THE PROFIT CENTER™ & EASYWRITERS™ MARKETING CLUB PRESENT

— ZThe Heeeaming Lagle

Your RoADMAP TO DIRECT RESPONSE RICHES
Volume 1, Issue 9 May 11,2007 A.D.

Breakthrough Advertising:
* MAY 11th =
A Step-hy-Step, Cheat Sheet
Roadhouse Rants In this issue:
Interview CD-ROM! " The myth about “creating” desire—and why it’s
Copywriting Superstar Robert probably costing you money RIGHT NOW...
Hutchinson earns big bucks
"E Two of the most powerful secrets in marketing history—
<reating huge winners for large
financial and health publishers secrets that EVERY great copywriter in history has been
and by helping small business forced to master, NO EXCEPTIONS...
owners grow their companies. "F Headlines, headlines, HEADLINES! Proven,
Job reveals how he crafts direct scientific processes for stopping your prospects dead in
mail promotions that explode their tracks—new stuff you’ve never considered, UNTIL
his clients response and ROI — TODAY!
ncluding his secrets for finding
great clients and getting plum
" And much, MUCH MORE!
1ssignments ... his #1 secret for By Anthony Flores
“Many of the world’s most
rarpening his copywriting skills Executive Editor
powerful marketers and en-
... and much more. Dear Business Builder,
trepreneurs--those who've
If you talk to insiders in this biz—
" MAY 24th i made millions and millions of
including may of the hottest six and seven-
EasyWriters Club
figure writers alive—there’s one book
dollars--credit their success to
Live Teleseminar— ONE book: Breakthrough Adver-
everybody puts on a pedestal.
Blogging for Dollars tising. And NOW this issue will
— Part Two! It's the absolute gold standard when it
comes to copywriting books, because it goes make one of marketing most
With Special Guest Michel
deeper than just about anything since Clayton challenging books easy to learn
Fortin. Online copywriter and
began publishing The Total Package™ in from and apply--so you can
marketer Michel Fortin shows
mid-2005. begin putting its blockbuster
you what you need to know to
cash in with forums, social
That book? It’s Gene Schwartz’s secretsto work.. TODAY!" --
Breakthrough Advertising, www. time. His controls are legendary and he has
networking sites, testing
BreakthroughAd.com. positively influenced many of the greats. ..
technologies and more!
The reason it’s so highly regarded by like Gary Bencivenga, Ted Nicholas, Gary
Don't have a copy of all of these experts is simple: It's one of the Halbert, Joe Sugarman, John Carlton,
Breakthrough few resources that reveals things—incredibly Clayton—even famous marketing genius Jay
Advertising? complicated things—that no book on Abraham credits a portion of his outrageous
Point your browser to advertising has EVER been able to clearly success to information he learned from Gene.
www.BreakthroughAd.com explain. That’s one of the beauties of
and grab one. Breakthrough Advertising. It's not just a
As you probably know, Gene was one
of the four or five greatest copywriters of all book about copywriting. It’s actually a book

May 11, 2
 about opening up new markets for your each passing reading. (Daniel may be the
A The Screaming Eagle™ X product or service—and the process only person | know who’s more of a die-
is published monthly by Gene reveals is absolutely priceless for hard fan of this book than I am!)
Clayton Makepeace and The Total Package™ anybody that's got anything to do with In reality, this issue is meant to be a
aspartofthe
marketing. companion to your reading and studying
Easy Writers™ Marketing Club.
So What'’s the Problem? of the book itself. It’s my hope that I can
simplify and clarify some of the more
Itis owned by As amazing as this legendary book
The Profit Center™ is, there’s just ONE problem that plagues complicated concepts presented inside—
PO Box 750 the countless copywriters and marketers concepts that have generated BILLIONS
Waynesville, NC « 28786 who read it each year: It’s almost TOO of dollars for advertisers over the
DEEP—making it incredibly challenging years—so you can begin using them
For customer support please contact us at: for up-and-coming copywriters and faster than you ever would otherwise.
marketers to grasp and apply! What Makes this Book
or call 800-827-0940 (US)
Many writers—myself included—
Truly Unique
828-456-9277 (INT) Gene was more than a brilliant
comment that they don’t really “get” the
information inside the book until they've copywriter. He was a true student and
Rights of reproduction
and distribution marketing visionary. His knack for
of this newsletter
are strictly reserved.
read it at least 2-3 times, and have
written LOTS of copy. understanding human motivation, sales
and exactly how to bring people to
Any unauthorized reproduction Unfortunately, if you're like most
action was unlike anyone else in history.
or distribution
of information people in this fast-paced world, you
contained herein is expressly forbidden simply don’t have time to read the book More than that: Gene had the
withoutthe written consent of 2,3,4 or even 5 times. insight and wisdom to break down some
The Total Package™. But that’s where this issuc comes
of the most powerful workings of the
marketing and copywriting dynamic—in
in. In addition to having read this book
EXECUTIVE DIRECTOR: a bunch of times, I have extensively
a way that no individual had been able to
Clayton Makepeace analyzed it and broken it down (killing
put into words.
many pencils and highlighters in the And in the process, he uncovered
EXECUTIVE EDITOR: some universal truths about advertising
process!)... and have worked directly
Tony Flores that will be as valid 200 ycars from now
with Clayton to apply the countless
secrets found inside it. as they are today.
GENERAL MANAGER:
As a result, 'm centering this issuc For example, Breakthrough
Wendy Makepeace
around the most powerful concepts you Advertising reveals:
GRAPHIC DESIGN: can quickly glean from this amazing L Why desire is NEVER created,
Brian K. Wilson book—so that YOU can begin applying but rather channeled (this distinction
its incredibly effective secrets to the separates the best copywriters and
Circulation Manager: assignments and marketing campaigns marketers from the mediocre)...
