Example: 3 Lessons from the Conan the Barbarian School of Leadership Template: Wow! This (underdog) (avatar’s goal) in Just (short time) Example: This Bus Driver Tripled His Returns in Just 30 Days! Template: The Little Known (noun) that (result) – Example #1: The Little Known Copywriting Secret that Never Fails – Example #2: The Little Known Negotiation Tip that Tripled My Close Rate Template: (Before) to (After) in Just (short time period)? – Example: 30% to 8%Body Fat in Just 90 Days? Template: (#) (trance breaking adjective) (tips, secrets etc) for (goal) Example #1: 3 Whacky Tips for Doubling Your Referral Rate – Example #2: The 3 Most Shocking Secrets of Hot “Post Marriage” Sex Template: The (out of place nick name) (trance breaking noun) to (desire) Example #1: The “Penny Pinchers” Secret to Doubling Your Income – Example #2: The “Sexy Sumo Wrestler” Technique to Flattening Your Belly Template: (skill/technique/desire) vs (skill/technique/desire)…Which (winner)? – Example #1: Brainstorming vs Problem Solving…Which is More Important? – Example #2: Direct Mail vs Email Marketing…Which is Better? – Example #3: Spare Time or Disposable Income…Which Would YOU Rather Have? Template: (object 1), (object 2) & (WTF) – Example #1: Leadership, Conflict Resolution & “Flying Ninja Squirrels” – Example #2: Weight Loss, Six-Pack Abs & the “Lazy Duck” Method Template: (Alternative solution): (benefit) or (problem)? Example: SEO: Free Marketing Tool or Money Pit? Template: (#) (trance-breaking adjective) Ways to (desire) Example #1: 3 Outrageous Ways to Lose Belly Fat – Example #2: 4 Crazy Ways to Boost Your Online Traffic Template: (#) (tips, secrets etc) that (desire #1, desire #2) and (desire #3) – Example: 5 Secrets that Wipe Out Writer’s Block, Double Your Conversions and Pump Up Profits Template: (credible expert) Confession: The REAL Secret Behind (Achieving avatar’s desire) – Example: Seth Czerepak’s Confession: The REAL Secret Behind the Four Hour Work Week Template: Why You Might Be Gambling With Your (possession) – Example: Why You Might Be Gambling With Your Fertility Template: (Solution type) that (SOLVE problem) So Fast, You’ll (action that problem made hard or impossible) in (time period)! – Example: Copywriting Couse that Cures Writers Block So Fast, You’ll Be Writing 5,000 Words a Day by Tomorrow! Template (anchor strategy): Is (old trend) (replacement trend)? OR (old trend) is the (replacement trend) – Example #1: Is Debt the Modern Form of Slavery? – Example #2: Is Free Time the Modern Form of Wealth? – Example (with embellishment): Is Wise the New Wealthy? Read What This Millionaire Entrepreneur Says… – Example #4: Is Content Marketing the New SEO? – Example #5: Is Seth Czerepak the Next Stephen Covey? Example #6: Is Seth Czerepak the New Anthony Robbins?

Security Headlines

Security Template: The Busy (Avatar) Guide to (Benefit)
– Example: The Busy Mom’s Guide to a More Balanced Life Template: (Skill/Benefit) in Just 20 Minutes a Day
– Example: Six Pack Abs in Just 20 Minutes a Day

Template: 20 Minute (Skill/Benefit)
– Example: 20 Minute Prospecting

Template: (Product): The (cool description) Solution to (problem)
– Example #1: Marketing Pill: The Lazy Person’s Solution to Low Profits
– Example #2: Magic Boner: The Safest Cure for Erectile Dysfunction Template: (Skill/Benefit) the Easy Way
– Example: Negotiating the Easy Way

Template: (Skill/Benefit) With Less Hassle
– Example: A Better Body With Less Calorie Counting

Template: (Product) (positive experience). (Number) (authority OR avatar) Can’t Be Wrong!
– Example: “Marketing Pill” Triples Profits & Sales. 367 Entrepreneurs Can’t Be Wrong!

Template: If You Don’t Do Something About (problem) (negative experience). Here’s What You Need to Do Immediately…
– Example: If You Don’t Do Something About Your Sex Drive You Could End Up in a Sexless Marriage! Here’s What You Need to Do Immediately…

Template: If You’re too (negative condition) to (positive experience) You’ll Want to Read This…
– Example: If You’re too Broke to Start Your Own Business You’ll Want to Read This…

Template: (Problem) Nearly (negative result of problem), Then I Discovered (product)
– Example: Low Self-Esteem Nearly Made Me a Social Invalid, Then I Discovered “The Confidence Pill”

Template: (Positive experience) in Just (time period) as Easy as (easy action)
– Example: Get More Referrals in Just 30 Days as Easy as Sending 5 Daily Emails

Template: (Product) (solves problem) So You Can (activity hindered by problem) Again
– Example: “Flabaway” Melts Belly Fat So You Can Wear Your Bikini to the Beach Again

Template: (Authority) Tested (solution type) Guarantees (positive experience)!
– Example: Doctor Tested Herbal Remedy Guarantees Less Stress!

Template: These (number) Customer Reviews Prove that (product) (positive experience)
– Example: These 23 Customer Reviews Prove that Flabaway Melts Belly Fat

Template: Don’t Want to Give Up (usual sacrifice) to (positive experience)? (Product), Let’s You (description of having both)
– Example: Don’t Want to Give Up Your Favorite Foods to Have a Rock Hard Body? Flabaway Let’s You Enjoy Eating AND Have a Great Figure

Template: (Avatar) Warning! The Hidden Danger of (problem) You Haven’t Heard About!
– Example: New Mom Warning! The Hidden Danger of Disposable Diapers You Haven’t Heard About!

Template: The Only (authority) Approved (solution type) for (positive experience) WITHOUT (hassle)
– Example: The Only Pediatrician Approved Dietary Supplement for Treating Juvenile Diabetes WITHOUT Medication

Template: (Product)(positive experience) With an (odd %) Success Rate!
– Example: “Magic Boner” Cures Erectile Dysfunction With a 92% Success Rate!

Template: (Positive experience) In Just (short time period)! No (hassle), No (Hassle), Just (positive experience)
– Example: Make a Full Time Living from Home In Just 4 Hours a Day! No Long Commutes, No Alarm Clock, Just Pure Freedom and Financial Independence

Template: How Much (hassle) Should You Have to Put Up With to (positive experience)? With (product) (positive experience) Without (hassle)
– Example: How Much Cardio Should You Have to Put Up With to Have a Rock Hard Physique With “No Cardio Road” You’ll Shed More Weight Without Cardio

Template: Want (positive experience)? (Product) is 100% GUARANTEED to (solve problem) and (lifestyle benefit Without (hassle)
– Example: Want Six Pack Abs? Washboard Wizard is 100% GUARANTEED to Melt Belly Fat and Give You Rock Hard Abs Without Low-fat Diets

Template: Want (positive experience) Without (hassle)? Find Out How These (avatars) Are Doing it With (product name)
– Example: Want a Great Body Without Giving Up Your Favorite Foods? Find Out How These New Moms Are Doing it With “Flabaway”

Template: (Number) Ways (product) (positive experience) With No (hassle #1), No (hassle #2) and No (hassle #3)
– Example: 5 Ways “The Copywriting Cure” Makes You a Better Copywriter With No Writer’s Block, No Guessing and No Waiting

Template: Study Reveals (common solution) Not (Safe/Good/Effective) for (avatar)
– Example: Neurological Study Reveals Positive Thinking Not Good for Overcoming Low Self-Confidence

Template: Join the (number of avatar) Who Used (product) to (positive experience) With No (hassle)
– Example: Join the 401 Entrepreneurs Who Used “Marketing Pill” to Grow Their Business With No Working More Hours

Template: The Only (solution type) that GUARANTEES (positive experience)!
– Example: The Only Copywriting Course that GUARANTEES to Turn You Into an A-List Copywriter!

Template: (Enemy) Wants to (negative action)! Read This, BEFORE it’s Too Late…
– Example: The IRS Wants to Take 40% of Your Income This Year! Read This, Before it’s Too Late…

Template: (Symptom)? (symptom)? (symptom)? If So, Here’s Why Your (problem) Might Be Worse Than You Think…
– Example: Low Profits? Skimpy Conversions? Small Mailing List? If So, Here’s Why Your Marketing Problems Might Be Worse Than You Think…

Template: Why (authority) Warn NOT to Use (alternative) for (positive experience)
– Example: Why Doctors Warn NOT to Use “Monster Cleanse” for Fast Weight Loss

Template: (Authority) Exposes (positive adjective) Alternative to (negative adjective) (alternative)
– Example: Steve Superabs Exposes Safe Alternative to Risky Fat Burning Supplements

Template: Want to (positive experience) Without (hassle)? Here’s Why You’re Going to Love (product)…
– Example: Want More Sales WITHOUT Spending More Money on Marketing? Here’s Why You’re Going to Love “Marketing Magician”

Template: (solution) (positive experience) at a (odd%) Success Rate Example: “Harry’s Hair Ease” Restores Hair at a 91% Success Rate Template: The (authority) (Program/Plan etc) for (positive experience)
– Example: The Seth Czerepak Program for Becoming a Master Copywriter

Template: You’re About to Discover the (solution type) that (positive experience) Without (3 hassles)
– Example: You’re About to Discover the Weight Loss System that Will Give You Your High School Figure Back Without Strenuous Cardio, or Calorie Counting or Starvation Diets

Template: Tired of (hassle)?(Product) is the Only (solution type) that Doesn’t Require (hassle)
– Example: Tired of Killing Yourself With Cardio? “Vegan Size Me” is the Only Weight Loss System that Doesn’t Require ANY Exercise

Template: (Authority): (Quote About Product)
– Example: Mack Marketer: “This is the Only PPC Marketing Tool I Use.” Template: Why (Authority) Only Uses (Product) to (Goal)
– Example: Why Peter Powerpecs Only Uses “Muscle Magma” for Mixing His Post Workout Shake

Template: Here’s What (credible person or group) Say About (Product)
– Example: Here’s What Multimillionaire Entrepreneurs Say About “The Ninjapreneur”

Template: (Product) Takes the (hassle) Out of (lifestyle benefit or skill)
– Example: “The Copywriting Cure” Takes the Anxiety Out of Your Marketing

Template: (Product) Works So Well Even (underdog)(positive experience)
– Example: “Flabaway” Works So Well, Even My Fat Lazy Uncle Lost 98lbs of Belly Fat

Template: New Study Reveals (number) Reasons (product fulfills benefit) Better Than (alternative)
– Example: New Study Reveals 9 Reasons “Flabaway” Burns Body Fat Faster Than Cross fit

Template: How Does (Solution)(deliver promise)Without (Assumed hassle)?
– Example #1: How Does “Do Nothing Diet” Melt Away Belly Fat Without Ab Work or Portion Restrictions?
– Example #2: How Does “Marketing Genie” Double Your Profits Without Upping Your Marketing Budget?

Template: (Solution) is the (credible and popular anchor)of (product category)
– Example: “The Copywriting Cure” is the Rosetta Stone of Copywriting Systems

Template: (Benefit) Without (work)?
– Example: 30lbs Lost Without Dieting and Exercise?

Template: (underdog) (achieves goal), Without (work required)?
– Example: New Entrepreneur Becomes a Millionaire, Without Start Up Capital?

Template: Why You Can’t Always Trust (suspicious expert) to (expertise demonstration)
– Example: Why You Can’t Always Trust Financial Planners to Give Good Investing Advice

Template: (credible place) Releases/Announces (Study/Stats) that Prove (solution type) Can (impact)
– Example: Credible Clinic Inc Announces Survey Results that Prove Positive Thinking Can be Bad for Your Health

Template: The (trance breaking adjective) You Should Never (alternative)
– Example: The Shocking Reason You Should Never Outsource Your SEO Overseas

Template: (Avatar) Beware: The New (Interest) Scam
– Example: Entrepreneurs Beware: The New Tax Loophole Scam

Template: (#) Warning Signs that Your (object of suspicion) Might Be (suspicious act)
– Example #1: 3 Warning Signs that Your Accountant Might Be Lying to You
– Example #2: 3 Warning Signs that Your Girlfriend Might Be About to Cheat

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Template: How Can You Tell When Your (loved one or possession) is (problem)?
– Example: How Can You Tell When Your Business is Failing? Template: (#) Warning Signs that May Already (fear)
– Example: 3 Warning Signs that You May Already Have Financial Cancer

Template: (#) Signs of a (desired object or person)
– Example #1: 10 Signs of a True Expert Marketer
– Example #2: 5 Signs of a Winner
– Example (negative spin): 3 Signs of a Make Money from Home Scam Template: The Last (noun) You’ll Ever Need for (desire)
– Example #1: The Last Marketing Skill You’ll Ever Need for Doubling Your Income
– Example #2: The Fat Burning Exercise You’ll Ever Need for Getting Six Pack Abs

Template: (#) (trance breaking adjective)(skill or hobby) (Lies, Myths etc) that Are (negative verb)Your (goal, loved one or possession)
– Example: 3 Bizarre Weight Loss Myths that Are Destroying Your Metabolism

Template: The (trance breaking adjective) (noun) that Stops (problem) Dead in Its Tracks
– Example #1: The Unbelievable Mind Trick that Stops Procrastination Dead in Its Tracks
– Example #2: The Unbelievable Mind Trick that Stops Procrastination Dead in Its Tracks

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Template: (#) Lies (suspicious person) Tell that (impact on avatar)
– Example: 3 Lies Relationship Experts Tell that Could Kill Your Sex Life

Template: Answer these (#) Questions and I’ll Tell You If You’re (danger)
– Example #1: Answer these 3 Questions and I’ll Tell You if You’re Wasting Money on SEO Marketing
– Example #2: Answer these 5 Questions and I’ll Tell You If Your Teen is Doing Drugs
– Example #3: Answer these 5 Questions and I’ll Tell You If Your Spouse is Cheating

Template: What Every (avatar) Must Know About (common alternative) Example #1: What Every Entrepreneur Must Know About MLM
– Example #2: What Every Amateur Bodybuilder Should Know About Cutting Weight

Template: Warning: Don’t (common alternative) Until You Read This
– Example #1: Warning: Don’t Try Another Low Carb Diet Until You Read This
– Example #2: Warning: Don’t Use Another Weight Gain Supplement Until You Read This
– Example #3: Warning: Don’t Attend Another Personal Growth Seminar Until You Read This

Template: (Product): Because You Can’t Afford Another (expensive experience)
– Example: “Tick Tax Toe:” Because You Can’t Afford Another $30,000 Tax Bill

Template: Did You Know that (avatar) With (problem) Are (statistic) More Likely (negative experience)?
– Example: Did You Know that 50 Year Old Men With High Cholesterol Are 87%) More Likely to Die By 70?–

–This statistic is for example purposes only.

Template: How to (desire) Without (sacrifice)
– Example #1: How to Double Your Profits Without Spending More on Marketing
– Example #2: How to Fund Your Own Business Without Wiping Out Your Savings

Template: (#) (positive or negative adjective) (positive or negative noun) that (positive or negative impact)
– Example (negative): 3 Dreadful Marketing Mistakes that Will Wipe Out Your Retirement
– Example (positive): 3 Incredible Beliefs that Will Shatter Your Personal Limitations

Template: If You Can (easy action) I’ll Show You How to (positive experience) in Just (time period)
– Example: If You Can Stuff Envelopes, I’ll Show You How to Make Money from Home in Just 24 Hours

Template: (avatar): (promise) Without (work)
– Example: New Moms: Get Your High School Figure Back Without Boring Cardio

Template: If (product) Doesn’t (problem solved) in (time period), We’ll (strong refund offer)!
– Example: If Flabaway Doesn’t Flatten Your Belly in 90 Days, We’ll Pay for Your Next Weight Loss Plan!

Template: How Safe is Your (Possession or loved one) from (danger) Example #1: How Safe is Your Child from Bullying?
– Example #2: How Safe is Your House from a House Fire?

Template: (Product) Case Study: (number) More (avatar) (have/has) (positive experience)
– Example: Flabaway Case Study: Eleven More New Moms Have Lost 30+ lbs

Template: Did You Know That (problem) Could (negative experience) by (future time) if You Don’t (specific action) Today?
– Example: Did You Know That High Blood Cholesterol Could Cost You Tens of Thousands of Dollars in Medical Bills by the Time You’re 65 if You Don’t Start Doing Something Today?

Template: (Problem)? Time Might Be Running Out, Here’s Why…
– Example: Owe Back Taxes? Time Might Be Running Out, Here’s Why…
– Example: No Retirement Funds? Time Might Be Running Out, Here’s Why…

Purpose Headlines

Template: How to Turn (Negative) into (Positive)
– Example: How to Turn a Business Failure into a FortunE

Template: Who Needs (hassle)? Get (product name), Get (goal) and Get (positive experience)
– Example: Who Needs Debt? Get “Debt Demon” Get Out of Debt and Get Your Financial Confidence Back

Template: Introducing the (solution) that Cures (problem) and (Lifestyle goal)
– Example: Introducing the Self-Hypnosis Kit that Cures Approach Anxiety and Makes Any Man Supernaturally Attractive to Women

Template: (Authority) Unlocks (legendary dead person) Secret to (trance breaking adjective) (positive experience)
– Example: Hypnotherapist Unlocks Don Juan’s Secret to “Creepy Supernatural” Seduction

Template: How Did This (underdog)(desire)?
– Example #1: How Did This Ex-Janitor Make $50k a MONTH From Home?
– Example #2: How Did This 300lb Woman Lose Nearly 200lbs AND Become An Amateur Swimsuit Model?

Template: Are You (avatar) Who (problem to solve)?
– Example #1: Are you a Copywriter Who’s Still Trying to Break the $100k a Year Mark?
– Example #2: Are You a New Mom Who Wants to Lose Weight?
– Example #3: Are You a Marketing Consultant Who Wants to Get Paid What You’re Really Worth?

Template: Stop (problem) & Start (desire)
– Example: How to Stop Procrastinating & Start Earning a Full Time Living Online

Template: Struggling With (problem)? Wait Till You See How This (underdog) (solve problem)
– Example: Struggling With Your Weight? Wait Till You See How This 409 lb Man Boosted His Metabolism and Lost Over 200lbs

Template: (People) Laughed When I Told Them (goal). Then I Got (product)!
– Example: My Friends Laughed When I Told Them I Was Going to Write a Best Seller. Then I Got “Best Seller Formula”

Template: The Post (negative event) Plan for (positive experience)
– Example #1: The Post-Bankruptcy Plan for Financing Your Own Business
– Example #2: The Post-Divorce Plan for Finding the Love of Your Life

Template (good for upsells): Why (mediocre result) When You Can (massive result) With (Product)?
– Example: Why Make $500 a Month When You Could Be Making $500 A DAY With Our Affiliate Program?

Example (without product): Why Settle for Six Figures a Year When You Can Make Seven?

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Hook Templates

#1: Contrast (for opportunity seekers) 

Make it Big, Make it Believable, Make it Actionable! 

  • Format: “You want (benefit/experience) …but (obstacle/fear  barrier)…how do you (benefit/experience) without (obstacle/fear  barrier)?” 
  • Application: create a contrast between their goal/desire and their  obstacle/fear barrier. Since this opening is for opportunity seeking  avatars, you lead with the desire (see discovery questions).       

