Mel Martin | “The Chef’s Secret Cook Book” | How To Use Problem-Solution Leads 

By  Csaba Borzasi

Today I break down another lead from a Mel Martin ad.

As discussed earlier, Mel Martin is called "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.

Because getting good at writing fascinations is one of the TOP skills a copywriter can possess.

Let's see how the lead is made entirely of fascinations.

So here's the 3rd major lead type from Michael Masterson's Great Leads book...

The so-called "Problem-Solution" Lead...

This lead type is perfect for "Problem Aware" people in your funnel. 

These types of leads are great for Facebook ads, landing pages, and advertorials.

Why? Well, people have a strong emotional connection to these ads. Maybe, they feel like a failure in some sense.

Or they might have been struggling with something for quite a while.

Hence, they don’t have the perfect solution yet.

Prefer video instead? Watch Below!

Mel Martin’s Multiple Fascinations Lead


Do you want to know the craziest part?

90% of the lead 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.

 “If your crepes are delicious but too heavy”

“The gourmet uses of kosher salt”

“If you saute chicken livers perfectly, but they come out tough”

Now, imagine how this hits a housewife struggling to find these answers.

Sometimes, the food is too heavy, other times it’s oily, lacking in flavor or the perfect texture.

I am sure this resonates with a lot of you. Many would have seen those special cookbooks at home.

This also comes at a time when YouTube didn’t exist - and the perfect recipes weren’t a few clicks away.

Hence, expert tips were necessary. Consider this in the terms of the social pressure and status these women were facing at the time.

Everyone appreciates and praises the perfect cook and loves her recipes.

The sales letter uses a variety of fascinations; ‘how to’, ‘what to’, and ‘If you’ bullets.

The goal is to tease the offering and build an intense desire through the process.

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Emotional Hooks And Triggers

Mel Martin immediately uses several hooks and angles. Let’s explore a few of them.

“If your cooked shrimp gets dry and rubbery”

“A substitute for champagne sauce”

“How to keep sour crème from burning when you cook with it”

Did you notice something? The bullets offer solutions to the everyday problems of any housewife.

Solutions to things the reader keeps things but can’t figure out the perfect solutions, substitutes, or processes.

The bullets pique curiosity and show how ONLY the Chef’s secret cookbook can answer the most critical questions relating to the essentials of recipes.

From common misconceptions to scams, the book offers solutions for hassle-free experiences.

As you can see, some (or most) of the bullets are based on the fear motivator and how to prevent e.g. sour crème from burning.

Or shrimps getting rubbery.

By positioning it as the ‘must have' book for housewives looking to make a great impression in the family and with guests, it makes the purchase decision effortless.

Ultimately, if you master fascinations, writing a sales copy should be a piece of cake!

Whether a promotion fails or becomes an overnight success, it all comes down to learning these techniques and principles.

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?

Here's the link to the entire YouTube playlist where you can re-visit all 100 in-depth video guides.


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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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