Martha Shelton you're working on RIGHT NOW. O How to develop an entirely new
In addition, you'll get some truly market for an old product...
wonderful examples of his secrets, as L) Your prospect’s state of
they’ve been used by other successful awareness... what this demands from
writers in direct marketing (presented in your headline. .. and the five levels that
your Ride-Along). you MUST understand if you want to
Please note, however: This issue reach all potential prospects...
is NOT a substitute
for reading this O What is meant by your prospect’s
legendary book. 1f anything, I hope it “level of sophistication”—and the
will inspire you to dive deeply into the five stages that all great copywriters
book and never look back. If you're and marketers understand. Most only
anything like me, Daniel Levis and other understand this instinctively, but when
successful writers in this industry, you'll you grasp it consciously—a whole new
find that you get more and more out of world of profit possibilities open up for

The Screaming
 THAN A GLASS OF WATER!” You get
“The power, the force, the overwhelming the picture. But let’s not get ahead of
ourselves.
urge to own that makes advertising One could argue that you need to
work, comes from the market itself, and educate your prospect on this product
in order to convince him that he needs
t from the copy. Copy cannot create it—that you need to create his desire for
the product.
desire for a product” But this is not totally accurate. In
reality, he already has—and MUST
you! already have—the desire to lose weight
point?
inside him. This is what makes him a
D And so much more! First, most people approach their legitimate prospect for your product. If
My hope is that this issue will not marketing as though they need to create someone has no pre-existing desire to
only give you an incredible appreciation desire. The prospect may or may not be or stay slim, then he or she is simply
for Gene and the marketing insights he want their product, but they hope— NOT a prospect for your product. It’s
brought into the world—but also greatly through their advertising efforts—to ger that simple.
enhanced clarity about his concepts and him to want their product.
When you recognize that your job
how to use them, immediately in your However, this is a faulty perspective is simply to take your prospect’s desire
own work. that litters the marketing graveyard to lose weight—and then show him
If you haven’t already purchased with dead products and wasted dollars. your water product is the BEST way to
Breakthrough Advertising—you can get You see, there’s no amount of space an fulfill that desire—you’re performing the
by without it for now. But ultimately, advertiser can occupy with his message ultimate form of marketing judo! You're
you'll be much, much better off having that will convince a prospect to want or truly doing what Gene talks about in the
a copy. Besides, it’s one of the best need something from scratch. following passage:
bargains in this industry. T suggest you This is the trap that many fall for in By simply directing this gigantic,
£0 here right away to buy it: hitp:/www. trying to “educate” their prospects about already-existing mass desire—rather
BreakthroughAd.com. the product. While education can play a than being required to create it—
Desire Is Not Created, role in marketing, its role is not to create advertising thus commands an economic
It’s CHANNELED! desire. The only purpose of education force hundreds of times more powerful
Here’s how Gene leads off the very is to convince and show prospects that than the mere number of dollars that
first paragraph of the book: your product or service fulfills a desire the advertiser
can spend on it. This is
that—as Gene puts it—already exists the Amplification Effect of successful
The power, the force, the
inside them. advertising—the reason that $1 spent on
overwhelming urge to own that makes
advertising work, comes from the market Your prospect has to already have such advertising can create $50 or even
itself, and not from the copy. Copy that fundamental desire inside him for $100 in sales.
cannot create desire for a product. It can this process to work. Let me give you a But the Amplification Effect takes
only take the hopes, dreams, fears and practical example so this is clear: Let's place only when advertising exploits
desires that already exist in the hearts say that you have a new, cutting edge already-existing desire. When it tries
of millions of people, and focus those form of water that actually flushes fat to create this desire, it is no longer
already existing desires onto a particular from the body. Its unique molecular advertising but education. And, as
product. This is the copywriter’s task: composition actually mixes with stored education, it can only produce at best
not to create this mass desire—butto fat from the body... binds with the fat one dollar in sales for every dollar spent
channel and direct it. (page 3) molecules... and then flushes that fat on advertising. (page 5)
RIGHT OUT OF THE BODY!
This is one of the most fundamental So in this sense, you are not creating
distinctions in marketing that you'll You can already see the headlines, a desire for your product. Rather, you are
ever hear—and yet not one marketer “DRINK YOUR FAT AWAY!” or showing your prospect that your product
in a hundred fully grasps it. Why is “FLUSH FAT FROM YOUR BODY.... is a new way to fulfill his or her already
it so important? And what are the WHILE WATCHING TV... WITHOUT existing desire. You never create desire,
consequences of not understanding this AMINUTE OF EXERCISE OR you channel it.
DIETING... USING NOTHING MORE
 That's the real job of advertising. time in the stuff that really matters. alternative—somebody who understood
This is MUCH MORE Remember, human desire is pretty their emotions. ..someone who—like
them—was angry at the callous medical
Than An Exercise In constant over time. We're the same
establishment... and who offered
Semantics greedy... lustful... pride-driven... love
and approval-secking creatures today practical, proven advice on how to get
If you're thinking that this is just healthier, naturally.
a play on words, think again! The
as we were 1,000 years ago. It's basic
human nature. It will never change. When Phillips switched their
more you start to think in this way,
the better off you'll be as a marketer So the goal is to simply understand approach to focusing on this pre-existing
and copywriter. That's because you'll these motivations, and then figure out desire—through a little newsletter
stop wasting your time creating and ways to position—so that you're simply called Health and Healing by Dr. Julian
marketing products that people don't getting in front of the parade. No needto Whitaker—it was one of the greatest
really want—products that require lots of create a new one. successes in direct marketing history.
