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Y o u R R o A D M A p r o D T R E C TR n s p o N S E R I c H E S
Volume l,Issue I September8. 2006A.D.

2l Bullet IhaIlGlllil
Secrets
* SEPTEITIBER
8th +
IheSelling
Powet
oIYowGoru
Roadhouse Rants {" Take the world's most powerful BULLET
Interview CD-ROM! and FASCINATION secrets(stolen directly
CopysuperstarKim from decadesof red-hot controls)...
Krause Schwalm shares
hersecretsfor working {" Combine them with proven principles
yourwayto the top in the for boostingresponse,both online and off...
directresponse industry!
'{" And finally filter it all through one of the most
Kimnow writesblock-
bustercontrolsfor major RESPECTED copywritersto ever pick up a pen...
mailerslikeSoundview, '{" Do all this and you've got a wickedly effectivenew
KCIandBoardroom!
bullet-writing systemthat will changeyour copywriting
+ SEPTEMBER
21st* and marketing, almost overnight!
Clayton'sVirtual By AnthonyFlores
HotseatWebinar- ExecutiveEditor "lf you'veeverwonderedhow
WritingBigWinnersin to write response-boosting,
Fellow BusinessBuilder,
the FinancialMarket! order-pullingBULLETS and
WhenClaytonwaswrit- -
ingexclusively \I IYrVshouldyou read FASCI NATIONS that literally
forthe Y V andHEED- the secrets keepyour prospecttossing
financialmarketseveral
yearsago,hisclientwas
I revealin the followingpages? and turning,unableto sleep
mailingnearlyTENTIMES Simple:Becausethe ability to write until he ordersyour product...
MOREpiecesthanthe next greatbulletsand fascinationsis one of the then this will be one of the
bestcompetitor!Nowhe'll mostpowerful skills you'll EVER acquire mostimportantmarketing
showyou what he did to as a copywriter.And the ability to recognize lettersyou ever read!"
dominatethismarketand both good andbad onesis essentialto being
makemillionsin royalties! a greatdirectresponseentrepreneur or developedthe ability to write world-class
marketing director. bullets and it's rare to seea big package
+ UPCOMIIIG
EUEIITS
+ without at least 10-20,if not many more.
Don't believe me? Just scanthrough
AWAI Conference!
a stackof controls.You'll find TONS of Plus.it's hard not to love them - these
MeetClaytonin personat
salesletters and even larger promotions little benefit-packedgems do so much in so
TheAmerican Writers
basedalmost entirely on greatbullets and little space!
andArtistsInstitute
fascinations.This is especiallytrue when
Conference November1-4 9 times out of 10,bulletsand
selling books - like Boardroom and
in DelRayBeach, Florida! fascinationoffer benefits...but GREAT
Rodale do through the mail, and like many ;
Tosignup,visit:www.
awaionline.com/cm boot-
internet marketersdo online. onesdo much more than that.
,o
camp/or call866-879-2924 Just about every greatA-list writer has The best bullets and fascinationsoften N
N
 do the following: Othershavea slightll'difterent
TheScreaming
Eagle approach.Clayton'sgoodfriend and
ispublished
monthlyby O Powerfully stimulate
seven-figurewriter ParrisLampropoulos
Clayton
Makepeace
andTheProfit
Center'n curiosity and intrigue.. .
beginsby going throughhis research
aspartofthe
o Seduceyour prospect andwriting as monyas 700fascinations.
EasyWriters'"
Marketi
ngClub.
to read, read,READ! Talk aboutdiscipline!He'll probably
only keepabout 100of them,but Parris
Itisownedby o Build desire- little by little
likes to haveaboutseventimesmore
TheProfit
[enter'u - by creatingthe urge to
thanhe couldeveruse.
15430[ndeavor
Drive "know" the secretyour bullet
Jupitel
FL.33478 promisesto reveal... This is an elite strategybecauseit
guaranteesthat every bullet or fascina-
Forcustomer please
support contact
usat: o Seizeyour prospect'sattention tion that makes it into the final draft is
parkage.(om
support@makepeacetotal and keep him zooming through exceptional.He gets to selectstrictly
(US)
orcall800-827-0940 t h ec o p y . . . from the "cream of the crop" rather
(lNT)
561-515-8532
o Make your salesmessagemore than somegood onesand a bunch
readable(which always boosts of mediocreones.(I'm surevou'\'e
Rightsofreproduction
anddistribution seenthis problem- especialll'online
ofthisnewsletter
arestrictly
reserved. response!)...
- where you're reading a lon-sstring
o Pump up your promotions of bullets and 3 out of ever\' -1are
Anyunauthorized
reproduction with more variety and prevent mediocre,at best.You can bet the
ofinformation
ordistribution
the disastrous"flat" benefit writer didn't write seyentimes what he
herein
contained isexpressly
forbidden
syndrome... neededand then selecthis r-erybest!)
withoutthewritten
consent
of
(enter'n.
TheProfit o Crush "headline block," instantly In lookingat Parris'spackages,
I see
delivering a wealth of fantastic how this alsogiveshim so muchvariety
EXECUTIVE
DIREfiOR: ' headlinepossibilities... in his bullet sections.makingthemmore
(laytonMakepeace
intriguingand enjol-ableto read.This is
o And much, much more!
crucial- especiallfin promotionsthat
EXECUTIVE
EDITOR: How to write bullets involr-elots of fascinations- because
Ionyflbres that makeit IMPOSSIBLE evenjust one or t\\ o bad onescancause
for your package your prospectto start"skimming." In
GENERAL
MANAGER:
Wendy
Makepeace
to be put down somecases.a feu-badbulletsalonecan
getyour promotiontossedl
Writing great bullets and fascina-
GRAPHIC
DESIGN: tions is truly a science.It's abouttaking R e m e m b e-r
Brian
K.Wilson all the right tools and then assembling y o u r# l j o b i st o k e e p
a little powerhouseof desire. your prospectREADING!
