Sell Like Crazy

1. Call out to your audience
Address your audience at the start of your ads, at the top of your landing
page or sales letter.
2. Demand their attention
Use a big promise headline, like the National Enquirer (Example: ‘How to
lose 10 Kgs in 6 Weeks Without Exercise Or Dieting…Guaranteed!’)
3. Back up your big promise
After your big promise headline, back it up with a straightforward
explanation in the subheadline.
4. Create irresistible intrigue
After you’ve crafted a headline that demands attention and a subheadline
which positions your big promise, it’s now time to dial up the intrigue with
some bullet points. Write out 10 to 20 additional headlines and trim down to
your best six. Each bullet should call out the difference pains, fears, hopes,
and dreams of your target market and add an element of intrigue – such as,
‘The Little-Known Secret to _____ that ________ Don’t Want You to
Know’.
5. Shine a floodlight on the problem
Identify the audience (who they are, how they feel) or tell a story about a
problem, a struggle, or a challenge. Explain vividly how it feels to
experience the specific problem your target market has. They should feel as
if you’re reading their mind and be left saying, ‘Yeah, that’s exactly how I
feel’. Agitate the problem so they really feel pain and agony and become
motivated to take action. Remember, people are much more motivated by

---

moving away from pain than moving towards pleasure.
Talk about and describe in vivid detail what they’ve tried before to fix the
problem and why it hasn’t worked.
6. Provide the solution
Reveal a solution to their problem with your products or services and then
prove this solution is the best viable option that exists. Demonstrate clearly
how it’s different from all the other solutions they have tried which failed.