#2: Contrast (for problem solvers) 

Make it Big, Make it Urgent Make it Solvable! 

  • Format: “Is (obstacle/fear barrier) (present experience  w/agitation)?…what if you could stop (obstacle/fear barrier),(goal)  and (experience)?” OR “Is (obstacle/fear barrier) (present  experience)?…what if you could (goal), (experience) and NEVER  (obstacle/fear barrier)?” 
  • Application: create a contrast between their goal/desire and their  obstacle/fear barrier. Since this opening is for problem solving  avatars, you lead with the obstacle (see discovery questions).  
  • Example: (script from a seminar to sell an attraction marketing  product for consultants) 

“(present experience)How many of you sell a service which you honestly  believe is worth more than what people are paying you for it?  

I bet there’s at least one person in your industry selling the same service.  (agitation)Yet they’re making more money, changing more lives and expanding  their vision ten times faster than you are. 

(obstacle/jealousy)Maybe they’re just lucky…but what if they know  something you don’t know?  

What if they have a specific strategy for becoming recognized, remembered and  respected as an authority in your industry?  

Unless they’re the luckiest person in the world, you can bet they do. (goal/desire->) What if YOU could get your hands on this strategy? Would you  use it to become recognized, remembered and respected as an authority and to  finally get paid what you’re worth?  

(validation->) I bet you would. And if someone else is out there selling the same  service as you, yet making more money, changing more lives and expanding their  vision ten times faster, surely you can do as good as they can. 

(goal/desire->) So ladies and gentlemen, today I’d like to reveal the three things  ALL these high paid service providers have in common, and how you can use these  things to get paid what you’re really worth…” 

#3: Ladder of Abstraction (LOA) 

This is the most powerful persuasion principle there is, and it’s the  foundation of what’s now become known as “Hypnotic Copywriting.” It’s  also the key ingredient behind persuasive storytelling.  

The ladder of abstraction is a concept journalists use to describe the  relationship of specifics things to the general category they belong to. It’s  very effective for getting a large group of people (aka, your market) to  relate with, or even fall in love with the “hero” of your story.  

They identify with the hero’s struggles and triumphs because they  themselves are somewhere on the ladder. For example, if your target  market was stay at home mom’s and the subject/hero of your story was a  moth of two children named “Kathy Lastname,” the progression from the  top of the ladder to the bottom would go: living things  mammals  humans womenmothersstay at home mothersKathy Lastname. 

  • Format: Identical to the contrast lead, only you use general  descriptions (top of ladder of abstraction) to put the story in context,  while using specific details (bottom of ladder) to awaken emotions. Illustrate common struggles between the hero and the reader/listener  (see example). 
  • Application: create a contrast between their goal/desire and their  obstacle/fear barrier. Use the top of the ladder of abstraction (general  statements) to put the story in a context the reader can relate with.  Use the bottom of the ladder (details) to insert the reader into the  story and awaken emotions.  
  • Example: (script from a seminar to sell a coaching product) 

“(top of the ladder of abstraction ->) The year was 1984. President Ronald  Reagan had just called for an international ban on chemical weapons, Michael  Jackson’s Thriller was dominating the pop music charts, and the Washington  Redskins had just defeated the Miami Dolphins in super bowl 17. 

(bottom of ladder of abstraction ->) And tucked away in a small town in  central Florida, an 8 year old boy sat in the backyard of his parent’s house on Allen  Avenue, drawing pictures in the sand; pictures of the kingdoms he’d one day rule,  the dragons he’d slay and the princess who would rule with him.  

A boy who decades later would become the center of a question; (illustrates  common struggle ->) a question that sooner or later confronts us all: 

(end result experience ->) “How does a boy grow into the man he was born to be,  without giving up on the hopes and dreams that graced his youth?” 

Ladies and gentlemen, I’m here to answer that question, because I’m the man who  asked it, and that boy was me. (illustrates common struggle ->) Yes, for as long  as I can remember, I’ve wanted to become someone great. Who can relate with this?  Say yes.  

(goal/desire & trance through generalization ->) Yes, I believe we’re all born  with great dreams and with the hope, the enthusiasm and the imagination to make  them real.  

(obstacle)But somewhere between our plotting and planning, hoping and  scheming, amidst of the joys, the distractions, the frustration, the trials and  tribulations our hearts and our minds get saturated with ideas about how we  should think and believe, how we should act and who we should become.  

(obstacle) How do you cut through this clutter and become the person you were  born to be without losing the person you were? For me, it’s come down to three  decisions; decisions which I believe can change our destiny…” 

#4: Trend Demonstration (Wrap Lead) 

  • Format: “(3 related events which link to the reader’s goal)  (adumbrate a trend which the reader could discover, apply and  benefit from)” 
  • Application: the events should be credible, relevant to your target  market (see example, written for entrepreneurs) and all point to an  underlying trend which you’ll reveal in your letter. As you reveal the  trend (done in the “presence” section), you use “breadcrumbing” (see  21 Shortcuts to Persuasion) to present your product/service as the  solution.  
  • Example: (from an email launch selling a reputation marketing  service) 

“(Tree related events ) In 2001, Zappos rocketed from zero profitability to over  a billion dollars a year in sales, without marketing. Less than a decade later, Steve  Jobs trounced his lifetime rival Bill Gates by pumping the net worth of Apple up to  larger than the Oil Giant Exxon. In 2012, in spite of the great recession,  Nordstrom secured a whopping 20% in company growth.” 

(curiosity/hope) Wouldn’t YOU like to get your hands on these company’s  secrets? If the answer is yes, you’ll want to pay close attention to what you’re  about to read…  

(adumbrate trend) All three of the amazing success stories have one thing in  common; something that’s sitting right under your nose…hidden in plain sight. 

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It’s not something you’ll discover by reading marketing books, going to business  growth seminars or by subscribing to success magazine.  

This is something no one can teach you or give you. (curiosity/hope) But it  can be learned, developed and mastered if you have what it takes to put your  business over the top. That’s why I’m delighted to share this message with you  today…” 

#5: Infomercial Lead (for opportunity seekers) 

  • Format: “(List of benefits posed as questions) (If…then…anchor to  connect them to an avatar focused statistic based on their answers to  the benefit questions)” 
  • Application: the list of benefits should be derived from the end result  experience which the customer wants to have as a result of solving  their problem and getting the thing they want. The statistic should  

represent the customers who have already used the solution you’ll be  offering.

  • Example: (from an email launch selling a business growth & personal  productivity product) 

“(benefits) Do you want to earn more money without working more hours,  turn your yearly income into your monthly income and build an online business  you can walk away from without losing money? (anchor transition) If you  answered yes to one or more of these questions, I’d like to invite you to join the  300+ entrepreneurs who are already making this happen while you’re reading this  email… “ 

#6: Infomercial Lead (for problem solvers) Format: “(List of symptoms posed as questions) (If…then…anchor to connect them to an avatar focused statistic based on their answers to the symptom questions)” Application: the list of symptoms should be derived from the present experience which the customer is having as a results of the problem that they want to solve. Example: (from an email launch selling a business growth & personal productivity product) “(symptoms) Has your business growth stagnated? Do you feel like there a “glass lid” on our income? Do you sometimes work 60, 70 or 80 hours a week just to stay in business? (anchor transition) If you answered yes to one or more of these questions, you might be one of the 90% of business owners who are more trapped by their business than they once were by their job… “

#7: First Person “Hero’s Journey” Lead Format: Drop them directly into the story by describing either YOUR experience with the goal they want to achieve (if they’re an opportunity seeker) or the problem they want to solve (if they’re a problem solver). Application: see the “Hero’s Journey” in the “Presence” Section. You want to drop them directly into the middle of the story, either in step 2, 3 or 4 of the Hero’s Journey. In most cases, you’ll want to “rewind” the story back to step one after grabbing their attention. See training video on the Hero’s Journey Strategies for details on this. Elements: below are several templates for opening the first person hero’s journey. 1. I’ll never forget (discovery of solution/discovery of problem)… Example using the solution: “I’ll never forget the day I discovered the power of direct response copywriting.” Example using the problem: “I’ll never forget the day I was diagnosed with clinical depression.” I can still remember (discovery of solution/discovery of problem)… Example using the solution: “I can still remember the first time I made $100 in one day WITHOUT working.” Example using the problem: “I can still remember being strangled by financial worries.” I’ll always remember (discovery of solution/discovery of problem)… Example using the solution: “I’ll always remember the day I discovered the power of direct response copywriting.” Example using the problem:: “I’ll always remember the day I was audited by the IRS…” 4.I was (action) when (discovery of solution/discovery of problem)… -Example using the solution: “I was sitting at my kitchen table when the phone call came with the good news about my record deal…” -Example using the problem: “I was sipping my coffee when my boss walked in with the bad news…” 5. I was (condition) when (discovery of solution/discovery of problem)… -Example using the solution: “I was too broke to pay for shoes the day I discovered the power of attraction marketing…” -Example using the problem: “I was living in a one room apartment in Tampa Florida when credit card debt forced me into filing for bankruptcy…” 6. It was (timeline) when (discovery of solution/discovery of problem)… -Example using the solution: “It was in 1984 that I discovered the secret to making money from home…” -Example using the problem: “I was 17 years old when I had my first bout with depression…” #8: Narrative “Hero’s Journey” Lead -Format: Drop the reader directly into the story by describing someone else’s experience with the goal which the reader wants to achieve (if they’re an opportunity seeker) or the problem they want to solve (if they’re a problem solver). -Application: Identical to the first person Hero’s Journey lead, only this time you’re telling someone else’s story. -Elements: below are several templates for opening the narrative hero’s journey. 1. (Hero) will never forget (discovery of solution/discovery of problem)… -Example using the solution: “George will never forget the first time he earned $100 a day working from home… -Example using the problem: “33 year old Seth Czerepak will never forget what it was like to be broke and frustrated…” 2. (Hero) still remembers (discovery of solution/discovery of problem)… -Example using the solution: “45 Year old Tom Thompson still remembers the first year he broke the $100k mark…” -Example using the problem: “Alisha still remembers the day she was diagnosed with depression…” 3. (Hero) will always remember (discovery of solution/discovery of problem)… -Example using the solution: “Stacy will always remember the day she discovered the natural remedy for overcoming depression…” -Example using the problem: “25 year old Clyde Clyderson will always remember the day his family got evicted from their home…” 4. (Hero) was (action) when (discovery of solution/discovery of problem)… -Example using the solution: “Seth Czerepak was trading hours for dollars in the corporate world when he discovered the secret to making a six figure income from home…” -Example using the problem: “Tori was at her kitchen table when she got the call from her doctor that would change her life forever..” 5. (Hero) was (condition) when (discovery of solution/discovery of problem)… -Example using the solution: “Ben Benjamin was living paycheck to paycheck when he first saw an ad for the ‘The Money Magnet…’” -Example using the problem: “Tom was at the peak of his soccer career when he was diagnosed with bone cancer…” 6. It was (timeline) when (Hero) (discovery of solution/discovery of problem)… -Example using the solution: “It was early in 2001 when Stacy discovered how to replace her income by working as a freelance writer…” Page 26 -Example using the problem: “It was early summer when Paul discovered that he had a rare disease that the doctors had no cure for…” 7. (Hero) likes to tell about the time (discovery of solution/discovery of problem)… -Example using the solution: “Steven Stevenson likes to tell about how he raised himself from making $10k a year to making over $100k a month…” -Example using the problem: “It’s hard to believe, but Ben likes to tell about the day he was diagnosed with ADD…”

#9: Synthetic Experience (aka Future Pacing) 

  • Format: “(Create synthetic experience of them owning the product or  having the end result experience created by the product or service)  (link that experience to the product or the offer itself and transition  into the presence section)” 
  • Application: the synthetic experience should be in present language  and use details to create an emotional response to the experience  itself (see 21 Shortcuts to Persuasion, Shortcuts 5 & 6, “Trance” &  

“Storytelling” ) . For best results, use a “prop” from the present as a  door way into the experience. Notice the use of the reader’s hands in  the example below. This technique creates a sense of ownership,  which sets the stage for using a “takeaway” during the pressure  section. 

Example: (from a classified ad selling a collectible sports car) 

“Look at the (present prop) back of your hands right now. Can you imagine  (doorway into synthetic experience) those same hands wrapped around the  wheel of your own classic,(details to invoke emotion ) mint condition,  completely restored 68’ corvette convertible? Can you imagine the look on your  neighbor’s face when you (create ownership ) pull this thing into your  driveway tomorrow night? 

If you think this sounds too good to be true, (anchor to present offer ) you’ve  got to see this once in a lifetime deal that’s waiting for you right now at **address  obscured**. 

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Intrigue Templates

#3: Alternative w/Agitation (problem solvers)
-Format:
1. Alternative: describe an alternative solution which your reader might have already tried or which they might be considering.
2. Problem: describe a problem with the alternative solution, preferably a problem which your reader has already
experienced.
3. Impact: describe, in vivid detail, both the present and the future impact of the problem (see presence techniques).
4. Solution: suggest a solution for the problem. This suggestion should foreshadow the solution rather than describing it
specifically.
-Application: alternative, problem, impact and solution presentation above can be used multiple times to describe multiple alternative solutions, to describe the problems with them as well as the impact of that problem and to foreshadow the solution. After the multiple alternative solutions are laid out in this way, you’ll use a transition strategy (see the strategies for transitioning from presence to value section) to describe how your offer is the one solution to solve all the problems described by the above strategy.
-Example: (from direct mailer used to sell a high ticket personal growth product)
Myth#2: NLP & Self-Hypnosis. (alternative) You’ve probably heard of, or experimented with NLP and Self-Hypnosis already. A common assumption of NLP is that if you model a successful person you’ll become successful.
(problem) But can modeling someone great help YOU achieve your full potential? Maybe you’ll achieve the same level of success, but then what? What good is it to even gain the world and to lose who you are in the process?
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(problem) I’ve yet to see modeling produce lasting positive results for anyone. Maybe it’s provided some “training wheels” for building confidence and for learning certain skills. (impact) But the more you imitate and model someone else, the less clarity you have about who you really are, what’s important to you and how YOU define success.
(further agitation of impact) You’ll never be great at being someone else. You’re probably always going to suck at it. Confidence and courage without clarity can be foolish and even dangerous. They can cause you to overcommit and create a lifestyle which, in order to maintain; will demand for you to continue the façade.
(foreshadow of solution) Remember, the secret to your success is you, and the only way to create the life you truly want is to discover a proven process for outgrowing your personal limitations and unleashing your genuine potential”

-Format:
1. Promise: give them a tip or tell them about something which will help them solve their problem or achieve their desire. This should be more of a promise than a specific explanation.
2. Evidence: provide evidence to support the promise you just made.
3. Action: suggest an action which can help them to achieve the promised benefit. The suggestion should be either vague or very general in order to avoid giving away too much.
4. Obstacle: vividly describe (see presence techniques) an obstacle to achieving the promise or taking the action and foreshadow the solution to overcoming the obstacle. You should also remind the reader of how overcoming the obstacle would fulfill the original promise.
-Application: The promise, evidence, action and obstacle can be used multiple times to describe multiple promises and support those promises with evidence, suggest an action for achieving the promise, then present an obstacle to the suggested action. After the multiple promises are laid out in this way, you’ll use a transition strategy (see the strategies for transitioning from presence to value section) to describe how your offer will help them overcome all the obstacles which you’ve presented using this strategy.
-Example: (from a speaking script used to sell a product for increasing your earning power as a b2b consultant)

“#2, High paid service providers are thought leaders. (promise) Being a thought leader increases your earning power because it gets you recognized as someone who contributes insight instead of just knowledge. There has never been a more crucial time in history to do this, because today, knowledge is quickly becoming a commodity.
(evidence) In the early 2000s, Dr. Stephen Covey wrote a book called “The 8th Habit” in which he predicted that the information age would quickly give way to the age of wisdom. He predicted that the experts of this age would have the wisdom to optimize the most newly abundant resource on our planet-information.
Today, wisdom is the rite of passage for becoming an expert. Knowledge is already up for grabs; anyone can acquire it, repackage it and position themselves as a self proclaimed expert. But wisdom empowers you to separate good information from bad, to recognize, to predict and even to create trends and to organize information into plans of action.
Dan Kennedy, Donald Trump, Seth Godin, Anthony Robbins and Warren Buffet are all thought leaders. Any of them could easily pass their knowledge on to someone else. But would that person be as well paid as them? No because the wisdom which makes someone a thought leader can only be extracted from the mind it’s housed in.
(vague suggestion of action to take) The more information saturated our society becomes, the more people will look to thought leaders; leaders who can turn information into plans and strategies for creating tangible results. That’s how becoming a thought leader can multiply your earning power-it gets you paid not just for what you know but for how you think.
(obstacle) But how do you develop the skill of adding insight to knowledge? What if it seems like everything has been said and all you can do is add new information? Most important, how do you develop that dazzling creative edge, that stroke of genius that (reminder of promise) sets thought leaders head and shoulders above their competitors and explodes their earning potential?”

#4: DMIR w/Hope (opportunity seekers) 

 Format:  

  1. Data (Proof): provide data of an end result experience your  reader wants to achieve. This should suggest that they’ll be able  to experience it.  
  2. Motive or Cause: demonstrate expertise by describing the root  cause of the above statistic. This should be an insight into how  the end result you just talked about in step one is achieved.  
  3. Impact (Present & Future): vividly describe the present and  future impact of the statistic you’ve laid out in step one (see  presence techniques).  
  4. Response (Present & Future): suggest a response which will  help them achieve the end result experience you’ve just 

described. This suggestion should foreshadow the solution  rather than describing it specifically.  

Application: the data, motive, impact and response presentation  above can be used multiple times to describe multiple promises, to  cause behind them, the impact and to foreshadow the solution. After  the multiple promises are laid out in this way, you’ll use a transition  strategy (see the strategies for transitioning from presence to value  section) to describe how your offer is the one solution to achieve all  the promises described by the above strategy.  

Example: (from speaking script selling a product on speech writing) 

“Now of course, people don’t always act on the ideas they get emotionally involved  with. Sometimes we have to power down those emotions and get on with our day  don’t we? So your final job is to add the most powerful ingredient to your message  through the skill of value.  

(promise) Value is how you communicate the full urgency of your message and  inspire your listener to believe in it and to take action. This is important because  people invest their time, money, energy and belief into things they value. If a  person values something enough, they’ll risk anything to gain it and preserve it  won’t they? 

So you want to elevate the value of taking action and to emphasize the cost of  inaction. (data, proof) This creates an internal motivation in your listener  through what psychologists call cognitive dissonance. Cognitive dissonance is that  anxious feeling you get from holding two or more conflicting ideas, beliefs, values  or emotional responses.  

Our natural reaction is to get rid of this feeling by committing to only one idea,  one belief, one value or one emotional response. (motive or cause) The most  common case is our battle between the emotions of hope and fear. The hope that  

we’ll get what we want vs the fear that we’ll try and fail. (impact) How many  times have you seen someone settle that inner uncertainty by giving up on their  hope and giving in to their fear? (response and foreshadow of solution )So you want to sell your listener on  the value of taking action by augmenting their hope and emphasizing, not the cost  and the fear of failure, but the cost and the fear of doing nothing.  

(promise recap) This will compel them to move full blast in the direction of  their dreams. And that’s how you communicate the full clarity, passion and  urgency of your message and compel people to believe in it, to take action and to  change their lives.  

