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Volume l,Issue 9 May I 1,2007A.D.

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Breaktn ng:
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Gheat
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RoadhouseRants In this issue:
Interview CD-ROM! * ttre myth about"creating" desir+and why it's
CopywritingSuperstarRobert probably costingyou moneyRIGHT NO'W'...
Hutchinsonearnsbig buck
* nvo of the mostpowerful secretsin marketinghistory-
creatinghugewinnersfor large
financialandhealthpublishers secretsthat EVERY great copywriterin history hasbeen
andby helpingsmallbusiness forcedto master,NO EXCEPTIONS...
ownersgrowtheircompanies. * Headlines,headlines,HEADLINES! Proven,
|ob revealshow he craftsdirect scientificprocesses
for stopping your prospectsdeadin
mailpromotionsthat explode their tracks-new stuff youoveneverconsideredo UNTIL
hisclientsresponse and ROI- TODAY!
includinghissecrets for finding
*lnA much,MUCH MORE!
greatclientsand gettingplum
rssignments ... his#1 secretfor By Anthony Flores
ExecutiveEditor
"Many of the world's most
rarpeninghiscopywritingskills powerful marketersand en-
... andmuchmore. Dear BusinessBuilder,
trepreneurs--thosewhote
'I. If you talk to insiders in this biz-
* MAY24th mademillionsand millionsof
including may of the hottestsix and seven-
EasyWritersClub
figure writers alive-there's onebook
dollars--credittheir successto
LiveTeleseminar- ONEbook BreakthroughAdver-
Brossinrj'JJ,"+fliIt's the absolutegold standardwhen it
everybodyputson a pedestal.
tising.And NOWthis issuewill
comesto copywriting books,becauseit goes make one of marketing most
WithSpecial GuestMichel
deeperthanjust about anything since Clayton chaflenging bookseasyto learn
Fortin.Onlinecopywriterand from and apply-so you can
beganpublishing The TotalPackageM rn
marketerMichelFortinshows
mid-2005. begin putting its blockbuster
you what you needto know to
That book?It's GeneSchwartz's secretsto work...TODAY!"
cashin with forums,social
Breahhrough Advertising, www. time. His controlsare legendaryand he has
networkingsites,testing
BreakthroughAd.com. positively influencedmany of the greats...
technologies and more!
The reasonit's so highly regardedby like Gary Bencivenga,TedNicholas,Gary
Don't have a copy of all of theseexpertsis simple:It's one of the Halbert,JoeSugarman,JohnCarlton,
Breakthrough few resourcesthat revealsthings-incredibly Clayton--even famousmarketing geniusJay
Advertising? complicatedthings-that no book on Abrahamcreditsa portion of his outrageous
Pointyour browserto advertisinghasEVER beenable to clearly successto informationhe learnedfrom Gene.
www.
Brea
*n explain. That's one of the beautiesof
:::nJ:l.::: As you probably know, Genewas one BreakthroughAdvertising.It's not just a
of the four or five greatestcopywriters of all book aboutcopywriting. It's actually a book
 about openingup new marketsfor your eachpassingreading.(Daniel may be the
TheScreaming
Eagle* productor service-and the process only personI know who's more of a die-
ispublished
monthlyby Generevealsis absolutelypricelessfor hard fan of this book than I am!)
Makepeace
Cfayton andIfieTotol
Package" anybodythat's got anything to do with In reality,this issueis meantto be a
aspartofthe
marketing. companionto your reading and studying
Easy Marketing
Writers* 0ub.
So What's the Problem? of the book itself. It's my hopethat I can
Itisownedby As amazingas this legendarybook simpliff and clariff someof the more
conceptspresentedinside-
TheProfit
Center* is, there'sjust ONE problemthat plagues complicated
P0Box 750 the countlesscopywriters and marketers conceptsthat havegeneratedBILLIONS
NC.28786
Waynesville, who readit eachyeax:It's almostTOO of dollarsfor advertisersover the
years-so you canbegin using them
DEEP-making it incredibly challenging
Forcustomer
supportplease
contact
usat: for up-and-comingcopywriters and fasterthan you ever would otherwise.
[email protected] marketersto graspand apply! What Makes this Book
(US)
orcall800-827-0940
Many writers-myself included-
Truly Unique
828456-9277(lNT) o'get"the
commentthat they don't really Genewas more than a brilliant
informationinsidethe book until they've copywriter. He was a true studentand
ofreproduction
Rights anddistribution
marketing visionary. His knack for
reserved. readit at least2-3 times,andhave
ofthisnewsletter
arestrictly
written LOTS of copy. understandinghumanmotivation, sales
and exactly how to bring people to
Anyuna reproduction
uthorized Unfortunately,if you're like most
action was unlike anyoneelse in history.
ofinformation
ordistribution peoplein this fast-pacedworld, you
isexpressly
herein
contained forbidden simply don't havetime to readthe book More than that: Genehad the
withoutthewritten
consent
of 2,3,4 or even5 times. insight andwisdom to breakdown some
TheTotol
Packoge*. of the mostpowerful workings of the
But that's wherethis issuecomes
marketing and copywriting dynamic-in
in. In additionto having readthis book
EXECUTIVE
DIRECTOR: a way that no individual had beenableto
a bunchof times,I haveextensively
Makepeace
Clayton put into words.
analyzedit and broken it down (killing
many pencilsandhighlightersin the And in the process,he uncovered
EXECUTIVE
EDITOR: someuniversal truths about advertising
process!)...andhaveworkeddirectly
TonyFlores that will be asvalid 200 yearsfrom now
with Clayton to apply the countless
secretsfound insideit. as they are today.
MANAGER:
GENERAL
As a result,I'm centeringthis issue For example,Breakthrough
WendyMakepeace
aroundthe most powerful conceptsyou Advertisingreveals:
GRAPHIC
DESIGN: can quickly glean from this amazing I Why desireis NEVER created,
BrianK.Wilson book-so that YOU can begin applying but rather channeled(this distinction
its incredibly effectivesecretsto the separates the bestcopywritersand
Manager:
Circulation assignmentsand marketing campaigns marketersfrom the mediocre)...
