CHAPTER #3 of 7:
The 56-YearOld Multi-Billion-Dollar Copywriting Secret NOBODY Talks About
PLUS: Why Old-School Copywriters Like Gary Halbert Would Still WIPE The Floor With Their Modern-Day Rivals
Welcome back!
In the last chapter, I revealed my personal “Reason Why” story behind publishing this guide…
(Including how I believe there’s a “secret battle” going on for the SOUL of the copywriting industry today)
And in this one…
You’ll discover WHAT the “Neuroplastic Belief-Shifting” framework actually is…
And HOW it works.
(Did you miss Chapter #2? If so, go here to catch up)
Now…
It’s very important that you read this chapter till the end…
Because what I’m about to reveal to you today is a revolutionary new discovery that NOBODY talks about!
And believe me, I’ve looked.
You see…
In my quest to become a world-class copywriting & marketing expert, I’ve read hundreds of books…
Bought tens of thousands of dollars worth of courses…
Joined dozens of various coaching programs…
And participated in several high-level mastermind groups…
But after a while, I realized that 90% of these programs are basically either:
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A – Just a rehash of the same old generic information… “dressed up” nicely to appear sexy in today’s marketing landscape (without too many actionable insights, and way too much fluff!)
…or…
B – A bunch of whiz-bang surface-level tactics that are already over-used when you first learn about them from a so-called “Guru” (and don’t work nearly as well as advertised!)
…or…
C – A collection of “fill-in-the-blanks” formulas, templates, and swipes (without properly explaining the deeper strategy and psychology behind them!)
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In fact, very few programs actually teach you about the proper FUNDAMENTAL PRINCIPLES of copywriting and marketing.
Important strategic things like:
No wonder most people who join these programs aren’t getting the results they’re hoping for!
I certainly wasn’t!
Despite my best efforts to go through these programs and learn as much as I could…
When it was time to implement what I’ve learned, I usually felt *almost* as lost as before.
And if you've ever felt like this yourself, you’re NOT alone…
And it’s NOT your fault!
After talking to hundreds of copywriters, marketers, and business owners…
I’ve realized most of the feel the same way!
They’ve been misled by all these lofty claims and empty promises – without getting the results they were hoping for.
In any case…
After years of “scraping by” and constantly feeling stuck…
I’ve decided that – instead of trying to learn from “gurus” – the BEST way to discover what really works in converting people is to go back to the (unfiltered) source.
To the “Original Gangsta” OG copywriters and marketing minds who invented this whole game.
To directly study the works of copywriting TITANS like:
- Claude Hopkins
- John Caples
- David Ogilvy
- Eugene Schwartz
- Gary Halbert
- Gary Bencivenga
- Clayton Makepeace
- John Carlton
- Parris Lampropoulos
- Kim Krause Schwalm
- David Deutsch
- and more!
And after breaking down more than 100 of their proven sales letters…
From old-school newspaper ads…
Through proven direct mail campaigns and magalogs…
To long-form sales letters and VSLs…
I’ve discovered ONE thing virtually every single legendary copywriter was consistently doing:
They always spent a great deal of time strategically “shifting beliefs” – before giving people their pitch.
Now…
If you’re a student of copywriting, you’ve probably already heard about “belief shifting”.
People like Todd Brown, Russell Brunson, and Frank Kern regularly talk about this.
HOWEVER…
What most people don’t realize is that the old-school OG copywriters were doing a much more advanced version of this!
You see…
They weren’t just doing “regular” surface-level belief shifting…
They were doing it on a DEEP neurobiological level!
On a level that actually re-wired certain parts of their prospects’ brains…
And created new neural connections, favorable to buying! 😮
In fact, with this powerful method, they were successfully shifting the very IDENTITIES of people with their copy…
Establishing the coveted “One Buying Belief” on a whole nother level!
How?
By engineering their persuasive message similar to how an NLP (neuro-linguistic programming) practitioner or hypnosis expert would use theirs.
They leveraged powerful psychological concepts like:
Now…
I know this might sound complicated…
And I don’t want to overwhelm you with too many specific details just yet…
But the important thing to understand is that:
The OG copywriters were actually FAR more advanced compared to their modern-day counterparts!
Not because they were “smarter” than today’s breed…
But because the old-school guys had it waaaay harder than us today.
Think about it for a second…
Back then, there was no internet.
No credit cards.
Not even 800 numbers!
People actually had to:
- Open a direct mail letter…
- Read it…
- Cut out the order form…
- Complete it, along with a written check…
- Find an envelope and a stamp…
- Go to the post office to mail that envelope…
- And then wait days – sometimes even weeks – to get what they ordered!
IMAGINE how good your copy HAD to be so that people wouldn’t talk themselves out of buying during this grueling buying process!
Yeah…
So that’s exactly why I went back to the source.
Because I wanted to discover:
The long-lost secrets of the copywriters who were successful DESPITE all this friction
That’s why I went back all the way to Claude Hopkins…
(who invented scientific advertising as we know it today)
That’s why I got sucked into the brilliant rabbit hole that is Eugene Schwartz…
(whose groundbreaking book, Breakthrough Advertising is still called “The Bible of Copywriting”... even after 56 years!)
That’s why I broke down 13+ sales letters just from the “Prince of Print”, Gary Halbert alone…
(who – according to Brian Kurtz – would still WIPE the floor with pretty much every single modern-day copywriter out there)
And that’s why I spent so much time trying to internalize Gary Bencivenga’s unique “Education-based Marketing” style he is famous for.
You see…
All of these TITANS used “Neuroplastic Belief-Shifting” in one way, shape, or form.
(Of course, dozens of other A-list copywriters have also contributed to this framework… I just wanted to highlight a few of them who made the biggest impact on me)
Not only that…
But they each added their unique “flavor” to this powerful concept.
Eugene Schwartz figured out a way to channel mass desire (that already exists in your prospect’s mind) onto a specific product…
(hence “Neuro”)
Gary Halbert cracked the code to properly awaken deep emotions in your prospect – emotions that spark CHANGE in their Identity, Beliefs, and Behavior…
(hence “Plastic”)
And Gary Bencivenga – along with Dan Kennedy – pioneered a unique new belief-shifting framework based on “Proof Marketing” and the “Sequence of Mental Agreements”
(hence “Belief-Shifting”)
As you can see…
This is POWERFUL stuff.
And it’s no wonder why 99% of modern-day “gurus” don’t talk about it
Either they don’t even know about this… or they’re just lazy to teach it to you.
Fortunately for you, I’m not like them…
Because I’ve done the work FOR YOU 🙂
And I’d LOVE to show you exactly how you can use this breakthrough framework in your own business as well!
So I wanna promise you something today:
IF you properly understand this concept, it’ll completely change the way you look at marketing…
And has the power to legit 3X your conversion rates in 3 months (or less!)
PLUS, it will also empower you to:
So as you can see…
Once you properly understand this power strategy, it’s completely life-changing!
So I can’t wait to tell you more about it in the NEXT chapter…
In which we’ll dive even deeper into the “Neuroplastic” part…
And I’ll reveal several “AHA-moment” secrets I’ve discovered while dissecting Eugene Schwartz’s and Gary Halbert’s work.
Click the orange button below to continue the saga...
-Csaba