Blake Borron | Motley Fool – An Incredible Use Of The “Secret Lead” 

By  Csaba Borzasi

Today I have another cool copywriting "Lead" for you: the Secret Lead.

And I'm going to present it by breaking down a short but punchy sales letter from the Motley Fool (a behemoth in the financial niche).

Previously, I covered the scarcity lead from Motley Fool in another awesome post.

It's a great example of getting under people's skin and arousing their deepest desires by highlighting how they'll miss out on a unique new opportunity if they don't act now.

Today, we will explore how to best address problem-aware audiences.

They have a burning problem but aren’t ready to buy something so we use an advertorial approach.

As you know, the financial and investment market has a lot of scams so people are skeptical of big promises.

Well, let’s see how to address this in today’s post.

Prefer video instead? Watch Below!

Storytelling At Its Best By Blake Borron


‘The world’s smartest billionaire has quietly acquired over 230,000 shares of Apple.’

The lead identifies a unique opportunity and builds the hype over how savvy investors in the world are now investing in Apple.

And you - the reader - don’t know about it!

It also refers to business insider reports and Warren Buffet investing a 40% portfolio in Apple.

Apple analysts are also predicting 50x more sales than the original iPhone.

Wow! This is huge.

The storytelling is incredible. Then there is the promise, proof, and undeniable facts used as evidence.

You are naturally drawn to dive deeper, or else you might miss out on this unique market opportunity.

The initial few lines refer to an upcoming investment opportunity that billionaires are raving about.

Hence, it must be an amazing time to invest, if the most renowned people are proactively investing in Apple’s stocks.

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Then, Blake Borron reveals the secret as to what makes Apple’s 5G iPhone special.

‘As per estimates, 5G provides up to 100x faster connections than the current iPhone’

Hence, Apple fans will switch to the new iPhone to access innovative new features - and that’s how the original iPhone loses appeal.

Then, there’s a twist.

Once Blake has built a concrete debate around the popularity of Apple’s 5G, he says there is a more lucrative way to profit from this trend.

Since Apple has a huge market capitalization, posting enormous returns is nearly impossible.

David Gardner, the co-founder of Motley Fool, has identified an under-the-radar Pennsylavia company perfectly positioned for the ‘iPhone supercycle’.

What makes this company special?

It makes essential components for Apple 5G so every time an iPhone is sold, ‘it might ring the company’s cash register’!


How Blake Borron Uses Analogies To Spice It Up

‘Apple’s market cap would have to grow to larger than the entire current GDP of the USA to increase another 2554%.

A tiny American company (1/500 the size of Apple)

50x more sales’

This is a brilliant copy in terms of creative expression of ideas, facts, statistics, and a concrete debate.

There is curiosity, hype, and specificity to back all claims - everything you should strive for when crafting your copy.

Each line is strategic and contributes massively to the sales argument.

Hats off to the copywriter for pulling it off brilliantly.

There are promise and proof elements used throughout the copy.

What makes it so effective are hooks that add up to the argument - the business news, trends, and predictions.

Blake Borron used incredible expressions like “50x more sales” and “monstrous returns” which added immense weight to the copy.

Scientific evidence also strengthens the argument.

The best part? Blake uses an established brand name to transfer authority to an under-the-radar company.

Motley Fool sales copy is on another level and you must spend some time analyzing and hand-copying it.

Within about 500 words, Blake used so many amazing techniques and produced a highly effective sales copy.

Credibility and objection handling are incredible in this case.

This is a great example of a roller coaster ride, as recommended by Clayton Makepeace, where the reader doesn’t know what comes next.


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Interested in more great content on copywriting? Check out my Copywriting Resource Hub where you'll find in-depth guides, interesting case studies, and practical resources that will help you boost your conversions and sell more, without being salesy or aggressive.

Csaba Borzasi

Csaba Borzási is the founder of Game of Conversions. After spending 10 years learning the ins and outs of persuasion psychology, Csaba now focuses on what he loves most: helping ambitious entrepreneurs grow their online business and get more profitable customers. When he isn't geeking out on discovering how the human mind works, you can probably find him climbing a mountain, dancing salsa, or traveling around the globe.

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