MarthaShelton you're working on RIGHT NOW. ! How to developan entirely new
In addition,you'll get sometruly marketfor an old product...
wonderful examplesof his secrets,as ! Your prospect'sstateof
they've beenusedby other successful awaxeness...what this demandsfrom
writers in direct marketing (presentedin your headline... andthe five levelsthat
your Ride-Along). you MUST understandif you want to
Pleasenote,however:This issue reachall potentialprospects...
is NOT a sabsfitutefor reading this ! What is meantby yow prosPect's
legendary book If anything, I hope it "level of sophistisdiel"-a1d the
will inspire you to dive deeply into the five stagesthat all great copywriters
book andneverlook back.If you're and marketersunderstand.Most only
anythinglike me, Daniel Levis and other understandthis instinctively, but when
successfulwriters in this industry,you'll you graspit consciously-a whole new
find that you get more and more out of world of profit possibilitiesopenup for
 THAN A GI-ASSOF WATER!" You get
"Thepoweltheforce,the overwhelming the picture.But let's not get aheadof
ourselves.
urgeto ownthatmakesadvertising One could arguethat you needto
work,comesfromthe marketitself
, and educateyour prospecton this product
in orderto convincehim that he needs
t fromthe copy.Copycannotcreate it-that you needto ueate his desire for
the product.
desirefora product." But this is not totally accurate.In
realiry he alreadyhas-and MUST
you! alreadyhave--the desireto lose weight
point?
insidehim. This is what makeshim a
! And so much more! First, mostpeopleapproachtheir legitimateprospectfor your product.If
My hopeis that this issuewill not marketing as though they needto create someonehasno pre-existingdesireto
only give you an incredibleappreciation desire.The prospectmay or may not be or stay slim, then he or sheis simply
for Geneand the marketing insights he want their product, but they hope-- NOT a prospectfor your product.It's
brought into the world-but also greatly tlrrough their advertising efforts-to get that simple.
enhancedclarity abouthis conceptsand him to want their product.
When you recognrzethatyourjob
how to usethem, immediatelyin your However,this is a faulty perspective is simply to take your prospect's
desire
own work. that litters the marketing graveyard to loseweight-and then showhim
If you haven't alreadypurchased with deadproductsand wasteddollars. your waterproductis the BEST way to
Breahhrough Advertis ing-you can get You see,there'sno amountof spacean fulfill that desire-you're performing the
by without it for now. But ultimately, advertisercan occupywith his message ultimate form of marketingjudo!
You're
you'll be much, much betteroffhaving that will convincea prospectto want or truly doing what Genetalks about in the
a copy.Besides,it's one of the best needsomethingfrom scratch. following passage:
bargainsin this industry. I suggestyou This is the trap that many fall for in By simply directingthis gigantic,
go here right awayto buy it: http://www. trying to "educate"their prospectsabout already-existingmass
desire-rather
BreakthroughAd.com. the product.While educationcanplay a than being requiredto createit-
Desire ls Not Created, role in marketing,its role is not to create advertisingthus commands
an economic
It's CHANNELED! desire.The only purposeof education force hundredsof times more powerful
Here'show Geneleadsoffthe very is to convinceand showprospectsthat than the mere number of dollars that
first paragraphof the book: your productor servicefulfills a desire the advertisercan spendon it. This is
that-as Geneputs it-alrrody exists the Amplification Effect of successful
The power, the force, the
insidethem. advertising-the reasonthat $1 spenton
overwhelming urge to own that makes
advertisingwork, comesfrom the market Your prospecthasto alreadyhave suchadvertisingcan create$50 or even
itself, and not from the copy. Copy that fundamentaldesireinside him for $100in sales.
cannotcreatedesirefor a product. It can this processto work. Let me give you a But the Amplification Effect takes
only take the hopes,dreams,fearsand practicalexampleso this is clear:Let's placeonly when advertisingexploits
desiresthat already exist in the hearts say that you have a new, cutting edge already-existingdesire.When it tries
of millions of people,andfocus those form of water that actually flushesfat to createthis desire,it is no longer
alrea$t existing desiresonto a particular from the body. Its unique molecular advertisingbut education.And, as
product. This is the copywriter'stask: compositionactuallymixes with stored education,it can only produceat best
not to createthis massdesire-but to fat from ttrebody... binds with the fat one dollar in salesfor every dollar spent
channeland direct it. (page3) molecules...andthenflushesthat fat on advertising.(page5)
RIGHT OUT OF THE BODY!
This is one of the most fundamental So in this sense,you are not creating
distinctionsin marketingthat you'll You can alreadyseethe headlines, a desirefor your product. Rather,you are
ever hear-and yet not one marketer "DRINKYOUR fff dtg/[lf" s1 showing your prospectthat your product
..FLUSH
in a hundredfully gmspsit. Why is FAT FROM YOUR BODY... is a new way to fulfill his or her already
it so important?And what are the WHILE WATCHINGTV... WITHOUT existing desire.You nevercreatedesire,
consequences of not understandingthis AMINUTE OF EXERCISEOR you channelit.
DIETING... USINGNOTHING MORE
 That's the realjob of advertising. time in the stuffthatreally matters. altemative-somebody who understood
their emotions.. .someonewho--like
This is MUGH MORE Remernber,human desireis PrettY
them-was angry at the callous medical
Than An Exercise ln constantover time. We're the same
greedy...lustful...pride-driven...love establishment...and who offered
Semantics
and approval-seekingcreaturestoday practical, proven advice on how to get
If you're thinking that this is just healthier,naturally.
a play on words,thinkagain!The aswe were 1,000yearsago.It's basic
humannature.It will never change. When Phillips switchedtheir
more you start to think in this waY,
So the goal is to simPlYunderstand approachto focusingon this pre-existing
the betteroffyou'llbe as a marketer
thesemotivations, and then figure out desire--through a little newsletter
and copywriter"That's becauseyou'll
ways to position-so that you're simply calledHealth and Healingby Dr. Julian
stop wasting your time creatingand
getting in front of the parade.No needto Whitaker-it was one of the greatest
marketingproductsthat peopledon't
really want-products that require lots of createa new one. successesin direct marketing history.
educationto be sold-and you'll focus And it personallymade Clayton millions
In this process,you alsobecomean
all your attention on finding the BEST of dollarsin royaltiesover the years.
expertin the things that DON'T work.
waysto satisff your prospects'already When you seea product,You'remuch That'sthe power of this concePt,
existingdesires. betterableto tell whetheror not it's properly applied. Focusyour time on
Like many of the most powerful fulfilling a desirethat peopleurgently finding out what your prospectalready
insightsin life, this one is subtle.But have. wants-and then do whateverYou can
don't let that fool you. If you spendlots Going from a Bomb to to honestly communicateand Prove
of time aroundmarketing geniuseslike Mailing in the Millions- that you've got the very bestwaYto
JayAbraham...Clayton...Dan Kennedy Using Just This Secret! fulfill that desire.Riches- frequently in
andcountlessothers... they neverwaste outrageousnumbers-will often result!