#5: DMIR w/Agitation (problem solvers) 

 –Format:  

  1. Data (Proof): provide data of a present problem your reader  wants to avoid or to solve. This should suggest that they’ll be  able to solve it.  
  2. Motive or Cause: demonstrate expertise by describing the root  cause of the above problem. This should be an insight into how  the problem will be solved.  
  3. Impact (Present & Future): vividly describe the present and  future impact of the problem you’ve laid out in step one (see  presence techniques).  
  4. Response (Present & Future): suggest a response which will  help them solve the problem you’ve just described. This  suggestion should foreshadow the solution rather than  

describing it specifically.  

-Application: the data, motive, impact and response presentation  above can be used multiple times to describe multiple problems, to  cause behind them, the impact and to foreshadow the solution. After  the multiple problems are laid out in this way, you’ll use a transition  strategy (see the strategies for transitioning from presence to value 

section) to describe how your offer is the one solution to solve all the  problems described by the above strategy.  

-Example: (from a speaking script to sell a high ticket personal growth  product) 

“To grow for the life you want you have to make room for the things that will  empower you to grow through The Law of Contribution. Contribution is a  natural law of the universe. We all want things we’re never had, but what are we  willing to contribute to have them?  

If you want to control what comes into your life you’ve gotta control what goes  out. This means the way you spend your money, your time, your energy, your  imagination, because will become what you contribute your energy into.  

It’s not thoughts that change your life it’s action. (problem) Thoughts rarely  lead to actions. If they did, there’d be no procrastination; we’d all be thin sexy  millionaires with great marriages and fulfilling careers. Your actions are driven by  what you value and you build value in something by becoming emotionally  involved with it, directing your conscious decisions, your imaginations and your  actions into it.  

Every successful person I’ve ever met mastered the skill of overriding and  changing their conditioning through a combination of conscious choice, conscious  focus of their imagination and most of all conscious actions.  

Thoughts, desires and even beliefs are not enough to create growth and to change  your life. In fact (proof)recent discoveries in the field of neuroscience have  revealed that our emotional states are created by trillions of “messenger” molecules  known as neurotransmitters. Neurotransmitters are sent from one cell of your  body to another just as electricity is transferred through an electrical wire.  

The transfer of these neurotransmitters from one cell to another creates the  collective vibrational energy which your conscious mind interprets as emotion.  You “feel” emotions because they’re physical. Emotions impact your actions  because they’re physical. (impact) This is why your emotions can’t be controlled 

or overpowered by thought or by imagination alone, especially during times of  conflict or pressure.  

(response and foreshadow of solution )But the consistent flow of physical  and emotional energy created by consciously directed, choice, imagination and  action also “flushes out” personal limitations that create disempowering emotions  just as a steady blast of water flushes the impurities out of a pool of water.  

And it’s crucial to choose the right actions because you want to develop habits that  empower you to grow for the life you want AND to meet the same need met by the  habits you replaced.”  

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Positioning Templates

The Power of Positive Intimidation
Trusting your own judgment takes work and it takes risk. These are two things which most people would rather avoid if they can help it.
This is why so many people allow others (usually their leaders) to think for them. It removes the work of having to depend on your own judgment and it creates the illusion of risk removal.
After all, if you’re “wrong,” you can always blame the other person. People are afraid of being wrong, to the point of irrationality. This is one reason even a money back guarantee isn’t adequate for bringing down people’s fear barriers. Even if they get their money back, they still have to face the fear of having been wrong.
Positioning yourself as an authority solves this problem by transferring the risk of being wrong to you. But it’s important that you don’t dilute your position by needing the reader to say yes to your offer. If you’re a true authority, your position shouldn’t be affected, positively or negatively, by their decision to either act or not to act.
I see marketers make this mistake all the time. They try to position themselves as an authority by proving themselves to the reader instead of demonstrating how their authority has already been established whether the reader choses to believe it or not.
Others establish their position, but then put themselves back into the “begging” position by trying to use that positioning to get the sale. If you’ve leveraged the other desires correctly, this will not be necessary. Rather, your positioning should help them justify their decision to believe you by eliminating their fear of being wrong.
This is done through demonstration of authority and by making it clear that whether they choose to say yes to you is their decision and that it’s being made for their benefit, not years.
So here’s the simple formula:
1. Identify personally with their past disappointments, regrets, shame and guilt.
2. Tell your “Hero’s Journey” story of how you overcame those struggles.
3. Show them that you’re a champion of those who wish to overcome these same struggles.
4. Make it clear that you’ll only help those who help themselves and that you have no vested interest in whether they do or not.
Now, let’s check out a few examples…
Positive Intimidation in Action:
Example #1: Elite Subcultures
Instructions: let the reader know that there’s an “underground” or “secret” group of people operating on secret knowledge to get a result that they really want to get. Suggest that they’ve met these people before and that the results are happening almost as if by magic. See “21 Shortcuts to Persuasion” Shortcuts 4 &5 (Jealousy & Validation) for an explanation of why this works.
Example: (from a video script selling an MLM marketing product)
“I’ll show you how a quiet subculture of savvy entrepreneurs are using VDT to secretly achieve financial independence which most people only get to read about. You’ve probably crossed path with at least one of these “super entrepreneurs,” without even realizing it. They seem to attract success as if by magic. What few people know is that these master entrepreneurs are applying a little known set of principles which produce almost supernatural results.”
***************************END OF SAMPLE************************ Example #2: I Don’t Give a Rip (intro to pressure sections)
Instructions: let the reader know that it doesn’t matter to you whether they buy the product or not, it’s for their benefit and not yours.
Example A: (from a video script selling an personal growth product)
“One thing I would like to make clear before I invite you to order this product. Neither the testimonials on this page nor the proofs of income are designed to prove the value of this product or of my expertise to you. That doesn’t matter to me.
The power of these techniques and principles has been proven long ago and time and time again over the past 15 years and has been verified by millions of dollars in earned income enjoyed by myself and my clients. I feel no need to prove the effectiveness of this system any more than I feel no need to convince you of the impact of gravity when you leap out of a plane.
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You came here looking for a sound and certain, no fluff solution for overcoming your limitations and commanding top income with less work than you’re doing right now. This is your information to do with as you see fit by either taking advantage of this risk free offer, or continuing on the same dry and profitless path you were on when you landed here.
Regardless, my clients and I will go on enjoying the benefits of applying these principles and reaping the rewards. So while your decision to benefit from this offer might make an enormous difference in your business and your life, frankly, it’ll mean very little to me.”
***************************END OF SAMPLE************************
Example B: (from a book on entrepreneurial achievement)
“By now, I’m sure you’re well aware of the industrial-sized truckloads of metaphysical nonsense and unproven claims being heaped into the personal achievement industry. Like any other sophisticated professional, I’m well aware of these and have, from the start of my entrepreneurial career, taken an unapologetic stance against them or anyone pushing them.
On some occasions, I’ve specifically mentioned names and am not afraid to do so when the context calls for it. Case in point, I spent five years working as a sales manager and coach trainer for Peter Lowe’s (now out of business) motivational seminar company, “Get Motivated Seminars.” While working there, I conducted thousands of one on one coaching and consulting sessions, many of which were with multimillionaire and billionaire entrepreneurs and world champion athletes.
While the experience of these one-on-one coaching and sales consultations provided a priceless learning experience, it wasn’t Peter Lowe’s company that taught me the principles of success. I learned more about what didn’t work from following their models, and the more I learned from actually working one-on-one with real people, the more disruption I created within their executive coaching division.
My immediate supervisors, who will go unnamed, were your typical “believe and achieve” life coach types; afraid to say the tough things, afraid to aggressively sell
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and confront, afraid to even HIRE people who had the balls to confront real client issues and to close deals.
In fact, it was my success in closing new coaching relationships and coaching our sales team to close their own deals which eventually spurred the leaders of the coaching division to try and tame me, claiming that I was “too aggressive.” This was after I’d broken every sales record in the company and transformed several of their most timid, marble-mouthed sales consultants into champion coaching consultants, some with closing rates over 50% and cancel rates lower than 10%.
Ironically, the more they repressed and discouraged me from doing what really worked, the more the coaching division struggled. Yet, no one bothered to stop and take an honest look at why we weren’t succeeding and to draw the obvious conclusion that we were failing because the most talented and capable person in the division was being gagged by the ignorant and secretly envious leadership.
It was eventually my personal discovery of VDT which led me to part ways with that company. I used VDT to command incredible results in my own life while many of the so called “expert coaches” in our department struggled to stay committed to their own goals. Yet, the optimistic denial continued, I was shunned for being too “over the top,” and eventually my disgust for swimming in a gurgling cesspool of hypocrisy led me to, politely, resign.
Less than a year after my departure, the coaching division went the way of the Titanic. A few years later, the entire company went “toes to Jesus.” I’d be lying if I told you this didn’t give me a smug sense of satisfaction and a burning desire to put myself on the six-o’-clock news and say “I told you so.”
If this sounds pretentious, so be it. But the fate of that company and outstanding success VDT has brought me and my clients reflects the brutal truth about the personal achievement industry…
Most people in this industry either don’t know how to succeed or are too afraid to confront the brutal facts for fear of what their fans, and the public, might think of them. I’ve never concerned myself with such political rump smooching. I’m only interested in what creates tangible and lasting value.
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When someone comes along who has the guts to tell the truth and who has a knack for getting outstanding results, it’s typical of the “false prophets” in this industry to jealously reject the wisdom and success of those who “get it.” But everything that’s built on a false foundation is bound to crumble like a stale cookie. And when it does, I’ll be damned if I’ll apologize for being the rejected prophet who stood at the city gates foretelling it’s doom while the inhabitants waddled around in a trance of optimistic denial.
That said, I don’t claim to have all the answers, but I WILL claim a 100%, unwavering commitment to bring you the blunt, unpolished truth about what really produces results. I consider myself a champion of entrepreneurs who have the courage to confront reality, set a plan in place to bend it to their will and to roll up their sleeves and get to work putting that plan to action.
There’s a reason I’ve decided to express my gut wrenching disgust with the heaping helpings of baloney being served up to consumers of personal growth literature. My intent is to attract and to champion only the high achievers who are ready to hear, to practice and to master the sound fundamentals of entrepreneurial achievement and to repel everyone else.
If your goal is to learn and to apply what really works, we’ll get along splendidly. But if you choose instead to cling to belief in the fairy tales, I can’t help you, nor am I interested in trying to.”

The Power of Positive Intimidation
Trusting your own judgment takes work and it takes risk. These are two things which most people would rather avoid if they can help it.
This is why so many people allow others (usually their leaders) to think for them. It removes the work of having to depend on your own judgment and it creates the illusion of risk removal.
After all, if you’re “wrong,” you can always blame the other person. People are afraid of being wrong, to the point of irrationality. This is one reason even a money back guarantee isn’t adequate for bringing down people’s fear barriers. Even if they get their money back, they still have to face the fear of having been wrong.
Positioning yourself as an authority solves this problem by transferring the risk of being wrong to you. But it’s important that you don’t dilute your position by needing the reader to say yes to your offer. If you’re a true authority, your position shouldn’t be affected, positively or negatively, by their decision to either act or not to act.
I see marketers make this mistake all the time. They try to position themselves as an authority by proving themselves to the reader instead of demonstrating how their authority has already been established whether the reader choses to believe it or not.
Others establish their position, but then put themselves back into the “begging” position by trying to use that positioning to get the sale. If you’ve leveraged the other desires correctly, this will not be necessary. Rather, your positioning should help them justify their decision to believe you by eliminating their fear of being wrong.
This is done through demonstration of authority and by making it clear that whether they choose to say yes to you is their decision and that it’s being made for their benefit, not years.
So here’s the simple formula:
1. Identify personally with their past disappointments, regrets, shame and guilt.
2. Tell your “Hero’s Journey” story of how you overcame those struggles.
3. Show them that you’re a champion of those who wish to overcome these same struggles.
4. Make it clear that you’ll only help those who help themselves and that you have no vested interest in whether they do or not.
Now, let’s check out a few examples…
Positive Intimidation in Action:
Example #1: Elite Subcultures
Instructions: let the reader know that there’s an “underground” or “secret” group of people operating on secret knowledge to get a result that they really want to get. Suggest that they’ve met these people before and that the results are happening almost as if by magic. See “21 Shortcuts to Persuasion” Shortcuts 4 &5 (Jealousy & Validation) for an explanation of why this works.
Example: (from a video script selling an MLM marketing product)
“I’ll show you how a quiet subculture of savvy entrepreneurs are using VDT to secretly achieve financial independence which most people only get to read about. You’ve probably crossed path with at least one of these “super entrepreneurs,” without even realizing it. They seem to attract success as if by magic. What few people know is that these master entrepreneurs are applying a little known set of principles which produce almost supernatural results.”
***************************END OF SAMPLE************************ Example #2: I Don’t Give a Rip (intro to pressure sections)
Instructions: let the reader know that it doesn’t matter to you whether they buy the product or not, it’s for their benefit and not yours.
Example A: (from a video script selling an personal growth product)
“One thing I would like to make clear before I invite you to order this product. Neither the testimonials on this page nor the proofs of income are designed to prove the value of this product or of my expertise to you. That doesn’t matter to me.
The power of these techniques and principles has been proven long ago and time and time again over the past 15 years and has been verified by millions of dollars in earned income enjoyed by myself and my clients. I feel no need to prove the effectiveness of this system any more than I feel no need to convince you of the impact of gravity when you leap out of a plane.
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You came here looking for a sound and certain, no fluff solution for overcoming your limitations and commanding top income with less work than you’re doing right now. This is your information to do with as you see fit by either taking advantage of this risk free offer, or continuing on the same dry and profitless path you were on when you landed here.
Regardless, my clients and I will go on enjoying the benefits of applying these principles and reaping the rewards. So while your decision to benefit from this offer might make an enormous difference in your business and your life, frankly, it’ll mean very little to me.”
***************************END OF SAMPLE************************
Example B: (from a book on entrepreneurial achievement)
“By now, I’m sure you’re well aware of the industrial-sized truckloads of metaphysical nonsense and unproven claims being heaped into the personal achievement industry. Like any other sophisticated professional, I’m well aware of these and have, from the start of my entrepreneurial career, taken an unapologetic stance against them or anyone pushing them.
On some occasions, I’ve specifically mentioned names and am not afraid to do so when the context calls for it. Case in point, I spent five years working as a sales manager and coach trainer for Peter Lowe’s (now out of business) motivational seminar company, “Get Motivated Seminars.” While working there, I conducted thousands of one on one coaching and consulting sessions, many of which were with multimillionaire and billionaire entrepreneurs and world champion athletes.
While the experience of these one-on-one coaching and sales consultations provided a priceless learning experience, it wasn’t Peter Lowe’s company that taught me the principles of success. I learned more about what didn’t work from following their models, and the more I learned from actually working one-on-one with real people, the more disruption I created within their executive coaching division.
My immediate supervisors, who will go unnamed, were your typical “believe and achieve” life coach types; afraid to say the tough things, afraid to aggressively sell
Page 41
and confront, afraid to even HIRE people who had the balls to confront real client issues and to close deals.
In fact, it was my success in closing new coaching relationships and coaching our sales team to close their own deals which eventually spurred the leaders of the coaching division to try and tame me, claiming that I was “too aggressive.” This was after I’d broken every sales record in the company and transformed several of their most timid, marble-mouthed sales consultants into champion coaching consultants, some with closing rates over 50% and cancel rates lower than 10%.
Ironically, the more they repressed and discouraged me from doing what really worked, the more the coaching division struggled. Yet, no one bothered to stop and take an honest look at why we weren’t succeeding and to draw the obvious conclusion that we were failing because the most talented and capable person in the division was being gagged by the ignorant and secretly envious leadership.
It was eventually my personal discovery of VDT which led me to part ways with that company. I used VDT to command incredible results in my own life while many of the so called “expert coaches” in our department struggled to stay committed to their own goals. Yet, the optimistic denial continued, I was shunned for being too “over the top,” and eventually my disgust for swimming in a gurgling cesspool of hypocrisy led me to, politely, resign.
Less than a year after my departure, the coaching division went the way of the Titanic. A few years later, the entire company went “toes to Jesus.” I’d be lying if I told you this didn’t give me a smug sense of satisfaction and a burning desire to put myself on the six-o’-clock news and say “I told you so.”
If this sounds pretentious, so be it. But the fate of that company and outstanding success VDT has brought me and my clients reflects the brutal truth about the personal achievement industry…
Most people in this industry either don’t know how to succeed or are too afraid to confront the brutal facts for fear of what their fans, and the public, might think of them. I’ve never concerned myself with such political rump smooching. I’m only interested in what creates tangible and lasting value.
Page 42
When someone comes along who has the guts to tell the truth and who has a knack for getting outstanding results, it’s typical of the “false prophets” in this industry to jealously reject the wisdom and success of those who “get it.” But everything that’s built on a false foundation is bound to crumble like a stale cookie. And when it does, I’ll be damned if I’ll apologize for being the rejected prophet who stood at the city gates foretelling it’s doom while the inhabitants waddled around in a trance of optimistic denial.
That said, I don’t claim to have all the answers, but I WILL claim a 100%, unwavering commitment to bring you the blunt, unpolished truth about what really produces results. I consider myself a champion of entrepreneurs who have the courage to confront reality, set a plan in place to bend it to their will and to roll up their sleeves and get to work putting that plan to action.
There’s a reason I’ve decided to express my gut wrenching disgust with the heaping helpings of baloney being served up to consumers of personal growth literature. My intent is to attract and to champion only the high achievers who are ready to hear, to practice and to master the sound fundamentals of entrepreneurial achievement and to repel everyone else.
If your goal is to learn and to apply what really works, we’ll get along splendidly. But if you choose instead to cling to belief in the fairy tales, I can’t help you, nor am I interested in trying to.”

