MODULE #, LESSON #

ACTION GUIDE

FASCINATION

SECRETS
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FASCINATION SECRETS

“Those who do nothing, achieve nothing.” — Derek Halpern

Welcome to the Fascination Secrets ACTION GUIDE!

And yes, I just quoted myself ;-)

Because it's true:

The only way to get results from new knowledge is to… USE IT.

That's why this Action Guide is designed for one purpose only: to help you write better bullet lists
and product descriptions. And by "better" I mean more persuasive, more intriguing, and more
relevant to your customers.

I also want to help you do it QUICKER. And that's why we've included some bonus resources and
tools, like the Fascination CHECKLIST and VAULT. Make sure you check out those separate
documents after you complete the action steps here.

Now, here's how to use this Action Guide:

First, I recommend that you read the ebook and watch the video training BEFORE you work
through this Action Guide!

You can either read a chapter in the ebook and then do the corresponding action steps here. Or —
since this is a very narrow-focus training — you can read the complete ebook, and then go
through this Action Guide. Whatever you prefer.

The best part?

You can go through the Action Guide more than once. You can use it to REFINE your pitch OR
whenever you want to sell a new product or service. So, I suggest you keep it close by!

There are 4 sections in this guide:

1. The “Progression of Desire” Technique. This helps you show people how your product
or service gives people what they REALLY want.
2. How to Create Information Gaps and use the power of curiosity to drive demand for
whatever you sell.

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3. How to Turn Product Features Into Customer Benefits to ramp up desire by talking
about the things your customers actually care about.
4. How to Write Remarkable Fascinations. Use these 27 proven formulas to write
intriguing, persuasive fascinations.

(As a side note: You may need to update to the newest version of Adobe Acrobat Reader to type
in and save this Action Guide. So, test it first so you don’t lose your work)!

Let's get started!


THE “PROGRESSION OF DESIRE” TECHNIQUE



Remember, people don’t want to buy your sh*t. They don’t care about your product or service…

Instead, what they REALLY want are the 6 Universal Desires:

1. Financial well-being
2. Living a healthy life
3. Developing companionship
4. Being desired
5. Supporting something that matters
6. Sense of achievement

The goal is to CONNECT your product or service to a universal desire. If you can show how what
you sell can help people live a healthier life, make more money, support a good cause, etc., you’re
golden.

The question is: How do you connect a product — even a boring product — to one of these
universal desires? That’s what the Progression of Desire technique comes into play.

All you need to do is ask a series of questions about your product or service. Let me walk you
through them now!

STEP 1: “What is it?”

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Start with your product, and ask yourself: “What is it?” Then, give a generic answer. For example,
let’s say you sell a selfie stick…

What is it?

High quality, durable selfie stick.


➡ ACTION STEP: What is your product or service? Write your response below:

STEP 2: “What does it do?”

Next, ask yourself, “What does it do?”

So, for the selfie stick:

What does it do?


High-quality, durable selfie-stick ➙ Take better selfies


➡ ACTION STEP: What does your product or service do? Write your response below:

STEP 3: “How does it improve people’s lives?”

Now ask, “How does it improve people’s lives?”

For the selfie stick:

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How does it improve people’s lives?


High-quality, durable selfie-stick ➙ Take better selfies ➙ Capture more treasured
memories

➡ ACTION STEP: How does your product or service improve people’s lives? Write
your response below:

STEP 4: “How does it connect to a Universal Desire?”

And finally, connect your product or service to one of the universal desires. So, for the selfie-stick:

How does it connect to a universal desire?


High-quality, durable selfie-stick ➙ Take better selfies ➙ Capture more treasured
memories ➙ Share cool photos with friend and family [Universal Desire: Developing
companionship]

➡ ACTION STEP: How does your product or service connect to a Universal Desire?
Write your response below:

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HOW TO CREATE INFORMATION GAPS



I already showed you how to connect your offer to one of the universal desires. Now, it's time to
MULTIPLY this effect. How? By using the persuasive power of curiosity.

And for that, you need to create information gaps. Remember, an information gap is any question
that a person is aware of, but doesn't know the answer to.

So how do you create an information gap?

