Imagine for a second that you're a senior with a host of potential health problems...
You're weaker and slower than you used to be...
You get tired after a few hours of playing with your grandkids...
Your doctor is constantly warning you to reduce your cholesterol, your salt intake, and watch out for potential heart problems...
And your love life is... let's just say "underwhelming".
Just for a second, really try to put yourself in the shoes of this audience.
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Why Curiosity Is Your Best Friend As A Copywriter
Check out these little snippets:
"The REAL reason women outlive men (see page 9 inside)"
"How you can reverse heart disease without drugs or surgery (see page 5)"
"Cancer prevention breakthrough: how you can eliminate up to 80% of your cancer risk (see page 10 inside)"
"Oriental love-making secret: 3 simple words that can transport You and Your lover to new heights of sexual ecstasy (and they're NOT "I love you"!)
"Secrets of longevity: can you live to be 120 - and remain vigorous all your days?"
Basically, every amazing health benefit that everyone wants and would go to great lengths to achieve is promised in the headlines above.
I’d certainly be intrigued to learn more.
My question to you:
IF you were suffering from any of the issues mentioned above... would you want to find out the answer?
Definitely!
When a group of people is experiencing consistent, nasty problems... they're DESPERATE for solutions.
And if you TEASE those solutions... (Or in other words, you create curiosity…)
You immediately unlock a burning desire in your readers to find out the solution.
They'll be like "YES, I want to find out now!"
THAT'S the power of Fascinations...
Little snippets that tease a very specific benefit that our target audience wants.
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How Gary Bencivenga “Paints” The Ideal Outcome
The copy uses strong, provocative words and emotionally charged language to “twist the knife”, making the promise more vivid and relatable for the target audience.
Check the excerpt below, and examine the choice of words and how to build a rapport with the clients.
“Unpublicised breakthroughs, warnings, and secrets from leading medical doctors and research centers around the globe.
Your longevity, heart, love life, weight, risk of cancer and health”
“Secrets” are incredibly effective in promotions, as they open a loop in readers' minds.
A high-converting copy promises solutions to the most pressing needs and keeps teasing the offer.
A lengthy, healthy life, free of heart disease or cancer, is what the audience dreams about and would be willing to pay any price for.
Gary Bencivenga focuses on that, while offering a sneak peek into the “unpublicized medical secrets” - which further drives curiosity.
Sometimes, teasing that you have a solution to a problem is not enough. Readers have tried to find solutions in the past - therefore, if you present them something they already know about, they will not be interested.
But, if you have a new, secret solution - then, yeah, you have them hooked.
How To Create An Irresistible Offer
What made this promotion incredibly effective?
First, Gary Bencivenga positioned the offer well in the mind of the ideal customer. Note that the ad is selling a yearly newsletter subscription product.
In addition to that, Gary successfully bundles the offer in a way that creates immense value, hence creating an irresistible offer.
For instance, there are several high value bonuses and discounts aimed to increase average order value (AOV).
Gary Bencivenga is focusing on selling premiums like “How to reverse heart disease without drugs or surgery”.
“Free with one-year subscription
Four extra free gifts with a two-year subscription”
Tripple guarantee
39% discount for 1-year subscription
For 2-year subscription respond within first 10 days for another bonus”
Notice the pattern here?
The word 'FREE' has been repeated over and over again. Moreover, there are huge discounts and incentives for responding immediately.
This is to overcome buying resistance and ensure action.
And, that is how you create a great offer.
The offer structure is amazing!
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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.
