World’s Fastest Marketing

Plan
BACKGROUND
Ø Multiple-Domain Experience: Mathematics, Persuasion, Marketing, Technology
& Finance.
Ø Education: B.MathFin and B.Bus (Marketing/Accounting)
Ø Business Experience: SaaS, Consumer Goods, Pharmaceutical, Branding, Direct
Response, and Management Consulting
Ø Investment Banking & Investment Management
Ø 4 Exits.
Ø Grew and managed team of 150 people across multiple countries
Ø Raising Money + Investment Analysis
Ø Investment for a Family Office
Ø Supply Chain Management: Managed over 5000 SKUs across multiple
warehouses in 3 countries
Ø Media: TV, Radio, Billboards, Cinema, Newspaper, Ad Networks, Solo Ads, etc
Ø Offline + Online Marketing
Ø Over 30 Offline Product Launches
Ø Over 2000 Online Marketing Campaigns With LeadsHook Alone
 Marketing =
“Reverse-Segmentation” + Positioning + Neologizing + Flow
(List/Audience) + (Frame) + (Curiosity) + (Structure)

Marketing is the distribution of ’subjective value’

STEP 1: Inventory of Interesting Facts
• Benefits, problems, desires, thoughts, needs and wants.
• Person: Take note of “whos” in this market
• Product: What (functional & emotional) are they buying?
• Loss: Avoid, Reduce, Remove: Frustration, Pain, Problem
• Gain: Increase, Enhance: Benefits Desired, Places/Position/Status
Aspired To
How to Find Your ‘Inventory of Interesting
Fact’
Searches like...

mistakes <your niche or market>

benefits <your niche or market>
why <your niche or market>
who should/should not <your niche or market>

This simple technique will give you insights about the benefits,
problems, desires, thoughts, needs and wants in most markets.
One Last Method…
• Sit, Mediate & Introspect
• What would this feel like?
• Don’t forget to use the emotional wheel
Emotional Wheel
STEP 2: Create Your Customer Magnet
(This is NOT a Customer Avatar)
 Customer Magnet Meet Inventory of Interesting Facts

Issue/ Thoughts Feelings Desires Collective Circumstances Attributes Beliefs

Fact (Demo)
70% of people
will divorce
Wrong
mortgage costs
2X more
 STEP 3 Flow: Map Out Customer Journey

• Funnel or customer journey

• Get one done ASAP.
• Change later
• It’s ok to change later
A Journey is a Physical Movement From a
Stranger to a Repeat Customer to Promoter
• It is not level of awareness or market sophistication
• So an product unaware person will have the same steps in a journey
as someone in solution aware phase… but messaging maybe
different.
• Think of “journeys as different maps” for different people because of
a person’s position on the Product Awareness/Market Sophistication
Grid.
 Some business may need to
differentiate between MQL vs SQL
Value Experience
Resonate & Woo Interact & Edutain Transact Fulfill Promise Attainment Awesomeness

Qualified Repeat
Strangers Visitor Lead Customer Consumer Promoter
Lead Customer

Outbound
Touchpoints Order Product Order
/
Form or Various Form, Use, Form, Experienc
(Marketing Inbound
Call Content Checkout Training Checkout, es Delight
Collateral) Marketing
/ Contract etc Reorder
or Direct

CLICK, SHARES,
Transaction CLICK or FORM PURCHAS PAY
DOWNLO USE RECOMM
CALL SUBMIT E AGAIN
AD, etc ENDS

Content Display Ads Every transaction Dynamic Calculation Of Next Touchpoint in

recorded against profile Customer Journey or Pathway (via Email,
Blogging Cold Calling SMS, Call or Face to Face)