Well, here’s the simple formula I like to use:

[New, Cool, and/or Remarkable Thing] + [Desirable Outcome]


= [Curious Reader / Viewer]

You can see this play out in viral headlines. For example:

• “Conversation Tricks To Avoid Awkward Silences”

• “Use This Cheap Trick To Save Hundreds On Your Next Dentist Visit”
• “Women Find This Offensive, But WOW Does It Work”
• “12 Secret Facebook Marketing Hacks”

You can use this formula for pretty much any bullet point (or headline) you write. BUT, when
you’re writing fascinations, you don’t want every bullet you write to sound the same…

So, here are some different ways you can use this formula:

• How would you like to learn about [new remarkable thing] that [desirable outcome]?
• Ever wonder how you can earn [desirable outcome] with [new remarkable thing]?
• There’s a way for you to [desirable outcome] with this [new remarkable thing]
• If you heard about a [new remarkable thing] that could [desirable outcome], would you be
interested in learning more about it?
• The key to a [desirable outcome] is to make sure you use [new remarkable thing]

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➡ ACTION STEP: Practice creating some information gaps related to your product or
service. Write 10 headlines for your offer now. Make sure each headline creates an
Information Gap. Use the space below:

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TURN YOUR PRODUCT FEATURES INTO

CUSTOMER BENEFITS


You can use fascinations and bullet lists for different parts of your sales page, as I showed you in
the video training. But most often, you’ll use it to describe your products and services.

But most people write boring feature lists that nobody besides themselves cares about. And I get
it…

When you create a product or service, you know it inside and out. And you know the reason
behind each feature. However…

Your customers don’t!

So, how do you turn “product features” into “customer benefits?”

The best way to start is by creating a LONG list of features…

And then, you can turn them into customer-focused benefits by asking “Why should I care?”

STEP 1: Create a long list of features

List any and all features you can think of! You might not use them all. But start with a big list, and
then narrow it down later.

This means:

• If you're selling a physical product or software product, list all your product features.

• If you're selling a service, describe what working with you is like, in detail.

• If you're selling an information product or a book, describe everything that's included.

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➡ ACTION STEP: In the space below, create a long list of FEATURES for your product
or service.

STEP 2: Narrow down your list of features

Now, it’s time to narrow down your list of features and benefits.

Usually, there’s no need to list 20 benefits. Chances are, you'll overwhelm or confuse people if your
list is too long.

So, it will make a much bigger impact if you focus only on the most hard-hitting benefits.

Here’s an example…

Basecamp is a leading project management software company. Their product literally has
hundreds of features.

But look at this:

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They only list 6 main features (and the benefit of each feature, but I’ll get to that in the next step).

After each bolded feature, they explain further what that feature contains, exactly how companies
can use it and how it’s going to benefit them. Clearly, they’ve learned that these are the six
features that customers respond to. Yes, they also link to a full feature list that customers can
check out. But front and center, there are only 6 features/benefits.

So, here’s what I want you to do now…

Narrow down your long list of features & benefits. Choose the 5-10 biggest benefits of using your
product or service.

What if you’re selling a large, complex product or service?

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The best approach is to group your lists to break up the copy. No one’s going to read a wall of
text. Even if it’s in bullet form. In fact, this kind of defeats the purpose of using fascinations.
Remember, you want to guide the reader’s attention.

➡ ACTION STEP: Look at your long list of benefits. Narrow it down to the 5-10 main
benefits. If you’re selling a complex product, group your items and create more than
one list.

STEP 3: Turn your features into benefits!

After you’ve narrowed down your list of features to the most important ones that resonate with
your customers, you can turn them into benefits. How? Simply by asking, “Why should I care?”
from your customer’s point of view.

So, go through your process and features ask, “Why should I care?” Then, answer that question
from your customer’s point of view. Whenever possible, try to connect your features to the hopes
and fears of your prospects.

To do this, I usually like to use a table with two columns. In the first column, I’ll write the features.
In the second column, I’ll write the benefit for my customers.

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➡ ACTION STEP: Use the table below to turn your product or service features into
crystal clear benefits for your customers. For each feature, ask yourself, “why should
I care?” And answer it from your customer’s point of view.

Features Benefits

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WRITE REMARKABLE FASCINATIONS WITH

THESE 27 FASCINATION FORMULAS


You've done all the heavy-lifting. Now comes the fun part. You can be creative and make your
copy much more intriguing!

Be careful, though: Never sacrifice clarity for cleverness. You should always make sure your copy
makes sense, even to an “uninformed” reader who knows very little about you or your offer.

Also one more important note about using formulas like I’m about to share…

Formulas and swipe files are extremely valuable resources. They’re great for inspiration and
for reference… NOT to copy and paste into your copy! Because that would be plagiarism.

It’s also not smart to steal someone else’s copy. Why? Because your product has unique features
and benefits. So…

Use the formulas as a starting point to write your own, remarkable fascinations!

Cool? Cool!