For example,ClaYtonlikes to tell
time with productsthat their prospects the story of first getting into the health The REAL PurPose of
MAY be interestedin. newsletterbusiness.. . Your Headline
Rather,their time, attentionand He was askedto Promotea Onceyou understandthis
effort goesinto finding new waYsto newsletterfor a conventionaldoctor that perspectiveon desire,the real role
fulfill their prospects'clear,already educatedpeopleon procedures...risks... of your headlinecomesinto focus.
existing,provendesires.In fact, this developments... and offeredpractical Accordingto Gene,thatis to...
is such apartof Clayton'sProcess advice on getting healthier within the 'Acknowledge that desire-
that he hasa term for it-it's why he's context of mainstreammedicine. reinforce it-and/or offer the means
constantlytalking abouthis prospect's to satisff in a single statement,in the
There'swasjust one little problem:
dominant"resident"emotion-it's
Peopledidn't want advicefrom a headlineof your ad." He continues:
somethingthat his prospectmust already
mainstreamdoctor! In fact, theY "The headlineis the bridge between
feel inside!
had beengetting advice from their your prospectand Your Product.It
Plus, asyou understandthis, You conventionaldoctors for decadesand it touchesyour ProsPectat the Point
becomeincreasinglybetter at matching wasn't working. They were sicker, fatter of awareness"(note:we will discuss
up any product you needto promote to and more miserablethan ever when it "awaxeness'o in just a second)"he has
the core desirethat product helps fulfill. cameto health.Not surprisingly,the arrived at today."
You becomea studentof desireand promotionbombed.
humanmotivation, and you invest your In any case,Your headline-though
What they reallY wantedwas an it may never mention your product-is
the first vital step in recognizingthis
'Theheadline
isthebridgebetween your massdesiejustiffing and intensiffing
it-and directing its solution along one

andyourproduct.
prospect lt touches In order to do this, must
You
specificpath. (page8)

atthepointofawarenessbecomeintimate with the details of your

yourprospect
product-finding out the relationship
attoday."
hehasarrived betweenits featuresandbenefits.(pages
9-12)Oncethis is accomplished,you're
in the position to selectthe benefit(s)
 most likely to connectwith the mass
desireof your market.
Once that is done,you know the "Gene
isfamousforhisstatement
thatyour
dominant desire(s)of your market-and
you know the chief benefitsof your headline
hasonlyonepurpose:
Togetyour
product.As Genesays,"The bridge
betweenthesetwo-their meeting
prospect
to readthenextsentence
plac*is your ad." inyourad.That's
it!'
There'sa three-stepquestioning
processhe believesforms the foundation
ofyour ad:
somewhatawaxeof this desir+they theproduct-lvtows what it does-lvtows
What is the massdesirethat creates
face and feel it 1-3 times a week when hewantsit. At thispoint, hejust hasn|
this market?(Which you will have
they pull up to the gas station. But many gotten around to buying it yet. Your
alreadyresearchedand discovered.)
alsobelievethere'snothing they can headline-in fact, your entire aFneed
How much do thesepeopleknow
do about it, that they simply have to state little more excepttlte nameofyour
about the way your product satisfiesthis pay whateverprice the stationcharges. product and a bargainprice. (ptage16)
desire?(Their StateofAwareness) In short,they feel like prisonersto the Abasic exampleof this is a
How many other productshave been fluctuatingprices. hamburgerfor 79 centsor a big screen
presentedto them beforeyours?(Their
And as a result,this desiregets TV for $500.Prospectsarealready
Stateof Sophistication) buried deeplyinto their subconscious. crwareof their needfor theseitems-the
The actual content of your headline They don't seekout a solutionbecause benefitsand reasonsfor owning them are
will be largely determinedby your they don't believethat one exists. clear-and they will make their purchase
answersto questions2 and 3. This is Remember:Shortof more fuel decisionbasedalmostentirely on price.
where most copywriters and marketers efficient, hybrid caxs-very VERY few This is the categorythat most mass
fall short-but it's whereyou'll excel prospectsaf,eawarethan any alternatives marketproductsfall into<ars, CD's,
onceyou graspand masterthis powerfirl exist. But what if he or shefound out DVD's, food, electronics,etc. Peopleare
secret! thereWERE genuinealtematives? highly awareof their desiressunounding
Kick Your Headlines Up a Sincegaspricescanvary by as thesegoods,the benefitsof them, and
NOTCH! much as 50 centsa gallon from city how theseproductsfulfill the desire(s).
Geneis famous for his statement to city-what if we createda digital That's why most advertising in this arena
that your headlinehasonly onepurpose: productthat helpedprospectslocate centersaroundprice. There'snothing
To get your prospectto read the next the cheapestoption within a 5-10 mile much elseto say.
sentencein your ad. That's it! It doesn't radius-effectively savingthem $30-50 This is also why direct response
needto presenteverybenefit... to a month? advertisingis usedfar lessoften with
presenta USP... or anythingelse.Justto Technologically,this product could thesekinds of massmarketproducts.
readthe next sentence. be connectedto a satellitedatabase, And when direct responseis usedin the
And the single best way to do that allowing our prospectto always find the massmarket-such as the casewith car
is to be ABSOLUTELY SURE that cheapestgasoption whereverhe or she sales-a more complexoffer is made
your headlinemeetsyour prospectat went-no matter what! to expandand differentiate the benefits
his actual Stateof Awareness.When This is certainly a way to fulfill their (zerointerestfinancing,cashback, etc.).
he discussesthis concept,he's really desirefor savingmoneyon gas. Overall, direct responsemarketing
referring to how ctwareyour prospectis is much better suited-and can bring
More on this examplein just
of his desire...how crwareheis about greatervalue tethose types of
a second.For now; let's look at the
the problem your product helps him promotions that require a unique appeal,
different levels of awarenessbefore
solve...how ctwareheis thatagroup a more elaboratesalesargumentand
discussingit any further:
of products-the categoryyour product an expandedoffer. Just like the many
falls into-presents a solution to his
Level #1=Prospects Are information productsyou seepromoted
needs...etc.