education to be sold—and you’ll focus Tn this process, you also become an And it personally made Clayton millions
all your attention on finding the BEST of dollars in royalties over the years.
expert in the things that DON'T work.
ways to satisfy your prospects’ already ‘When you see a product, you're much That’s the power of this concept,
existing desires. better able to tell whether or not it's properly applied. Focus your time on
Like many of the most powerful fulfilling a desire that people urgently finding out what your prospect already
insights in life, this one is subtle. But have. wants—and then do whatever you can
don’t let that fool you. If you spend lots Going from a Bomb to to honestly communicate and prove
of time around marketing geniuses like Mailing in the Millions— that you've got the very best way to
Jay Abraham... Clayton... Dan Kennedy Using Just This Secret! fulfill that desire. Riches— frequently in
and countless others. .. they never waste outrageous numbers—will often result!
For example, Clayton likes to tell
time with products that their prospects the story of first getting into the health
The REAL Purpose of
MAY be interested in. newsletter business... Your Headline
Rather, their time, attention and He was asked to promote a Once you understand this
cffort goes into finding new ways to newsletter for a conventional doctor that perspective on desire, the real role
fulfill their prospects' clear, alrcady educated people on procedures... risks... of your headline comes into focus.
existing, proven desires. In fact, this developments... and offered practical According to Gene, that is to....
is such a part of Clayton’s process advice on getting healthier within the “Acknowledge that desire—
that he has a term for it—it's why he’s context of mainstream medicine. reinforce it—and/or offer the means
constantly talking about his prospect’s
There’s was just one little problem: to satisfy in a single statement, in the
dominant “resident” emotion—it’s headline of your ad.” He continues:
People didn’t want advice from a
something that his prospect must already
mainstream doctor! In fact, they “The headline is the bridge between
feel inside!
had been getting advice from their your prospect and your product. It
Plus, as you understand this, you conventional doctors for decades and it touches your prospect at the point
become increasingly better at matching wasn't working. They were sicker, fatter of awareness” (note: we will discuss
up any product you need to promote to and more miserable than ever when it “awareness” in just a second) “he has
the core desire that product helps fulfill. came to health. Not surprisingly, the arrived at today.”
You become a student of desire and promotion bombed.
human motivation, and you invest your In any case, your headline—though
What they really wanted was an it may never mention your product—is
the first vital step in recognizing this
mass desire—justifying and intensifying
“The headline is the bridge between your it—and directing its solution along one
prospect and your product. It touches specific path. (page 8)
Tn order to do this, you must
your prospect at the point of awareness become intimate with the details of your
product—finding out the relationship
he has arrived at today.” between its features and benefits. (pages
9-12) Once this is accomplished, you're
in the position to select the benefit(s)
 most likely to connect with the mass
desire of your market.
Once that is done, you know the
dominant desire(s) of your market—and
“Gene is famous for his statement that your
you know the chief benefits of your headline has only one purpose: To get your
product. As Gene says, “The bridge
between these two—their meeting
prospect to read the next sentence
place—is your ad.” in your ad. That's it!”
There’s a three-step questioning
process he believes forms the foundation
of your ad:
somewhat aware of this desire—they the product—knows what it does—knows
What is the mass desire that creates
this market? (Which you will have
face and feel it 1-3 times
a week when he wants it. At this point, he just hasn't
they pull up to the gas station. But many gotten around to buying it yet. Your
already researched and discovered.)
also believe there’s nothing they can headline—in fact, your entire ad—need
How much do these people know do about it, that they simply have to state little more except the name of your
about the way your product satisfies this pay whatever price the station charges. product and a bargain price. (page 16)
desire? (Their State of Awareness)
In short, they feel like prisoners to the A basic example of this is a
How many other products have been fluctuating prices. hamburger for 79 cents or a big screen
presented to them before yours? (Their And as a result, this desire gets TV for $500. Prospects are already
State of Sophistication) buried deeply into their subconscious. aware of their need for these items—the
The actual content of your headline They don’t seek out a solution because benefits and reasons for owning them are
will be largely determined by your they don’t believe that one exists. clear—and they will make their purchase
answers to questions 2 and 3. This is Remember: Short of more fuel decision based almost entirely on price.
where most copywriters and marketers efficient, hybrid cars—very, VERY few This is the category that most mass
fall short—but it's where you'll excel prospects are aware than any alternatives market products fall into—cars, CD’s,
once you grasp and master this powerful exist. But what if he or she found out DVD’s, food, electronics, ctc. People are
secret! there WERE genuine alternatives? highly aware of their desires surrounding
Kick Your Headlines Up a Since gas prices can vary by as these goods, the benefits of them, and
NOTCH! much as 50 cents a gallon from city how these products fulfill the desire(s).
Gene is famous for his statement to city—what if we created a digital That’s why most advertising in this arena
that your headline has only one purpose: product that helped prospects locate centers around price. There’s nothing
To get your prospect to read the next the cheapest option within a 5-10 mile much else to say.
sentence in your ad. That’s it! It doesn’t radius—effectively saving them $30-50 This is also why direct response
need to present every benefit... to amonth? advertising is used far less often with
present a USP... or anything else. Just to Technologically, this product could these kinds of mass market products.
read the next sentence. be connected to a satellite database, And when direct response is used in the
And the single best way to do that allowing our prospect to always find the mass market—such
as the case with car
is to be ABSOLUTELY SURE that cheapest gas option wherever he or she sales—a more complex offer is made
your headline meets your prospect at went—no matter what! to expand and differentiate the benefits
his actual State of Awareness. When This is certainly a way to fulfill their (zero interest financing, cash back, etc.).
he discusses this concept, he’s really desire for saving money on gas. Overall, direct response marketing
referring to how aware your prospect is is much better suited—and can bring
More on this example in just
of his desire... how aware
he is about greater value to—those 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 awareness before
solve... how aware he is that a group discussing it any further: a more claborate sales argument and
of products—the category your product an expanded offer. Just like the many
falls into—presents a solution to his
Level #1: Prospects Are
information products you see promoted
needs... etc. Most Aware in this industry.
