Eric Betuel | “Twelve Smiling Swindlers” | How To Tap Into The Reader’s Subconscious 

By  Csaba Borzasi

One of the best ways to sell something is to tap into the already-existing beliefs of your target audience.

The idea comes from the late, great Eugene Schwartz, and it goes like this:

Instead of trying to "manufacture" fears or desires... you only have to uncover what people REALLY want and give it to them.

It's that simple.

(Yet we often tend to over-complicate it)

For example, take people's distrust towards car salesmen...

Or insurance agents...

Or even "well-respected" professions like lawyers, accountants, and doctors.

Most people totally "surrender" themselves to these professionals...

But deep down, they're often afraid that they're getting ripped off.

Their lawyer over-charges them for work they didn't do…

...Their accountant "leaves" out a few key things from their tax returns that end up triggering an audit from tax authorities…

...And many people are terrified of getting misdiagnosed by their doctor.

So their already-existing belief is very real!

And that's exactly what Eric Betuel - one of Boardroom's secret weapons - did in the sales letter I'll be breaking down today.

It's called "Twelve Smiling Swindlers", and it's an excellent example of how to sell RELIEF to your target audience's already-existing beliefs...

So that they stop ignoring their frustrating situation, and do something about it instead.

Prefer video instead? Watch Below!

The Book They Want Banned In 127 Industries

‘Bankers don’t tell you about a popular mortgage that’s nothing but a scam. They lure you with low rates and laugh all the way home.

Telephone companies charge you for calls you never make.

The single best way to stop lawyers from overbilling you’

You immediately feel deceived by the professionals who are exploiting you daily.

The promise of inside secrets is what makes this book so special.

The fascinations are incredibly effective as there is tension, curiosity, and secrecy that you must check right away.

The big black book has sensitive information from 127 industries. Hence, they want you to never find out how you are being ripped off by doctors, lawyers, and brokers daily.

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"Neuroplastic Belief-Shifting"

How Eric Betuel Highlights The Secrets In The Book

“The slick salesman who refuses to refund your money even though it’s required by law.

The smiling banker who adds invisible extra charges to your mortgage and credit cards.

The insatiable IRS examiner who twists the rules to meet his quota.”


Wow! At this point, you feel like a fool if you don’t check this.

Not only does the ad reinforce the current fears and beliefs of people, but it shows them how they are being manipulated by everyone, all the time.

The secrets in the book are positioned as a way to save themselves - hence, they must act quickly.

Real estate agents buy their houses at 10-50% below market price. 

Why can’t you too?

There are truly amazing fascinations throughout the ad.

Irresistible benefits you can’t ignore. After all, who doesn’t like privileges affordable to the few?

Like driving a Mercedes while paying less than the cost of a Ford.

That is how you appeal to the dreams of the average person.

What makes the copy and the narrative so effective is their believability element.

You can enjoy the privileges of the elite. The dream life we all desire but can’t afford. 

The secrecy element to it is the cherry on top. Never get tricked again by renowned professionals.

Moreover, you can have the book for free for 14 days, so why wouldn’t you?

There are testimonials towards the end showing how people saved thousands of dollars because of the secrets inside the book. 

How To Never Pay For Anything In Full

“How to buy designer clothing for half the price, even when it’s not on sale?

Buy magnificent antique furniture for less than the cost of the new furniture.

Automatically cut your fuel bill by 15%”

Well, guess what it would mean if there was a way around fuel prices today!

Is it even possible to buy designer clothing for half the price? That is amazing!

Ever thought you could buy VIP services, lower mortgage rates, and higher profits from investments?

The Big black book reveals all the secrets of customers who work the system to their advantage.

Whether to buy a $20k diamond ring for $6k or avail crazy discounts on everything, the book has something for everyone.

At this point, the copy doesn’t only appeal to the pre-existing beliefs of the audience.

No one wants to feel like they’ve paid more than they needed to for the same thing.

There is something about getting a bargain that is so appealing - and the only barrier usually is that it takes a lot of effort to get it, which makes it less attractive.

But, in this case, the solution is so simple you can almost touch it.

And that’s absolutely irresistible!


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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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