Most Aware in this industry.
Aboutthis,Genesays:
For example,let's look at the desire
to savemoney on gim.Most peopleare Thisis wherethecustomerlvtowsof
 Level #2= He Knows of and (b) to verbalize this desire-and its operateson satellite technology-to his
the Product, But Doesntt solution-so clearly and dramatically desirefor reducedgas spending.This is a
Yet Want It that the prospectwill be ableto fue level three approach!
recognizeit immediately. For anothergood example,look at
Here,your prospectisnl completely
crwareof all your product does,or isn't This is a much more challenging page 1 of your Ride-Along.The benefit
convincedof how well it doestheiob, or headlineto write than the first two mentionedin the headlineis something
hasnl beentold how much better it does levels-because simply making a that the prospectwants,but is not fully
it now.(page16) statementof benefitwon't usuallybe awareof. The writer{layton in this
believed.For example,if we were to case{id a greatjob of crystallizingthat
Here is wherethe majority of
comeout and say,"How to Save$50 on underlying desireto get more out of each
advertisinglies. This level is most
GasEachMonth" the prospectwould paycheck.This is your job at the third
often what "brand marketing" operates
be skeptical-perhaps he would think level of awareness.
under-where prospectshave heard
it was somekind of pyramid,multi- Level #4= lntroducing
of the brand, which has alreadybeen
level-marketingproduct<r that the Products That Solve
connectedto a public desire,andhas
solutionwas very basic,like driving less, Needs
proventhat it satisfiedthat desire.(Think
carpooling,etc.
McDonald'shamburgeror Jiff Lube Theprospect has-not a desire-
Auto.) And sinceit's a new productthat but a need.He recognizesthe need
he's neverheardof before,offering him immediately.But he doesn'tyet realize
In this case,the goal of the copy
a lower price is meaningless. the connectionbetweenthefulfillmentof
is simply to communicatethat your
productis indeedsuperiorto the other This is why Genewrites that that needandyour product. (page21)
marketersand copywriters facing this This-according to Gene-is the
similar optionsthat prospectis aware
stagemustuseextensiveanalysis-to
of andhasaccessto. Genegives-in "problem solving" ad. It's actuallyan
best definethe market, the emotions
this section(pages17-I9>7 different extensionof the previouslevel, only
and desiresdriving it... intuition-the
ways to communicatewhy and how your slightly more challenging.You start
ability, basedon this research,to select
product is better,right in your headline. by verbalungthe problem and/or the
the most powerful of theseemotions
Sincemost of the adsyou and I write fall solution in your headline-and then
and desires...and verbal creativity-the
outsidethis realm.we'll move onto the dramatizeit to ttre point where he
ability to capturethesepowerful feelings
nextlevel... realizeshe can't go on without it!
and desiresinto words.
Level #3: How to An exampleof this? When the
In the casewith our gas-saving
lntroduce New Products health supplementmarket wasjust
product, it may be that we simply add
Theprospecteither knows,or starting out, you could have led with
a new dimensionto the headline,like
recognizesimmediately,that he wants somethinglike... "Plaquein Your
"satellite BreakthroughSavesYou $50
what theproduct does;but he doesn't Arteries?"Of course,nowadaysmost
on GasEachMonth-Without Reducing
know that thereis a product-your prospectsare ata very different level
YourDriving A SingleMilell'As we'll
product-that will do it for him.@age19) of awarenessand this headlinewould
learnin just a moment,this is called
bomb.
Rememberour exampleaboutthe introducing the "mechanism" ( in this
electronic,satellite-based productthat case,the'osatellitebreaktlrough" is To seeareal live example,go to
savedpeoplemoneyon gas?This is the the mechanism).It addsbelievability, page2 of your Ride-Along right now.
level that our exa:npleappliesto. You partially becausewe've given the This is oneof Clayton'sfirst adsfor
see,in this case,our prospectis aware prospecta unique,believablereasonwhy Weiss-and it did very well. Why?
that he wants to savemoney on gas he can achievethe benefit. Becausenot only was it a very eye-
eachmonth. But he also hasno idea that And the psychologyhereis catchingheadline,it directly addresseda
ttrere'sa product that can direct him to problemthat his prospectswere secretly
fascinating:He mayfeel that he wants
the lowest priced gasstation wherever to spendlesson gas,but he also doesn't thinking about.By bringing this problem
he goes. really think about the solution much to the surfacein a dramaticway, the
prospectwas practicallyforced to rcad
According to Gene,our goal with becausethereappeaxsto be no choice.
prospectsandproductsat this level is But then you bring this desireto the the copy.
twofold: (a) to pinpoint the desirethat surfacewith your headline/claim.And It's also important to note that this
lies insidethe prospect,but may not in your headline,you're also starting the kind of headlinewill often work best
necessarily be on the top of his mind... processof linking your product-which when your prospecthas such a specific
problemthat he almostbelieveshe alone 'TheideathatGenerefersto in Level
suffersfrom it. When this is the case.it
automaticallyfeelsmore personal.