PPC Offline Ads

SEO Direct Mail ‘Continuous’ Profiling

PR Banner Ads

Events Video Ads Business/Product Centric

Tells us about a flow we need to setup.
Social
Media
Social
Media Ads
But it does NOT tell us about where to
meet our leads.
It’s logical framework for internal
Persuasion Sequence: A sequence of touchpoints & interactions with triggers & actions. efficiency
Respond to interactions (positive, negative and no-responses).
We need marketing effectiveness too!
Touchpoint Behaviour + Action = Interaction + Assign Value = Transaction
Intra touchpoint & Inter touchpoint transactions
 STEP 4: Product
• Why is this product made the way it is?
• What consumer problems, desires, and needs is it designed for?
• What’s special about it—why does it fulfil a consumer’s needs better than the
competition?
• Who says so besides you?
• What are your strongest proof elements to make your case believable?
• What are all the product’s best features and how does each translate into a
consumer benefit?
• If you had unlimited funds, how would you improve this product?
• Who are its heavy users—the 20 percent who generate 80 percent of sales?
• What irresistible offers might trigger an explosion in sales?
• What premiums can be tossed into the mix to press your prospects’ hot buttons?

Source: https://marketingbullets.com/bullet-19/
 STEP 5: Positioning/Frame

• What are you selling? What else are you selling?

• You have nothing without positioning, i.e. subjective value creation.
• Lose weight vs. Get a sexy body vs. Live longer vs. get healthy vs
reduce risk of cancer vs. natural cure for cancer
• Make money vs. regular income vs. get rich fast vs. live without
financial stress
 Find Positioning: Universal Appeals
People want to gain:
Health
Popularity
Praise from others
Pride of accomplishment
Self-confidence
Time
Improved appearance
Comfort
Advancement (social &business)
Money
Security in old age
Leisure
Increased enjoyment
Personal prestige
(Mail Order Strategy by Victor Schwab)
People want to save: People want to be: People want to do:
Time Good parents Express their personalities
Discomfort Creative Satisfy their curiosity
Risks Efficient Appreciate beauty
Money Recognized authorities Win others’ affection
Worry Up-to-date Resist domination by others
Embarrassment Gregarious Emulate the admirable
Work “First” in things Acquire or collect things
Doubts Sociable, hospitable Improve themselves generally
Proud of their possessions
Influential over others