About this, Gene says:
For example, let’s look at the desire
to save money on gas. Most people are This is where the customer knows of
 Level #2: He Knows of and (b) to verbalize this desire—and its operates on satellite technology—to his
the Product, But Doesn’t solution—so clearly and dramatically desire for reduced gas spending. This is a
Yet Want It that the prospect will be able to true level three approach!
Here, your prospect isn t completely
recognize it immediately. For another good example, look at
aware of all your product does, or isnt This is a much more challenging page 1 of your Ride-Along. The benefit
convinced of how well it does the job, or headline to write than the first two mentioned in the headline is something
hasn't been told how much better it does levels—because simply making a that the prospect wants, but is not fully
it now. (page 16) statement of benefit won’t usually be aware of. The writer—Clayton in this
believed. For example, if we were to case—did a great
job of crystallizing that
Here is where the majority of
come out and say, “How to Save $50 on underlying desire to get more out of each
advertising lies. This level is most
Gas Each Month™ the prospect would paycheck. This is your job at the third
often what “brand marketing” operates
be skeptical—perhaps he would think level of awareness.
under—where prospects have heard
it was some kind of pyramid, multi- Level #4: Introducing
of the brand, which has already been
level-marketing product—or that the Products That Solve
connected to a public desire, and has
proven that it satisfied that desire. (Think
solution was very basic, like driving less, Needs
carpooling, etc.
McDonald’s hamburger or Jiffy Lube The prospect has—not a desire—
Auto.) And since it’s a new product that but a need. He recognizes the need
he’s never heard of before, offering him immediately. But he doesn't yet realize
In this case, the goal of the copy
a lower price is meaningless. the connection between the fulfillment of
is simply to communicate that your
product is indeed superior to the other This is why Gene writes that that need and your product. (page 21)
marketers and copywriters facing this
similar options that prospect is aware This—according to Gene—is the
stage must use extensive analysis—to
of and has access to. Gene gives—in “problem solving” ad. It's actually an
this section (pages 17-19)—7 different
best define the market, the emotions extension of the previous level, only
ways to communicate why and how your
and desires driving it... intuition—the slightly more challenging. You start
ability, based on this research, to select
product is better, right in your headline. by verbalizing the problem and/or the
Since most of the ads you and T write fall the most powerful of these emotions
solution in your headline—and then
and desires... and verbal creativity—the
outside this realm, we’ll move onto the dramatize it to the point where he
ability to capture these powerful feelings
next level... realizes he can’t go on without it!
and desires into words.
Level #3: How to An example of this? When the
In the case with our gas-saving
Introduce New Products health supplement market was just
product, it may be that we simply add
The prospect either knows, or starting out, you could have led with
a new dimension to the headline, like
recognizes immediately, that he wants something like... “Plaque in Your
“Satellite Breakthrough Saves You $50
what the product does; but he doesn t Arteries?” Of course, nowadays most
on Gas Each Month—Without Reducing
know that there is a product—your prospects are at a very different level
Your DrivingA Single Mile!” As we'll
product—that will do it for him.(page 19) of awareness and this headline would
learn in just a moment, this is called
Remember our example about the
bomb.
introducing the “mechanism” ( in this
electronic, satellite-based product that case, the “satellite breakthrough™ is To see a real live example, go to
saved people money on gas? This is the the mechanism). It adds believability, page 2 of your Ride-Along right now.
level that our example applies to. You partially because we’ve given the This is one of Clayton’s first ads for
see, in this case, our prospect is aware prospect a unique, believable reason why Weiss—and it did very well. Why?
that he wants to save money on gas he can achieve the benefit. Because not only was it a very eye-
cach month. But he also has no idea that catching headline, it directly addressed a
And the psychology here is
there’s a product that can direct him to problem that his prospects were secretly
fascinating: He may feel that he wants
the lowest priced gas station wherever thinking about. By bringing this problem
to spend less on gas, but he also doesn’t
he goes. really think about the solution much to the surface in a dramatic way, the
According to Gene, our goal with because there appears to be no choice.
prospect was practically forced to read
prospects and products at this level is But then you bring this desire to the the copy.
twofold: (a) to pinpoint the desire that surface with your headline/claim. And It’s also important
to note that this
lies inside the prospect, but may not in your headline, you're also starting the kind of headline will often work best
necessarily be on the top of his mind... process of linking your product—which when your prospect has such a specific
problem that he almost believes he alone
suffers from it. When this is the case, it “The idea that Gene refers to in Level
automatically feels more personal.
