“Deeply And Irrevocably Personal”
These are the exact 4 words that kick off today's proven sales letter...
The great Mel Martin's "Encyclopedia of Estate Planning" promotion, was written for Boardroom.
This promotion ran successfully for 9 years in this exact form. (and 22 years with slight tweaks!)...
And it's not hard to imagine why:
In a nutshell: it's ALL about curiosity.
Our innate desire to search for answers to things that fascinate us.
And that's exactly what Mel Martin was a master of...
He's been called "the best fascination copywriter you've never heard of"...
And in today's post, I'm breaking down a proven sales letter he wrote that's ALL about curiosity.
Prefer video instead? Watch Below!
Headlines That Shock People Out Of Their “Zombie State”
Good headlines account for 80% of a marketing campaign's success.
On the surface, this isn't really that surprising...
Probably the first copywriting lesson most people learn is that headlines are freakin’ important...
It's almost like common knowledge at this point.
If your headline doesn’t immediately grab your reader’s attention…
If it doesn’t “shock people out of their half-asleep, zombie state”, as John Carlton would say…
You’re going to lose readers for good.
There are NO second chances.
People are going to tune out...
And likely never return to read your carefully-crafted message.
So naturally, we all tend to invest a lot of effort into coming up with a strong headline, so that we can all reap those sweet copywriting riches!
Sound good - in theory…
However, after analyzing some of the best headlines ever written…
I’ve realized that probably 95% of copywriters still don’t spend enough time chiseling away at an amazing headline…
(AND coming up with 2-3 alternative ones to A/B test)
As a result, those promotions often bomb… even though they might be super solid otherwise.
Look, it takes TONS of effort to come up with something like:
“Twelve Smiling Swindlers...” (Eric Betuel)
“What Never to Eat on an Airplane...” (Mel Martin)
“Get Rich Slowly...” (Gary Bencivenga)
“Read This or Die...” (Jim Rutz)
...But that’s OK because the results will also be exponentially better!
Regardless of how much time, energy, and effort you put into a headline…
Just make sure that it’s at least:
- Clear
- Compelling
- Credible
- And hints at a transformation
And now, do you want to know the craziest part about Mel Martin’s sales letter?
Is there a "secret recipe" behind the most profitable sales letters of all time?
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Why Mel Martin Is Called “The Best Fascination Copywriter”
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 huge 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 tax proof any business or personal asset?”
How to protect a gullible spouse?
How to do as you see fit with your money?”
Especially that last one… Who wouldn’t be interested in this?
Why Mel Martin Used A Direct Offer For A Solution-Aware Audience
Mel Martin builds a concrete argument by addressing business colleagues and referring to the Encyclopedia of Estate Planning as the only resource they need to protect their lifetime earnings and avoid mistakes they will regret later.
It is a direct offer for the solution-aware audience.
“What nobody told you when you made your will?”
The sales letter was targeted at conservative old-age people who didn’t trust institutions.
Mel Martin took the world’s most powerful BULLET and FASCINATION secrets (stolen directly from decades of red-hot controls).
Then, he combined them with proven principles for boosting response.
Note that most people don’t read the entire copy, so you should cover the best of the best in your bullets.
A glance, therefore, should keep the reader hooked to the copy.
Lastly, make sure to remove the weak links from the sales message as people might read no further if they come across them!
If the prospects read the long series of quality bullets/fascinations, sales will spike exponentially!
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After years of searching... I've accidentally discovered a hidden persuasion method secretly used by the greatest copywriters of all time...
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