Diverge: In What Ways Does Your Product Deliver Each

of the Above Appeals? Find at least one. Cull later
Value Is Subjective
• Value is perceived in the mind of the customer
• Price is the transaction (what we see)
• Value > Price
• Every person has a different “clearing” price!
• Marketing allows us to ‘alter’ this subjective perception, i.e.
Positioning
• Capture Proof
• This Process Allows You To Construct Questions To Dynamically Learn
About Someone…
Proof
• Data, Surveys, Studies
• Charts & Graphs
• Mechanism/Secret Sauce
• Reasons Why
• Logical Argument
• Third Party Verification
• Case Studies
• Before/After
• Testimonials
• Social Proof
Proof
• Product Reviews
• Sharable, Valuable Content
• Photos/Videos Demonstrating Evidence
• Authority/Celebrity Endorsement
• Awards
 Step 7: Adjust the Appeal/Positioning
By Neologizing (Hide, Corrupt, Blur, Blindside)
• Neologize: Curiosity delivery mechanism
• Create new words or phrases
• Often the reverse, opposite or what it’s NOT.
• Example: Get a Six Pack Without a Dieting or Exercise
• Curiosity Test: “What on earth is this?”
Examples:
• Reverse Market Segmentation
• Canadian Social Security
 STEP 8: 6 Great ‘Leads’ That Work
OFFER
What is it? Irresistible deal. Start with
offer: product, price, discount,
premiums, guarantees, and
related deal elements.
Pattern HEADLINE:
Focus on the most
emotionally compelling detail
of the offer -- include a
promise and a performance
guarantee.
LEAD:
Give a reason why you're
offering this deal (e.g. supplies
are limited, a news event, a
time or quantity limit). If
there is a catch, then be
upfront.
PROMISE
Big benefit reader will get –
Qn: “what will I get in
return?”
Not effective when market is
over-exposed to claims.
HEADLINE:
Start with the product's
biggest benefit that connects
with prospect's core desire.
Should sound as new and as
original as possible. Bold and
still believable.
LEAD:
Repeat the promise with more
dimensions and/or dive into
the proof. Can focus on
speed, size and quality of
results.
PROBLEM/SOLUTION
Resonate with market’s
problem. Not about
educating the prospect. More
empathy… “someone gets my
problem”.
HEADLINE:
Start from the problem -- sum
the core worry in as instant a
phrase as possible. Make sure
they're worries that carry
deep emotional weight.
LEAD:
You have to stir those
emotions first to prove you
feel their pain. Must show
empathy. You must offer
hope of a relevant solution at
some point in the pitch.
SECRET
Create emotional tension by
emphasising end-result, i.e.
Zeigarnik effect.
We need to know stuff others
don’t.
HEADLINE:
Start with a secret.
LEAD:
Then dig the hook deeper by
showing specific benefits and
specific claim. Show others
getting same/similar results.
Introduce a time dimension --
when the result will be
attained. Show examples,
case studies... such that
reader say "There is no way I
can't get these results as
well". Don't reveal secret
until you've had a chance to
show benefits, testimonials,
proof & USP.
PROCLAMATION STORY
An emotionally compelling Promise or benefit is told
declaration about a little- through a metaphor (the
known statement of fact or story).
prediction. Need to research
to find the proclamation.
HEADLINE: HEADLINE:
Startling, Bold, Jolting Curiosity and intrigue.
Proclamation.
LEAD:
LEAD: Show character(s) mirroring
Can offer recommendations what the reader is going
and a BIG promise through. Allow the reader to
immediately after (but not see him/herself in the story.
what it is only what it will do)
Repeat proclamation and give
reason-why it's true. Address
why proclamation is being
made NOW.
 OFFER
Examples Price Driven Deal:
Armani Jeans – 80% OFF until
5PM.
Guarantee:
1) Guaranteed To Improve
Your Child's School Marks --
or you pay nothing! The
Fabulous New Teaching
Machine Automated Speed
Learning Method
2) Don't Pay One Penny Till
This Course Turns Your Mind
Into A Mental Magnet!
Invitation:
Join the 1% Club, By
Invitation ONLY
PROMISE
1) Instant Relaxation
2) Build Your Memory In 4
Short Weeks
3) The world's most perfect
heart supplement.
PROBLEM/SOLUTION
Identify the unspoken worry
1) Do you have a secret fear
of losing your job?
2) Seven Deadly Advertising
Mistakes
Identify a known problem or
by dimensionalisng a known
problem
Do your hands and feet feel
like blocks of ice?
Identify the Prospect
People Who Want to Write --
But Can't Get Started
Create A Word To Capture
The Problem
How Much Is 'Worker
Tension' Costing Your
Company?
Five Familiar Skin Troubles -
Which Do You Want To
Overcome?
SECRET PROCLAMATION
Neologizing Arresting, exciting &
1) Closed to New Investors tempting
for the Last 6 Years--Now 1) READ THIS OR DIE! 2)
Open Again… The "Chaffee STEAL THIS BOOK!
Royalty Program" That
Turned Every $1 Into $50 Prediction
2) Texas Company Tapping 1) Why Most 20th Century
$2.8 Trillion Oil Reserve… Diseases Will Soon Become
Under The Eiffel Tower Extinct 2) 3 Shocking Events
will wipe out millions of
Curiosity/Intrigue American Investors by Dec
Secret $200 Retirement 31, 2006.
Blueprint 3) The Plague of the Black
Debt - How to survive the
coming depression.
Insider
Just 50 People Control 90%
Of the World's Energy
Markets… And They All Have
Me On Speed Dial.
STORY
No Headline
Wall Street Letter: One late
spring afternoon, twenty-five
years ago, two young men
graduated from the same
college…
2) Many of the world's
wealthiest families have used
this "secret currency" for
generations to grow
dynasties. Let me show you…
Personal Triumph
1) They laughed when I sat
down at the piano… but when
I started to play.
Curiosity/Intrigue
1) The man in the Hathaway
shirt
2) What if you had a simple
blueprint to take you from
where you are now… to your
perfect place overseas?
STEP 9: State Of Product Awareness
How much does your prospect know today about the way your product satisfies their desire?
Take an Appeal(s) UNAWARE NEED AWARE
PROBLEM
SOLUTION
AWARE PRODUCT
And Ideate Around These Leads Prospect is either Prospect has a
Prospect
AWARE
AWARE
not aware of his need (not a Prospect knows of
recognises his Customer knows
desire or his need, desire) and product but isn't
desire but isn’t your product &
or won't honestly recognises the fully aware or
aware of a way to what he wants
admit it need immediately. convinced
satisfy desire.
How many similar products have been presented to them before yours?