The Power of Positive Intimidation
Trusting your own judgment takes work and it takes risk. These are two things which most people would rather avoid if they can help it.
This is why so many people allow others (usually their leaders) to think for them. It removes the work of having to depend on your own judgment and it creates the illusion of risk removal.
After all, if you’re “wrong,” you can always blame the other person. People are afraid of being wrong, to the point of irrationality. This is one reason even a money back guarantee isn’t adequate for bringing down people’s fear barriers. Even if they get their money back, they still have to face the fear of having been wrong.
Positioning yourself as an authority solves this problem by transferring the risk of being wrong to you. But it’s important that you don’t dilute your position by needing the reader to say yes to your offer. If you’re a true authority, your position shouldn’t be affected, positively or negatively, by their decision to either act or not to act.
I see marketers make this mistake all the time. They try to position themselves as an authority by proving themselves to the reader instead of demonstrating how their authority has already been established whether the reader choses to believe it or not.
Others establish their position, but then put themselves back into the “begging” position by trying to use that positioning to get the sale. If you’ve leveraged the other desires correctly, this will not be necessary. Rather, your positioning should help them justify their decision to believe you by eliminating their fear of being wrong.
This is done through demonstration of authority and by making it clear that whether they choose to say yes to you is their decision and that it’s being made for their benefit, not years.
So here’s the simple formula:
1. Identify personally with their past disappointments, regrets, shame and guilt.
2. Tell your “Hero’s Journey” story of how you overcame those struggles.
3. Show them that you’re a champion of those who wish to overcome these same struggles.
4. Make it clear that you’ll only help those who help themselves and that you have no vested interest in whether they do or not.
Now, let’s check out a few examples…
Positive Intimidation in Action:
Example #1: Elite Subcultures
Instructions: let the reader know that there’s an “underground” or “secret” group of people operating on secret knowledge to get a result that they really want to get. Suggest that they’ve met these people before and that the results are happening almost as if by magic. See “21 Shortcuts to Persuasion” Shortcuts 4 &5 (Jealousy & Validation) for an explanation of why this works.
Example: (from a video script selling an MLM marketing product)
“I’ll show you how a quiet subculture of savvy entrepreneurs are using VDT to secretly achieve financial independence which most people only get to read about. You’ve probably crossed path with at least one of these “super entrepreneurs,” without even realizing it. They seem to attract success as if by magic. What few people know is that these master entrepreneurs are applying a little known set of principles which produce almost supernatural results.”
***************************END OF SAMPLE************************ Example #2: I Don’t Give a Rip (intro to pressure sections)
Instructions: let the reader know that it doesn’t matter to you whether they buy the product or not, it’s for their benefit and not yours.
Example A: (from a video script selling an personal growth product)
“One thing I would like to make clear before I invite you to order this product. Neither the testimonials on this page nor the proofs of income are designed to prove the value of this product or of my expertise to you. That doesn’t matter to me.
The power of these techniques and principles has been proven long ago and time and time again over the past 15 years and has been verified by millions of dollars in earned income enjoyed by myself and my clients. I feel no need to prove the effectiveness of this system any more than I feel no need to convince you of the impact of gravity when you leap out of a plane.
Page 40
You came here looking for a sound and certain, no fluff solution for overcoming your limitations and commanding top income with less work than you’re doing right now. This is your information to do with as you see fit by either taking advantage of this risk free offer, or continuing on the same dry and profitless path you were on when you landed here.
Regardless, my clients and I will go on enjoying the benefits of applying these principles and reaping the rewards. So while your decision to benefit from this offer might make an enormous difference in your business and your life, frankly, it’ll mean very little to me.”
***************************END OF SAMPLE************************
Example B: (from a book on entrepreneurial achievement)
“By now, I’m sure you’re well aware of the industrial-sized truckloads of metaphysical nonsense and unproven claims being heaped into the personal achievement industry. Like any other sophisticated professional, I’m well aware of these and have, from the start of my entrepreneurial career, taken an unapologetic stance against them or anyone pushing them.
On some occasions, I’ve specifically mentioned names and am not afraid to do so when the context calls for it. Case in point, I spent five years working as a sales manager and coach trainer for Peter Lowe’s (now out of business) motivational seminar company, “Get Motivated Seminars.” While working there, I conducted thousands of one on one coaching and consulting sessions, many of which were with multimillionaire and billionaire entrepreneurs and world champion athletes.
While the experience of these one-on-one coaching and sales consultations provided a priceless learning experience, it wasn’t Peter Lowe’s company that taught me the principles of success. I learned more about what didn’t work from following their models, and the more I learned from actually working one-on-one with real people, the more disruption I created within their executive coaching division.
My immediate supervisors, who will go unnamed, were your typical “believe and achieve” life coach types; afraid to say the tough things, afraid to aggressively sell
Page 41
and confront, afraid to even HIRE people who had the balls to confront real client issues and to close deals.
In fact, it was my success in closing new coaching relationships and coaching our sales team to close their own deals which eventually spurred the leaders of the coaching division to try and tame me, claiming that I was “too aggressive.” This was after I’d broken every sales record in the company and transformed several of their most timid, marble-mouthed sales consultants into champion coaching consultants, some with closing rates over 50% and cancel rates lower than 10%.
Ironically, the more they repressed and discouraged me from doing what really worked, the more the coaching division struggled. Yet, no one bothered to stop and take an honest look at why we weren’t succeeding and to draw the obvious conclusion that we were failing because the most talented and capable person in the division was being gagged by the ignorant and secretly envious leadership.
It was eventually my personal discovery of VDT which led me to part ways with that company. I used VDT to command incredible results in my own life while many of the so called “expert coaches” in our department struggled to stay committed to their own goals. Yet, the optimistic denial continued, I was shunned for being too “over the top,” and eventually my disgust for swimming in a gurgling cesspool of hypocrisy led me to, politely, resign.
Less than a year after my departure, the coaching division went the way of the Titanic. A few years later, the entire company went “toes to Jesus.” I’d be lying if I told you this didn’t give me a smug sense of satisfaction and a burning desire to put myself on the six-o’-clock news and say “I told you so.”
If this sounds pretentious, so be it. But the fate of that company and outstanding success VDT has brought me and my clients reflects the brutal truth about the personal achievement industry…
Most people in this industry either don’t know how to succeed or are too afraid to confront the brutal facts for fear of what their fans, and the public, might think of them. I’ve never concerned myself with such political rump smooching. I’m only interested in what creates tangible and lasting value.
Page 42
When someone comes along who has the guts to tell the truth and who has a knack for getting outstanding results, it’s typical of the “false prophets” in this industry to jealously reject the wisdom and success of those who “get it.” But everything that’s built on a false foundation is bound to crumble like a stale cookie. And when it does, I’ll be damned if I’ll apologize for being the rejected prophet who stood at the city gates foretelling it’s doom while the inhabitants waddled around in a trance of optimistic denial.
That said, I don’t claim to have all the answers, but I WILL claim a 100%, unwavering commitment to bring you the blunt, unpolished truth about what really produces results. I consider myself a champion of entrepreneurs who have the courage to confront reality, set a plan in place to bend it to their will and to roll up their sleeves and get to work putting that plan to action.
There’s a reason I’ve decided to express my gut wrenching disgust with the heaping helpings of baloney being served up to consumers of personal growth literature. My intent is to attract and to champion only the high achievers who are ready to hear, to practice and to master the sound fundamentals of entrepreneurial achievement and to repel everyone else.
If your goal is to learn and to apply what really works, we’ll get along splendidly. But if you choose instead to cling to belief in the fairy tales, I can’t help you, nor am I interested in trying to.”

Return to Main Menu

Package Templates

Section#3: Desire:
Goal:
Present the solution, tie the solution to the end result experience promised in the presence section, then present your offer as the solution. Break down objections and fear barriers and isolate your offer as the panacea for achieving their desire. See discovery questions 5-8. See research questions 5-9.
Value Strategy
Step #1: Introduce the Solution
1. Solution + bold claim: present the solution and make a bold claim which makes the offer sound super valuable.
2. Prove claim: prove the bold claim using either a real life example or a statistic.
3. Present primary product: connect the solution to an end result or create ownership. Then you can transition into building the offer.
Examples:

– We paid time, money and sweat, you take no risk: “(***product***) is the results of over (value through time spent->)15 years of experience working one on one with multi-millionaire and billionaire entrepreneurs.
(value through money invested->) I’ve invested over $80,000.00 in training tools, and spent (value through sweat invested->) countless hours of trial and error to perfect this one-of-a-kind system that I’m about to (ownership/no risk ->) present to you at absolutely no risk.”
– Expansion of package: “(***product***) is the most comprehensive training course on the market for becoming a master entrepreneur. You’ll get (expanded description of package ->)over 300 training videos, a monthly newsletter, three dynamic software programs for managing your projects, your finances and your marketing campaigns PLUS access to our member’s only forum.”
– Customized positioning : “(***product***) is the world’s first and ONLY cloud based, intuitive business management system made (customized for specific avatar )specifically for internet marketers who want to create and market their own high quality information products and build an online business they can walk away from without losing money.”
– Social Proof: “Introducing (***product***), the negotiation course used by more than one hundred thousand sales people across the world. It’s been translated into 10 different languages and sold in over 50 different countries.”
– Uniqueness: “(***product***) is the (one-of-a-kind positioning) only personal growth product which teaches a science based strategy for mastering the core skills of an entrepreneur. (***product***)was specifically designed by an entrepreneur and an expert in human behavior and peak performance.”
Step #2: Describe the Product & Build Offer
– Bullet Point Strategies (for main product & bonuses):

1. One/Single thing that (selling point): “The single thing that can save you up to 84% on your energy bill, starting today!” 2. How to (selling point), even when (obstacle): “I’ll show you how to get instant access to hidden pools of new business, even during a down economy!”
3. You already (positive): “How a common spice that’s already in your cupboard, can turn your body into a fat burning furnace!”
4. You already (negative): “Three things you’re already doing that cripple your wealth attraction power!”
5. Biggest Mistake that could (pain): “I’ll show you the biggest mistake new marketers make and why it could cost you your business!”
6. # (secrets, habits etc) that (selling point): “Three amazing triggers that your body uses to tell you when you’re burning muscle instead of fat!”
7. The Nick name: “How to use “Godforce words”to gain instant access to your reader’s illogical, primordial brain and bypass their skepticism.” (The nickname should be something they can’t Google)
8. Social Proof: “The marketing method that five of our customers have already used to earn over $126,456.00!”
9. The Mini-headline: (write a miniature headline and attach it to a specific feature of your product).
10.The little known (habit, tip, secret, technique etc) that (benefit): “The little known secret to beating self-sabotage and procrastination…starting today!”
11.The statistic: “The fat burning exercise that can reduce your belly fat by 79% in just six weeks!”
12. The negative statistic: “Three things that keep 99% of entrepreneurs more trapped by their business than they once were by their job.”
13.The incomplete how to (reveals the end result but not the process): “How to have more energy now than you had in high school!”
14.Amount + frequency + duration – hassle: “A little known marketing tip that brings you (amount ->)hundreds of dollars at a time, (frequency ->)every day for the (duration ->)rest of your life(minus the hassle ->) with only 5 minutes of work a day.”
15.The (curious adjective) (pain or benefit): “The reason you’re still living paycheck to paycheck!”(Curious adjectives: shocking, whacky, crazy, unbelievable, outrageous, mind-boggling,
controversial, embarrassing, scandalous, amazing, coveted, bizarre, well hidden, secret)
16.Never ___, even if/when ___ : “The 3 SEO techniques you should NEVER use, even if the experts tell you to!”
17. Trash into Treasure: “How to turn fear and doubt into unshakeable self-confidence!”
18. Instant gratification: “How to cut your monthly marketing expenses in half AND double your sales starting today!”
19. Elite knowledge: “The marketing channel known ONLY to six figure marketers!” OR “A copywriting technique that less than 1% of professional copywriters even know about!”
20. The “so…, it/you’ll…” anchor: “The fat burning secret that’s so powerful, you’ll do a double take when you look in the mirror tomorrow.”
21.One solution, multiple benefits: “The single negotiation technique that squashes every objection.”
– Add Sweeteners: bonuses, discounts and other limited time goodies that add value to the original product and give them a reason to respond right now. Always use the word PLUS when listing the components of your offer and the sweeteners.
– Add Testimonials: verifiable, avatar specific and results focused.
Page 59
Step #3: Reveal the Price
– Price Exposing Strategies
1. What’s it Worth: “What’s it worth to have your very own home business and FINALLY give our boss the finger? $500? $750? $1,000? You won’t pay anywhere near that! Today, you’ll get (Product PLUS Comp 1 PLUS Comp 2 etc) for just $199!”
2. Cost of alternatives: “Poor financial planning can cost you as much as $10,000, and that’s just over the next year! Or, you can get your financial life on track today for a simple investment of just $29.99!”
3. Cost of inaction: “Obesity can cost you thousands of dollars in medical expenses over the next 5 years, and tens of thousands before the age of 65. Or, you can use “Product” to get the lean body you’ve always wanted, for a one time installment of just $99.”
4. Cost of duplication: “It would take you at least 200 hours of research, testing and expert interviews just to find a fraction of what you’ll learn in Cashflow Copywriter. But today, it can all be yours in an instant for a simple investment of just $199.”
5. Cost of provisioning: “It’s taken me 15 years of experience, research and study PLUS over $17,298 spent on copywriting training, and connections with hundreds of millionaire entrepreneurs to perfect this training course. But today, you can have it all with just the click of a button and a simple investment of only $97!”
6. Cost diminution: “Getting to your ideal body weight will save you tens of thousands of dollars in medical bills over your lifetime, all it takes is $1 a day! That’s right. (Product PLUS Comp 1 PLUS Comp 2 etc) is only $30 a month!”
7. Value elevation: “The techniques and secrets ‘Cashflow Copywriter’ could easily double your income over the next 30 days! All it takes is a 100% RISK FREE investment of just $599 and you’re on your way!”
8. Now it’s YOUR turn: “Now, you can join the thousands of people who have cured their skin problems FOR GOOD using ‘Acne Hack,’ all for a one-time easy investment of just $19.99!”
Page 60
9. Starting today: “Starting today, you can say goodbye to sleepless nights and a dull, dry sex life with a simple investment of just $19.”
10.If…then…anchor: “If you’re ready to secure an unfair edge in the online marketplace and bury your competitors starting right now, all it takes is a simple investment of just $49 to get started.”
11.Opportunity cost: “The good news is that your purchase of ‘Retire Rich, Retire Now,” is already paid for. Simply add up the money you know you’ll spend on eating out over the next week and invest $29 of it TODAY to get your financial life on track FOR GOOD.”
12.Measly price: “The answer to all your dating problems is just moments away, and for a measly installment of $99, you can get started tonight.”
Step #4: Seal the Deal
– Guarantee: money back, money back + keep sweeteners, more than money back, agreement to buy the alternative etc.
– Extra Sweeteners: see previous notes on adding sweeteners. Examples:
– Guarantee + Sweetener: “Your purchase of ‘Acne Hack,’ is also secured by a 100%, no questions asked money back guarantee. If at any time over the next 60 days you believe ‘Acne Hack’ isn’t the solution to solving your skin problems, just send it back for a full refund. Plus, order (***product name***) in the next 5 minutes and you’ll get (sweetener here).”
– Sweetener + Guarantee: “Plus, order in the next 20 minutes and you’ll get these two free gifts.(describe gifts using abbreviated version of step 3). And since we want you to be 100% confident in your decision to try (***product***), we’re offering a 100% money back guarantee. If at ANY time in the next 30 days, you believe (***product***) isn’t for you, simply send it back for a FULL refund.”

  • PRE: [#] [ADJECTIVE] [Ways, Reasons, etc.]
  • TAIL: Even if [ASSUMED ADVANTAGE]
  • FULL: [#] [ADJECTIVE] [Ways, Reasons, etc] [CURIOSITY] [VERBS] [GOAL], Even if [ASSUMED ADVANTAGE]

EXAMPLE: You’re About to Discover How This High School Dropout Became a Self-Made Millionaire (D).” (POC is the point of curiosity, V is the verb, D is the desire).

Template #1 (cost of development): (Solution) has taken us (hours or years spent) & (money invested) to develop, test, refine and perfect. Today, it’s all yours for a one time investment of only (price)! Example: “The Five Fold Path” has taken me over 15 years and $98,348.34 to develop, test, refine and perfect. Today, it’s all yours for a one time investment of only $899.

  • PRE: [#] [ADJECTIVE] [Ways, Reasons, etc.]
  • TAIL: Even if [ASSUMED ADVANTAGE]
  • FULL: [#] [ADJECTIVE] [Ways, Reasons, etc] [CURIOSITY] [VERBS] [GOAL], Even if [ASSUMED ADVANTAGE]

EXAMPLE: You’re About to Discover How This High School Dropout Became a Self-Made Millionaire (D).” (POC is the point of curiosity, V is the verb, D is the desire).

(Alternative) could cost you (high price A), (high price B), (high price C)…just to (disappointing or incomplete result). I’ll make your life easy by giving you (trial period) of risk free access to (solution) for a simple payment of only (monthly price). This means that for a measly (daily amount) a day, you can (problem cured) and (end result experience) starting today. Example: Figuring out these copywriting skills on your own could cost you $5,000, $10,000, even up to $20,000…and that’s just to get your hands on a big mess of swipe files and techniques that you’d have to search through and organize every time you write a new sales letter. But I can make your life a lot easier and give you 60 days of risk free access to “The Ninjaprenuer” for a simple payment of only $29 a month. This means that for a measly .99 a day, you can have instant access to a toolbox of swipe and deploy copywriting techniques and put a stop to low conversions and writing anxiety starting today.

NOTE: We use the word “some” instead of “most” because self-serving bias could keep our readers from seeing themselves as part of the “most” category. We can also use statistics or specific qualifiers and add adjectives in place of “why” (i.e., the surprising reason, the shocking truth of…). 

  • PRE: [#] [ADJECTIVE] [Ways, Reasons, etc.]
  • TAIL: Even if [ASSUMED ADVANTAGE]
  • FULL: [#] [ADJECTIVE] [Ways, Reasons, etc] [CURIOSITY] [VERBS] [GOAL], Even if [ASSUMED ADVANTAGE]

EXAMPLE: You’re About to Discover How This High School Dropout Became a Self-Made Millionaire (D).” (POC is the point of curiosity, V is the verb, D is the desire).

 Template #3 (money saved through money spent): The great news is that instead of paying (high price A), (high price B), (high price C) or burning up (time span A), (time span B), (time span C) trying to (solve problem) on your own, you can now try (product name) RISK FREE for (guarantee window)a single installment of just (product price)! ● Example: The great news is that instead of paying ten, twenty, thirty thousand dollars or burning up 5, 10 or 15 years trying to grow an autonomous, six-figure income stream on your own, you can now try “The Copywriting Cure” RISK FREE for a full 60 days for a single installment of just $899!

  • PRE: [#] [ADJECTIVE] [Ways, Reasons, etc.]
  • TAIL: Even if [ASSUMED ADVANTAGE]
  • FULL: [#] [ADJECTIVE] [Ways, Reasons, etc] [CURIOSITY] [VERBS] [GOAL], Even if [ASSUMED ADVANTAGE]

EXAMPLE: You’re About to Discover How This High School Dropout Became a Self-Made Millionaire (D).” (POC is the point of curiosity, V is the verb, D is the desire).

(Product) could save you (high price A), (high price B), (high price C) on (problem) over the next (time span). And today, you can get it (delivery method) for one simple investment of just (price). Remember, your investment is backed up by a full (time period) money back guarantee. If at any time during the next (time period), you’re not 100% convinced that (product) is (solve problem) just (refund process) for a full refund. Example: “Guitar God Mastery Course” could save you $3,000, $5,000 or $10,000 on private guitar lessons over the next 5 years. And today, you can get it rushed to your door for one simple investment of just $599. Remember, your investment is backed up by a full 90 day money back guarantee. If at any time during the next 90 days, you’re not 100% convinced that “Guitar God Mastery Course,” is the fastest way to master the guitar, just mail the course back to us for a full refund.

  • PRE: [#] [ADJECTIVE] [Ways, Reasons, etc.]
  • TAIL: Even if [ASSUMED ADVANTAGE]
  • FULL: [#] [ADJECTIVE] [Ways, Reasons, etc] [CURIOSITY] [VERBS] [GOAL], Even if [ASSUMED ADVANTAGE]

EXAMPLE: You’re About to Discover How This High School Dropout Became a Self-Made Millionaire (D).” (POC is the point of curiosity, V is the verb, D is the desire).