For example,somebodyI know
Fiveisessentially
thecoreof Clayton's
helpedlauncha seriesof information DominantEmotion strategy-where you
productsthat help men with their dating
skills. In the beginning,men definitely
leadnotwiththeproduct...notwithth
had a sensethat they were experiencing butWITH
benefit... YOUR PROSPECT'S
a problemin their dating,but they didn't
believetherewas any kind of outside UNIQUE STATEOFMIND/HEART.'
solution.So simpleheadlineslike "If
you have no clue what to say to an yet! To bring price in confuseshim and MIND/HEART.
attractivewoman..."-which brought communicatesthat you're not speaking The similarity is downright scary
the problem to the surface-worked to him directly. when you look at what Genefurther
pretty well. It crystallizedthe problem Samething with the name of your writes:
and implied a solution. product. He's never seenyour product What you are doing essentiallyin
When men saw this, they thought, andhasn't yet becomeawareof the this fifth stageis calling your market
*Wow! Somebodyknows I havethis desireit fulfills. So keepyour nameout togetherin the headlineof your ad. You
problem!" And sincethey were not of any headlineor lead copy. are writing an identffication headline.
being regularly advertisedto aboutthis Stating what your product You are sellingnothing,promising
problem,the basic"problem" headline does<r eventhe benefit it helps him nothing,satisffing nothing.Instead,you
really caughttheir attention. It actually to achievpis also not very effective. are echoingan emotion, an attifude, a
felt personalatthetime. But now the Actually, it canbe downrightdestructive. dissatisfactionthat picks peopleout from
markethasevolvedbeyondthis level and Becausehe's not psychologicallyin the the crowd, ffid binds them togetherin a
the sameapproachwould not be nearly positionto acceptthat benefitasbeing single statement.(pages25-26)
as effective. true. For example,just think of someof
Level #5: How to Sinceyou cannotmention your more famousrecentDominant Emotion
Open Up a Gompletely price, your product,its functionibenefit headlines,like Clayton's"Shameless
Unaware Market or even the desire-what do vou have TWo-Faced S.O.B.'s!" or Arthur
Andfinally-the mostdfficult. The
left? Johnson's"Had ENOUGH?" Neither of
Answer: Yourprospect! theseheadlinesmadea singlepromiseof
prospect is either not oware of his desire
benefit-but they did exactly what Gene
or neeFor lte won't honestlyadmit it As Geneputs it, onceyou realize
just described:They echoedan emotion
to himselfwithout brrrg lead into it by that your product and its attributesmust
andbroughtprospectstogether-based
your aFor the needis so generaland take the back seat,you "concentrate
on what they were feeling,usingjust a
amorphousthat it resistsbeingsummed exclusively on the stateof mind of your
single statement.
up in a single headline-or it's a secret market at this particular moment."
thatjust can't be verbalized.Qnge23) He goeson to say,'oHereis the type
If any of this soundsfamiliar, give
of headlinethat neverattemptsto sell a
This is the hardestprospectto reach. yowself a huge,HUGE pat on the
product or performance,but simply tries
He's a logical buyer for your product- back! It's exactlywhat Claytonhas
to sell the remainderof the ad itself."
andyet, mentally,he's a hundredmiles beenteaching-unaware of Gene's
from acceptingthe ideathat he needsit. verbiage-since The Total PackagerM And if you were on the "How to
was launched.It just goesto show Write a Kick-Butt Advertorial" webinar
Your job-as a copywriter or marketer-
that great marketing is universal and late last yea\ you also know that Gene
is to bridge that gap.
timeless. is describingthe advertorialapproach.
On this subject,Genealso states This is whereyour salesmessageis
somevery clearffuths,which I'll The idea that Generefers to in
totally disguised.Often times,you're
summarizeand explain: Level 5 is essentiallythe coreof
leading with an emotion, a problem, a
Clayton's Dominant Emotion strategy-
Price meansnothing to a person at frustration-coupled with valuable free
whereyou leadnot with the product...
the fifth stageof awareness.Remember, information-that is of greatinterest to
not with the benefit... but WITII YOUR
he knows nothing aboutyour product or your group of prospects.
PROSPECT'SUNIQIJE STATEOF
service-he isnotevenawareof his need
 Genethen continuesto describe Right now, checkout page3 of your scary.
the very advertorialprocessthat all of Ride-Along. On it you'll seea successful It simply refers to how cware your
today'sgreatwriters use. headlinethat perfectly exemplifieswhat prospectis of your product... the desireit
Meanwhile, theseparagraphs are we've beensaylnghereaboutstage fulfills... theproblemit helpshim solve,
building a steadyprogression of logical five. There'sno promisemadeon the etc.And to be frank, this is not something
images,.fro* thefirst identificationwith cover...no benefit...but it DOESecho many of the greatsin advertisinghave
the headline, to a growing crwqreness the feelings and the silent fear that was consciouslythoughtabout.
of theproblem or the desire,to the running through the minds of heartsof
Rather,it's somethingthat becomes
realizationthat the solution is at hand, baby boomersreadingthe ad.
instinctive to you asyou becomeintimate
and to the inevitablefocusingof that One of the things Genepoints out
with your prospectsand overall market.
desireand that solution ontoyour about this type of headline--and why
Think aboutit: Writing copy is like
particular product. Qnge 26) you seeso few writers attemptthem-is
having a conversationwith somebody.
If you can,pick up a goodpiece that it's exceedinglydifficult to make
Even if you have a goal in starting a
of copy you've receivedin the mail them work. When they do work, they are
conversationwith somebody,you begin
recently.Or if you've purchaseda often amongstthe biggest winners in the
the conversationat a point where it will
product from The Profit CenterrMthat industry. But it's infinitely more difficult
be smoothandsensible.You don't start
includeda swipefile, then openthat up to perfectlyverbalize what prospect's
right offwith your goal!
and look at one of Clayton'smagalogs. arefeelingthan it is to statea benefitor
a problem. Let me explain.Let's saythat you're
You'll notice the exactpatternthat Gene
just described. Finally, if you get anything from at aparty andyou're talking to someone
all this dissectionof Gene'sconcepts, of the oppositesex.You're interestedin
The writer often leadswith a
be clear that aheadlinethat works at seeingthemagain-and you think you'd
headlinethat the prospectcan identiff
one stageof awarenesswill not work at have a lot of fun together(your benefit).
with-echoing his feelingsabout
another.That's why so many headlines But do you leadwith this?Of coursenot!
somethingor his frusfration from being
fail-they addressprospectsat a It would seemawkward.
in a certainplacein his life. Then it
beginsto makea logical progressionto different stagethan they're currently On the otherhand,a betterway is to
the problem...the benefitsof solvingthe at. This also explainswhy a winning simply lead with a statementthat you can
problem...to the fact that there'sareal headlinemust inevitably die-because as both identiff with-one that makessense
solutionto the problem... and ultimately the marketevolvesand changes,it goes for where you're at in the interaction.