Circulation
Manager:
If you're writing them for a book As you knou'. the fundamental
MarthaShelton
or a premium booklet, you'll typically goal in copy is to \[AKE THE SALE.
begin by researchingthe daylights out And, without a doubt. the BEST way
ofyour subject. to do that is to keep your prospect
reading.
Legendslike GeneSchwartzwould
begin readinga book multiple times, Have you ever noticed when
you're readingsalesletters...if you
highlighting key points and tidbits with
read or study a good one from cover
eachread.Then he'd havehis secre-
to cover... you startfeeling like you
tary or a typist type up all of his notes
WANT the product?That's the magic
(which would often add up to a 60-70
of long copy! But it ONLY works if
pagedocument!)Finally, he'd organize
you KEEP your prospectreading all
the researchinformation and begin
the way to the end.
filling in the running text, creatingthe
fascinationsas thev cameto him. That'swhv Clarlon constantly

" H a v i nagn a r m yo f
bul ets/fascinatio
g i v esy oua wholes l e wo f fa n ta s ti c
h e a d l i naen ds u b h e a pd o s s i b i l i t i K
y o u re y eo u t f o rt h o s et h a tw i l l
mostforcefu ll r abh i sa tte n ti o n .'
talks about systematicallyweeding out
"weak links" in your copy - because
weak links causeyou to lose readership.
And ultimately causeyou to lose sales.
Becausethey're so easyto read,bullets
canbe the deadliestof weak links.
That's why, if you bore your
prospect with dull or repetitive bullets,
the best case scenariois that he starts
skimming and scanning (the opposite
of what you want). This is one step
from putting the letter down or
throwing it in the trash.
So you want to make sure you
vary your bullets in such a way that
your copy has a nafural flow, that it
doesn't feel artificial. Which means
you want some bullets long, others
short, some bullets blind and others
where you reveal the full secretyour
prospect can use immediately.
Reading through the bullets
should give your prospect an exciting
feeling. Almost like he's on a roller
coasterride and doesn't know which
way he's gonna turn next.
Ifyou can get your prospect
through a long seriesof quality bullets/
fascinations,your chancesof making
the sale shoot up exponentially!
How to CRUSH
"headline block" for good
And here's another really
powerful advantageyou'll have when
you become a greatbullet/fascina-
tion writer. Having an army of killer
bullets/fascination at your disposal
gives you a whole slew of fantastic
ant yso ur d i s p o s a l
e se.e p
headlineideasand possibilities.
Some of the very best writers
in the businesswill often begin their
writing processwith bullets and
fascinations.
That wdy, when it's time to
write the headline, you've literally
got dozens...if not HUNDREDS of
possibilities for a headline.
One of the best recent examples
of a winning headline that began as a
bullet is from the control for Bottom
Line Personal:
How Doctors Stay Well While
Treating Sick People All Day
This was simply the most
intriguing, benefit-basedbullet out of
many hundreds written by the author
of the package.If you notice, it also
hints of "proof'because it references
doctors.(We'll discussthe need for
prooflcredibility in your bullets more
in just a second.)
To work the samemagic in your
own writing, just write TONS of bullets
covering every shocking, fascinating
and emotionally stirring piece of infor-
mation you have.When you're done,
you'll almost certainly have at least a
few very good headlinesin there - and
probablyat least 1-2 GREAT ones!
21 proven bullet
formulas revealed
by the best writers
in the business
After scouring hundredsof
controls looking just for bullets,
here're the main types I've discovered:
1.The"howto"bullet
This is probably the single most
popular type of bullet/fascination and
you seeloadsof it, both online and off.
It works becausewe seemto have a
natural affinity and curiosity for "how
to" information. That's especially true
if the o'howto" information is tied into
our deepestfeelingsand desires.That's
the key to making it work.
o How to use the secretsof
"loading" your body for maximum
power! (Traditional swings rob you
of this potential power - while the
Triple Coil Swing actually increases
it two-fold!)
o How to make yourself safer
than 89Yoof other car passengers
- page 389.
o How to rub your stomach
away. The simplest and most
natural way to lose weight is by this
effortless two-minute exercise.
2.Thetecretto"bullet
This formula is perfect when you have
a piece of information not commonly
known - something that can be legiti-
mately called a "secret". Typically the
o'secret"is
centeredon "how" your
prospectwill get the benefit. Be careful
not to overusethis idea, however, or
your prospectwill becomeexces-
sively skeptical.After all, if everything
is a secretthen eachone becomesa
little lessunique and enticing. These
bullets MUST be basedon information
not commonly known and varied for
maximum impact.
o The secretsof "Single Finger"
takedowns... using moves that are
indefensible even by a larger and
more experiencedopponent!
o Little known secretsthat can
steer you to tremendous profits in
gold... even if bullion drops to $250
an ounce!
o The secretof "that schoolgirl
complexionoo revealed!This is the
natural compound you must have for
health, beauty and long life. Develops
that youthful beauty from within.
3. The'n[Ihy"bullet
This bullet is ideal for building
intrigue. Essentially,you're promising
to reveal why something is a certain
way - with the implication that
lvtowing why will make a difference
in your prospect'slife. So make extra
sure the info your promise presents
is... (a) somethingyour prospectis
instantly curious to know more about
and (b) directly beneficial in his life.
o Why if this disaster strikes
the US, you'll pay up to 15 times
more money for cheap imitations of
your favorite supplem ents - and
why that's the good news!
O Why up to 70 percent of
all poisonings happen to children
under five. And the best prevention
of them all. Page 34.
o rilhy you can't trust your
pension fund: Dirty tricks they play
with your money - and how to stop
them COLD...
4.The"lilhat"bullet
"What" bullets work well in two ways.
First they can give your prospect very
specific instructions for action ("What
you MUST do now to avoid...").