It takes an intelligent person to appreciate the value of a good (product type), so we realize that not everyone will be willing to say yes to this offer. But if you want to (positive experience) in (short time period), you can get started today for just (price). That’s a fraction of what you’d invest to (solve problem), which could cost up to (cost of alternatives). So if you’d rather invest (price of product) to keep from paying (price of alternative)…”  Example: It takes an intelligent person to appreciate the value of a good business management system, so we realize that not everyone will be willing to say yes to this offer. But if you want to solve your project collaboration problems in the next 7 days, you can get started today for just $29 a month. That’s a very small fraction of what you’d invest to build this system yourself, which could cost up to $100,000 So if you’d rather invest $29 a month to keep from paying $100,000 for a customized solution…”

  • PRE: [#] [ADJECTIVE] [Ways, Reasons, etc.]
  • TAIL: Even if [ASSUMED ADVANTAGE]
  • FULL: [#] [ADJECTIVE] [Ways, Reasons, etc] [CURIOSITY] [VERBS] [GOAL], Even if [ASSUMED ADVANTAGE]

EXAMPLE: You’re About to Discover How This High School Dropout Became a Self-Made Millionaire (D).” (POC is the point of curiosity, V is the verb, D is the desire).

Template #6 (Money for sale): The last 10 customers to order (product) have increased their monthly income by at least $2,500 and up to $5,000 a month. For three simple payments of just (amounts), you can get started with (product) today, and by the time your final payment is due, (product) could easily pay for itself (multiple) times over.  Example: The last 10 customers to order “Marketing Mastery” have increased their monthly income by at least $2,500 and up to $5,000 a month. For three simple payments of just $399, you can get started with “Marketing Mastery” today, and by the time your final payment is due, “Marketing Mastery” could easily pay for itself ten times over.

  • PRE: [#] [ADJECTIVE] [Ways, Reasons, etc.]
  • TAIL: Even if [ASSUMED ADVANTAGE]
  • FULL: [#] [ADJECTIVE] [Ways, Reasons, etc] [CURIOSITY] [VERBS] [GOAL], Even if [ASSUMED ADVANTAGE]

EXAMPLE: You’re About to Discover How This High School Dropout Became a Self-Made Millionaire (D).” (POC is the point of curiosity, V is the verb, D is the desire).

 (Impressive #) of our clients have already doubled, tripled and quadrupled their income using (product). Now, you can join them for one, simple investment of only (price). Do you have what it takes to turn (price) into (income A), (income B), (income C) like these other clients have? Example: Hundreds of our clients have already doubled, tripled and quadrupled their income using “Marketing Magician.” Now, you can join them for one, simple investment of only $500. Do you have what it takes to turn $500 into $10,000, $20,000 or $100,000 as these other clients have?

  • PRE: [#] [ADJECTIVE] [Ways, Reasons, etc.]
  • TAIL: Even if [ASSUMED ADVANTAGE]
  • FULL: [#] [ADJECTIVE] [Ways, Reasons, etc] [CURIOSITY] [VERBS] [GOAL], Even if [ASSUMED ADVANTAGE]

EXAMPLE: You’re About to Discover How This High School Dropout Became a Self-Made Millionaire (D).” (POC is the point of curiosity, V is the verb, D is the desire).

Other (Product types) could cost you (high price A), (high price B), (high price C) plus (additional charges). However, (product) can be yours today with no (usual charge), no (usual charge) and no (usual charge/hassle), just a one-time installment of (price) and your (problem) are solved for GOOD. Example: Other home security systems could cost you $500, $600, up to $750 plus cost of installation and monthly monitoring. However, “Super Security” can be yours today with no installation charges, no monthly monitoring charges and no need for an installer to come out to your house. Just a one-time installment of $300 and your home security problems are solved for GOOD. 

  • PRE: [#] [ADJECTIVE] [Ways, Reasons, etc.]
  • TAIL: Even if [ASSUMED ADVANTAGE]
  • FULL: [#] [ADJECTIVE] [Ways, Reasons, etc] [CURIOSITY] [VERBS] [GOAL], Even if [ASSUMED ADVANTAGE]

EXAMPLE: You’re About to Discover How This High School Dropout Became a Self-Made Millionaire (D).” (POC is the point of curiosity, V is the verb, D is the desire).

And the best part is, (product) can be rushed to your door for a simple yearly subscription fee of just (price). That’s less than (monthly breakdown) to have (benefit A), (benefit B) and (benefit C) delivered directly to your front door step every month for a full year. Example: And the best part is, “The Ninjapreneur” can be rushed to your door for a simple yearly subscription fee of just $99. That’s less than $10 a month to have loads of fresh copywriting headline, templates, industry specific research and in depth articles and interviews with self-made entrepreneurs delivered directly to your front door step every month for a full year.

  • PRE: [#] [ADJECTIVE] [Ways, Reasons, etc.]
  • TAIL: Even if [ASSUMED ADVANTAGE]
  • FULL: [#] [ADJECTIVE] [Ways, Reasons, etc] [CURIOSITY] [VERBS] [GOAL], Even if [ASSUMED ADVANTAGE]

EXAMPLE: You’re About to Discover How This High School Dropout Became a Self-Made Millionaire (D).” (POC is the point of curiosity, V is the verb, D is the desire).

What would it be worth to (problem solved) & (promise delivered)? (Price A)? (price B)? (price C)? That’s NOT what you’ll pay today. Instead, you’ll get (list of product components and bonuses) for a (measly, simple, one time) investment of just (price).  Example: What would it be worth to lose 20, 30 or 50 lbs & have your high school figure back? $1,000? $2,000? $5,000? That’s NOT what you’ll pay today. Instead, you’ll get 21 Shortcuts to Persuasion, the 6 Cashflow Copywriting Superpowers workbook, the complete Cashflow Swipe file, 21 over the shoulder training videos and all three bonuses for a one time investment of just $899.

Return to Main Menu

Call to Action Templates

GOAL: To inspire action through elevating the value of taking action and emphasizing the fear and the cost of not taking immediate action. This section usually visits the original desires and the main points from the opening and the presence section.
Pressure Strategy
Step #1: Qualification
Use words like “but wait,” or “but before” and list the qualifications for purchase. Or, if the offer is limited time, make that a qualification and tell them “YOUR copy of (product, bonuses etc) will be gone forever” or “passed on to someone else. The “if, then” anchor is a good transition out of this stage and into the call to action.
Examples:
– Take away: “Warning: Only 100 copies of (***product***) will be sold. If your order is received late, your payment will be automatically rejected.”
– Jealousy: “IMPORTANT: The 70% discount is only available to the first 100 customers to order. Act before leaving this site or your copy of (***product***) will be passed to the next person in line.”
– Qualification: “But wait, before you order (***product***), you must past three qualifications (list here). If you have any doubts about (list again), please discard this offer immediately.”
– Challenge: “But (***product***) isn’t for everyone. Only self-motivated entrepreneurs with a strong desire to succeed will benefit from the secrets in this guide. If you have any doubts about your willingness to grow your business and change your life, please DO NOT order (***product***).”
– Pending Buyout: “But you want grab this risk free offer right now because 2 major financial institutions already have their eye on this system and any
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day now I might be forced to take this offer down. If you don’t act now, you might have to regret it when you come back to find this page gone forever.”
Step #2: Call them to Action
– Call to Action Strategies (reason + action + outcome + risk removal)
– Elements #1: To (reason: “cure before & after” OR “after by cure before”) (action) & (outcome). If (unhappy) (risk
removal). (action) & (outcome).
– Example: “To stop working for someone else and to enjoy a flexible lifestyle with unlimited financial freedom, call XXX-XXX XXX RIGHT NOW and your order of ‘Ultimate Copywriting Cure’ will be shipped within just 24 hours. If at ANY time within the next 30 days you’re not convinced that this is the BEST
copywriting course on the market, simply send back the package for a 200% refund!”
– Elements #2: (Action) RIGHT NOW to (outcome). If
(unhappy) (risk removal). (action) & (outcome). (Action) & (reason).
– Example: “Call XXX-XXX-XXX RIGHT NOW and your order of ‘Cashflow Copywriter’ will be shipped within just 24 hours. If at ANY time within the next 30 days you’re not convinced that this is the BEST copywriting course on the market, simply send back the package for a 200% refund. So get read to ditch your boss start enjoying a more flexible schedule and unlimited financial freedom, call RIGHT NOW!”
– Elements #3: To (reason: “cure before & after” OR “after by cure before”) (action) & (outcome). If (unhappy) (risk removal). (action) & (outcome).
– Example: “To stop working for someone else and to enjoy a flexible lifestyle with unlimited financial freedom, call XXX-XXX XXX RIGHT NOW and your order of ‘Cashflow Copywriter’ will
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be shipped within just 24 hours. If at ANY time within the next 30 days you’re not convinced that this is the BEST copywriting
course on the market, simply send back the package for a 200% refund!”
Step #3: Cognitive Dissonance
Elevate value of action and emphasize cost of inaction, contrasting each emotional need with opposite of that need using strategies covered in the “presence” section. See superpower #6 in “Cashflow Copywriter,” and the section on “sell the disease, offer the cure.”
– Examples:
Money Related (from a page selling an investing course): “It’s time to start living the life you and your family deserve right now. (cost of inaction) The global economy is plummeting into a maelstrom of nightmarish uncertainty. (insecurity) If you don’t already have a backup plan for securing an alternative income, you and your family could be( invalidation) left out in the cold, fighting brutal price rises and preparing for the worst over the coming days.
(value of action) Or you could be traveling on a whim to any distant location that your heart’s desire, waking up to a nice breakfast and relaxing cup of coffee instead of dragging your tired body out of bed in the wee hours of the morning to a blaring alarm clock,(futility) just to battle a on hour of gridlock traffic and arrive at work to (boredom and invalidation) drab cubicle and a screaming boss. Just imagine sending your kids to any college you wanted, buying that car or house you’ve always wanted,(security) handling any financial emergency quickly and without worrying where the money will come from.
(excitement)So if you’re ready to live a stress free life, take long vacations, splurge on anything you want and,(transcendence) change your financial legacy, it’s time to close your eyes and let this become your reality. It’s time to take a leap of faith and get your hands on a quick, simple,(security) proven system
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that will double your money whenever you want and (validation) put YOU back in charge of your life.”
EGO Related (from the sales page for this product): “In the world of entrepreneurship and online marketing, there are (invalidation vs validation) participants and there are winners. Having been both, I can tell you it’s much more satisfying to win.
(jealousy)I think everyone knows that. A fact that is not so widely known is that ninety five percent of all winning done by only five percent of the participants. This is true in internet marketing, network marketing and everything else in life.
(invalidation vs validation)Do you want to continue as a participant or is it time to start winning? If you chose winning, then the time has come to get started…. ”
Health Related (from a video script selling a detox product): “It’s time to start enjoying the lean and healthy body you’ve always wanted, starting today. (phonetic imbedded command to ‘buy now’)By now, you know what it’s like to (cost of inaction), wake up feeling exhausted, even after a good night’s sleep. (invalidation) You’re tired of looking at yourself in the mirror and seeing no results, even after weeks of rigorous dieting and exercise.
(value of action) It’s time to do something that’s absolutely certain to have you shedding pound after pound of belly fat and waking up healthy, energized and refreshed every morning. It’s time to (invalidation vs validation)take your health back into your hands and say goodbye to the body that’s wrecking your self image.”
***************************END OF SAMPLE************************ Step #4: Second Call to Action (see first call to action)
<Training Video #20: Cognitive Dissonance>
Step #5: Power PS
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  • PRE: [#] [ADJECTIVE] [Ways, Reasons, etc.]
  • TAIL: Even if [ASSUMED ADVANTAGE]
  • FULL: [#] [ADJECTIVE] [Ways, Reasons, etc] [CURIOSITY] [VERBS] [GOAL], Even if [ASSUMED ADVANTAGE]

EXAMPLE: You’re About to Discover How This High School Dropout Became a Self-Made Millionaire (D).” (POC is the point of curiosity, V is the verb, D is the desire).

Template #1 (reason + action + outcome + guarantee): To (goal) and (positive experience), (action) and (delivery) immediately! If (product) doesn’t (goal) and (positive experience) in (time period), just (action for refund) and (refund fulfillment). (Action) now! Example: “To stop bleeding gums and enjoy more confidence on your dates, call XXX-XXX XXXX and “Bleedin’ Gum Stopper” will be rushed to your door immediately! If “Bleedin’ Gum Stopper” doesn’t put a stop to bleeding gums and restore your “post brushing confidence” in the next 3 days, just call us and we’ll process you a 200% refund! Call now!”

  • PRE: [#] [ADJECTIVE] [Ways, Reasons, etc.]
  • TAIL: Even if [ASSUMED ADVANTAGE]
  • FULL: [#] [ADJECTIVE] [Ways, Reasons, etc] [CURIOSITY] [VERBS] [GOAL], Even if [ASSUMED ADVANTAGE]

EXAMPLE: You’re About to Discover How This High School Dropout Became a Self-Made Millionaire (D).” (POC is the point of curiosity, V is the verb, D is the desire).

So (action) RIGHT NOW and (delivery)! If at any time in the next (time period), (product) doesn’t (positive experience), simply (action for refund) and (refund fulfillment). (Action) and (positive experience) now! ● Example: “So click the “ADD TO CART” button RIGHT NOW and “Mastermind Mastery” will be rushed to your door in just 3 business days! If at ANY time in the next 60 days “Mastermind Mastery” doesn’t prove to be worth triple your investment, simply ship it back to us in any condition and we’ll refund 100% of your investment. Click the “ADD TO CART” button and get on the fast track to a seven figure income right now!”

  • PRE: [#] [ADJECTIVE] [Ways, Reasons, etc.]
  • TAIL: Even if [ASSUMED ADVANTAGE]
  • FULL: [#] [ADJECTIVE] [Ways, Reasons, etc] [CURIOSITY] [VERBS] [GOAL], Even if [ASSUMED ADVANTAGE]

EXAMPLE: You’re About to Discover How This High School Dropout Became a Self-Made Millionaire (D).” (POC is the point of curiosity, V is the verb, D is the desire).

Why pay (alternative cost) and burn up (alternative time) trying to (solve problem) on your own? Within just (time period), you could be (positive experience). Simply (action) and (delivery)! You’re just moments away from (positive experience). (Action) for your risk free trial of (product)! Example: “Why pay $30,000 to $50,000 and burn up 5 to 10 hours a week trying to manage IT emergencies on your own? Within just 48 hours, you could be enjoying the most convenient and secure cloud based data backup solution on the market! Simply call XXX-XXX-XXXX and one of our techniques will help you get started. You’re just moments away from enjoying more secure data storage and message archiving. Call now for your risk free trial of “Cloud Candy!”

  • PRE: [#] [ADJECTIVE] [Ways, Reasons, etc.]
  • TAIL: Even if [ASSUMED ADVANTAGE]
  • FULL: [#] [ADJECTIVE] [Ways, Reasons, etc] [CURIOSITY] [VERBS] [GOAL], Even if [ASSUMED ADVANTAGE]

EXAMPLE: You’re About to Discover How This High School Dropout Became a Self-Made Millionaire (D).” (POC is the point of curiosity, V is the verb, D is the desire).

 Template #4 (action + outcome + guarantee + reason): To start (solve problem) and (positive experience) today, (action) and (delivery)! If (solution) doesn’t (problem solved) and (positive experience), simply (refund process) for a no questions asked refund! (Action) and start your RISK FREE trial of (solution) RIGHT NOW!  Example: “To start put a stop to premature ejaculation and start having the bomb ass sex of your life today, click the download button and get instant access to “Power Pill Plus!” If this revolutionary herd doesn’t have you lasting at least several minutes within the next 30 days, simply send back the empty bottle for a no questions asked refund! Order now and start your RISK FREE trial of “Power Pill Plus” RIGHT NOW!”

  • PRE: [#] [ADJECTIVE] [Ways, Reasons, etc.]
  • TAIL: Even if [ASSUMED ADVANTAGE]
  • FULL: [#] [ADJECTIVE] [Ways, Reasons, etc] [CURIOSITY] [VERBS] [GOAL], Even if [ASSUMED ADVANTAGE]

EXAMPLE: You’re About to Discover How This High School Dropout Became a Self-Made Millionaire (D).” (POC is the point of curiosity, V is the verb, D is the desire).

Template #5 (outrageous guarantee): So to start (positive experience) in the next (time period), (action) RIGHT NOW and (delivery)! We’re so confident that you’ll be thrilled with (product) that we’re ready to give you (guarantee offer) if you aren’t (conditions of guarantee) in just (time period). So why wait? In (time period) you could be (positive experience), so (action) now! ● Example: “So to start attracting higher value clients in the next 7 days, fill in and mail the attached order form RIGHT NOW and “Marketing Badass” will be shipped to your door by priority mail! We’re so confident that you’ll be thrilled with “Marketing Badass” that we’re ready to give you ALL your money back PLUS a $50 gift card if you aren’t making more money in just 90 days. So why wait? In just 90 days, you could be making more money and working LESS hours, so fill in and mail the order form now!”

  • PRE: [#] [ADJECTIVE] [Ways, Reasons, etc.]
  • TAIL: Even if [ASSUMED ADVANTAGE]
  • FULL: [#] [ADJECTIVE] [Ways, Reasons, etc] [CURIOSITY] [VERBS] [GOAL], Even if [ASSUMED ADVANTAGE]

EXAMPLE: You’re About to Discover How This High School Dropout Became a Self-Made Millionaire (D).” (POC is the point of curiosity, V is the verb, D is the desire).

 Template #6 (finally ready to benefit without hassle? + risk free): Are you ready to finally start (positive experience) without (hassle)? If so, (action) and (delivery)! Remember, your investment in your (positive experience) using (product) is backed up by (guarantee) and you have a full (trial period) to try us out. (Action) now and get ready for (positive experience) without (hassle). ● Example: “Are you ready to finally start losing belly far without hours of boring cardio? If so, call XXX-XXX-XXXX and order your first shipment of “Master Fat Blaster!” Remember, your investment in getting six pack abs using “Master Fat Blaster” is backed up by a 200% money back guarantee and you have a full 90 days to try us out. call now and get ready for a sexier stomach without ab workouts.”

  • PRE: [#] [ADJECTIVE] [Ways, Reasons, etc.]
  • TAIL: Even if [ASSUMED ADVANTAGE]
  • FULL: [#] [ADJECTIVE] [Ways, Reasons, etc] [CURIOSITY] [VERBS] [GOAL], Even if [ASSUMED ADVANTAGE]

EXAMPLE: You’re About to Discover How This High School Dropout Became a Self-Made Millionaire (D).” (POC is the point of curiosity, V is the verb, D is the desire).

Template #7 (easy to get started + sweeteners): A(positive experience) has never been easier! Just (action) right now and (product) will be (delivery)! Plus, you’ll get (sweeteners) and a (guarantee), just for ordering (time period for sweeteners). (Action) now and get ready for more (positive experience) and less (problem). Example: “Paying fewer taxes has never been easier! Just call XXX-XXX-XXXX right now and “Tax Termination Wizard” will be rushed to your door in the next 3 days! Plus, you’ll get a free copy of “Amazing Tax Loopholes” and a one year money back guarantee, just for ordering in the next 10 minutes! Call now and get ready for more disposable income and less tax hassles!”

  • PRE: [#] [ADJECTIVE] [Ways, Reasons, etc.]
  • TAIL: Even if [ASSUMED ADVANTAGE]
  • FULL: [#] [ADJECTIVE] [Ways, Reasons, etc] [CURIOSITY] [VERBS] [GOAL], Even if [ASSUMED ADVANTAGE]

EXAMPLE: You’re About to Discover How This High School Dropout Became a Self-Made Millionaire (D).” (POC is the point of curiosity, V is the verb, D is the desire).