1st TO MARKET PROMISE, PROMISE, PROMISE, PROMISE,

Prospect has not seen PROBLEM- PROBLEM- PROBLEM- PROBLEM-
a product like yours – SOLUTION, SOLUTION, SOLUTION, SOLUTION, OFFER or
new or tech SECRET, SECRET, SECRET, SECRET, PROMISE LEAD
PROCLAMATION PROCLAMATION PROCLAMATION PROCLAMATION
breakthrough or STORY LEAD or STORY LEAD or STORY LEAD or STORY LEAD
State Of Market Sophistication

PROMISE, PROMISE, PROMISE or PROMISE,

2nd TO MARKET PROBLEM- PROBLEM- PROBLEM- PROBLEM-
Prospect is seen a SOLUTION, SOLUTION, SOLUTION, SOLUTION, OFFER or
handful of products SECRET, SECRET, SECRET, SECRET, PROMISE LEAD
like yours (still new) PROCLAMATION PROCLAMATION PROCLAMATION, PROCLAMATION
or STORY LEAD or STORY LEAD STORY LEAD or STORY LEAD
MANY CLAIMS
PROBLEM- PROBLEM- PROBLEM- PROBLEM-
Prospect has heard all SOLUTION, SOLUTION, SOLUTION or SOLUTION or OFFER or
the claims. Maybe SECRET, SECRET, SECRET or SECRET or PROMISE or
even tried a few PROCLAMATION PROCLAMATION, PROCLAMATION PROCLAMATION SECRET LEAD
products. or STORY LEAD STORY LEAD or STORY LEAD or STORY LEAD

MANY MECHANISMS PROBLEM- PROBLEM- PROBLEM-

Prospect has heard SECRET, SOLUTION, SOLUTION or SOLUTION, SECRET,
quite a few PROCLAMATION SECRET, SECRET or SECRET, PROCLAMATION
mechanisms. or STORY LEAD PROCLAMATION PROCLAMATION PROCLAMATION or STORY LEAD
or STORY LEAD or STORY LEAD or STORY LEAD

MARKET EXHAUSTED
Overexposed to PROCLAMATION PROCLAMATION PROCLAMATION PROCLAMATION PROCLAMATION
marketing – low or STORY LEAD or STORY LEAD or STORY LEAD or STORY LEAD or STORY LEAD
believability
”Unlimited” Number of Appeals

• Number of Appeals/Positioning x Number of Leads

 State Of Product Awareness
How much does your prospect know today about the way your product satisfies their desire?

• Longer sales cycle

UNAWARE
Prospect is either not aware of
• Long copy
his desire or his need, or won't • More steps in the sales process
honestly admit it
• Advertorial
• Multi-step funnel
NEED AWARE • Indirect
Prospect has a need (not a
desire) and recognizes the
need immediately.

PROBLEM AWARE
Prospect recognizes his desire
but isn’t aware of a way to
satisfy desire.