Five is essentially the core of Clayton's
For example, somebody I know
helped launch a series of information Dominant Emotion strategy—where you
products that help men with their dating
skills. In the beginning, men definitely
lead not with the product... not with th
had a sense that they were experiencing benefit... but WITH YOUR PROSPECT'S
a problem in their dating, but they didn’t
believe there was any kind of outside UNIQUE STATE OF MIND/HEART
solution. So simple headlines like “If
you have no clue what to say to an yet! To bring price in confuses him and MIND/HEART.
attractive woman...."—which brought communicates that you're not speaking The similarity is downright scary
the problem to the surface—worked to him directly. when you look at what Gene further
pretty well. It crystallized the problem Same thing with the name of your writes:
and implied a solution. product. He's never seen your product ‘What you are doing essentially in
When men saw this, they thought, and hasn’t yet become aware of the this fifth stage is calling your market
“Wow! Somebody knows I have this desire it fulfills. So keep your name out together in the headline of your ad. You
problem!” And since they were not of any headline or lead copy. are writing an identification headline.
being regularly advertised to about this Stating what your product You are selling nothing, promising
problem, the basic “problem™ headline does—or even the benefit it helps him nothing, satisfying nothing. Instead, you
really caught their attention. It actually to achieve—is also not very effective. are echoing an emotion, an attitude, a
felt personal at the time. But now the Actually, it can be downright destructive. dissatisfaction that picks people out from
market has evolved beyond this level and Because he’s not psychologically in the the crowd, and binds them togetherin a
the same approach would not be nearly position to accept that benefit as being single statement. (pages 25-26)
as effective. true. For example, just think of some of
Level #5: How to Since you cannot mention your more famous recent Dominant Emotion
Open Up a Completely price, your product, its function/benefit headlines, like Clayton’s “Shameless
Unaware Market or even the desire—what do you have Two-Faced S.O.B.'s!” or Arthur
And finally—the most difficult. The left? Johnson’s “Had ENOUGH?” Neither of
prospect is either not aware of his desire Answer: Your prospect! these headlines made a single promise of
benefit—but they did exactly what Gene
or need—or he won t honestly admit it As Gene puts it, once you realize
just described: They echoed an emotion
to himself without being lead into it by that your product and its attributes must
and brought prospects together—based
your ad—or the needis so general and take the back seat, you “concentrate
on what they were feeling, using just a
amorphous that it resists being summed exclusively on the state of mind of your
single statement.
up in a single headline—or it's a secret market at this particular moment.”
that just can t be verbalized. (page 23) He goes on to say, “Here is the type
If any of this sounds familiar, give
of headline that never attempts to sell a
This is the hardest prospect to reach. yourself a huge, HUGE pat on the
product or performance, but simply tries
He's a logical buyer for your product— back! It's exactly what Clayton has
to sell the remainder of the ad itself.”
and yet, mentally, he’s a hundred miles been teaching—unaware of Gene’s
from accepting the idea that he needs it. verbiage—since The Total Package™ And if you were on the “How to
Your job—as a copywriter or marketer— was launched. It just goes to show Write a Kick-Butt Advertorial” webinar
that great marketing is universal and late last year, you also know that Gene
is to bridge that gap.
timeless. is describing the advertorial approach.
On this subject, Gene also states This is where your sales message is
some very clear truths, which I'll The idea that Gene refers to in
totally disguised. Often times, you're
summarize and explain: Level 5 is essentially the core of
leading with an emotion, a problem, a
Clayton’s Dominant Emotion strategy—
Price means nothing to a person at frustration—coupled with valuable free
where you lead not with the product...
the fifth stage of awareness. Remember, information—that is of great interest to
not with the benefit.... but WITH YOUR
he knows nothing about your product or your group of prospects.
PROSPECT’S UNIQUE STATE OF
service—he isn't even aware of his need

May 11, 2007

 Gene then continues to describe Right now, check out page 3 of your scary.
the very advertorial process that all of Ride-Along. On it you'll see a successful It simply refers to how aware your
today's great writers use. headline that perfectly exemplifies what prospect is of your product... the desireit
Meanwhile, these paragraphs are we've been saying here about stage fulfills... the problem it helps him solve,
building a steady progression of logical five. There’s no promise made on the etc. And to be frank, this is not something
images, from the first identification with cover... no benefit... but it DOES echo many of the greats in advertising have
the headline, to a growing awareness the feelings and the silent fear that was consciously thought about.
of the problem or the desire, to the running through the minds of hearts of
Rather, it's something that becomes
realization that the solution is at hand, baby boomers reading the ad.
instinctive to you as you become intimate
and to the inevitable focusing of that One of the things Gene points out
with your prospects and overall market.
desire and that solution onto your about this type of headline—and why
Think about it: Writing copy is like
particular product. (page 26) you see so few writers attempt them—is
having a conversation with somebody.
If you can, pick up a good piece that it’s exceedingly difficult to make
Even if you have a goal in starting a
of copy you've received in the mail them work. When they do work, they are
conversation with somebody, you begin
recently. Or if you've purchased a often amongst the biggest winners in the
the conversation at a point where it will
product from The Profit Center™ that industry. But it’s infinitely more difficult
be smooth and sensible. You don’t start
included a swipe file, then open that up to perfectly verbalize what prospect’s
are feeling than it is to state a benefit or
right off with your goal!
and look at one of Clayton’s magalogs.
a problem. Let me explain. Let's say that you're
You'll notice the exact pattern that Gene
at a party and you're talking to someonc
just described. Finally, if you get anything from
all this disscction of Gene’s concepts, of the opposite sex. You're interested in
The writer often leads with a
be clear that a headline that works at sceing them again—and you think you'd
headline that the prospect can identify
one stage of awareness will not work at have a lot of fun together (your benefit).
with—cchoing his feelings about
another. That’s why so many headlines But do you lead with this? Of course not!
something or his frustration from being
fail—thcy address prospects at a It would seem awkward.
in a certain place in his life. Then it
begins to make a logical progression to different stage than they’re currently On the other hand, a better way is to
the problem... the benefits of solving the at. This also explains why a winning simply lead with a statement that you can
problem... to the fact that there’s a real headlinc must incvitably die—because as both identify with—one that makes sense
solution to the problem... and ultimately the market evolves and changes, it goes for where you’re at in the interaction.