Template #8 (don’t let problems continue): Don’t let (problems oppress you) anymore. In just (time period), you could be (problem solved) and (positive experience)! Just (action) and (delivery) PLUS (sweetener) and (guarantee)! (Action) now and NEVER (problem) again! Example: “Don’t let debt problems hold your family hostage anymore. In just 3 to 6 months, you could be completely debt free and enjoying more financial security and positive cash flow! Just fill in the form below and “Debt Domination” will be rushed to your door PLUS a free copy of “Instant Online Riches” and with a full money back guarantee! Fill in the form now and NEVER worry about money again!”

  • PRE: [#] [ADJECTIVE] [Ways, Reasons, etc.]
  • TAIL: Even if [ASSUMED ADVANTAGE]
  • FULL: [#] [ADJECTIVE] [Ways, Reasons, etc] [CURIOSITY] [VERBS] [GOAL], Even if [ASSUMED ADVANTAGE]

EXAMPLE: You’re About to Discover How This High School Dropout Became a Self-Made Millionaire (D).” (POC is the point of curiosity, V is the verb, D is the desire).

Template #10 (nothing to lose and ___ to gain): Just (action) RIGHT NOW to (benefit)! (Product) will (delivery) and within just (promise period), you’ll have less (problem) and more (positive experience)! Remember that your investment is backed by a no questions asked money back guarantee. You’ve got absolutely nothing to lose and (positive experience) to gain! (Action) now and try (product) 100%risk free!  Example: “Just click the ADD TO CARD button RIGHT NOW to start enjoying greater self confidence and a richer social life today! “Confidence King” will be shipped to your door by priority mail and within just 14 days you’ll have less social anxiety, more self-confidence and sharper social skills! Remember that your investment is backed by a no questions asked money back guarantee. You’ve got absolutely nothing to lose and an amazing social life to gain! Just click the ADD TO CARD now and try “Confidence King” 100%risk free!”

  • PRE: [#] [ADJECTIVE] [Ways, Reasons, etc.]
  • TAIL: Even if [ASSUMED ADVANTAGE]
  • FULL: [#] [ADJECTIVE] [Ways, Reasons, etc] [CURIOSITY] [VERBS] [GOAL], Even if [ASSUMED ADVANTAGE]

EXAMPLE: You’re About to Discover How This High School Dropout Became a Self-Made Millionaire (D).” (POC is the point of curiosity, V is the verb, D is the desire).

Template #9 (you’ll never be charged if you’re not happy): Just (action) RIGHT NOW to start your free (time period) trial! If at ANY time within the next (time period) you’re dissatisfied in ANY way, simply cancel your second month and your credit card will NEVER be charged! (Action) RIGHT NOW and get ready to (positive experience)! Example: “Just fill in the form on this page RIGHT NOW to start your free 30 day trial! If at ANY time within the next 30 days you’re dissatisfied in ANY way, simply cancel your second month and your credit card will NEVER be charged! Fill in the order form RIGHT NOW and get ready to discover the marketing secrets of six figure entrepreneurs!”

 PS Strategies (why & how) 

  1. Point of no return: “You’ve come this far, why walk up to the door of  opportunity and walk away without even knocking?” 
  2. Regret: “This offer expires in 48 hours, if you don’t act now, you’ll have to  regret it when you come back to find it gone forever.” 
  3. Responsibility (their idea reminder): “You read this offer because you  wanted to win more clients and get paid what you’re really worth, now it’s  time do something about it!” 
  4. Jealousy: “Only 50 people will get this amazing 70% discount. If you don’t  act now, YOUR $49 copy of ‘Cashflow Copywriter’ will go to someone  else.” 
  5. Gain/Lose: “Your $49 investment is secured by a full 60 day money back  guarantee! You’ve got nothing to lose and unlimited financial freedom to  gain.” 
  6. Nothing to lose but: “Your $499 investment is secured by a full 60 day  money back guarantee! You’ve got absolutely NOTHING to lose, except  your thankless day job!” 
  7. EGO Jab: “Hundreds of people have doubled their income using these  methods, some of tripled or quadrupled it. These people are leaving you  behind because they took action instead of waiting. Don’t put this off. Get  started now.” 
  8. Negative forecast: “If you’re okay with trudging on at the same meager  income level for the next five or ten years, or for the rest of your life, go  ahead and leave this page. But you’re likely to regret it when you find this  offer gone forever.” 
  9. Positive forecast: “Imagine looking back on this moment and knowing that  you did something to break free of financial worry and take charge of your  life. One smart decision today could change your future forever. Get started  now.” 
  10. Reverse Psychology: “If you’ve read this entire message and you’re still  not ready to act, you probably never will. Too bad, by this time next month  you’ll realize that you could have already solved all your debt problems.” 

Desire #1: A Dream to Live
While everyone’s dream takes place in a slightly different setting, there are a few common threads for everyone:
1. Freedom from responsibility
2. Freedom from oppression
3. Freedom from uncertainty
4. Comfort & Luxury
5. Power& Immortality
But here’s the catch…
Every fantasy has to be rooted within the context of a reality which we can recognize and relate with. If you consider some of the most loveable and memorable stories of our time, the Harry Potter books, Tolkien’s Lord of the Rings, the Twilight Books, all of them have threads of the familiar world within them.
All you need is to paint a vivid picture of an experience which your reader/listener can easily see themselves in, and you can arouse this desire. Here’s the simple formula:
1. They must have a frustration with their present.
2. The more of the five common threads used, the better.
3. The “story” must be rooted in a recognizable reality.
4. The more vivid your descriptions are, the better.
Let’s check out a few examples…
Desire #1 in Action:
Example #1: Fork in the Road (great cognitive dissonance strategy)
Instructions: place them at a fork in the road (you can even use the term ‘you’re at a crossroads right now’) and contrast the choice of saying yes to your product with the choice of saying no. See “21 Shortcuts to Persuasion” Shortcut 15 (Cognitive dissonance) for an explanation of why this works.
Example: (from the sales page for this product)
“Starting today, you can be 100% confident that your sales pages, email auto responders and squeeze pages will convert every time you point traffic at them.
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Starting today, you can invest in ANY kind of advertising you want…PPC traffic, SEO content or even direct mail, without batting an eyelid, because you KNOW that every penny you invest will multiply your income.
Starting today, you can finally sit down with your financial goals and think ‘I can buy that. I’ll just run an ad.’
Starting today, you can have 100% control of your income and your life.
Or, you can trudge on through the dry and profitless dessert you’ve been stuck in,
begging for scraps from the table when you could be sitting down to a banquet fit for a king. It will all depend on what you do in the next 5 seconds…”
***************************END OF SAMPLE************************ Example #2: The Vignette
Instructions: Place them in the middle of the “end result experience” of living the dream by describing the scene in vivid detail.
Example: (from a brochure I wrote for a travel franchise)
“Take the raw and indescribable beauty of Balos beach. The sunlight flickering off of the sandy landscape, kissed by turquoise, crystal clear waters. Light clouds sketching across a clear blue sky which is framed by islets and majestic mountains.
Take a cruise to get there, have a nice lunch on board, then take a short trip over the castle in the nearby island of Gramyousa. Take a short car ride then the pebble road, then the footpath, soaking in the beauty and the magical mystique of this enchanting place.”
***************************END OF SAMPLE************************ Example: (from a video script selling an investing product)
“It’s time to start living the life you and your family deserve right now. The global economy is plummeting into a maelstrom of nightmarish uncertainty. If you don’t already have a backup plan for securing an alternative income, you and your
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family could be left out in the cold, fighting brutal price rises and preparing for the worst over the coming days.
Or you could be traveling on a whim to any distant location that your heart’s desire, waking up to a nice breakfast and relaxing cup of coffee instead of dragging your tired body out of bed in the wee hours of the morning to a blaring alarm clock, just to battle a on hour of gridlock traffic and arrive at work to drab cubicle and a screaming boss. Just imagine sending your kids to any college you wanted, buying that car or house you’ve always wanted, handling any financial emergency quickly and without worrying where the money will come from.
So if you’re ready to live a stress free life, take long vacations, splurge on anything you want and change your financial legacy, it’s time to close your eyes and let this become your reality. It’s time to take a leap of faith and get your hands on a quick, simple, proven system that will double your money whenever you want put YOU back in charge of your life.”

Desire #2: A Frustration to Cure
Cure is the operational word ^ here.
Prevention isn’t popular and neither is treatment. People want quick and permanent solutions, even if the goal is to solve complex problems which might have taken them years to get themselves into. Again, irrational, but just consider how many billions of dollars are made through:
1. Quick weight loss solutions
2. Quick ways to settle or consolidate debt
3. Quick ways to make enough money to retire
It’s far harder to sell programs for preventing weight loss, preventing debt and working long and hard to build your own personal fortune. Irrational as it might be, quick and easy cures will outsell prevention methods which require study and proactive effort.
This dates me a bit, but back in the 1980s, an infomercial was created for an at home study course which would teach parents how to talk to their kids about drugs. When the commercial was aired, the phones didn’t ring one time. Not once. It was so bad that the operators were asked to call one another to make sure the phones were still bloody working.

The problem? Prevention isn’t popular. People want cures. As stated earlier, the stronger a person’s frustration is with the present, the easier it will be to sell them the dream (see desire #1), and to leverage the other four desires covered in this system.
People who are frustrated with the present are also likely to suffer from hidden feelings of inferiority as a result of feeling helpless. This will make positive intimidation easier and make it easier to apply Jealousy (see “21 Shortcuts to Persuasion, shortcut #4).
However, it’s also important to empower the prospect using desires 3, 5 & 6 (Justifying their past, giving them a battle to fight and a power/beauty to discover) and appeals to the needs for Validation and Transcendence (21 Shortcuts to persuasion, shortcut 18 and the “VEST” techniques from The Sales Letter Supertemplate). Otherwise, awakening and agitating their frustrations could backfire as it will awaken a “naked” fear of failure that they’ll try your product and fail.
Even money back guarantees can’t assuage these insecurities because, although they’re promised their money back, they’ll still have to deal with the reality that they failed again. So here’s the simple formula:
1. Agitate their frustration and awaken the feelings of invalidation. 2. Promise a quick, easy and permanent solution.
3. Empower them using desires #3, 5 and 6.
4. Sell them the dream by leveraging desire #1..
Let’s check out a few examples…
Desire #2 in Action:

Example #1: One Smart Decision (great for PS or upside of cognitive dissonance)
Instructions: make a list of benefits, starting with a term like “one smart decision you make today.” See “21 Shortcuts to Persuasion” Shortcut 18 (Validation) for an explanation of why this works.
Example: (from a video script selling an MLM marketing product) “One smart decision could make this the last day you ever worry about money.
One smart decision and you could wipe out every penny of your debt, reducing your overhead to nearly zero.
One smart decision and you could stroll into your boss’s office, slide your resignation letter across the table and head off to enjoy early retirement and unlimited streams of passive income.”
***************************END OF SAMPLE************************
Example: Easy + Certain + Massive Results (during intro or revelation in hero’s journey)
Instructions: describe the need for a solution which is easy to use, certain to work and which produces massive results either frequently or in a short time period.
Example: (from the video script for an attraction marketing product)
“But I wasn’t about to give up on internet marketing. I KNEW it was the key to unlocking my financial destiny. I just needed a (easy) simple, dependable system. that worked (certain)ALL the time, without fail and which could take the anxiety and the guess work out marketing and empower me to (massive results)make as much money as I wanted, whenever I wanted.”
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***************************END OF SAMPLE************************ Example: (from a sales page selling an investing product)
“The global economy is on the verge of a devastating collapse. Piles of national debt are building up by the second and things are already in motion that could force millions of hard working people to live a grisly life of financial uncertainty. I know this, it almost happened to me. But I did something about it, now it’s your turn.
Before YOUR financial security is sucked up by the tornado of tax increases and hyperinflation that are just on the horizon, you need a secure and certain way to protect YOUR interests so you and your family won’t become slaves of a shipwrecked economy.”
***************************END OF SAMPLE************************ Example: (from a video script selling an investing product)
“It’s time to start living the life you and your family deserve right now. The global economy is plummeting into a maelstrom of nightmarish uncertainty. If you don’t already have a backup plan for securing an alternative income, you and your family could be left out in the cold, fighting brutal price rises and preparing for the worst over the coming days.
Or you could be traveling on a whim to any distant location that your heart’s desire, waking up to a nice breakfast and relaxing cup of coffee instead of dragging your tired body out of bed in the wee hours of the morning to a blaring alarm clock, just to battle a on hour of gridlock traffic and arrive at work to drab cubicle and a screaming boss. Just imagine sending your kids to any college you wanted, buying that car or house you’ve always wanted, handling any financial emergency quickly and without worrying where the money will come from.
So if you’re ready to live a stress free life, take long vacations, splurge on anything you want and change your financial legacy, it’s time to close your eyes and let this become your reality. It’s time to take a leap of faith and get your hands on a quick, simple, proven system that will double your money whenever you want put YOU back in charge of your life.”

Desire #3: A Past to Justify
Everyone has disappointments and regrets. Even people who claim not to have them would likely change some things if they had a chance to do their lives over. Those who wouldn’t are rare, so it’s best to bet on something that plagues the majority of people.
Regret, shame and guilt can eat away at a person’s feelings of self-worth like invisible teeth. More important though, a person’s insecurity about past failures and disappointments can keep them from seeing present opportunities and future hopes, including those associated with your offer.
So justifying a person’s past solves two problems.
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First, it makes you the good guy because you’re giving them something that’s very, very rare in this world. You’re accepting them just as they are instead of expecting them to live up to some hypersystemic standard.
Second, you’re dampening the fear or the insecurity which would otherwise keep them from taking advantage of your offer…you’re eliminating their fear of failure and disappointment.
This is especially important when you’re presenting yourself as an authority. If someone sees you as an authority, they’ll likely be afraid of letting you down or not “being good enough.” This is sheer intimidation, which rarely inspires trust.
But justifying their past adds the “positive” element to Positive Intimidation. It helps them see you as an ally who will be feared by their enemies instead of someone they should be afraid of.
Finally, the most powerful way to justify someone’s past is to identify with their past regrets or disappointments on a personal level. Tell them you made and overcame the same mistakes, how you suffered the same disappointments and how you overcame them.
So here’s the simple formula:
1. Know the source of their past disappointments, regrets, shame and guilt.
2. Identify personally with their past disappointments, regrets, shame and guilt.
3. Assure them that it’s not their fault.
4. Show them how they can succeed in spite of their past.
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5. Empower them using desires #3, 5 and 6.
Let’s check out a few examples…
Desire #3 in Action:
WARNING: The examples given below are NOT FOR USE!!! They are either intellectual property of Penetration Media or were written for a customer. Use the overall principle in each example to create your own versions.
Example #1: Forget the Past (connection, presence and pressure sections)
Instructions: let the reader know that it doesn’t matter how many times they’ve failed that they can still succeed. See “21 Shortcuts to Persuasion” Shortcuts 5 (Validation) for an explanation of why this works.
Example: (from a video script selling an MLM marketing product)
“It doesn’t matter how many times you’ve failed in the past, how much money or time you’ve wasted, it doesn’t matter how many times you’ve gotten your hopes up only to be disappointed.
As soon as you see the power of this simple system you’ll know that this is the quickest way to change your entire life for the rest of your life.”
***************************END OF SAMPLE************************
Example: Common Ground/Confession of Faults (connection section or hero’s journey)
Instructions: State that you and the reader are alike and make a list of faults which they can identify with. Then, tell them why they can still trust you to help solve their problem. See “21 Shortcuts to Persuasion” Shortcut 11 (Trust) for an explanation of why this works.
Example: (from the sales page for this product)
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“If you’re reading this, you and I are probably more alike than we are different. (admission of faults) I have a moderate lazy streak. I’m not crazy about working harder than I have to. I can be sporadic in my work habits. I’m still pretty disorganized in the way I do some things, and I’m still doing too many things that I should be delegating.
I don’t always get it right the first (second or third) time, and I have a long way to go before I’m sitting in my multi-million dollar home in Fiji.
(assurance of how I can help)Yet, despite all these challenges, I’ve still built several passive income streams and a successful content marketing business which together empower me to pay all my expenses, live 100% debt free, take three or four nice vacations a year, support several charitable causes and buy only the healthiest foods and the best clothes.”
***************************END OF SAMPLE************************

Desire #4: A Conspiracy to Expose
Suspicion is in our nature, so is the belief in conspiracy. The more frustrated a person is with the present (see desire #2) and the further away
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they feel from living their ideal dream (see desire #1), the more alluring conspiracies become.
In the church, people facing adversity or personal limitations attribute their struggles to the conspiracies of Satan. The liberals accuse corporations and rich people of using conspiracy to oppress the poor, conservatives accuse the government of using conspiracy to overtax and to demonize the rich.
Employees often accuse their employers of sabotaging their potential. Frustrated spouses often accuse their partners of having affairs. Our attraction to conspiracy is also part of our desire to have a battle to fight and our desire to be united against a common enemy (see desire #5).
Of course, some suspicions are irrational and exaggerated; others are fabricated or downright bizarre. But these beliefs, as irrational as they might be, are born out of to our need for curiosity, our need to expose the “hidden forces” which are influencing us. Most important, conspiracies meet our needs for validation, excitement, security and Transcendence.
The belief in conspiracy provides a means of ducking accountability for our failures and thus justifying our past. That’s the link to the need for validation.
Mutual suspicion provides a strong connecting force in certain subcultures. People love to sit around in coffee houses or in the break room at work and gossip about how the “powers that be” are conspiring against them. That’s the link to the need for security and Transcendence.
Conspiracies are exciting, as they’re a perfect scapegoat for our failures and many people validate themselves by their ability to intelligently “see through the lies” and expose hidden conspiracies.
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I suspect there’s also a degree of flattery in believing that large organizations or people in power find us such a threat (or an asset) that they need to manipulate us through elaborate conspiracies. That’s the link to security, excitement and validation.
Of course, these are irrational motivations. Nonetheless, that doesn’t stop people from being intrigued and seduced by conspiracy. It doesn’t stop them from believing that there are “hidden forces” working against them.
There are layers and layers of subconscious needs which are which can be met through the belief in and the exposure OF conspiracies. So if you can appeal to your reader’s desire to expose a conspiracy, your message will be that much more attractive.
So here’s the simple formula:
1. Know their present frustrations, their past disappointments, their regrets, their shame and their guilt AND the conspiracies which they blame for these struggles.
2. Confirm their suspicions about the conspiracy, indirectly suggesting that it’s not their fault, but the fault of the person or thing conspiring against them.
3. Identify the enemy and (verbally) attack the enemy’s weaknesses.
4. Reveal the “secret loopholes” which will empower them to succeed in spite of the conspiracy and bring shame to the enemy.
Let’s check out a few examples…
Desire #4 in Action:
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WARNING: The examples given below are NOT FOR USE!!! They are either intellectual property of Penetration Media or were written for a customer. Use the overall principle in each example to create your own versions.
Example #1: Economic Uncertainty (great cognitive dissonance strategy)
Instructions: scare the crap out of them with a vivid description of the “failing economy.” Notice the use of Godforce words to invoke strong emotion.
Example: (from a video script selling an investing product)
“You don’t have time to waste with the hype and nonsense in the media about an ‘economic recovery.’ The global economy is crumbling all around you. A flood of economic devastations are already in motion that will force millions of hard working people like you to become slaves of a failing financial system.
Before YOUR financial security is sucked up by the bloated tax hikes and price increases that are just around the corner, you need a safe and dependable plan for protecting your interests and providing a secure future for your family.”
***************************END OF SAMPLE************************ Example: (from the sales page for a betting system product) “I wasn’t kidding about the billions per year these gambling sites are making.
I’ve done the research. It’s mind-boggling, sickening even. (conspiracy )Billion dollar companies create these flashy, fun websites that have you glued to your computer screen till 3am, praying for a lucky break while fighting the nagging worry that you’re about to lose your grocery money.
Meanwhile, the site owners sit on top of a (jealousy ) pile of money big enough to put all your kids through college, chomping their cigars and laughing as their cleverly engineered software programs gobble up your financial security.”