Second,they often offer him elusive,
valuable information ("What doctors
don't tell you about..."). Both do
a wonderful job of bumping up the
perceived value of the information,
while at the sametime hiding it for
" W h e ny o u p r o m i s teo r e v e asl o m e t h i n g
y t r i g u i n-g- s o m e t h i ntgh a t ' l l
i n c r e d i b il n
m a k ea h u g ed i f f e r e n ci e
r:y ou c r eat ea bur nin gd e s i refo r th e
a n s w etrh a tm u s tb e f u l f i l l e d . "
addedcuriosity!
o What you must do immedi-
ately before November L5thr2001 to
preserveyour wealth and...
o What you must do at onceif
you receivea mild shockwhen you
touch an electric appliance- page26,
o What the Corporate Fat Cats
don't tell you about their CoQl0
supplements...
o 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
ttcrunch time zone"... to keep
you a precious step ahead of even
superbly-trained fighters!
You can seemore greatexamplesof
the "How to"... "'What"...and"'Why"
bullets on page | (The SafeMoney
Investor Service)of your Ride-Aloflgrru
in the FREE GIFT #l sidebar.As you'll
soonsee,sidebarscan showcaseyour
best bullets with tremendousimpact.
5.The"lthat ilEVER'bullet
If you've ever read a Boardroom
report, I'd bet big money you've seen
this type of bullet. They popularized it
with the following bullet that became
a blockbusterheadline:
o What never to eat on an airplane.
The dirtiest, deadliestairplane in
the whole wide world.
Here's anotherexample:
o What never to keep in your
deposit box. Never.And how to
n life --
stop the state from stealing it.
This kind of bullet/fascination can
be applied to many, many pieces of
information. And it's powerful because
it alertshim of a possiblemistake
(tapping into fear emotion), promises
information that will protect your
prospectfrom the mistake (benefit),
and also builds curiosity and intrigue
becausehe doesn'tyet know the
answer.If you're selling supplements,
you could say,"What NEVER to take
along with Vitamin C..." If you're in
the investmentmarket, you could say,
"What NEVER to invest in as infla-
tion rises..." The list could go on for
miles.
Along the samelines, you can
present any other type of "What
NEVER" information with leads like
"Why you shouldnot..." or "The abso-
lute worst..." or "What to avoid..."
- becausethe premise is exactly
the same.Just play around with the
different versions and seewhich works
best for your information. Here are a
few more examples:
o Why you should no! use soap
anywhere but under the arms and
on the genitals. Page 37.
o The absolute worst time for
your body to do paperwork or read.
Page 26.
o 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.
5.The'PLUg'bullet
The "PLUS" bullet is a greedbullet -
it gets your prospect into the mindset
of more, more, MORE! Its structure
isn't tenibly unique - esssnfiallyit's
just one of the other formulas with a
PLUS at the beginning.PLUS bullets
work best at the end of a list, helping
finish with power and momentum.
Here's an examplefrom some of
Clavton's financial self-mailers:
 a PLUS - How to turn the
tables on them: Insulate your wealth
and then USE their treachery to lock-
in profit potential of up to 5620/ol
o PLUS my complete list of
11837companies that we suspectof
fudging their earnings - make sure
your stocks are NOT on this list!
7.The"Numbet"bullet
Usethiskindof bulletwhenyou
can group together multiple ways of
doing something, multiple secretsor
multiple reasonswhy something will
happen.It's a great way of condensing
unique information into a value-added
team of enticing secrets,methods or
ways of delivering a desired benefit.
o Four ways to stimulate the
body to releaseits own natural pain-
killers.
a The seven little-known signs
of internal bleeding and what to do
about each- page 4.
o The world's two most
powerful inflation fighting strate-
gies: PLUS the stocks that can hand
you gains of up to 562oh as inflation
returns...
O 3 often overlooked investment
vehicles that can make you up to 10
times richer when the next earnings
scandal bursts into the headlines.
8.The"Right...WR0lrlG!"
bullet
There are times when you'll be able
to bank on your prospecthaving
certain assumptions.That's where this
kind of bullet comesin. You suggest
the assumedidea or belief and then
you immediatelydebunkit with...
WRONG! It's greatbecauseeverybody
wants to know why or how they could
be wrong about somethingthey thought
they knew. Especially,if there's a killer
benefit in knowing the right answer!
o Sneezinginto a tissue
prevents colds, right? Wrong!
Page 2 explains why.
' T o g e t h et rh e s e
b u l l e ft o r m u l aasl l o wy o u
to every pieceof intriguing infofrom
a v ari e tyo f an gl e s .Pra c ti cues i n gth e m
T O D Aa Yn dy o u ' l n l e v ew
o r r e p e t i t i vbeu l l e t sa g a i n . "
o The bathroom medicine
cabinet is the best place to store medi-
cine, right? Wrong! It's the worst.
There were the facts on page 1,20.
o "Unscented" products have
no scent? Sorry. Many are masked
with a chemical that can cause
allergic reactions. Page 24.
9. The"llfARll|ilG" bullet
It's perfect for when you want to
alert your prospect of a danger ahead.
You'll often also seethe words
"caution" , o'alert","danger" at the
beginning instead of warning. This
is particularly effective when your
promotion targetsthe fear emotion. Of
course,this bullet works much better
when you give proof that you have
the solution (benefit) to the problem
you're warning your prospect about.
o 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...
o WARNING: Avoid These 2
Popular GoId Investments Like The
Plague! Ignoring this single warning
could leave you broke and holding
the bag!
. Cell phone DANGER! Avoid
sleep disruption from electromag-
netic waves...
o CAUTION: Washington
and Wall Street are conspiring to
HOODWINKYOU! They only
want you to THINK that they've
cleaned up Wall Street. Discover the
r r i t ed u l l
shocking TRUTH that can protect
you from being fleeced again!