to the factthatthis promotion is making onto a new stage.The old headlineno It could be, "Hey, I'd like to get your
an offer to the prospectthat will relieve longer spealato them. opinion on something..."or "Have
him of the problem and give him all the Simplifying This Powerful you heardthe newsabout..."And then
benefits. Secret slowly-ifyou do a goodjob of selling
In pages26-34,Geneexplainsa One of things that intimidates yourself,that personmight become
variety of excellent ways that you can readersmost aboutBreaWhrough "aware" of the possibility of seeingyou
accomplishthis-and you're betteroff Advertising is the new vocabularythat again.He or shemay evendesireit! And
going through the book to learn them all. Geneinfroduces.But now that you that's when you reveal your intention,
We simply don't havethe spacein this clearlyunderstandwhat he's referringto, asking for their contactinformation.
newsletter. andhopefully the ideaof your prospect's (Hmm... that givesme an idea,
"state of awareness"should soundall that maybewe needto createa product base
on Gene'steachingscalledBreahhrough

'A headline
thatworksatonestageof
Dating!)
Justkidding. But you get the point.
Your prospect'sstateof awareness will
awareness That's
willnotworkatanother. start to comenaturally the more you get
whysomanyheadlines
fail-theyaddress to know him. And asyou strive to grab
his attention-and to start a conversation
prospects
ata different
stagethan with him-you'll naturally addresshim
they're at."
currently at the mostfitting level of awareness.
Especiallywhen you understandhis State
of Sophistication!
 Whichbringsusthenextbrilliant
insightof Gene's...
The Sophistication of
Your Market:
'lf youarethefirstperson
to market
How Many Products Have
Been There Before You? a product industry,lhen
ina certain
While this questionis often easily
answered,it's also highly underestimated youaredealing withprospectsthat
by many copywriters.And that's a
shame,becauseprospectsthesedaysare atalli'
havenosophistication
more sensitivethan ever to how well you
understandtheir level of sophistication.
Miss the mark and your promotion
has an instant datewith the trash. If you look on page4 of your Ride- your very first year.And now you have
'osevenfigure" copywriting programs.. .
But do this right, and you can enter Along, you can seean exampleof this.
into eventhe most competitive skeptical It's the classicDale Carnegiead, "How andthe list goeson.
marketsand make an absolutekilling. to Win FriendsandInfluencePeople."As In all theseinstances,the claims are
Your adversarieswon't know what hit you see,it makesjust a basicstatement tapping into the samebasic desire:The
them! of benefit.As the ad progresses, the claim desireto make good money,to earn a
is dramatized,the product is introduced high income, etc. As long asthe original
Let's look at what Genehasto say
andproof is given on how the book will promisestill hassomebelievability-
aboutthe variousstages...
fulfill that promise. namelythat you can accomplishthis
Stage #1=lf You Are First
in Your Market Becausethis was one of the first benefit as a copywriter-then the
booksto makesucha promise,this expandedclaimswork.
If you are the first personto market
approachdeliveredpowerfrrl results. But over time, more and more
a product in a certain industry,then you
are dealingwith prospectsthat haveno
Stage #2=When Youtre prospectsheartheseclaims.The
sophisticationat all. "In otherwords,
Second, Do This combinationof everybodysayingthe
In the secondstage,competition samething-along with few people
they havenever receivedany information
is beginningto enterthe scene.The actually experiencingtheseresults-
aboutsucha productbefore."
original claim or promiseis still working leadsto greaterskepticism.
Prospectsat this level arethe least
at this point (meaningprospectsare Thatbringsus to...
skepticaland most likely to believe what
you say.After all, everythingyou're still believing in it, and actingupon it). Stage #3: When Theytve
sayingis brand new to them-it's fresh
There'sno needto make a different Heard lt All Before
promise.
and exciting. This is just standardhuman As a readerof this newsletterand
nature. Thus,Generecommends:"Tlten The TotalPackagerM, you're well aware
This can happendue to a new copy that successfulclaim, but enlarge of the problemsof how heavily our
on it. Drive it to the absolutelimit. prospectsarebeing hit with advertising,
breakthroughin technology...a new
Outbidyour competition." in everypart of their life. They feel
discoveryof a food or nufrient...the
list goeson. And remember- while the In fact, you seethis all the time overwhelmed-making it harderthan
product may be new-it still must be without evenbeing awaxeof it. For ever to get through.
connectedto an alreafii aristing desire. example,let's take a look at the And it's this problemthat Geneis
at this
Gene'srecommendation copywriting market.At first there were referringto in Stage3. He posesthe
people claiming that you could make six questions... How areyour prospects
stage?Here it is:
figures as a writer-with minimal work, supposedto distinguishyoufrom the
Be simple.Be direct.Aboveall, don't
lots of freedom,etc. mass?How do you break through to
befancy.Nameeither the needor the
Then, as time progressed,you had reachthem?
claim in your headline-nothing more.
peopleclaiming that you could make six There'sjust one factorthat keeps
Dramatizethat claim in your copf
makeit aspowerfulaspossible.And then figures- in your veryfirst yean hopealive, despiteprospectsseeing
bring inyour product; andprove that it After that, it was that you can make thousandsof the samepromisesover
works.(page39) way over six figures-$300-400K-in andover again.It's that the desirelyiog
beneatheachpromiseneverfadesaway. BOWT'LEX MACHINE! (Bowflex) necessarilybe scienceor technology.It
The womanwho wantsto loseweight- The list is endless.Of course, canbe somethingas simpleas a topical
despitehavingtried dozensof thingsthat thesearen't the original headlines.But eventthat will help make investors
don't work-still wantsto loseweight! essentially,all the headlinesfor these moremoney.For example,look at
What's more,new prospectsare productsmadethe strippeddown claim page5 of your Ride-Alongfor one of
constantlycoming into the market,while you seeabove.Notice how the focus Clayton'sexamples.In this example,the
the old onesbecomefrustratedand shifts from the promisedbenefit-to the mechanismis the Gold Debt Explosion-
dissatisfied-readyto try somethingnew spectficway rnwhich the benefitwill be it's what allows the very common
all over again.Accordingto Gene,this is achieved. promiseof makingmoreprofit to be
how the marketcontinuesto renewitself. acceptedasbelievable.