Conflict isn’t always negative. It provides a sense meaning and purpose because it gives us something to fight for. It is, therefore, directly connected to the highest of human needs: transcendence.
Having a battle to fight also adds excitement to our lives and gives us a sense of passion, pride and validation. It’s been said that those who don’t stand for something will fall for anything. Standing for something will always put you against something else.
Even the most peace loving people had enemies to fight against. Consider the fate of Jesus, Abe Lincoln, Martin Luther King Jr, John Lennon and JFK. One was crucified, the other four were assassinated. Things like that don’t happen to people who stand by and do nothing.
Passion is a powerfully persuasive emotion, and when a passionate person is frustrated with the present and has a powerful vision of the dream they want to live, they can be easily persuaded by anyone who gives battle to fight and who either leads them in battle fights alongside them.
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You can make yourself this kind of leader by choosing to fight against the same forces which your prospects feel are conspiring against them. We talked about how to set the stage for this battle when we talked about desire #4, a conspiracy to expose.
Once you’ve established this connection, you invite your fans to join you in the battle. Many marketers and copywriters make the mistake of bad mouthing and fighting against the competitors when they really need to be fighting FOR their fans and their prospective customers.
This is the shortcut to winning a person’s loyalty and respect. In the church, people facing adversity or personal limitations attribute their struggles to the conspiracies of Satan. The pastor often challenges his congregation to join him in the fight against hell, the devil and even the world.
The liberals accuse corporations and rich people of conspiring to oppress the poor. Their leaders invite them to join in protests like Occupy Wall Street. Conservatives accuse the government of conspiring to overtax and to demonize the rich. Their leaders invite them to join in petitions to promote conservative legislation or preserve conservative values.
The attraction to join such initiatives comes from our desire to be united against a common enemy. Many people have even given their lives for the cause they decided to fight for, and because they believed they could even create a legacy and transcend mortality.
Truly, the desire for having a battle to fight is a compelling one, and one which often drives the most irrational of beliefs.
So here’s the simple formula:
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1. Know their present frustrations, their past disappointments, their regrets, their shame and their guilt AND the conspiracies which they blame for these struggles.
2. Confirm their suspicions about the conspiracy, indirectly suggesting that it’s not their fault, but the fault of the person or thing conspiring against them.
3. Agitate their frustration and awaken the feelings of invalidation. 4. Empower them using desires #3 and 6.
5. Identify the enemy and (verbally) attack the enemy’s weaknesses.
6. Promise a quick, easy and permanent solution to solving the frustration and achieving the dream IF they join you in battle.
Now, let’s check out a few examples…
Desire #5 in Action:
WARNING: The examples given below are NOT FOR USE!!! They are either intellectual property of Penetration Media or were written for a customer. Use the overall principle in each example to create your own versions.
Example #1: Jealousy Inducing Conspiracy (use during pressure section or introduction)
Instructions: confirm their suspicions that someone is “out to get them.” See “21 Shortcuts to Persuasion” Shortcut 4 (Jealousy) for an explanation of why this works.
Example: (from the sales page for a betting system product) “I wasn’t kidding about the billions per year these gambling sites are making.
I’ve done the research. It’s mind-boggling, sickening even. (conspiracy )Billion dollar companies create these flashy, fun websites that have you glued to your computer screen till 3am, praying for a lucky break while fighting the nagging worry that you’re about to lose your grocery money.
Meanwhile, the site owners sit on top of a (jealousy ) pile of money big enough to put all your kids through college, chomping their cigars and laughing as their cleverly engineered software programs gobble up your financial security.
I don’t know about you, but makes my blood boil. Isn’t it about time someone did something about this? If you agree, I’d like to invite you to discover how to beat these turkeys at their own game…”
***************************END OF SAMPLE************************ Example: (from a book on entrepreneurial achievement)
“I don’t claim to have all the answers, but I WILL claim a 100%, unwavering commitment to bring you the blunt, unpolished truth about what really produces results. I consider myself a champion of entrepreneurs who have the courage to confront reality, set a plan in place to bend it to their will and to roll up their sleeves and get to work putting that plan to action.
There’s a reason I’ve decided to express my gut wrenching disgust with the heaping helpings of baloney being served up to consumers of personal growth literature. My intent is to attract and to champion only the high achievers who are ready to hear, to practice and to master the sound fundamentals of entrepreneurial achievement and to repel everyone else.
If your goal is to learn and to apply what really works, we’ll get along splendidly. But if you choose instead to cling to belief in the fairy tales, I can’t help you, nor am I interested in trying to.
That’s why I’m openly against the diluted, feel-good-and-attract-money-while meditating-in-your-easy-chair fairy tales which hold people hostage to optimistic denial instead of arming them with a tactical strategy for achieving real results.
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I’m against unproven trends and out of date traditions that clutter up the achievement literature like sacred cows obstructing the traffic on the highway of entrepreneurial progress.
I’m against the scores of “marketing experts,” who have never made more than $100k a year as an entrepreneur, passing around diluted and untested marketing advice, like a tribe of cannibals chewing on each other.
I’m against those who encourage you to use RAM(random acts of marketing) to scramble after bursts of short term income instead of crafting a well-choreographed strategy for creating long term equity, wealth and sustainable growth
I’m repulsed by the gurgling cesspool of bogus business opportunities that are just one cheap, copycat product away from being a Ponzi scheme and which fool people into becoming commission only sales people based on the bloated, misleading claims about becoming an “Independent business owner.”
The personal growth world is a dangerous minefield of half-truths, sugar-coated philosophies and pop-culture fluff. Its’ also a billion dollar industry, yet less than 1% of the population ever makes enough money to retire in comfort. It doesn’t take a team of census workers or a $100k grant paid to a group of university researchers to figure out the obvious problem here.
The philosophies and “strategies” being taught usually do more to line the pockets of their creators and to help them build their dreams than helping you build yours. This happens because motivational speakers have learned to successfully push the “drugs” of hope and motivation without prescribing solid strategies for producing long term results.
Some of these cats might really want to help and just be “enthusiastically innocent,” but you and I are smart enough to know that there’s another, more insidious side to their agenda. A lot of them KNOW that that they’re teaching doesn’t really work, but they know that it’s addictive because of the feelings it produces. Motivation is literally like a drug. It releases feel good hormones and creates euphoric vibrations that are VERY pleasant.
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That’s the feeling attendees leave those motivational seminars with. By the time the sugar rush of enthusiasm wears of, they realize that they’ve got almost nothing they can use to create long term results. So they go back to another overpriced seminar for another inoculation like a heroin addict going back to the dealer to buy another fix.
If you’ve been a victim of this, which I know I have, I imagine you might feel some withdrawals when reading a book like this. This book isn’t nearly as charismatic, entertaining or as sexy as most books on personal achievement. To the less sophisticated or simple-minded reader, parts of it might even seem boring.
So if you picked up this book expecting something trendy or entertaining, I imagine you’re disappointed. But if you’re able to set that disappointment and dig in, you’ll discover a one-of-a-kind treasure chest of tactical tools and strategies balanced with thought enriching philosophies that will lay the foundation for applying the fundamentals used to create multimillionaire and billionaire entrepreneurs.
You’ll also discover that I’m not just another life coach who teaches positive thinking without tactical application and motivation without strategy. I’m respectful only of what works because I want to build a long term relationship with you by helping you get real results through lasting growth. I openly acknowledge that this goal also carries a significant financial reward for me as a teacher of VDT.
I don’t try to hide that or apologize for it. Rather, I ask you to consider the mutually beneficial agenda it promotes and to join with me in using these strategies, which belong as much to you as they do to me, to create outstanding results in your life and your business. If you’ve been stuck at a plateau with in your business or your life, this is probably the precise arrangement you’ve been looking for.”
***************************END OF SAMPLE************************

Desire #6: A Power/Beauty to Discover
This is the only desire which is manifested differently for men than it is for women. At the core of this desire, is the desire to express our sexuality.
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Women want a beauty to discover, men want a power and strength to reveal. You’ll see the theme of beauty threaded through almost every advertisement for women, and the theme of power and strength threaded through nearly every advertisement that targets women.
You can see this desire at work in popular magazines like Men’s Health, Muscle and Fitness, Forbes, Maxim and the various muscle car magazines. You’ll also see it in publications like Cosmo, Better Homes and Gardens, Southern Living and Oxygen.
For men, to be weak and powerless is to be less of a man. For women, to be less beautiful is to be less feminine, less of a woman. Even the men and women who are unaware of this desire are driven by it on a subconscious level. This desire often manifests itself in the purchase decisions made by men and women.
Over the past 60 years, studies done by Advertising Age and the Institute for Motivational Research have revealed over and over that: men’s desire for powerful cars, home entertainment centers and power boats is rooted in their desire for the masculine expression of power. The same studies have revealed that women see their home and their wardrobes as an extension of themselves.
This explains why women spend so much time, energy and money on their homes and on their wardrobes while men are more invested in “boy toys” like muscle cars, power boats and big TVs and surround sound systems that can shake an 8 block radius.
This desire is the “active ingredient” of seduction because it moves the person to action. Even if you agitate a person’s frustration, build hope in their dream, justify their past, unite them against a common enemy and expose the hidden forces at work against them, you still have to awaken a
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feeling of self-worth by helping them to discover their own source of personal power.
Otherwise, feelings of inferiority will cause them to fear that their dream won’t come true, that their past can’t be justified and that they’re not good enough or don’t deserve to cure their current frustrations or defeat the enemy.
Even the most seemingly confident men and women aren’t immune to these feelings of inadequacy, especially in the presence of the strong emotions around by the other 5 desires. A man’s feelings of frustration with the present and his disappointment and shame about the past make him feel powerless.
Likewise, a woman’s feelings of frustration with the present and her disappointment and shame about the past are linked to her feelings of worth as a woman.
If you can help such a man discover his source of masculine power again, and if you can help such a woman discover her source of feminine beauty again, the leveraging of the other 5 desires will awaken an unstoppable drive.
So here’s the simple formula for leveraging all six desires:
1. Know their present frustrations, their past disappointments, their regrets, their shame and their guilt AND the conspiracies which they blame for these struggles (desires #2, 3 & 4).
2. Agitate their frustration and awaken the feelings of invalidation (loss of feminine beauty and masculine power) (desires #2 & 3).
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3. Confirm their suspicions about the conspiracy, indirectly suggesting that it’s not their fault, but the fault of the person or thing conspiring against them (desires #3 & 4).
4. Identify the enemy and (verbally) attack the enemy’s weaknesses (desire #5).
5. Empower them by helping them discover their personal source of beauty and/or power (desire #6).
6. Promise a quick, easy and permanent solution to solving the frustration and achieving the dream IF they join you in battle (desire #2 & 5).
Now, let’s check out a few examples…
Desire #6 in Action:
WARNING: The examples given below are NOT FOR USE!!! They are either intellectual property of Penetration Media or were written for a customer. Use the overall principle in each example to create your own versions.
Example #1: Few winners, many losers
Instructions: draw a contrast using the stats about the few who win at the thing they want to win at in comparison to the many who lose. Challenge them to join the winners. See “21 Shortcuts to Persuasion” Shortcut 4 (Jealousy) for an explanation of why this works.
Example: (from a book on entrepreneurial achievement )
“In the world of entrepreneurship, there are losers and there are winners. A fact that is not so widely known is that ninety five percent of all winning is done by only five percent of the participants. This is true in every field of life.
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Having been part of the 5% and the 95%, I can tell you that it’s much more satisfying to win. I think everyone knows that. The problem is that many of us submit ourselves to live as one of the 95% in hopes that we’ll someday work our way out. This is a seductively cruel illusion; one which sends most peoples’ dreams to the grave with them.
The Social Security Administration reports that if you follow any 100 people through 40 years of their life, up until the age of 65: 36 will be dead, 54 will be flat broke and dependent on a fixed income and on help from relatives. 5 will be forced to keep working, 4 will be reasonably well off.
Only one of them will be wealthy.
You’ve got less than a 1% chance of having a secure and comfortable retirement and enjoying the last years of your life. What do you think the odds are of you hitting that 1%by accident? And even if you do, you’ve still burnt up the 45 most productive years of your life sitting behind a desk, helping someone else build their dreams while yours collected dust.
Retirement is a dangling carrot, an empty promise which aims to numb the pain of working a job you hate. It does this by creating the false hope that one day you’ll have enough money to stop working and enjoy your life. 95% of the population submits to this illusion and wastes their life chasing a pipe dream.
To the entrepreneur, it’s better to have the money and the free time while you still have the energy to enjoy them. It’s better to have the freedom to invest your energy into meaningful projects, to choose who you’ll associate with and to choose where,
when and how you’ll do business while the most productive years of your life are still ahead of you.
Most important, it’s better to create a lifestyle which gives you control of your time, your money, your associations and your creative energy instead of working a job you hate for 45 years in hopes that you’ll make the cut and retire in the upper 1%.
Chasing secrets, tricks, techniques, trends, methods, models, systems and blueprints won’t give you this kind of lifestyle. Living by principles will. If this
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sounds like the lifestyle you’re looking for, reading this book could be the most important decision you’ve ever made.
I say this, not because I think I’m smarter, luckier or more talented than you. I say this because I know there’s more potential deep within you than you could possibly imagine. I say this because I know you underestimate yourself. I say this because you’re about to discover what an amazing life awaits you in the days and years to come
You didn’t find this book by accident. What you hold in your hands can unleash things from deep inside you which will inspire and astonish you. And as you use what you discover in these pages, you’ll be amazed with yourself before you’re even halfway through.
You’ll have decades of wisdom and insight you never realized you had. You’ll intuitively handle situations which paralyze most people with fear and doubt. You’ll be free of worry, fear, indecision, insecurity, anxiety and all the self-limiting obstacles that once held you back.
You’ll think, speak, act and feel like a brand new person. All around you, doors will open where there were once only walls.
These aren’t extravagant promises. Until now, only one thing has stood in the way of you achieving them:
Your life hasn’t been an accurate reflection of who you really are.
If it were, you’d be perfectly content. You’d be free of this nagging feeling that there’s more to reach for, more to achieve, more to give and more to experience. But you’re still reading because you know there’s more. You know that you are more than what you’re currently demonstrating.”
***************************END OF SAMPLE************************

Return to Main Menu

Transition Templates

Application: tell them you’re about to reveal something that will settle a curiosity related to their goal desire. The curiosity should be set up somewhere in your opening or headline.
Example: (from the earlier example of opening strategy #1).
“What if you could communicate your message so clearly, so vividly and with such urgency that it compelled your listeners to believe in it and to take action? Ladies and gentlemen, “(promise to settle curiosity set up in the headline ->) today I’m going to share three speech writing skills that will empower you to do just that.”

-Application: similar to the anticipation strategy, only use an “if…then…” anchor to persuade them to keep reading (see headline strategy #3 and “Cashflow Copywriter” superpower #4).
-Example: (from the earlier example of opening strategy #5).
“(curiosity/hope) Wouldn’t YOU like to get your hands on these company’s secrets? (anchor transition) If the answer is yes, you’ll want to pay close attention to what you’re about to read… “

-Application: similar to the anticipation strategy, only without specific mention of what you’re about to reveal. This method is risky and should only be used if you’ve promised an unrevealed reward immediately before it and either issued a challenge or invoked jealousy.
-Example: (from the earlier example of opening strategy #5).
“This is something no one can teach you or give you. (curiosity/hope of reward) But it can be learned, developed and mastered (challenge) if you have what it takes to put your business over the top. (cliff hanger)That’s why I’m delighted to share this message with you today…”

-Application: similar to the anticipation strategy, only this time you promise something that will happen by the close of your presentation or even during it.
-Example: (from a seminar script selling a negotiation product).
“In fact, (prediction) I bet you already have all the skills you need to (hope) win more clients and get paid what you’re really worth, it’s simply a matter of having a process for applying those skills in your negotiations.
Ladies and gentlemen, (prediction) by the end of this presentation, you’ll be able to (promise to settle curiosity set up in the headline ) win more clients and get paid what you’re really worth by applying a simple four step process… “

#1: Multiple Problems, One Solution 

Application: tell them you’re about to reveal something that will  settle a curiosity related to their goal desire. The curiosity should be  set up somewhere in your opening or headline.  

Example: (from a long form sales page selling a personal growth  product). 

“If you’re ready to (anchor to multiple problems) wipe the slate clean of ALL  these problems, there’s a (one solution) single process that will empower you to  overcome self-sabotage, put an end to self-doubt and awaken your inner source of  creativity, motivation and drive. (one solution) That process is something I’ve  come to known as (***obscured***)” 

#2: “If…then…” Anchors:
-Application: similar to the if…then…anchors covered earlier (see headline strategy #3 and “Cashflow Copywriter” superpower #4).
-Example: (from an infomercial script on a personal finance product).
“(curiosity/hope) What if you could make this happen, starting today? What if you could obliterate debt, take charge of your spending, increase your income by 50 to 100%, start building your net worth and make (***year***) YOUR year? (anchor transition) If this sounds like the breakthrough you’ve been searching for, then you’re just moments away from getting the help you need to make it happen… “

#3: Tell What It’s NOT
-Application: similar to the anticipation strategy (see transition strategies from connection to presence), only this time you transition into the solution. This method is risky and should only be used if you’ve promised an unrevealed reward immediately before it and either issued a challenge or invoked jealousy.
-Example: (from a video script selling).
“This is something no one can teach you or give you. (curiosity/hope of reward) It’ not something you’ll learn about anywhere else because no one else in the world is talking about it right now. It’s a single secret to creating the financial independence that most people only dream about. Introducing (***obscured***)…”

#4: Lead with the Result
-Application: similar to the “what it’s not” strategy, only this time you talk about the result which the solution will produce without revealing the solution itself until the transition is completed.
-Example: (from a seminar script selling a negotiation product).
“Every negotiation technique we just talked about is a part of a single negotiation process; (result) a process that’s so powerful, it will have you attracting more clients than you know what to do with and at more than double the rates you’re making right now. Introducing…”

#5: Lead with the Evidence -Application: similar to the “lead with result” strategy, only this time you provide evidence and data to support why the solution works before you introduce the actual solution. -Example: (from a seminar script selling a muscle building product). “Now, if you’re ready to discover the single secret that’s been proven to (evidence) increase muscle mass by 50% within less than six weeks and if you’re serious about getting a body that will turn heads, I want to invite you to discover the amazing power of (***obscured***) .