10.The',Are
you.,.Y bullet
Withthisbullet,youaskyourpros-
pect about something you strongly
believe he's alrea$t doing. Then you
offer him a specific benefit, advice, or
instructions with as much credibility
as possible.This bullet is particularly
strong becauseyou get your pros-
pect to say "yes" and nod his head,
building momentum toward the sale.
Variations on it can be
"Do you...?" or "Doesyour...?"
or "Is your. ..?" -- all work equally
well!
o Are you and your doctor
making these common mistakes with
your health? One of the country's
most respectedM.D.'s exposesthe 9
deadliest flaws in diseasetreatment
that could be robbing you of your
health and hard-earned money.
o Does your broker have a "rap
sheeto'with the SEC or NASD?
Here's how to find out - EAST!
o 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
Here you carefully extract an idea from
information in your researchand put
a creative "spin" on it, assigningit a
name.For example,sayyou're selling
a fifiressbook and you find there's a
body fat test which requiresyou pinch
certain parts of your body. You could
createa gimmick like... The simple
"pinch test" that instantly tells what
your body fat levels are - with
pinpoint, .5"/, accuracy.
This technique works effectively
becauseit often combines a benefit
with specificiry intrigue/curiosity,
and delivers a precise mechanism for
achieving the benefit. ANIAZING!
And it does this ALL in a couple of
simple lines.
o The amazing "Towel Hanging'
trick that increases the strength
of your erection... pltts your love-
making stamina... allowing you to
supercharge your love-life in a very
short time! (You have to experi-
ence these kinds of "rocket bursto'
orgasms to believe they're possiblel
Seepage 139.)
O And... the amazing ttfollow
througho' secret that is the founda-
tion of making long, straight drives
so easyyou could cry with joy!
This alone will change your game
forever...
a The "optical illusion" that
absolutely destroys most golfers...
the single most damaging "habit"
nearly all amateurs suffer that
GaARANTEES they will never
experience a consistently great
game! (Once you know the secret,
however, you will OWN the course!)
12.The'Sneaky"bullet
Thisoneis usedveryselectively
by
top write becauseoverdoing it
can make your copy feel contrived.
Not everything can be "snealg/".
It typically applies when you have
a piece of info that has some sort
of conspiracyfactor... or in less
extreme cases:a hidden, guarded
or overlookedelement.It's most
often used when there's something a
group doesn't want you to know or is
actively hiding from you.
o The sneaky ways profes-
sional fighters use the element of
surprise to turn around dangerous
situations... even when they're the
oneswho've been'Jumped" by an
assailant unexpectedly!
o Sneaky little arthritis secrets
that doctors never, ever tell you
about...
o Sneaky insurance tricks that
could be costing you an arm and a
leg. Make sure youtre not a victim.
For an example of this kind of
bullet (and many others!), seepage 2
of your Ride-AlongrM. It's from The
Bob Livingston Letter.
of
13.The'Statement
lnterest+ Benefit"bullet.
This formula works best when you
have an exciting or intriguing tidbit
you can lead with. Then you immedi-
ately follow it with a strong benefit.
Often you'll start with a fact and then
use one of the "how to" or "why"
types of bullets for the secondline.
o Drowning is the third leading
causeof accidental death. But did
you know it's"possible to save a
drowning person even if you can't
swim? Page 15.
o 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.
o Platinum Prices Up 90o/o
since 2002 - f{s1s's How To
PROFIT: Why platinum prices
are expected to surge throughout
2005. Best coins and bars for profit-
minded investors.
14.The"llirectBenefit"Bullet
Here's where you simply make a
claim (ideally a unique and powerful
one!) in the opening line of your
bullet. The first word is usually an
action verb, instantly promising the
benefit. Then the next line is spent
deepening,proving, and adding
intrigue or additional benefits to the
original claim.
Some examples:
O BUILD ENORMOUS
STRENGTHAND 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.
O BANISH MENSTRUAL
CRAMPS FOR GOOD with a
common vitamin! Now shown to wipe
out over 80ohof all casesof cramps.
O RECOVBR FROM LATE.
STAGE CAI\CER, 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'Specifc
Question"bullet
Thisbullethooksyourprospect
by
leading with an intriguing question of
importance. Just like many of the other
formulas, what follows must offer
the desired solution either within the
running text of the copy or the product
that's being sold.And, of course,it's
always good to mix in credibiliry
benefit, intrigue and curiosity.
o Do you know that one-
quarter of all household burglars
gain entrance without breaking in?
Herets how they do it... and how
to get them to stop doing it to you.
Page 1,57.
o Joint bank accounts? Close
them fast and open separateones...
or youoll pay dearly. Page 142.
o What time of day are you at
greatest risk for low blood glucose?
This surprising answer will put you
on alert.
olf.,. Then"bullet
16. The
The "If... Then" bullet works because
it first engagesyour prospect by
inviting him to meet a simple require-
ment. It can also ask him if he's in
a specific "gro.tp" or if he's expe-
riencing some kind of malady or
symptom. If you've selectedthe right
piece of info, he's naturally interested
in whether he meets the requirement
or is experiencing what you describe.
It quickly grabs his attention!
And then he also wants to see
what happensif he DOES meet the
requirement - which becomesthe
benefit you hit him with in the latter
half of the bullet. The legendary Gary
Bencivenga is particularly fond of
using these types of statementsas
headlines and they've produced some
very big winners for him.
o If you have a tension head-
ache, hereoswhy you should forget
your scalp and concentrate on your
toes.
o If you've got just 20 minutes a
month, I guarantee to work a finan-
cial miracle in your life.
o If you are now a ttBrt or
'fB+rf copywriter, by learning this
one unusual secret, you will much
more easily move up quickly into
the rarefied ranks of the ffArf or
even ftA+ff writers who command
the biggest freelance fees and make
fortunes in royalties.