Here are the 27 proven fascination formulas, to help you write your bullet lists:

Bullet #1: “How to…”

How to teach your dog to walk by your side without a leash in 7 days.

Bullet #2: The direct benefit bullet

Build a highly engaged email list (without spending a cent on advertising).

Bullet #3: Statement of Interest + Benefit

17 out of 18 women make less than 100,000 per year. And that’s good news. It
means 1 out of 18 women make more and I’ll show you how to be the exception.

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Bullet #4: “The secret...”

The secret to charging premium prices for your service (Hint: you can change one
thing about your content and it’s worth more instantly).

Bullet #5: “The Truth about...”

The truth about effective time management.

Bullet #6: “Why…”

Why most diets don’t work (and what to do about it)

Bullet #7: “What…”

What to do FIRST when you’re stuck in an elevator.

Bullet #8: “What NEVER...”

What NEVER to eat on an airplane.

Bullet #9: “[Number] Steps...”

The amazing 5-step cleaning process that will eradicate 98.6% of germs.

Bullet #10: “[Number] Laws...”

The 7 Business Laws that work in any environment at any time

Bullet #11: “The BEST…”

The BEST way to kill flu germs

Bullet #12: “The quickest…”

The quickest way to get six-pack abs for guys in their 40s

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Bullet #13: “The easiest…”

The easiest way to cook your pasta JUST right — even if you’re not Italian.

Bullet #14: “The #1...”

The #1 defense technique against an attacker with a knife.

Bullet #15: “The [Number] most…”

The three most lucrative franchises you can own.

Bullet #16: The “Must Do” or “Must Know” Bullet

The 3 things every personal trainer MUST know to stay out of legal trouble.

Bullet #17: The “Technique” Bullet

The spotlight technique: a simple, yet little known way to attract traffic by
highlighting your best customers.

Bullet #18: “WARNING: …” (or “CAUTION,” “ALERT,” “DANGER”)

WARNING: Avoid These 2 Popular GoId-Investments Like The Plague! Ignoring this
single warning could leave you broke and holding the bag!

Bullet #19: The Right… WRONG! Bullet

When you're selling a cheap product, you can just stick a "Buy Now" button on your
sales page and call it a day, right? WRONG. In Lesson 3 of Module 2, I'll explain why
this never works. Plus, I share a little experiment to prove it to you.

Bullet #20: “If… Then…”

If you’ve got 15 minutes a day, I can show you a simple, yet little known way to
become more creative.

Bullet #21: “When to…”

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When to use short copy vs when to use long copy — yes, there’s a time and place
for each.

Bullet #22: “All the Ways…”

All the ways to save when traveling in Europe.

Bullet #23: “The sneaky ways…”

Sneaky ways banks make money on your mortgage — and you might not even
know it. Make sure you’re not a victim.

Bullet #24: The “More for you” Bullet

The mindset shift that can do more for you than 3 years of therapy.

Bullet #25: The Quote Bullet

Even Pulitzer prize winning writer David McCullough knows: “Writing is thinking. To
write well is to think clearly. That’s why it’s so hard.”

Bullet #26: “Did you know…?”

Did you know that even top copywriters and best-selling authors struggle with
writer's block? Luckily, I've found a way for myself to overcome it. Today, I know
what to do when I feel "uninspired" or like "I just can't put it in words." I share my
method in Module 2, Bonus 2.

Bullet #27: “Are you…?”

Are you making DUMB pricing mistakes? I’ll show you how to find out… and fix it.

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DID YOU LIKE THIS ACTION GUIDE?

I know we've covered a lot. But I wanted to give you ALL the tools to write truly remarkable
fascinations.

And I hope you liked this Action Guide, the video training, the ebook, and all of the bonus
resources.

If you have any feedback, suggestions, or just want to share your coolest fascinations, feel free to
shoot us an email at support@socialtriggers.com

Of course, writing fascinations is only one part of crafting a persuasive sales message…

…and I have one word of CAUTION:

It's usually NOT a good idea to smack people in the face with your offer!

So be careful… And know this:

Selling is like a CONVERSATION. And you can't START the conversation by saying, "Here's my
offer!! Look how great it is!!"

Why not?

Because often people don't even know what you're selling yet. They might not even know they
have a need for your product or service! They'll probably have lot of questions, too. Plus, they'll
have lots of reasons — real and fake — why they shouldn't buy…

…and if you want to craft a sales message that's persuasive, it's your job to address all of those
concerns.

If you want to learn how to create a persuasive sales message — from start to finish — you don't
want to miss my "Sales Page that Converts" advanced training.

You can learn more about it right here:

Learn More About Sales Page that Converts

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