to the fact that this promotion is making onto a new stage. The old headline no Tt could be, “Hey, I'd like to get your
an offer to the prospect that will relieve longer speaks to them. opinion on something...” or “Have
him of the problem and give him all the Simplifying This Powerful you heard the news about...” And then
benefits. Secret slowly—if you do a good job of selling
In pages 26-34, Gene explains a One of things that intimidates yourself, that person might become
variety of excellent ways that you can readers most about Breakthrough “aware” of the possibility of seeing you
accomplish this—and you’re better off Advertising is the new vocabulary that again. He or she may even desire it! And
going through the book to learn them all. Gene introduces. But now that you that’s when you reveal your intention,
We simply don’t have the space in this clearly understand what he's referring to, asking for their contact information.
newsletter. and hopefully the idea of your prospect’s (Hmm... that gives me an idea,
“state of awareness” should sound all that maybe we need to create a product base
on Gene's teachings called Breakthrough
Dating!)
"A headline that works at one stage of Just kidding. But you get the point.
awareness will not work at another. That's Your prospect’s state of awareness will
start to come naturally the more you get
why so many headlines fail—they address to know him. And as you strive to grab
his attention—and to start a conversation
prospects at a different stage than with him—you’ll naturally address him
they're currently at.” at the most fitting level of awareness.
Especially when you understand his State
of Sophistication!

I'he Screaming
 Which brings us the next brilliant
insight of Gene's...
The Sophistication of
Your Market: “If you are the first person to market
How Many Products Have
Been There Before You? a product in a certain industry, then
While this question is often easily
answered, it's also highly underestimated you are dealing with prospects that
by many copywriters. And that's a
shame, because prospects these days are have no sophistication at all”
more sensitive than ever to how well you
understand their level of sophistication.
Miss the mark and your promotion
has an instant date with the trash. If you look on page 4 of your Ride- your very first year. And now you have
But do this right, and you can enter Along, you can see an example of this. “seven figure” copywriting programs. ..
into even the most competitive skeptical 1t’s the classic Dale Camegie ad, “How and the list goes on.
markets and make an absolute killing. to Win Friends and Influence People.” As In all these instances, the claims are
Your adversaries won't know what hit you see, it makes just a basic statement tapping into the same basic desire: The
them! of benefit. As the ad progresses, the claim desire to make good money, to eam a
Let's look at what Gene has to say is dramatized, the product is introduced high income, etc. As long as the original
about the various stages... and proof is given on how the book will promise still has some believability—
fulfill that promise. namely that you can accomplish this
Stage #1: If You Are First
Because this was one of the first benefit as a copywriter—then the
in Your Market
books to make such a promise, this expanded claims work.
If you are the first person to market
approach delivered powerful results. But over time, more and more
a product in a certain industry, then you
are dealing with prospects that have no
Stage #2: When You're prospects hear these claims. The
sophistication at all. “In other words,
Second, Do This combination of everybody saying the
they have never received any information In the second stage, competition same thing—along with few people
is beginning to enter the scene. The actually experiencing these results—
about such a product before.”
original claim or promise is still working leads to greater skepticism.
Prospects at this level are the least
skeptical and most likely to believe what at this point (meaning prospects are That brings us to...
you say. After all, everything you're still believing in it, and acting upon it). Stage #3: When They've
saying is brand new to them—it’s fresh There’s no need to make a different Heard It All Before
promise.
and exciting. This is just standard human As a reader
of this newsletter and
nature. Thus, Gene recommends: “Then The Total Package™, you're well aware
This can happen due to a new copy that successful claim, but enlarge of the problems of how heavily our
breakthrough in technology... a new on it. Drive it to the absolute limit. prospects are being hit with advertising,
discovery of a food or nutrient... the Outbid your competition.” in every part of their life. They feel
list goes on. And remember— while the In fact, you see this all the time overwhelmed—making it harder than
product may be new—it still must be without even being aware of it. For ever to get through.
connected to an already existing desire. example, let’s take a look at the And it’s this problem that Gene is
Gene's recommendation at this copywriting market. At first there were referring to in Stage 3. He poses the
people claiming that you could make six questions... How are your prospects
stage? Here it is:
figures as a writer—with minimal work, supposed to distinguish you from the
Be simple. Be direct. Above all, don't
lots of freedom, etc. mass? How do you break through to
be fancy. Name either the needor the
claim in your headline—nothing more. Then, as time progressed, you had reach them?
Dramatize that claim in your copy—
people claiming that you could make six There's just one factor that keeps
figures—in your very first year. hope alive, despite prospects seeing
make it as powerful as possible. And then
bring in your product; and prove that it After that, it was that you can make thousands of the same promises over
works. (page 39) way over six figures—$300-400K—in and over again. It's that the desire lying
beneath each promise never fades away. BOWFLEX MACHINE! (Bowflex) necessarily be science or technology. It
The woman who wants to lose weight— The list is endless. Of course, can be something as simple as a topical
despite having tried dozens of things that these aren’t the original headlines. But event that will help make investors
don't work—still wants to lose weight! essentially, all the headlines for these more money. For example, look at
What’s more, new prospects are products made the stripped down claim page 5 of your Ride-Along for one of
constantly coming into the market, while you see above. Notice how the focus Clayton’s examples. In this example, the
the old ones become frustrated and shifts from the promised benefit—to the mechanism is the Gold Debt Explosion—
dissatisfied—ready to try something new specific way in which the benefit will be it's what allows the very common
all over again. According to Gene, this is achieved. promise of making more profit to be
how the market continues to renew itself. accepted as believable.