17.The'lUhen"bullet
Perfect for when you're promising
a benefit at avery specific time. It's
greatbecauseyou're implicitly saying,
"Do this at a certain time, and you'll
get a guaranteedresult." Your pros-
pects will naturally want to know
when he can get the benefit and how
he can get it, so intrigue and curiosity
are automatically built in.
o When the IRS has to pay ]pu
interest! If they miss this deadline
by a single day, they're legally obli-
gated to do so. Page 15.
o When it's safe to ignore
the April 15thfiHng deadline. No
" Y o un e v e rk n o ww h e no n eo f y o u rb est
b u l l e t sc o u l db e c o m ea w o r l d - b e a t i n g
hea d l i n e T.h a t' sw h y i t p a y sto p u t to ns
e n erg yi n toth e m,mak i n ge v e ry
s i n g l eo n ea sp o w e r f ual sp o s s i b l e . '
interest. No penalties. No nasty
visits from the Feds. Page 14.
o When cold ptzzais the perfect
fat-loss breakfast. Page 14.
You can seeanother example of
this bullet and other greatones on
page 3 of your Ride-AlongrM. It's
from Rodale's Powerfood Nutrition
Plan promotio a very bullet-heavy
control that featuresmany of the tech-
niquesyou're learning in this issue!
18.The'Quickest,
Easiest"
Bullet
Here you offer to reveal the quickest
or easiestor simplest way to do some-
thing, to achieve a beneficial result.
It's human nature to want to get
something easier,faster and with less
effort - especially in today's instant
gratification driven society! You can
make this bullet work very simply or
you can pile on additional possibili-
ties (from the formulas above) for a
wonderful one-two punch.
o The easiestway to beat out
even the most ferocious competi-
tion 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.
o And finally, the easiestway
to be a master of persuasion-the
simple 12 word sentence that will
make you one of the most persua-"
sive people on the planet, no matter
what field you're in. This is the
"master secrettr of knowing how
to persuade almost anyone to do
almost anything.
o The quickest, easiestways to
find a broker who won't cheat vou.
19.The"Truth"bullet
Use this one when you want to help
your prospect put a controversial or
debatableissueto rest. Selectpieces
of information that appearconflicting
or confusing to him. Then offer him
a clear solution in the form of the
'oTruth". People love read
to about a
controversy or commonly held belief
getting demystified. (You can seea
great example of this on page 4 of the
Ride-AlongrM. The secondbullet on
the page begins with "The real cause"
- another way to word this same
concept. The fourth bullet on the page
says,o'Thetruth about fish oil.")
O THE TRUTH ABOUT
MUTUAL FUNDS. What your
broker doesn't tell you could cost
you up to 5o/othis year.
O THE TRUTHABOUT TUNA.
Is it good for you? Or doesit contain
harmful metals that can ruin your
immune system?Seepage 70.
O THE TRUTHABOUT
ALCOHOL. Will it interfere with
muscle growth? WilI it help your
heart and circulatory system? See
page 274.
20.The"Better"Bullet
When there's an assumptionthat
something's good but YOU have
something even better--- use this
bullet! It's a great way to sneakright
under your prospect's BS detector and
slip in your benefit, build curiosity and
createmomentum.A possiblevaria-
tion on this sameconcept is to lead
with the word oobeyond."
O BETTER THAN THE
BENCH PRESS. For a broader,
more muscular chest, the uncanny
exerciseon page L7 works wonders.
O BETTER THAN SQUATS!
Tly this leg exerciseon page 29.It
takes less time than squats and will
not injure your back!
O BEYOND THE BEDROOM!
Other rooms can spice up your sex
life. Every home contains sexual
secretswaiting to be unlocked...
DAY 3 shows you how to make your
lovemaking more fun!
21.The"Single"
Bullet
This type of bullet is best usedwhen
you have a piece of information
or benefit that exceedsall others.
And you have proof. It's effective
becauseyou're promising some-
thing that standshead and shoulders
above anything else being oflered.
You're promising to cut directly to
the most powerful and often exclusive
possibility. Provided the benefit is
strong and credibility is there - who
wouldn't want that?
o The single most important
sentenceyou will ever read about
how to create powerful marketing.
It contains just nine words, and they
will forever change your approach
to marketing.
o The single most important
"Wheneve r you'recreating
bullets/fascinations for your promotions,
a tta c keac hpiec eof in fo rm a ti ofro
t 3dif f er enat n g l e su s i n g
l e as 2-
t he f or m ulast h a tfi t b e s t.'
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 oneoseepage 23.
a 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!
Now that you have this army of
hot new formulas...USE THEM.
Whenever you're creating bullets/
fascinations for your promotions,
attack each piece of information from
at least 2-3 different anglesusing
the formulas that fit best.You'llbe
shocked at how much better they
come out and how much more variety
you have in your final draft!
The 3-step
"MakepeaceMakeover"
that supercharges
ANY bullet in a matter
of minutes
There's really no excusefor
writing poor bullets. You just need to
get clear on the critical elementsthat
make a good one, and then be sure you
include eachelement into your writing.
This is a processI learned
personally from Clayton. Let's try it
- taking a weak bullet and give it a
quick Makepeace-Makeover!
Often, especially in "institu-
tional" advertising, you'll seedread-
fully flat bullet/fascinations like:
n ma t
OK - back to our example. Our
bullet is decent at this point but it
could still be better. There's a benefit,
- some intrigue
o How to profit
from stocks in 2006...
This bullet obviously sucks. It's
flat... it builds no intrigue or curi-
osity... it lacks specificity - really
the only positive is that it offers a
benefit: profit.
But even then, the lack of
specificity makes the benefit appear
common and less believable. After
all, you've probably been exposedto
hundreds (if not thousands)of oppor-
tunities to make money or "profit"...
and almost none of them work.
On the other hand, if you said:
o How to make 307oh profit
from gold stocksin 2006...
