#14 WORDS ON FIRE: The "Secret" Behind One Of America's Largest Publishers (Bottom Line)...

This secret lead will probably teach you more about persuasion than any video, or course or book. 

I mean, just look at that headline…

“How doctors stay well while treating sick people all day”The level of curiosity is off the charts. 

It’s like, Parris reached into your mind, and extracted a deep hidden, and confusing question …an unsolved mystery since the day you were born. 

And of course, there’s a nice little promise… “Immune boosting secrets you can use. 

You just have to read on.

Then, a great start to the lead. AN intriguing question that makes you go “YES”. 

And you know what else he does… immediately establishes common ground. 

You’re friends now, on the same mission to uncover this mystery!

Now the next couple paragraphs are very important. 

Parris is aiming to lead you down a path that makes it feel like you’re finding more information related to this secret. 

But in fact, it’s a complete dead end.

He keeps the mystery moving, while handling your objections. That’s the true power of a secret lead!

He talks about the disease specialist and how he was told he had the answer to his mystery. But of course, this is just a myth. 

This is what most people believe but it’s not true. This handles the first obvious objection in the reader's mind. PLUS he backs it with undeniable proof. 

There’s also another reason he throws the disease specialist under the bus here. 

It’s to create an enemy.

A common foe… the doctors!

Why? Because, we tend to trust that doctors have our best interests at heart. So Parris needs to break down their authority so that the reader trusts him instead. 

The studies are also carefully selected to show that in fact, there’s another problem with doctors. 

They’re not only staying healthy themselves, but by not washing their hands, patients are catching illnesses. WHATTT?!?!

This on the obvious side, makes you feel a little betrayed. 

But, it also makes Parris’s argument EVEN stronger.

And now, Parris expertly predicts the reader's next thought. If these doctors themselves are riddled with germs, how the HELL do they stay healthy?

And of course, more important for the reader… 

“How the hell can I stay healthy?”

He’s edging the reader on… building rapport… tapping into their thoughts AHEAD of time… and intensifying their desire to find out the doctor's secret…

And so, there’s relief as the reader now sees… “Well, I finally uncovered the answer, and I think it’s going to surprise the heck out of you.”

...the reader's itch is finally being scratched… or so he thinks.

Parris then makes it seem like he is revealing the secret by talking about herbs, folk remedies, and “unproven” cures frowned upon by the medical establishment. This line does two things. 

1) The reader thinks he’s got the answer, but he still doesn’t know the secret.

2) It gives the reason why the doctors have been hiding these from their patients. 

And so Parris has now said what the secret is NOT, what the secret is, without revealing the secret, and established the medical establishment as the enemy and the doctors as the reason they are sick… 

YET, the secret has still not been revealed!

Amazing!

Now, Parris begins exploring the benefits of these remedies… Stop catching infections, lower cholesterol, protect yourself from CANCER! The reader is fully on the edge of their seat now. 

They now HAVE to know what the doctors have been hiding.

The hooks are deep!

But Parris keeps edging them on for just a bit longer...

He just needs to reveal some proof behind his claims, and fully establish the reason why…

The aim?

To totally crush the reader's remaining skepticism!

“Yes”... the doctors are taking alternative remedies, and yes, they are keeping it a secret from their patients and colleagues. He provides proof, citing a study. His claims are now proven.

And then the reason why… They don’t want to be sanctioned by the board or ridiculed by their colleagues. 

“Well, that makes sense”, the reader thinks. 

See how he put the fact the medical establishment frowned upon these remedies before solidifying his claim. 

This “primes” the reader to accept the claim before it is made… 

That’s advanced stuff right there!

And then Parris provides real proof, and the reader's skepticism is crushed. 

He’s now ready to reveal the product… And guess what? The reader still doesn’t know the secret. You know what the rest of this magalog does?

It reveals a couple of the secrets they will find in the book.

Here’s the bottom line:

The secret lead is extremely powerful because it allows you to explore the benefits, handle objections, build rapport and trust, spike the readers emotions, all to  get them intrigued in a product… THAT THEY DON’T EVEN KNOW!

And Paris, does this expertly. 

He begins by tapping into the reader's thoughts, and starts off by “doing the thinking for them” as Dan Kennedy calls it. 

He says what the secret is not, busting a common myth some readers might think of and provides extra proof. He then says what the secret is without revealing the secret. 

He then explores the benefit of the secret to get the reader even more excited to know.

And he finishes off by giving the expert reason why doctors do such a thing, before revealing the product. Skepticism gone. Interest sky high. 

The sale is “basically” made!

If you want to learn more about secret leads, read “Great Leads” by Michael Masterson.

See you soon!

Efe

P.S. If you want even more in depth studies of leads, full ads, funnels etc… check out [Red Hot Funnels]!