Sell Like Crazy

The Opt-In Headline
The headline should snap your reader’s eyeballs to the screen and promise
them a specific, vivid benefit. Focus on solving one specific pain point for
your prospect. If it’s too vague it will roll over your prospects like water off
a duck’s back. It should focus on your prospect’s exact needs and then offer
an immediate solution to their problem.
When you’re writing opt-in copy, you’ve got to have energy behind it. Turn
up the volume and take it to the extreme. Why?
People browsing online are basically sleepwalking zombies. They roam
from site to site until they find something that strikes them. Your copy must
be like a thundering bolt of lightning that shoots through their bodies and
shocks them awake from their slumber.

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To do this you must turn up the volume full blast.
Headline Formula:
Finally! How to Get [DESIRED RESULT] Without [THING THEY FEAR
MOST] in [SPECIFIC TIME FRAME] - Guaranteed.
‘[PROBLEM]? Get My [SOLUTION] and [RESULT]’
If you’re struggling to come up with a unique headline, this little puppy
works a treat, every, single, time. Guaranteed.
The Opt-In SubHeadline
The subheadline simply restates your offer and what they’re specifically
getting, such as this: ‘26-page Paleo cookbook including 16 delicious
Paleo-friendly recipes you can make in under 20 minutes PLUS beautiful
high-resolution pictures’.
It should then go on to explain how this will be delivered, and leave nothing
to question, such as: ‘Simply enter your email address below and a PDF
copy will instantly be sent right to your inbox’.
Ultra-Compelling Fascination Bullets
Bullet copy or fascination bullets are small nuggets of tantalising teaser
information that intrigue the reader while offering or implying a benefit.
They’re designed to crank up the curiosity of your prospect and make not
opting-in virtually impossible. It’s what can give that last nudge required to
push your prospect over the edge.
The number one thing that impacts the effectiveness of your bullets?
It’s curiosity.
‘Curiosity’, said the legendary American advertising pioneer Claude
Hopkins, ‘is among the strongest of human incentives’.
So instead of barraging prospects with blatant benefits, you want to craft
bullet copy that teases, tantalises, and tempts prospects — intensifying their
curiosity to almost unbearable levels, and then inviting them to satisfy that

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curiosity for free, simply by opting in.
Writing great fascinations is an art form demanding a great eye, well-
developed skill, and tremendous creativity. It’s an endeavour that can take
years to master.
To circumvent this arduous task, I’ve included my fascination bullet copy
formulas for writing compelling bullet copy in minutes.