Now that's a different story! Speci-
ficity is the key ingredientin bullet
writing. The 307% implies you've done
somesort of researchor analysis,that
you're not just pulling this idea out of
you-know-where.And the "gold stocks"
provides a more specificmechanismfor
achievingthesekinds of profits.
Revealing the mechanismyour
prospect will use to achieve the
claim is HUGE in today's saturated
markets.By mechanism,I'm talking
about the means,method or system
your prospect will use to achieve
the benefit. Some examples are: a
proprietary investment system, certain
nutrient(s) in a weight-loss pill, new
advancesin technology, etc. Showing
your prospect that you have a unique
mechanism helps differentiate your
claim from others making similar
ones.You have a new way to get him
what he wants. And this gives you a
better chanceat having readersat least
consider your claim. They're more
open to believing it.
your prospect wants
to profit and he's probably curious
about how he could profit 307% from
gold stocks.But then again - hs's
busy and he's probably reading many
other similar claims from other invest-
ment newslettersand headlines.
Somethingmore is needed.
So let's add a tad bit more intrigue
and credibility, let's make him VERY
SURE that this is a real opportunity.
Now what if we said:
o How to exploit Warren Buffet's
"Bull Market X-Factor" and
make 307oh profits on gold
stocksin the next 60 days...
WOW! Now we've got something
here.Your prospect is being offered:
(a) the benefit of making a profit, (b)
the intrigue/curiosity of how he can do
it using Warren Buffet's "Bull Market
X-Factor" and (c) the credibility that
he'll make precisely 307% on gold
stocks,using a very specific strategy.
And he'll do it within the next 60
days!
This is a very good bullet and
yet still fairly short. We could have
created something longer but this one
was already packed with plenty of
great information. (For some examples
of longer bullets that work very well,
seepage 5 of your Ride-Alongrru.tttt
from the Real Health promotion that
has beenmailing for years.)
Ultimately remember that it's not
about how big or complex your bullets
are - it's about how believably they
seduceand build DESIRE. That's all
that matters!
Clayton'spersonal
practicefor cleating
killer bullets
and fascinations
Clayton often looks for a seriesof
benefits, stepsin a procedure or other
copy points that he can group using
bullets, numbers,letters,etc. He's
looking to add clarity and impact.
And his promotions- because
" Re v el ian gth e p re c i s me e chn ai s my our
p r o s p e cwt i l lu s et o f u l f i l l y o upr r o m i s e
is mega-powerful in today'ssaturated,
skeptical markets. lt'sa fantastic wayto
i n tro du c eb e n e fi t, c re di b i l i tya n d
i n t r i g u ea,l la t t h e s a m et i m e . '
he promotes investment newsleffers of Clayton'sbullet principles.
and supplementsmuch more often
than books - will often contain fewer
How to write world-class
bullets/fascinationsthan a package for
bullets when you've got
Boardroom or Rodale. When he does
no mystery or secret
createbullets/fascinations,it's typi- Also, becauseClayton works
cally to sell the premiums, for some of heavily in the supplementfield, he'll
the sidebars...othersare used in the often have to createpure benefit
deck copy and the back cover. sequencesof bullets (where he's not
hiding intriguing or fascinating info).
To begin, Clayton goes through
the research,the premiums, the Here are some pure benefit bullets
rough draft and then createsmany from a health promotion he wrote:
more bullets/fascinationsthan he'Il
o The brain cells that control
need in the final draft. Next he care-
learning, reasoning,memory and
fully selectsthe best possibilities for
coordination are being rejuvenated
each section - and then edits them
and sparkingto life again ...
according to processwe just went
through above. He makes sure they a Nerve endings, once deadened,
have gut-level, greed-tickling impact. are now being revived and elec-
trified. Creaky, inflamed, painful
Finally, Clayton often takeshis
joints are being soothed,renewed
BEST bullets and fascinationsandputs
and renderedpain-free ...
them in the most importantplaces:
the front and back cover.Oncehe's O Entire organs- from his eyes
expandedupon the headline,he'll often and ears... to his heart, lungs and
jump right into a seriesof bullets that liver... to his stomach,pancreas
bribe the prospectinto readingthe report and intestines- and even his
or publication.Then the back cover will sexual organs- are being revi-
alsobe packedwith 5-10 teaserbullets talized and are returning to their
that compelthe prospectto openup and normal functions...
find out the answersinside.
The trick is with thesekinds
For example,look at page6 and of bullets is to make them as read-
7 of your Ride-AlongrM. On page 6, able and interestingas possible.It's
you'll seevery powerful bulletsusedas more difficult to createcuriosity and
the deck copy (beginning with "4bald- intrigue becausethey're not "blind,"
facedlies"). And then on page7, four promising elusive information. But
killer bullets suck you into opening up you can at least make sure the benefit
the report. Both are perfect examples is (a) clear, (b) something desired by
 get rich with real estate?THINK on his hst (www.bencivengabullets'
your prospect and (c) that You use
AGAIN! WhY You're about to have a com) - you need to jumP onto that
strong verb choices like he did (dead-
secondchanceto becomea real estate site and sign up ASAP. Each bullet is a
ened, rejuvenated, sparking, revived,
millionaire: page 5 picture-perfect example of everything
electrifi ed, renewed, revitaHzed).
you've learned.Here theY are:
Also, as you seeon Ride-AlongrM o 8 DeadtY Real Estate TraPs:
Avoid These Profit-Killers At All O The easiest waY to control the
page 8, thesepure benefit bullets can
Costs! The size of Your monthlY process of Persuasion rather than
also be used to enhanceYour guar-
payment can make the difference merely guessat it. You'll learn that
anteepresentation.At the bottom of
between a profitable real estateinvest- persuasion, like music, comes down
the page, there are six bullets begin-
ment and a costlY one. Here are 8 to a few simPle notes. Master them'
ning with, "Avoid any brewing disas-
pitfalls to avoid when shopping for and you can PlaY an infinite varietY
ters..." that make the benefitsclear
your next mortgagel Page 6 of melodies that are music to Your
and compelling.
prospectst ears.