For prospectswho've heard
As he says,"... Thedesirenever everythingand arehyper-skeptical,this Of course,Geneis quick to note that
this stageonly lastsso long.As prospects
fades. Thedissatisfactionbuilds up, at leastallows the promiseto registerand
monthafier month.Secretly,perhaps be considered.You havetheir attention get usedto hearingaboutthis new
evenunconsciouslythesewomenare for a split moment.And if you cankeep mechanism,it losesits effect.And sales
hopingtofind a nqlvproduct-a new them reading long enoughto prove your beganto slow down.At this point the
headline-that promisesa na,vway to case...you mayjust havea sale! marketpassesinto the next stage...
satisfyan age-olddesire."(page41) You can seethe evolutionvery Stage #4=Hfhen
When you think about it, this easily.Justlook at someexamplesfrom Mechanisms Start
is actuallyhow sophisticatedmost the men'shair lossmarket: Gompeting With
prospectsare in the massmarket.And Each Other
Stage1 Headlines(to "virgin"
evenin many of the mostpopulardirect prospectswith little or no skepticism) When competitorsseethat a certain
responseniches.Talk to any writer in mechanismis working, they're all quick
The Cure for Baldness
the healthor investmentnewsletter to jump on the bandwagon.Pretty soon,
businessandthey'll tell you how stiff How to Re-grow Your Hair Back everybody is claiming to have a unique
the competitionis-how prospectshave Stage2 Headlines(the original methodor meansby which to achieve
heardeverypossiblebenefitandno promisestill has appeal,butthere'sa the promisedbenefit.Its original impact
longerrespondto the sameappeals,and needto differentiateyourselffrom it) is lost.
so on. IIow to Re-grow Your Hair Back At this point, you havetwo different
So what do you do? in 30 Days or Less! options:(a) you can find a totally new
Gene'sbrilliance is to simply Cure Baldnessand Get Thicko mechanism-perhapsit's a new weight
revealthemechanism!Thisis the NEW Lustrous Hair-FAST! lossherb...a new trendydiet... or
devicethat makesall the old claimsnow Seehow theseare expandedversions anything elsethat will differentiate your
freshandbelievable.It's a new way to of the basicpromise? weightlosspromisefrom competitors...
achievethe sameold benefit-the one or (b) you can simply usethe sameexact
After prospectsseettris patternand
that prospectshavebeenlooking for all mechanismthat's beenworking, but
the exaggerated claimsover andover
along. enlargeand expandon it-similar to
again,they stop working. The market
what you did in Stage2.
Hereare somepowerful mechanisms hasnow enteredStage3 and a new
that haveworked in eventhe most For example,if both you andyour
mechanismneedsto be introduced:
crowdedindustries... competitorshavea powerfrrlaphrodisiac
New "Ionic Combtt SlowsHair
herb that allows prospectsto re-kindle
Loseweight-by CUTTING Loss and Re-growsHair by Up to
their sexdrive... experiencenewfound
CARBS! (Atkins) 50%! passion...lastlongerin bed-then this
Protectyour arteriesandreverse ScientistsDiscover Herbal 66DHT is the perfecttime to claim that you've
heartdiseasrwith VITAMIN D! Blocker" That StopsHair Loss at the got the "superversion"-the one that's
(Instant Sunshine) Source! provento be more potent,more bio-
Loseweight-by REDUCING (Again, you can seehow the same available,and so on.
TIIE STRESSHORMONE promiseis being made-but how this If you look at page6 of your Ride-
CORTISOL! (Cortislim) promiseis being madeunique,fresh Along you canseea CoQl0 ad at this
Grow rich in real estate-with andmorebelievableby leadingin the stage.The product is featuredas the
NOTHING DOWN! (RobertAllen) mechanism.) best version-and if you read the bullets
Get fit at home-using a NEW Also, the mechanismdoesn'thaveto below you can seehow the promiseof
potencyandbenefitis expanded.
Because-as you just learned- 'Youwanthimto seeyourheadline
marketsonly stay in this stagefor a brief
and
period of time, this copy only worked identiry
withit sostrongly
thathecan't
for a little while. Other versionsof the
packagewith more of an advertorial helpbutreadon.Fromthatpointon
approachworked much more effectively. youfollowtheadvertorial
approach...n
And as you study markets,you
realizethat this cycle repeatsitself
over and over again.More and more benefitsof finding the solution, give him daylights out of your prospect.
companieswill claim to havethe most the solution,tell him that you've got the Whoever you're writing to, in whatever
superiormechanism,the prospect bestpossiblesolution-and then finish market, you must know them like the
becomesover-saturated with advertising by getting him to act on your offer! back of your hand. Becomeintimate
andbecomeshyper-skeptical-and As you learnedwith the Fifth with their feelings, their hopes,their
somethingnew is needed. StageofAwareness,this is the hardest desires-and best of all-BECOME
andmost explosivetype of headline ANACTUAL PROSPECTin this
That brings us to the final stage...
to write. As we discussedearlier,it's market. This is not always possible,but
Stage #5: When Nothing do it wheneveryou can. For example,
what Clayton calls Dominant Emotion
Else Works... if you're promoting a heart-health
headlines:No promise,no benefit-just
In this final stage,yow market a dramatic statementthat perfectly supplement,becomepassionateabout
disbelievesvirtually everything you say. verbalizeswhat prospectsare feeling. your heart health. Try everything, read
They've heardit all-they know just everything, talk to people-get the full
For a good exampleof thesekinds
about every mechanismout there. This is experienceof what their life is like.
of headlines,look atpage7 and 8 of
by far the hardestprospectto marketto. Of course,none of this is stuff
your Ride-Along.Both focusprimarily
At this stagemany companieswill drop you haven't heardbefore. But still, it's
on the feeling-and the stateof mind-
out becausethey simply cannotcompete absolutelycrucial that you do it. Better
prospectswere at. And as a result,both
andmake enoughsalesto stay alive. yet, becomeclose ftiends with people
adsperformedvery well at the time.