For prospects who’ve heard
As he says, “... The desire never everything and are hyper-skeptical, this Of course, Gene is quick to note that
Jfades. The dissatisfaction builds up, at least allows the promise to register and this stage only lasts so long. As prospects
month afier month. Secretly, perhaps be considered. You have their attention get used to hearing about this new
even unconsciously these women are for a split moment. And if you can keep mechanism, it loses its effect. And sales
hoping to find a new product—a new them reading long enough to prove your began to slow down. At this point the
headline—that promises a new way to case... you may just have a sale! market passes into the next stage...
satisfy an age-old desire. "(page 41) You can see the evolution very Stage #4: When
When you think about it, this casily. Just look at some examples from Mechanisms Start
is actually how sophisticated most the men’s hair loss market: Competing With
prospects are in the mass market. And Each Other
Stage 1 Headlines (to “virgin”
even in many of the most popular direct prospects with little or no skepticism) When competitors see that a certain
response niches. Talk to any writer in mechanism is working, they're all quick
The Cure for Baldness
the health or investment newsletter to jump on the bandwagon. Pretty soon,
business and they’ll tell you how stiff How to Re-grow Your Hair Back everybody is claiming to have a unique
the competition is—how prospects have Stage 2 Headlines (the original method or means by which to achieve
heard every possible benefit and no promise still has appeal, but there’s a the promised benefit. Its original impact
longer respond to the same appeals, and need to differentiate yourself from it) is lost.
50 on. How to Re-grow Your Hair Back At this point, you have two different
So what do you do? in 30 Days or Less! options: (a) you can find a totally new
Genc's brilliance is to simply Cure Baldness and Get Thick, mechanism—perhaps it’s a new weight
reveal the mechanism! This is the NEW Lustrous Hair—FAST! loss herb... a new trendy diet... or
device that makes all the old claims now See how these are expanded versions anything else that will differentiate your
fresh and believable. It's a new way to weight loss promise from competitors...
of the basic promisc?
achieve the same old benefit—the one or (b) you can simply use the same exact
After prospects see this pattern and
that prospects have been looking for all mechanism that’s been working, but
the exaggerated claims over and over
along. enlarge and expand on it—similar to
again, they stop working. The market
what you did in Stage 2.
Here are some powerful mechanisms has now entered Stage 3 and a new
that have worked in even the most mechanism needs to be introduced: For example, if both you and your
crowded industries. .. competitors have a powerful aphrodisiac
New “Ionic Comb” Slows Hair herb that allows prospects to re-kindle
Lose weight—by CUTTING Loss and Re-grows Hair by Up to
their sex drive... experience newfound
CARBS! (Atkins) 50%!
passion... last longer in bed—then this
Protect your arteries and reverse Scientists Discover Herbal “DHT is the perfect time to claim that you've
heart disease—with VITAMIN D! Blocker” That Stops Hair Loss at the got the “super version™—the one that's
(Instant Sunshine) Source! proven to be more potent, more bio-
Lose weight—by REDUCING (Again, you can see how the same available, and so on.
THE STRESS HORMONE promise is being made—but how this If you look at page 6 of your Ride-
CORTISOL! (Cortislim) promise is being made unique, fresh Along you can see a CoQ10 ad at this
Grow rich in real estate—with and more believable by leading in the stage. The product is featured as the
NOTHING DOWN! (Robert Allen) mechanism.) best version—and if you read the bullets
Get fit at home—using
a NEW Also, the mechanism doesn’t have to below you can see how the promiseof

The Screaming
potency and benefit is expanded.
Because—as you just leamed—
markets only stay in this stage for a brief
"You want him to see your headline and
period of time, this copy only worked identify with it so strongly that he can’t
for a little while. Other versions of the
package with more of an advertorial help but read on. From that point on
approach worked much more effectively. you follow the advertorial approach..”
And as you study markets, you
realize that this cycle repeats itself
over and over again. More and more benefits of finding the solution, give him daylights out of your prospect.
companies will claim to have the most the solution, tell him that you’ve got the Whoever you're writing to, in whatever
superior mechanism, the prospect best possible solution—and then finish market, you must know them like the
becomes over-saturated with advertising by getting him to act on your offer! back of your hand. Become intimate
and becomes hyper-skeptical—and As you learned with the Fifth with their feelings, their hopes, their
something new is needed. Stage of Awareness, this is the hardest desires—and best of all—-BECOME
and most explosive type of headline AN ACTUAL PROSPECT in this
That brings us to the final stage...
to write. As we discussed carlier, it's market. This is not always possible, but
Stage #5: When Nothing do it whenever you can. For example,
what Clayton calls Dominant Emotion
Else Works... if you're promoting a heart-health
headlines: No promise, no benefit—just
Tn this final stage, your market a dramatic statement that perfectly supplement, become passionate about
disbelieves virtually everything you say. verbalizes what prospects are feeling. your heart health. Try everything, read
They’ve heard it all—they know just everything, talk to people—get the full
For a good example of these kinds
about every mechanism out there. This is experience of what their life is like.
of headlines, look at page 7 and 8 of
by far the hardest prospect to market to. Of course, none of this is stufl’
your Ride-Along. Both focus primarily
At this stage many companies will drop you haven't heard before. But still, it’s
on the feeling—and the state of mind—
out because they simply cannot compete absolutely crucial that you do it. Better
prospects were at. And as a result, both
and make enough sales to stay alive. yet, become close friends with people
ads performed very well at the time.