SOLUTION AWARE
Prospect knows of product but
isn't fully aware or convinced

PRODUCT AWARE • Offer

Customer knows your product
& what he wants
• Lead Capture
• Short Copy
• Direct
 Language Patterns For…
Unaware
You’ll be surprised, People in the know get benefits
• Investors in the know are cashing in
• People in the know are getting cheaper insurance and ore protection
• 7 little known mistakes that prevents insurance payouts
 Language Patterns For…
Recognize Need/Problem Aware
You’re missing out, FOMO angle
• Secret Clause That Increases Your Insurance Payout
• Fastest Way to Reduce Your Family’s Financial Burden (When Their
Need Is Greatest)
 Language Patterns For…
Wants Satisfaction (Solution Aware)
You’re not alone - millions of people have stopped suffering or have
profited - limited window of opportunity, social proof, offer a ‘TEST’
• How many sneaky “automatic claims-reject” clauses added insurance
companies can you pick?
 Language Patterns For…
Product Awareness
Sceptical, Superiority, Position against competition, Explain cost of
inaction, Explain benefits not considered, “Did you know?”, Proof
• Calculate/Compare the benefits/cost you’re missing out on.
• Are you sure you’re getting all the benefits you deserve.
• Compare against competition. 7 Reason Why This IS Better? How
These X Unique Benefits Helps Gets/Attains/Reduces
<Benefits/Pain/Aspired Outcomes/Desires>
 Language Patterns For…
“UNBOUGHT” Offer
Make an offer, scarcity
• Fast, Quick, Easy, Limited by Time/Quantity, 50% Offer Today
Unware: 7 Little Known Risks When Buying a High Rise
Apartment.
Recognizes Need (Prob): A Secret Trick To Sell Your ‘Cracks-
In-My-Building’ Risk.
Wants Satisfaction (Soln): How to Preserve Your Capital
Gains Even If Your Apartment Collapses!
Product Aware: The 5 Clauses You Must Add To Your
Building Insurance Agreement – This Ensures a Complete
Refund Including Any Capital Gains From the Day of
Purchase.
“Unbought” (Offer): 5-Min Claim Process + Zero Excess +
Includes Ironclad Anti-Crack Clauses + Backed by Lloyds of
London + 25% Off Today.
STEP 10: Narrow The List
• Reduce to a manageable size to execute based on capacity, capability,
bandwidth and budget.
• No guessing
Step 11: Copy
Emotional Wheel
Write Fascinations As Bullets (see below)

• Lubricates Your Mind

• Put it in a Sequence
STEP 12: Execute
• Create the Pages, Landers etc
• Track
• Experiment/Split-Test
 STEP 13: Segmentation
(List/Audience)
• Using the Power of Decision Trees to build audiences
• JS Events
• = Reverse Market Segmentation
Additional Training
• Persuasion Language Patterns
• How Not to Get Blindsided by Reality
• Architecture of Persuasion
• Structuring Irresistible Offers
 Working With Me
• It’s not coaching
• It’s not monthly recurring fee
• Work to an agreed objective
• Dissect your business
• Clear the bottlenecks
• Work from the back to the front (Increase capacity and scale)
• Marketing come last…
 How to Execute Fast…
üSet a Clear Objective
üTech Infrastructure
üSkills/Team Assessment
üBusiness Assessment
ü1 x Done-With-You Campaign
üGoal: Skills Transfer to you or your team
üLast Time I did prepared a business for exit, I was
paid over $150k
üNot doing much of this type of one-on-one.
BULLETS LIST BELOW...
1. The “how to” bullet
• How to use the secrets of “loading” your body for maximum power!
(Traditional swings rob you of this potential power — while the Triple
Coil Swing actually increases it two-fold!)
• How to make yourself safer than 89% of other car passengers — page
389.
• How to rub your stomach away. The simplest and most natural way to
lose weight is by this effortless two-minute exercise.
2. The “secret to” bullet

• The secrets of “Single Finger” takedowns … using moves that are

indefensible even by a larger and more experienced opponent!
•
• Little known secrets that can steer you to tremendous profits in gold
… even if bullion drops to $250 an ounce!
•
• The secret of “that schoolgirl complexion” revealed! This is the
natural compound you must have for health, beauty and long life.
Develops that youthful beauty from within.
3. The “Why” bullet