...Or anotherstrategyhe usesis to o Thinking About Becoming A
present horrifying alternatives: Landlord? Get ready to raise the rent! Right offthe bat, You seethat this
The secretreasonwhy landlords are is an exampleof Bullet Formula #18,
o Ages your eyes:Freeradicalshave about to get a LOT richer. .. Page 7 the "Quickest, Easiest" bullet. And it
been shown to damageYour chro- offers a direct benefit - you'll learn
mosomesand block the enzYmes Other times, he'll evencreatea
how to consciously control persuasion
neededto rePair Your DNA. label. This series,"l Guitty Secrets
and how to do it easily. This beneflt is
Drug ComPaniesDo NOT Want
o Taxes your brain: Research actually targeted at the more sophis-
You To Know" was also touted on the
from the New England Journal of ticated writer (ideal prospectsfor
cover of the piece as a reasonto read it:
Medicine shows that the more free Gary's $5,000 seminar)and it works
radical hits Your brain is exPosed FACT #1: Drug ComPanies becausealthough writers at this level
to, the slower the resPonsein Kill Tens of ThousandsEach Year: understandpersuasion,they desper-
nerye synapsecommunication. Many of today'smost-oftenprescribed ately want to have greater control over
Which meansthese little "bad medicationsare not only useless,but the processfiust like he does!)'
guys" could be hacking awaYat extremely dangerous- crippling and
Next, he createsan analogYwith
your brain-speedand intelligence killing as many Americans eachyear as
music to make You believe that the
at this very moment! died in the 18 years of the Vietnam war'
processcan be simplified. Surpris-
How to create a "theme" FACT #2: TheY Do It KnowinglY ingly, this is actually the credibility
for your bullets that - For MoneY: The ultra-rich U.S' component of the bullet becauseit
maximizestheir imPact! drug industry - the single most profit- gets you to believe that - just like a
able businessesinAmerica- is guilfy - this
few simPle few notes of music
Other times, Clayton will billboard of using bogus research,distorted
secretwill get You to the heart of
benefits, meaning he'll createa tightly reporting, and bald-faced lies to push persuasionand do it more automati-
connected grouP and Put them on the
deadly and ineffective drugs onto cally, with less effort.
cover of the promotion- The advantage unsuspectingdoctors and patients'
of "theming" your bullets like this is And lastly, he deePensthe benefit
that you can hit a certain topic from a Let'sstriP down by addingthe idea that onceyou "gef'
variety of angles.Your prospectwill some examplesto this persuasionsecret,you'llbe ableto
get the feeling that you're thorough the bare essentials successfullyuse it in a wide variety of
and that he'llbe getting a comprehen- In this sectionwe're going to take situations.Notice the colloquial expres-
sive expose that'll change his life!
bullets from some of the best writers sion, "music to my ears" is adaptedto
in the businessand reveal exactlY this benefit as "music to your prospect's
The fascinationsbelow
what makes them tick. You'll seehow ears." Colloquial expressionslike
are from a recent Promotion
they harnessthe secretsrevealed in this are extremelyeffective in bullets
for Your MoneYRePort:
this issuefor maximum response' becausetheY saYmore - often MUCH
o Great Real Estate MORE - with fewer words.
Investments At A DISCOUNT! Theseare from Gary Bencivenga's
promotion for his retirement seminar o You will create intense desire
Think rising mortgage rates mean
that he held last year and if you're not for your new Product and Yours
you've missedYour oPPortunitYto
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.
This bullet is actually part,of a
continuous sequence,all basedon a
single secretfor launching new prod-
ucts successfully.That's another smart
way to use your bullets - which
Clayton does all the time and we
briefly touched upon earlier in this
issue.Most of the time, you'll see
bullets that are basedon a wide range
of information and seemto be put
together with no particular order or
pattern. There are LOTS of situations
where that works fine.
But other times, it's even more
effective to have sectionsof bullets
where each new one feeds offthe
previous one. You benefit from the
bullets being tightly and sequentially
connected.Thatis what's dsne in this
promotion and it's often a life-saver
becauseit meansyou don't have to
accomplish as much in any one bullet.
You just introduce benefits and then
explain a little about why it works. As
you can seein this example,there's
not always a need for extreme level
of specificity or proof. And that's OK
long as you can accomplish that
in other bullets from the same section.
o How to use a simple punctua-
tion mark to boost your response
by 50o/oor more. No, itts not an
exclamation mark (they often
decreaseresponse,because they
smell like hype).
While this is obviously a "How to"
bullet, Formula #l - it's actually also
a subtle combination, using another
formula (the "RighVlVrong" bullet).
And it harnessespowerful psychology
becausehe lvtows most readerswill
assumehe's talking about an exclama-
" C ollo qui aI e x p r e s s i oanre
s extremely
effectivein bulletsbecause
t heys a ym o re- o fte nM U C HM O R E
- with farfewerwords.'
tion mark. But that's WRONG! And its benefitis perfectly targeted.Every
becausethe prospect's nafural assump- guy wants to be able to replenish
tion hasjust been shreddedto pieces, his "youthful" testosteroneand
he's baffied and now wants to know you better believe that EVERY guy
the answer even more! wants to experience"more frequent,
more intense,and more pleasurable
This createswonderfully inter-
orgasms!" The fact that it hits home so
active reading if you're a prospectl
precisely with what guys want allows
you're told about an exciting benefit...
him to leave out the typical level of
you're teasedby the hidden informa-
proof and specificity you'd need.As
tion... you think you know what the
long as you make most of your bullets
answer is. . . but then what you think
specific and credible, big promise
is ruled out... and you end up really
bullets like this - onesthat hit your
wanting to know what in god's name
prospect's emotional nail on the head
he's talking about! It engagesyou - can work wonders for your copy.
and builds desire - the more often
you do this to a prospect in the course o The uPre-Coital Secret" (only
of a promotion, the more likely he'll recently made public by a famous
become a buyer. female sex therapist) that breaks
the code on giving any woman an
Sexsells...and sexual
explosive orgasm... every time you
bullets sell even better!
make love! Page 114.
