Clayton Makepeace | 21 Types of “Fascination Bullets” To Ignite Your Copy 

By  Csaba Borzasi

According to the late, great Clayton Makepeace...

“If you’ve ever wondered how to write response-boosting, order-pulling BULLETS, and FASCINATIONS that literally keep your prospect tossing and turning...

Unable to sleep until he orders your product ...

Then this will be one of the most important marketing letters you ever read!”

The marketing letter in question is the famous September 9, 2006 issue of his "Screaming Eagle" letter.

Inside, Clayton Makepeace finally revealed some of the secrets he's used to attract more than 3 million new customers and rake in over $1 Billion in sales for his clients.

Yeah, he was THAT good!

And inside this historic issue, he did something incredible:

  1. He took the world’s most powerful BULLET and FASCINATION secrets (stolen directly from decades of red-hot controls)

  2. Combined them with proven principles for boosting response

  3. And finally filtered it all through one of the most RESPECTED copywriting minds to ever pick up a pen

The result?

A wickedly effective new bullet-writing system that will change your copywriting and marketing, almost overnight!

Prefer video instead? Watch Below!

The Essential Principles As Per Clayton Makepeace 

Every great sales copy has 10-20 bullet points.

While 90% of them offer benefits, the best ones build curiosity and make the reader addicted to the copy!

Take a second to consider the work of legends like Gary Halbert, Joe Sugarman, John Carlton, and Gary Bencivenga.

You love reading them over and over again. The techniques and marketing principles are simply timeless!

That’s the power of great copy.

They effortlessly build intense desire by teasing the offering from several angles. They give an essence of suspense that overwhelms you, a little bit at a time.

At some point, you feel that you must try this amazing product with its life-changing benefits. How can you miss out on this?

Writing great fascinations helps to fight blank page syndrome as you get to choose the best ones for the headline and integrate others in the copy.

Make sure to use a variety of them to keep the reader engaged. 

Some of them may be short while others are longer. In some, you tease a benefit and in others, you reveal the secret.

The reader should feel like on a roller coaster ride, unaware of what awaits them in the next turn.

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The Different Types Of Bullets

Clayton Makepeace’s guide offers great insights regarding the use of variations of diverse bullet types in your sales copy.

It is, in fact, a great source of reference whenever you are writing an ad, VSL, or promotion.

There are tons of ideas for inspiration and the content is evergreen!

The “Why” Bullet

You can use the ‘why’ bullet that triggers curiosity and promises a great benefit. Here’s an example:

“Why you can’t trust your pension fund: Dirty tricks and how to stop them…”

The “What” Bullet

Another fascination to use is the ‘what’ bullet. It offers insights for action and gives valuable information, like this one:

“What corporates don’t tell you about their herbal supplements…”

The “What Never” Bullet

You may also use the “what never” bullet. As the name implies, it warns about potential danger and how to protect yourself. Consider this one:

“What NEVER to take along with Vitamin C …”

The “Right… WRONG!” Bullet

Another exciting bullet is the “Right … WRONG!” one. When your target audience has certain assumptions, you can prove them wrong and offer lucrative benefits for the correct answer.

Here’s how to do it.

“Unscented” products have no scent? Sorry. Many are masked with a chemical that can cause allergic reactions. Page 24.

Isn’t that instantly appealing?

Quick Tips By Clayton Makepeace

Feel free to be creative with the several kinds of bullets.

In addition to that, make sure to be specific and add percentages or statistics for credibility.

It’s a wonderful way to deliver unique information, methods, or secrets for achieving the desired benefit.

To instill magic in your writing, write tons of bullets that cover every fascinating, shocking, or emotionally charged piece of information you have.

Since our scrolling habits are deeply ingrained in us, make sure the sales message is easy to scan.

Most people won’t read the entire copy, hence, you should cover the best of the best in your bullets.

So, a quick glance should keep the reader hooked.

Lastly, remove the weak links from the sales message as people might read no further if they come across them


I've done the work FOR YOU (so you don't have to)

Here’s your chance to get the most powerful marketing and copywriting secrets of all time (stolen directly from a 100+ years of multi-million dollar promotions!)

Even a single one of these proven insights can make your marketing wickedly-effective, almost overnight.

Just tell me where to send your FREE 7-part guide today and I’ll hook you up ASAP.

PLUS: You’ll also get my mega-popular Secret Copy Recipe” cheat sheet... Along with a free subscription to private newsletter breaking down legendary sales letters in detailed video essays each week...

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Steal the "Secret Recipe" Behind the BEST Sales Letters Of ALL Time

After years of searching... I've accidentally discovered a hidden persuasion method secretly used by the greatest copywriters of all time...

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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