• Why if this disaster strikes the US, you’ll pay up to 15 times more
money for cheap imitations of your favorite supplements — and why
that’s the good news!
•
• Why up to 70 percent of all poisonings happen to children under five.
And the best prevention of them all. Page 34.
•
• Why you can’t trust your pension fund: Dirty tricks they play with
your money — and how to stop them COLD…
4. The “What” bullet

• What you must do immediately before November 15th, 2001 to preserve your
wealth and …
•
• What you must do at once if you receive a mild shock when you touch an electric
appliance — page 26.
•
• What the Corporate Fat Cats don’t tell you about their CoQ10 supplements …
•
• What to watch when you’re eight feet apart (it’s NOT his eyes — a terrible
mistake most fighters make that gets them hurt) … and what to watch inside the
two feet “crunch time zone” … to keep you a precious step ahead of even
superbly-trained fighters!
5. The “What NEVER” bullet

• What never to eat on an airplane. The dirtiest, deadliest airplane in the whole
wide world.
• What never to keep in your deposit box. Never. And how to stop the state from
stealing it.
• “What NEVER to take along with Vitamin C …” If you’re in the investment market,
you could say, “What NEVER to invest in as inflation rises …

Variations of What NEVER..

• Why you should not use soap anywhere but under the arms and on the genitals.
Page 37.
• The absolute worst time for your body to do paperwork or read. Page 26.
• The One Place NEVER to Store Your Gold: It’s practically an engraved invitation to
thieves. Where to store your gold for maximum safety and convenience.
6. The “PLUS” bullet

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

• Four ways to stimulate the body to release its own natural painkillers.
•
• The seven little-known signs of internal bleeding and what to do
about each — page 4.
•
• The world’s two most powerful inflation fighting strategies: PLUS the
stocks that can hand you gains of up to 562% as inflation returns …
•
• 3 often overlooked investment vehicles that can make you up to 10
times richer when the next earnings scandal bursts into the headlines.
The “Right … WRONG!” bullet

• Sneezing into a tissue prevents colds, right? Wrong! Page 2 explains

why.
•
• The bathroom medicine cabinet is the best place to store medicine,
right? Wrong! It’s the worst. The facts are on page 120.
•
• “Unscented” products have no scent? Sorry. Many are masked with a
chemical that can cause allergic reactions. Page 24.
9. The “WARNING” bullet

• WARNING — Your #1 asset is now in extreme danger! Why the equity in

your family’s home may be vulnerable to an all out attack in 2004-2006 —
crucial self-defense…
•
• WARNING: Avoid These 2 Popular Gold Investments Like The Plague!
Ignoring this single warning could leave you broke and holding the bag!
•
• Cell phone DANGER! Avoid sleep disruption from electromagnetic waves …
•
• CAUTION: Washington and Wall Street are conspiring to HOODWINK YOU!
They only want you to THINK that they’ve cleaned up Wall Street. Discover
the shocking TRUTH that can protect you from being fleeced again!
10. The “Are you …?” bullet

• Are you and your doctor making these common mistakes with your
health? One of the Country’s most respected M.D.’s exposes the 9
deadliest flaws in disease treatment that could be robbing you of your
health and hard-earned money.
•
• Does your broker have a “rap sheet” with the SEC or NASD? Here’s
how to find out — FAST!
•
• Do you take any of these 16 popular vitamins or supplements? If so,
please read this M.D.’s urgent warning!
11. The “Gimmick” bullet - Extract an idea from
information in your research and put a creative
“spin” on it, assigning it a name.
• The simple “pinch test” that instantly tells what your body fat levels are --- with pinpoint,
.5% accuracy.
•
• The amazing “Towel Hanging” trick that increases the strength of you erection … plus
your lovemaking stamina … allowing you to supercharge your love-life in a very short
time! (You have to experience these kinds of “rocket burst” orgasms to believe they’re
possible! See page 139.)
•
• And … the amazing “follow through” secret that is the foundation of making long,
straight drives so easy you could cry with joy! This alone will change your game forever…
•
• The “optical illusion” that absolutely destroys most golfers … the single most damaging
“habit” nearly all amateurs suffer that GUARANTEES they will never experience a
consistently great game! (Once you know the secret, however, you will OWN the course!)
12. The “Sneaky” bullet - overdoing it can make
your copy feel contrived.