The investmentand health in the market you're owitiog to. The
Making This Work On a
newslettermarketsare constantlyseeing better you know them, the more you'll
PRACTIGAL Level
wavesof this stage-and it alwaysgives be able to intuit the kind of statement
copywriters and marketing departments By this point, you're probably
that will grab their attention.The less
fits. But it's also an inuedible wondering exactly how to write Stage5 you know them, the more likely your
opportunity for thosewho understand headlinesof your own-headlines that
headlinewill fail to connectwith what
what to do, and how to do it. effectively grab prospectswho are both
they're feeling. Just do whateverit
highly awareand sophisticated.
So what do you claim at this point? takesto put yourself on their level. I
With as much advertising that's mean it.
Accordingto Gene...
taking place today, this is where
2.Pby with putting their
You get back to the PROSPECT most prospects-in the health,
strongest possible feelings into words.
HIMSELF! In this sense,the approach investrnent,businessopportunity,
What enragesthem?What embarrasses
correspondsto the Fiffh Stageof Intemet marketing, ffid other crowded
them?What scaresthe bejesusout of
Awarenesswe describedearlier.To industries-are today. They've heard it
them?This is not the time to censor
mentionthe product...its mechanism... all! yourself. Honestly, how do you think
or its benefitsis sureto encountertons
Unfortunately,there's no step-by- Clayton carneup with a headline like
of resistance.So your only option is to
stepformula to follow. I can only give "Shameless Two-FacedS.O.B.'s!"? I'll
call your prospectout, to put his deepest
you somevery practical guidelinesI've tell you: He got to know his prospect
emotionsand stateof mind into words-
gleanedfrom piles of Clayton's best extremelywell.... he learnedall the
in a single statement.
work, writing promotions with him, details about the scandaloussituation
You want him to seeyour headline and experimenting with thesekinds of (CEO's were dumping sharesof their
and identit/ with it so strongly that he headlinesmyself. own stock, while urging investors to
can't help but readon. At that point you boy). .. thoughtabouthow he'd feel
Here's what I've discovered:
follow the advertorial approach-where in sucha situation...playedaround
l. Youovegot to know the
you build up the problem, reveal the
with different possibilities-to tally standardway. Start trying to put be as valid in 100,200 or even500
uncensored-and eventually came up people's feelings into words-as years-as they were 100yearsago!
with that blockbuster winner. dramatically as possible-whenever I urge you: Use this guide regularly,
This is where it's crucial to be a you can! If you're not currently writing especially as you make the effort to read
little offthe wall. Vent your prospect's a promotion, do this on peopleyou and re-read Breahhrough Advertising.
angerfor him... expresssomething encounter in your daily life. Talk to This issuehasbeendesignednot only to
that would teniff him more than your mom or dad about what it's like to
help you understandthis legendarywork
anything... and aboveall, don't be go to work... pinch pennies...kiss their
more quickly and easily-but also to be
afraid to be A LITTLE FRIGGIN' boss'sbutt in hope for a raise... look
able to accessits secretsmore readily in
SHOCKING! It's amazinghow people forward to the day they retire... only
your own writing process.
expectto write great,attention-seizing to have it all ride on a couple of casual
govemmentdecisions. Now doesthat meanthat you need
headlines-with no energy,no risk, no
to always carefully analyzethe level of
boldness. Ask them how they feel. Then
awarenessand sophisticationof your
Get courageous-swear, curse, practice putting their feelings into one
prospect?Well, thereare two ways to
scream,kick the walls if you have to in dramatic statement-and then SHOW
answerthat.
this processio whateveryou needto these statementsto them. Do statements
let go and get a little crary.It will pay like... "This is SUCH BULL#$*&!" First, many of the world's best
off for you in the end. or "I can't believe thosebastardsare copywritersnever heardGene's
screwingwith my retirement!" or "This terminology or concepts-but they DID
3. Study what others have
is so UNFAIR!" capturewhat they're do their homework and instinctively
done before you. Your mind is like a
feeling?What else? understoodtheir market.As a result.
computer (actually it's infinitely more
List out all the statementsthat thesewriters naturally addressed
powerful-but that's anothersubject
come to you and then seewhich ones their prospectat the proper stageof
all together).And like a computer,it
they resonatemost with. Somewill awarenessand sophistication.
functions offof inputs. If you want it
to be able to solve a problem-in this hit home and naturally grab their With that said, why leave this
case,the problem of creatinga winning attention,otherswon't. Going through processup to chance?I personallythink
headline-then you've got to feed it the this processmay feel a little weird or it can only help to consciouslystart
right stuff. awkward to you, but who caresif it analyzng different markets and seeing
When it comesto headlines,the makes you rich some day. how thesedifferent stagesof awareness
right stuffis not only the researchabout Remember,this is a SKILL-it's and sophisticationlook in action.This
your prospect,product and market-but not somethiogthat's going to get better will sharpenyour ability to recognize
ALSO the previous winning headlines on it's own. Don't wait until you get where a market is at, andyou'll have
that have come before you. As you that "dream assignment" so you can a better senseof what to say to your
put more and more of thesetypes of magically come up with the perfect prospectsas a result of this knowledge.
headlines-headlines that successfully headline.Practiceputting people's And finally, put as much energy
addresshighly sophisticated,highly feelings-their most intensepossible ashumanly possibleinto becominga
awareprospects-you'll have more feelings-into words, in a single studentof people'semotions-and how
intenral datato use in your creative statement,right now-TODAY! This to verbalizethoseemotionsin a way that
process. will put you leapsand boundsaheadof they immediatelyidentify with. There's
This is somethingyou're getting other writers in this industry, even those no A-B-C formula for this, but I've
from your Ride-Along each month- who've beenwriting copy for many given you somevery practical stepsyou
but I also urge you to get on as many yeaxs. can begin taking-starting TODAY-to
mailing lists as possible... seekout This May Just Be The honeyour skills at this process.
copy by the present masterslike Arthur Breakthrough Youtve Thesesecrets-properly applied-
Johnson,Pa:ris Lampropolous,John Been Looking For! WILL makeyou money.I promise.
Carlton and the usual suspects.You can We've beenthrough a lot in this
Yours for better copy made easy,
never have too much of their incredible issu*and we've carefully broken
stufthe raw data that greatheadlines
are made of-being fed to your brain.
4. Practice, practice,
down conceptsthat have generated
billions and billions of dollars in
revenueover the years.Whatoseven
ffi
TonyFlores
PRACTICE. But not just in the more amazingis that thesesecretswill Editor,TheScreaming
Eagle