These are bullets from a very edgy
This is a "Gimmick" and'oSecret"
promotion - one written by copy
bullet and if you're a guy, it's hard not
legend John Carlton (Special thanks
to have desired flamed when you read
to John for letting me use thesebullets
this. Again, what guy wouldn't want to
and others earlier on). Bullets and
know this mysterious and very specific
fascinations make up about 80% of
secret- credibly "made public" by a
this eight-page letter. And even though
famous female sex therapist?One that
it was a fight to get it approved, it
allows him to give women explosive
creamedthe previous control and
orgasms,every time! It's a slam-dunk,
mailed profitably for over five years!
no-brainer.In fact, hold on a second...
Theseare some of the best examples
I'm going to go order this book...
you'llEVER see:
a The seven most elfective
o ...P|us... lrow to replenish
ways to seduce the woman of your
(and manage) a steady new flow
dreums<,ompiled by a rare study
of fr esh, y otuthfal testosterone
of women themselves! (Plus - the
...allowing you to finally experience
SINGLE most important thing you
more frequent, more intense, and
can do to win her loveforever... and
more pleasurable orgasms!
the worsl sin you could ever commit
- an unforgivable act that can
This "Plus" and "How to" combi-
nation bullet works so well because destroy your Iove life!) Seepage 161.
 Yet another bullet that has it all.
You get sevenways (the "Number"
bullet) to seducethe woman of your
dreams.Again, do you seehow he has
the ability to laser-inon the EXACT
benefit his prospectsare looking for?
It's uncanny and a big reasonwhy
thesebullets are so hot.
The proof/credibility is the fact
that thesesevenways havebeen
compiledby WOMEN themselvesin
a rare study.Then it adds a "Single
Most" bullet that'll revealwhat can
causea man to win or lose her love
forever.And finally there's the threat
of committing an unforgivable sin that
destroysyour love life - what you
RISK by not seekingout the answer
in this book. WOW. That's a LOT to
accomplishin just a few sentences.
a The 70 "Come Hither" Sexual
Signals given by women that most
men miss entirely! These are the
ultimate secretsof meeting women
- finally revealed by women them-
selvesand supported by 20 years of
scientific research!
Are you starting to seehow
- once you master the formulas in
this issue- you can begin combining
them to hit your prospect'shot
buttons from every possibledirection?
This bullet combinesthe "Number"
formula (10 signals),the "Gimmick"
formula ("Come Hither") and mixes
in the "secrets"elementas well. Plus,
it's not just somewriter sayingthis
- thesesecretshave been compiled
by women and are supportedby 20
years of scientific research!
It's clear why this promotion
worked so well. Imagine, as a guy
reading through pagesand pagesof
killer bullets like this... with each
and every one hitting a red-hot desire
button with sniper-like accuracy.It's
almost impossibleto not mail in the
postage-paidfree-trial card and see
what answerslie inside.
Bulletsthat helped
quickly build a
direct responsegiant
Before we conclude,I want to
quickly break down a few of the fasci-
nations from the famous, 'oWhatNever
to Eat on an Airplane" piece because
they played a huge role in building
Boardroomup to the direct mail titan
it is today. Here they are:
o Ever been abusedby 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.
This "Specific Question" bullet
electrifiesprospects'emotional hot
buttons- specifically the negative
oneseveryoneso desperatelywants
to relieve. The promise of being able
to create 'havoc" for thesejerks that
rip the prospect off and humiliate him
is incredibly appealing.It gives him
o'sweetrevenge."Always look for
emotional goldmines like this when
crafting bullets of your own.
o The 20 safestbanks in the U.S.
- and the lemons,which spendtheir
time lending to third world dead-
beats... and real estatehucksters.
Not only doesthis bullet offer
exhemelypracticalinformation(Who
doesn'tusea bank?And who doesn't
want a "safe"bank?),it alsopromises
to revealscandalous informationabout
bankswho lend to "deadbeats"and
"hucksters".This is shocking,intriguing,
andit's alsovery helpful to know.
o What you don't have to tell an
IRS auditor - and how to prevent
a "fishing expedition" through your
records.
We all do taxes every year and
almost everybodyworries a little
about the nightmare of getting audited.
So the promise of what you don't
have to tell an auditor - one that can
prevent a "fishing expedition" through
your records - is more appealing
than we realize at first glance.
Overall, thesebullets aren't
terribly complex or sexy.But they're
ultra-practical and slowly-but-surely
they build on each other, working up
desirein the prospectuntil he realizes
that sending for a free-trial of Bottom
Line Personal is well worth a shot.
Now that you've got
the secrets,USEthem
to drive your response
to the moon!
First off, I URGE you to createyour
own bullet/fascinationarchiveandaddto
it wheneveryou seea greatexample.This
will makeyou a fantasticcopywriterand
you'll quickly find yourselfcreatingA+
bulletseachtime you pick up your pen!
When it comestime to begin crafting
your bullets,whip out this report so that
you haveeachof the formulashandy.
You'llusuallyfindthat2-3 willfit
well with eachpieceof informationyou're
basingyour bullet on. Simplycreatea
bullet with eachformulaandmoveon.
Once you've createdmore bullets
than you could ever use, scanthrough
and pick out the most powerfully
intriguing ones you can find.
Keep selectinguntil you have
the right number you need and stra-
tegically affange and place them
throughout your copy.
Follow the guidelinesin the
report.. . practice,practice,PRAC-
TICE... andyou'll becomea killer
bullet writer in no time!
Yours for beffer copy made easy,
Tony Flores
Editor, The ScreamingEaglerM