• The sneaky ways professional fighters use the element of surprise to

turn around dangerous situations … even when they’re the ones
who’ve been “jumped” by an assailant unexpectedly!
•
• Sneaky little arthritis secrets that doctors never, ever tell you about …
•
• Sneaky insurance tricks that could be costing you an arm and a leg.
Make sure you’re not a victim.
13. The “Statement of Interest + Benefit” bullet.

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

• BUILD ENORMOUS STRENGTH AND MUSCLE TONE without exercise! Ten

minute breakthrough naturally triples your growth hormone levels.
Secretly being used by the New York Mets, Chicago Cubs and many
Hollywood stars. All you do is stand.
•
• BANISH MENSTRUAL CRAMPS FOR GOOD with a common vitamin! Now
shown to wipe out over 80% of all cases of cramps.
•
• RECOVER FROM LATESTAGE CANCER, even after it has spread to the bones.
Just a tiny dose of this cutting-edge nutrient has now been shown to make
it happen.
15. The “Specific Question” bullet

• Do you know that one-quarter of all household burglars gain entrance

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

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

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

• The easiest way to beat out even the most ferocious competition in your
marketplace, even when their marketing is brilliant, their budget huge and
their copy is so persuasive, it could have been written by Claude Hopkins
himself.
•
• And finally, the easiest way to be a master of persuasion — the simple, 12
word sentence that will make you one of the most persuasive people on
the planet, no matter what field you're in. This is the "master secret" of
knowing how to persuade almost anyone to do almost anything.
•
• The quickest, easiest ways to find a broker who won’t cheat you.
19. The “Truth” bullet

• The truth about mutual funds. What your broker doesn’t tell you
could cost you up to 5% this year.
•
• THE TRUTH ABOUT TUNA. Is it good for you? Or does it contain
harmful metals that can ruin your immune system? See page 70.
•
• THE TRUTH ABOUT ALCOHOL. Will it interfere with muscle growth?
Will it help your heart and circulatory system? See page 274.
20. The “Better” Bullet - When there’s an
assumption that something’s good but YOU have
something even better — use this bullet!
• BETTER THAN THE BENCH PRESS. For a broader, more muscular chest,
the uncanny exercise on page 17 works wonders.
•
• BETTER THAN SQUATS! Try this leg exercise on page 29. It takes less
time than squats and will not injure your back!
•
• BEYOND THE BEDROOM! Other rooms can spice up your sex life.
Every home contains sexual secrets waiting to be unlocked … DAY 3
shows you how to make your lovemaking more fun!
21. The “Single” Bullet

• The single most important sentence you will ever read about how to create
powerful marketing. It contains just nine words, and they will forever
change your approach to marketing.
•
• The single most important nutrient you’ll ever need for heart health. It’s
not expensive — but there are at least 7 different forms of it and only ONE
works. To find out which one, see page 23.
•
• The single most explosive investment in this coming crash. It takes
advantage of my three proven growth factors and is still available dirt-
cheap. But it won’t stay that way for long!
How to write world-class bullets when you’ve got
no mystery or secret
Answer: create pure benefit sequences of bullets
(without hiding intriguing or fascinating info).
• The brain cells that control learning, reasoning, memory and
coordination are being rejuvenated and sparking to life again …
• Nerve endings, once deadened, are now being revived and electrified.
Creaky, inflamed, painful joints are being soothed, renewed and
rendered pain-free …
• Entire organs — from his eyes and ears … to his heart, lungs and liver
… to his stomach, pancreas and intestines — and even his sexual
organs — are being revitalized and are returning to their normal
functions …
Or another strategy is to present horrifying
alternatives:

• Ages your eyes: Free radicals have been shown to damage your
chromosomes and block the enzymes needed to repair your DNA.