#6: Lead with the Solution -Application: an abrupt mentioning of the solution without any build up. Tie the solution immediately to either the problems or the promises discussed in the presence section. This is a hard sell strategy which should only be used when talking to sales people or when selling business to business solutions to key decision makers who are comfortable being pitched. -Example: (from a video script selling call recording software). “If you’re ready to put your business over the top, (***product name obscured***) is the one solution that will (promises discussed in presence section ) increase your customer satisfaction, boost your closing rate and make YOU the hero of your organization, starting today… “

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Storytelling Templates

#1: Storytelling
The “Hero’s Journey:”
1. Introduction of the Hero: relevant to avatar, common hope, common struggle, common enemy.
2. Breaking Point or Epiphany: commitment to overcome struggle and to fulfill hope. Sometimes a mentor is introduced here.
3. Adventure & Adversity: massive but reckless and even directionless action towards fulfilling hope.
4. Rock Bottom & Revelation: reckless actions catch up with the hero, they almost give up but through reflection they discover the secret that ultimately leads to their success.
5. Resurrects their desire: builds, applies and perfects the “elixir” (system, philosophy linked to YOUR product), achieves hope and defeats enemy.
6. Transcendence & contribution: shares the elixir with others. This is where the “value” section would begin.
Storytelling Tips:
1. Make it big, then make it believable, then make it actionable.
2. Bookend: wrap your ending back around to the beginning (see example).
3. Ladder of abstraction: top of ladder to show common ground and make it big, bottom to show context, reveal character and arouse emotion and to make it believable. Tie them together to make it actionable (ie “If ‘Hero’ did __ with ___ so can you…”).
4. Tips for organic dialogue:
-Make it believable by making it conversational.
-Place your attribution in first pause of the dialogue.
-Make your dialogue unfold with the natural flow of action.
-No stutter quotes or “when asked about” quotes.
-Quote only to reveal credibility, character or color.
5. Tips for loveable and believable characters:
-Link them to a category (avatar), tell one way they’re different than that category and give one distinct
descriptor.
-Link them to historical events (common ground),
geographical locations(common) & events(their actions or experiences).
-Show character traits through action, dialogue and
response to adversity instead of using narratives(breaks
trance), descriptions & adjectives.

The Power of Positive Intimidation
Trusting your own judgment takes work and it takes risk. These are two things which most people would rather avoid if they can help it.
This is why so many people allow others (usually their leaders) to think for them. It removes the work of having to depend on your own judgment and it creates the illusion of risk removal.
After all, if you’re “wrong,” you can always blame the other person. People are afraid of being wrong, to the point of irrationality. This is one reason even a money back guarantee isn’t adequate for bringing down people’s fear barriers. Even if they get their money back, they still have to face the fear of having been wrong.
Positioning yourself as an authority solves this problem by transferring the risk of being wrong to you. But it’s important that you don’t dilute your position by needing the reader to say yes to your offer. If you’re a true authority, your position shouldn’t be affected, positively or negatively, by their decision to either act or not to act.
I see marketers make this mistake all the time. They try to position themselves as an authority by proving themselves to the reader instead of demonstrating how their authority has already been established whether the reader choses to believe it or not.
Others establish their position, but then put themselves back into the “begging” position by trying to use that positioning to get the sale. If you’ve leveraged the other desires correctly, this will not be necessary. Rather, your positioning should help them justify their decision to believe you by eliminating their fear of being wrong.
This is done through demonstration of authority and by making it clear that whether they choose to say yes to you is their decision and that it’s being made for their benefit, not years.
So here’s the simple formula:
1. Identify personally with their past disappointments, regrets, shame and guilt.
2. Tell your “Hero’s Journey” story of how you overcame those struggles.
3. Show them that you’re a champion of those who wish to overcome these same struggles.
4. Make it clear that you’ll only help those who help themselves and that you have no vested interest in whether they do or not.
Now, let’s check out a few examples…
Positive Intimidation in Action:
Example #1: Elite Subcultures
Instructions: let the reader know that there’s an “underground” or “secret” group of people operating on secret knowledge to get a result that they really want to get. Suggest that they’ve met these people before and that the results are happening almost as if by magic. See “21 Shortcuts to Persuasion” Shortcuts 4 &5 (Jealousy & Validation) for an explanation of why this works.
Example: (from a video script selling an MLM marketing product)
“I’ll show you how a quiet subculture of savvy entrepreneurs are using VDT to secretly achieve financial independence which most people only get to read about. You’ve probably crossed path with at least one of these “super entrepreneurs,” without even realizing it. They seem to attract success as if by magic. What few people know is that these master entrepreneurs are applying a little known set of principles which produce almost supernatural results.”
***************************END OF SAMPLE************************ Example #2: I Don’t Give a Rip (intro to pressure sections)
Instructions: let the reader know that it doesn’t matter to you whether they buy the product or not, it’s for their benefit and not yours.
Example A: (from a video script selling an personal growth product)
“One thing I would like to make clear before I invite you to order this product. Neither the testimonials on this page nor the proofs of income are designed to prove the value of this product or of my expertise to you. That doesn’t matter to me.
The power of these techniques and principles has been proven long ago and time and time again over the past 15 years and has been verified by millions of dollars in earned income enjoyed by myself and my clients. I feel no need to prove the effectiveness of this system any more than I feel no need to convince you of the impact of gravity when you leap out of a plane.
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You came here looking for a sound and certain, no fluff solution for overcoming your limitations and commanding top income with less work than you’re doing right now. This is your information to do with as you see fit by either taking advantage of this risk free offer, or continuing on the same dry and profitless path you were on when you landed here.
Regardless, my clients and I will go on enjoying the benefits of applying these principles and reaping the rewards. So while your decision to benefit from this offer might make an enormous difference in your business and your life, frankly, it’ll mean very little to me.”
***************************END OF SAMPLE************************
Example B: (from a book on entrepreneurial achievement)
“By now, I’m sure you’re well aware of the industrial-sized truckloads of metaphysical nonsense and unproven claims being heaped into the personal achievement industry. Like any other sophisticated professional, I’m well aware of these and have, from the start of my entrepreneurial career, taken an unapologetic stance against them or anyone pushing them.
On some occasions, I’ve specifically mentioned names and am not afraid to do so when the context calls for it. Case in point, I spent five years working as a sales manager and coach trainer for Peter Lowe’s (now out of business) motivational seminar company, “Get Motivated Seminars.” While working there, I conducted thousands of one on one coaching and consulting sessions, many of which were with multimillionaire and billionaire entrepreneurs and world champion athletes.
While the experience of these one-on-one coaching and sales consultations provided a priceless learning experience, it wasn’t Peter Lowe’s company that taught me the principles of success. I learned more about what didn’t work from following their models, and the more I learned from actually working one-on-one with real people, the more disruption I created within their executive coaching division.
My immediate supervisors, who will go unnamed, were your typical “believe and achieve” life coach types; afraid to say the tough things, afraid to aggressively sell
Page 41
and confront, afraid to even HIRE people who had the balls to confront real client issues and to close deals.
In fact, it was my success in closing new coaching relationships and coaching our sales team to close their own deals which eventually spurred the leaders of the coaching division to try and tame me, claiming that I was “too aggressive.” This was after I’d broken every sales record in the company and transformed several of their most timid, marble-mouthed sales consultants into champion coaching consultants, some with closing rates over 50% and cancel rates lower than 10%.
Ironically, the more they repressed and discouraged me from doing what really worked, the more the coaching division struggled. Yet, no one bothered to stop and take an honest look at why we weren’t succeeding and to draw the obvious conclusion that we were failing because the most talented and capable person in the division was being gagged by the ignorant and secretly envious leadership.
It was eventually my personal discovery of VDT which led me to part ways with that company. I used VDT to command incredible results in my own life while many of the so called “expert coaches” in our department struggled to stay committed to their own goals. Yet, the optimistic denial continued, I was shunned for being too “over the top,” and eventually my disgust for swimming in a gurgling cesspool of hypocrisy led me to, politely, resign.
Less than a year after my departure, the coaching division went the way of the Titanic. A few years later, the entire company went “toes to Jesus.” I’d be lying if I told you this didn’t give me a smug sense of satisfaction and a burning desire to put myself on the six-o’-clock news and say “I told you so.”
If this sounds pretentious, so be it. But the fate of that company and outstanding success VDT has brought me and my clients reflects the brutal truth about the personal achievement industry…
Most people in this industry either don’t know how to succeed or are too afraid to confront the brutal facts for fear of what their fans, and the public, might think of them. I’ve never concerned myself with such political rump smooching. I’m only interested in what creates tangible and lasting value.
Page 42
When someone comes along who has the guts to tell the truth and who has a knack for getting outstanding results, it’s typical of the “false prophets” in this industry to jealously reject the wisdom and success of those who “get it.” But everything that’s built on a false foundation is bound to crumble like a stale cookie. And when it does, I’ll be damned if I’ll apologize for being the rejected prophet who stood at the city gates foretelling it’s doom while the inhabitants waddled around in a trance of optimistic denial.
That said, I don’t claim to have all the answers, but I WILL claim a 100%, unwavering commitment to bring you the blunt, unpolished truth about what really produces results. I consider myself a champion of entrepreneurs who have the courage to confront reality, set a plan in place to bend it to their will and to roll up their sleeves and get to work putting that plan to action.
There’s a reason I’ve decided to express my gut wrenching disgust with the heaping helpings of baloney being served up to consumers of personal growth literature. My intent is to attract and to champion only the high achievers who are ready to hear, to practice and to master the sound fundamentals of entrepreneurial achievement and to repel everyone else.
If your goal is to learn and to apply what really works, we’ll get along splendidly. But if you choose instead to cling to belief in the fairy tales, I can’t help you, nor am I interested in trying to.”

Never again

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Stage #1: Connection Templates

Templates for making first contact w/cold traffic.

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Stage #2: Collection Templates

Templates for collecting contact information.

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Stage #3: Continuity Templates

Templates for email, SMS, direct mail, and retargeting.

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Stage #4: Conversion Templates

Templates for converting traffic and leads into customers.

  • The subject line and hint combinations are listed in order from safest to riskiest. Use them at your own risk and always check your email provider’s spam score before going live. 
  • Send Email #2 only to users who open Email #1. For users who don’t open Email #1, resend Email #1 with a new email subject line and hint combination. Follow the same practice for Email #3. 
  • If you have your customer’s SMS #, use the email subject lines or their corresponding hints to create SMS reminders. Add the << call to action text >> to the end of your SMS followed by a link to the shopping cart. Use a URL shortener whenever possible. 
  • Split test subject line and hint combinations to maximize email open rates. 
  • Split test call-to-action messages to maximize email and SMS click-through rates. 
  • CLICK HERE to finish your checkout now
  • CLICK HERE to claim your discount now
  • CLICK HERE to claim your bonuses now
  • Yes, finish my checkout out!
  • Yes, claim my discount now!
  • Yes, get my discount now!
  • Yes, claim my bonuses now!
  • Yes, get my bonuses now!
  • Yes, claim my FREE GIFT now!
  • Yes, get my FREE GIFT now!
  • CLICK HERE NOW to finish your checkout
  • CLICK HERE NOW to claim your discount
  • CLICK HERE NOW to claim your bonuses
  • SUBJECT: [NAME], your order is incomplete | HINT: You almost lost your [PRODUCT NAME] order, [NAME].
  • SUBJECT: [NAME], your discount expires soon | HINT: Your [# OR %] discount is about to expire.
  • SUBJECT: Oops! You forgot your [PRODUCT NAME] | HINT: You left your [PRODUCT NAME] in your shopping cart!
  • SUBJECT: [NAME], you ghosted your [PRODUCT NAME]! | HINT: What the heck, [NAME]? You forgot your [PRODUCT NAME] order!
  • SUBJECT: [NAME], your mom doesn’t work here | HINT: [NAME], you left your [PRODUCT NAME] at our store. Please come collect it.
  • SUBJECT: Uh Oh! There’s a problem, [NAME] | HINT: [NAME], your [PRODUCT NAME] payment didn’t go through. Please check this information…
  • SUBJECT: MISSING checkout information | HINT: We can’t send your [PRODUCT NAME] without this information…
  • SUBJECT: MISSING order information | HINT: Your [PRODUCT NAME] order is almost ready…
  • SUBJECT: [NOTICE/ALERT/ERROR]: We’re unable to complete your order | HINT: [NAME], we couldn’t process your [PRODUCT NAME] order without this information…
  • SUBJECT: RE: Your [PRODUCT] order | HINT: [NAME], your [PRODUCT NAME] payment method is missing. Please complete your checkout…
  • SUBJECT: [NOTICE/ALERT/ERROR]: Incomplete order | HINT: [NAME], there was a problem with your [PRODUCT NAME] order. Please check this information…
  • SUBJECT: [NOTICE/ALERT/ERROR]: Payment incomplete | HINT: [NAME], your [PRODUCT NAME] payment is missing. Please check this information…
  • SUBJECT: [NOTICE/ALERT/ERROR]: Checkout failed | HINT: [NAME], we couldn’t complete your [PRODUCT NAME] checkout. Please complete this information…
  • SUBJECT: [NOTICE/ALERT/ERROR]: Insufficient payment info | HINT: [NAME], your [PRODUCT NAME] payment is missing. Please complete your order…

You forgot your [PRODUCT NAME]! 

Thankfully, we saved your shopping cart and your [PRODUCT NAME] is almost ready to ship. 

[CART ITEMS WITH PICTURES HERE]

Order Total: [TOTAL HERE]

[SUMMARIZE GUARANTEE IN ONE SENTENCE]

<< [CALL TO ACTION BUTTON OR LINK HERE]  >>

PS: [BENEFIT STATEMENT HERE]

Your [PRODUCT NAME] is almost ready to ship.

This product may be temporarily out of stock soon, so please finish your checkout now. 

[CART ITEMS WITH PICTURES HERE]

Order Total: [TOTAL HERE]

[SUMMARIZE GUARANTEE IN ONE SENTENCE]

<< [CALL TO ACTION BUTTON OR LINK HERE]  >>

PS: [BENEFIT STATEMENT HERE]

Your [PRODUCT NAME] is ready for download. 

Your [DISCOUNT # OR %] discount expires in [TIME PERIOD], so please finish your checkout now.

[CART ITEMS WITH PICTURES HERE]

Order Total: [TOTAL HERE]

[SUMMARIZE GUARANTEE IN ONE SENTENCE]

<< [CALL TO ACTION BUTTON OR LINK HERE]  >>

PS: [BENEFIT STATEMENT HERE]

Your [PRODUCT NAME] is ready for download. 

Your [BONUS ITEMS] will expire when you delete this email, so please finish your checkout now.

[CART ITEMS WITH PICTURES HERE]

Order Total: [TOTAL HERE]

[SUMMARIZE GUARANTEE IN ONE SENTENCE]

<< [CALL TO ACTION BUTTON OR LINK HERE]  >>

PS: [BENEFIT STATEMENT FOR BONUSES HERE]

  • SUBJECT: [NAME], here’s a discount on your [PRODUCT NAME] | HINT: Finish your [PRODUCT NAME] now and save [# OR %].
  • SUBJECT: [NAME], here’s something extra for you | HINT: Finish your [PRODUCT NAME] order and get this for FREE…
  • SUBJECT: Okay, you win [PRODUCT NAME]! | HINT: Finish your [PRODUCT NAME] order and we’ll throw this in for FREE…
  • SUBJECT: Geez [NAME], I guess we’ll have to bribe you! | HINT: Here’s a little something extra to go with your [PRODUCT NAME]…
  • SUBJECT: Okay [NAME], here’s our shameless bribe | HINT: [NAME], if you finish your [PRODUCT NAME] order, we’ll throw in this FREE GIFT…
  • SUBJECT: [NAME], here’s a freebie you’ll love | HINT: Get this FREE GIFT when you finish your [PRODUCT NAME] order today…
  • SUBJECT: [NAME], here’s a freebie to go with your [PRODUCT NAME] | HINT: Want a FREE GIFT to go with your [PRODUCT NAME]?
  • SUBJECT: [NAME], let’s make a deal on your [PRODUCT NAME] | HINT: We added a little something extra if you finish your order…

What if we give you [# OR %] off to complete your [PRODUCT NAME] order today?

This offer expires when you delete this email, so claim your discount now…

[CART ITEMS WITH PICTURES HERE]

Your NEW Total: [TOTAL HERE]

<< [CALL TO ACTION BUTTON OR LINK HERE]  >>

PS: Here’s what our customers are saying about [PRODUCT NAME]

What if we give you a FREE [BONUS PRODUCT] for completing your [PRODUCT NAME] order today?

This offer expires when you delete this email, so claim your FREE GIFT now…

[CART ITEMS WITH PICTURES HERE]

Your Total: [TOTAL HERE]

Your FREE GIFT for ordering now…

[BONUS PRODUCT WITH PICTURES HERE]

<< [CALL TO ACTION BUTTON OR LINK HERE]  >>

PS: Here’s what our customers are saying about [BONUS PRODUCT NAME]

  • SUBJECT: [NAME], your [PRODUCT NAME] discount expires today | HINT: Last chance to save [# OR %] on your [PRODUCT NAME].
  • SUBJECT: [NAME], you’re about to lose your FREE [BONUS PRODUCT] | HINT: Order now, or your [BONUS PRODUCT] will go to someone else…
  • SUBJECT: Okay [NAME], we’re a little confused | HINT: [NAME], why didn’t you accept our FREE [BONUS PRODUCT]?
  • SUBJECT: What the heck, [NAME]?| HINT: Are you really gonna let your [# OR %] discount go to waste?
  • SUBJECT: WTF [NAME]? | HINT: We offered a FREE [BONUS PRODUCT] and you ghosted us!
  • SUBJECT: LAST CHANCE to save [# OR %] | HINT: This is our FINAL REMINDER about your discount on [PRODUCT NAME].
  • SUBJECT: FINAL REMINDER: Your [PRODUCT NAME] discount expires today | HINT: This is your LAST CHANCE to save [# OR %].
  • SUBJECT: FINAL NOTICE: Your [PRODUCT NAME] discount expires today | HINT: This is your LAST CHANCE to save [# OR %].
  • SUBJECT: LAST CHANCE to get your [BONUS PRODUCT] | HINT: This is our FINAL REMINDER about FREE [BONUS PRODUCT].
  • SUBJECT: FINAL REMINDER: Your [BONUS PRODUCT] expires today | HINT: This is your LAST CHANCE to get your FREE [BONUS PRODUCT].
  • SUBJECT: FINAL NOTICE: Your [BONUS PRODUCT] expires today | HINT: This is your LAST CHANCE to get your FREE [BONUS PRODUCT].

Still want to save [# OR %] on your [PRODUCT NAME] order?

This is your last chance to claim this discount…

[CART ITEMS WITH PICTURES HERE]

Your Total: [TOTAL HERE] (You Save [TOTAL SAVINGS HERE!])

<< [CALL TO ACTION BUTTON OR LINK HERE]  >>

PS: [SUMMARIZE GUARANTEE IN ONE SENTENCE]

[NAME], this is your last chance to claim FREE GIFT…

[BONUS PRODUCT WITH PICTURES HERE]

[CART ITEMS WITH PICTURES HERE]

Your Total: [TOTAL HERE] (You Save [TOTAL SAVINGS HERE!])

<< [CALL TO ACTION BUTTON OR LINK HERE]  >>

PS: [SUMMARIZE GUARANTEE IN ONE SENTENCE]

PPS: Here’s what our customers are saying about [BONUS PRODUCT NAME]

<< [CALL TO ACTION BUTTON OR LINK HERE]  >>

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Master The 4 Copywriting Dimensions

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