The investment and health in the market you’re writing to. The
Making This Work On a
newsletter markets are constantly seeing better you know them, the more you'll
PRACTICAL Level
waves of this stage—and it always gives 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 incredible wondering exactly how to write Stage 5 you know them, the more likely your
headlines of your own—headlines that
opportunity for those who understand headline will fail to connect with what
effectively grab prospects who are both
what to do, and how to do it. they’re feeling. Just do whatever it
highly aware and sophisticated. takes to put yourself on their level. 1
So what do you claim at this point?
With as much advertising that’s mean it.
According to Gene...
taking place today, this is where 2. Play with putting their
You get back to the PROSPECT most prospects—in the health,
HIMSELF! In this sense, the approach strongest possible feelings into words.
investment, business opportunity,
What enrages them? What embarrasses
corresponds to the Fifth Stage of Internet marketing, and other crowded
Awareness we described earlier. To them? What scares the bejesus out of
industries—are today. They’ve heard it
mention the product... its mechanism... them? This is not the time to censor
all! yourself. Honestly, how do you think
or its benefits is sure to encounter tons
Unfortunately, there’s no step-by- Clayton came up with a headline like
of resistance. So your only option is to
step formula to follow. I can only give “Shameless Two-Faced S.0.B.’s!™? I'll
call your prospect out, to put his deepest
you some very practical guidelines I've tell you: He got to know his prospect
emotions and state of mind into words— gleaned from piles of Clayton’s best extremely well..... he learned all the
in a single statement.
work, writing promotions with him, details about the scandalous situation
You want him to see your headline and experimenting with these kinds of (CEO’s were dumping shares of their
and identify with it so strongly that he headlines myself. own stock, while urging investors to
can’t help but read on. At that point you Here’s what I've discovered: buy)... thought about how he’d feel
follow the advertorial approach—where in such a situation... played around
1. You’ve got to know the
you build up the problem, reveal the

May 11 2007
 with different possibilities—totally standard way. Start trying to put be as valid in 100, 200 or even 500
uncensored—and eventually came up people’s feelings into words—as years—as they were 100 years ago!
with that blockbuster winner. dramatically as possible—whenever T 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 off the wall. Vent your prospect's a promotion, do this on people you and re-read Breakthrough Advertising.
anger for him... express something encounter in your daily life. Talk to This issue has been designed not only to
that would terrify him more than your mom or dad about what it’s like to help you understand this legendary work
anything... and above all, don't be £0 to work... pinch pennies... kiss their
more quickly and easily—but also to be
afraid to be A LITTLE FRIGGIN'* boss’s butt in hope for a raise... look
able to access its secrets more readily in
SHOCKING! It's amazing how people forward to the day they retire... only your own writing process.
expect to write great, attention-seizing to have it all ride on a couple of casual
government decisions. Now does that mean that you need
headlines—with no energy, no risk, no
to always carefully analyze the level of
boldness. Ask them how they feel. Then
awareness and sophistication of your
Get courageous—swear, curse, practice putting their feelings into one
prospect? Well, there are two ways to
scream, kick the walls if you have to in dramatic statement—and then SHOW
answer that.
this process—do whatever you need to these statements to them. Do statements
like... “This is SUCH BULL#$*&!” First, many of the world’s best
let go and get a little crazy. It will pay
off for you in the end. or “I can’t believe those bastards are copywriters never heard Gene's
screwing with my retirement!” or “This terminology or concepts—but they DID
3. Study what others have
done before you. Your mind is like a is so UNFAIR!” capture what they’re do their homework and instinctively
feeling? What else? understood their market. As a result,
computer (actually it’s infinitely more
List out all the statements that these writers naturally addressed
powerful—but that’s another subject
all together). And like a computer, it come to you and then see which ones their prospect at the proper stage of
they resonate most with. Some will awareness and sophistication.
functions off of 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 creating a winning attention, others won’t. Going through process up to chance? I personally think
headline—then you’ve got to feed it the this process may feel a little weird or it can only help to consciously start
right stuff. awkward to you, but who cares if it analyzing different markets and seeing
When it comes to headlines, the makes you rich some day. how these different stages of awareness
right stuff is not only the research about Remember, this is a SKILL—it’s and sophistication look in action. This
your prospect, product and market—but not something that’s going to get better will sharpen your ability to recognize
ALSO the previous winning headlines on it’s own. Don’t wait until you get where a market is at, and you'll have
that have come before you. As you that “dream assignment” so you can a better sense of what to say to your
put more and more of these types of magically come up with the perfect prospects as a result of this knowledge.
headlines—headlines that successfully headline. Practice putting people’s And finally, put as much energy
address highly sophisticated, highly feelings—their most intense possible as humanly possible into becoming a
aware prospects—you’ll have more feelings—into words, in a single student of people’s emotions—and how
internal data to use in your creative statement, right now—TODAY! This to verbalize those emotions in a way that
process. will put you leaps and bounds ahead of they immediately identify with. There’s
This is something you'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 been writing copy for many given you some very practical steps you
but I also urge you to get on as many years. can begin taking—starting TODAY—to
mailing lists as possible... seek out This May Just Be The hone your skills at this process.
copy by the present masters like Arthur Breakthrough You've These secrets—properly applied—
Johnson, Parris Lampropolous, John Been Looking For! WILL make you money. I promise.
Carlton and the usual suspects. You can ‘We've been through a lot in this
Yours for better copy made easy,
never have too much of their incredible issue—and we've carefully broken
stuff—the raw data that great headlines
are made of—being fed to your brain.
down concepts that have generated
billions and billions of dollars in e
4. Practice, practice, revenue over the years. What's even Tony Flores
PRACTICE. But not just in the more amazing is that these secrets will Editor, The Screaming Eagle

T'he Scre