• Taxes your brain: Research from the New England Journal of Medicine
shows that the more free radical hits your brain is exposed to, the
slower the response in nerve synapse communication. Which means
these little “bad guys” could be hacking away at your brain-speed and
intelligence at this very moment!
How to create a “theme” for your bullets that maximizes their impact!
Why? The advantage of “theming” your bullets like this is that you can
hit a certain topic from a variety of angles.
• Great Real Estate Investments At A DISCOUNT! Think rising mortgage rates
mean you’ve missed your opportunity to get rich with real estate? THINK
AGAIN! Why you’re about to have a second chance to become a real estate
millionaire: page 5
•
• 8 Deadly Real Estate Traps: Avoid These Profit-Killers At All Costs! The size
of your monthly payment can make the difference between a profitable
real estate investment and a costly one. Here are 8 pitfalls to avoid when
shopping for your next mortgage! Page 6
•
• Thinking About Becoming A Landlord? Get ready to raise the rent! The
secret reason why landlords are about to get a LOT richer … Page 7
Or create a label. Example a series, “7 Guilty Secrets Drug Companies
Do NOT Want You To Know” was also touted on the cover of the piece
as a reason to read it:

• FACT #1: Drug Companies Kill Tens of Thousands Each Year: Many of
today’s most-often prescribed medications are not only useless, but
extremely dangerous — crippling and killing as many Americans each
year as died in the 18 years of the Vietnam war.
•
• FACT #2: They Do It Knowingly — For Money: The ultra-rich U.S. drug
industry — the single most profitable businesses in America — is
guilty of using bogus research, distorted reporting, and bald-faced lies
to push deadly and ineffective drugs onto unsuspecting doctors and
patients.
Great Examples of “Combination” Bullets
(1/3)
• The easiest way to control the process of persuasion rather than merely guess at
it. You’ll learn that persuasion, like music, comes down to a few simple notes.
Master them, and you can play an infinite variety of melodies that are music to
your prospects’ ears.
• You will create intense desire for your new product and yours alone. In other
words, once you introduce your product this way, your market will never again be
satisfied with your competitors’ products. Buyers will seek your product out
specifically, demanding exactly the unique features you described in your
advertising.
• How to use a simple punctuation mark to boost your response by 50% or more.
No, it's not an exclamation mark (they often decrease response, because they
smell like hype).
• … Plus … how to replenish (and manage) a steady new flow of fresh, youthful
testosterone … allowing you to finally experience more frequent, more intense,
and more pleasurable orgasms!
Great Examples of “Combination” Bullets
(2/3)
• The “Pre-Coital Secret” (only recently made public by a famous female sex
therapist) that breaks the code on giving any woman an explosive orgasm … every
time you make love! Page 114 .
• The seven most effective ways to seduce the woman of your dreams — compiled
by a rare study of women themselves! (Plus — the SINGLE most important thing
you can do to win her love forever … and the worst sin you could ever commit —
an unforgivable act that can destroy your love life!) See page 161.
• The 10 “Come Hither” Sexual Signals given by women that most men miss
entirely! These are the ultimate secrets of meeting women — finally revealed by
women themselves and supported by 20 years of scientific research!
• Ever been abused by an uncivil servant … humiliated by some self-important
official … or given the runaround by a large corporation? Here’s how to write a
simple letter that creates instant havoc … gets financial satisfaction … and gives
you sweet revenge.
Great Examples of “Combination” Bullets
(3/3)
• The 20 safest banks in the U.S. — and the lemons, which spend their
time lending to third world deadbeats … and real estate hucksters.
• What you don’t have to tell an IRS auditor — and how to prevent a
“fishing expedition” through your records.