Sell Like Crazy

Fascination Bullet Copy Formulas
How to X without Y: ‘How to get washboard abs without doing a single
sit-up’. ‘How to meet single men without speed dating or hanging out in
bars’. ‘How to invest in real estate with no money down’.
You need X, right? Wrong! Address a common belief and then create
massive curiosity by talking against it. ‘Drinking 3 litres of water a day is
healthy, right? WRONG!’
‘Discover the number one thing you can do to stay 20 times more hydrated
than drinking water’. This creates massive intrigue.
X ways to Y: This is the most classic of all, ‘Five ways to meet single
women in Melbourne’. Classic, straight forward copy.
Where to find Y: ‘Where to find the most ravenous hyperactive buyers
online’.
How to eliminate X: ‘How to stop joint pain forever’. ‘How to never pay
another cent in tax’.
What you should never: This is a great one, as people are more compelled
to know what they shouldn’t do than what they should. Fear of loss (pain) is
greater than fear of attainment (joy).
‘What you should never say to a woman on your first date’. ‘What you
should never do when trying to win over a prospect’.
Say goodbye to X [frustration]: ‘Say goodbye to calorie counting and
hour-long cardio sessions’.

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The truth about Y: ‘The dirty truth about fish oil revealed’. ‘The truth
about flossing only after you’ve brushed your teeth’.
Have you been doing X wrong? (And does it really matter?) ‘Have you
been boiling your eggs in the wrong pot? (And does it really matter?)’
‘Show, Don’t Tell’: Visually Represent the Value of the Opt-In
It’s not enough to just tell your prospects about what they’re going to get.
You need to show them, and make it polished so the perceived value is very
high. Just the same way an online shopper wouldn’t buy something online
without seeing high-resolution images, your prospects will be reluctant to
hand over their contact details without seeing what they’re getting.
If it’s a free report or ebook, show them a physical book or brochure mock-
up. If it’s a cheat sheet, show them how many pages they are getting.

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