Today we're going to look at another Boardroom promotion...
This time written by a gentleman called Mel Martin, a.k.a "the best fascination copywriter you've probably never heard of".
Now, I've talked about fascinations before when I broke down Clayton Makepeace's "21 Bullet Secrets That IGNITE the Selling Power of Your Copy" newsletter...
However, today we're revisiting the topic from another angle.
Why?
Because getting good at writing fascinations is one of the TOP skills a copywriter can possess.
Don't believe me?
Check out the post below to discover how Mel Martin used his pro fascination-writing skills to take one of Boardroom's WEAKEST promotions ever (that flopped 2 times before!)...
...and turn it into one of their BEST success stories that sold over 600,000 copies of the book you see below.
Prefer video instead? Watch Below!
Boardroom’s Largest Mailing Promotion
This case study is an amazing example of taking a big loser... and turning it into a huge WINNER (with 20 million pieces mailed!).
Sometimes a new angle and sales letter make all the difference!
However, this idea flopped a few times:
1st: "The Book of Checklists" - not successful
2nd: "The Great Book of Inside Knowledge" - FAILED
3rd: "Book of Secrets" was promoted for more than a decade and sold 600k copies!
This was Boardroom's single biggest mailing promotion with 9 million pieces (36 trucks) and 20 million mailed in total.
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Mel Martin’s Multiple Fascinations
Do you want to know the craziest part?
90% of the ENTIRE sales letter is made up of fascinations... nothing else.
Fascinations are a great way to give people multiple entry points to your offer, especially if you're selling an information product.
As per Brian Kurtz,
"Multiple entry points focusing on universal fears that consumers need solutions about is a very effective method to capture a very large audience…or… “fascinations rule”…or as I have said before, “paranoia is not a psychosis, it’s survival”
If you're struggling to get started with a sales letter, start by writing out as many fascinations as you can.
This will focus your mind, help you "get the juices flowing", and will even give you a few cool headline ideas to play with.
“How to get discounts from stores that claim none?”
Doesn’t this appeal to you? That’s how it works.
Similarly, if people get to know ‘how to improve SAT scores’, they would surely be interested.
The sales letter uses a variety of fascinations, like “how to”, “secrets”, and “Right? Wrong” bullets.
“All aspirins are the same right? Wrong! Times when brand name makes a difference”
Then there are bank secrets, airline secrets, and more.
The idea is to tease the offering and build an intense desire throughout the process.
Emotional Hooks And Triggers
The sales letter uses several hooks and angles. Let’s explore a few of them.
“Why the IRS likes joint returns- Eye-opening tax breaks p.g 361”
“Inside report on artificial sweeteners”
“Deceptive language on food labels”
The bullets pique curiosity and show how ONLY the book can answer the most critical questions relating to taxes and insider secrets.
From common misconceptions to scams, the book offers solutions for hassle-free experiences.
Some of the bullets are based on fear as a motivator, talking about how to prevent losses.
For example, how the tires in new cars are usually the wrong size.
Or how the painkillers may actually be worse for your health.
Or what information your stock broker or doctor never shared with you.
Eventually, the book feels like a ‘must-have’ for the best deals, discounts, and making the right choices daily.
From investment secrets to shopping secrets, the book has it all!
Ultimately, if you master fascinations, writing sales copy should be a piece of cake for you!
Whether a promotion fails or becomes an overnight success, it all comes down to learning these techniques and principles.
Feel free to be creative with hooks and angles as in this sales letter.
Luckily, you don’t have to struggle as these proven ads are a great source of inspiration and direction.
P.S. - Feel like you need to catch up with some of these proven sales letter breakdowns?
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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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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.
