#2 WORDS ON FIRE: This is how you bond with your reader in the health market!

"Give Me 90 Days And I’ll Help You…" Clayton Makepeace

What a promotion to kick off the problem-solution lead!

This is obviously ion the health market in the form of a magazine (AKA Magalog)...

Fun Fact: Ever since Clayton created this headline, it's been used in books as examples (Ultimate Sales Letter) and templated by many copywriters due to its incredible power. It was one of a kind! 

When you’re picking the problem/s to target in the headline… You need to  know your prospect deeply

Here, they’re in the deck copy, and because it’s a “Magalog” (a sales letter in the form of a magazine), it needs to draw in a multitude of different readers, hence the many different common ailments the readers are likely to experience.

Now, the job of the headline is to win attention. To stop someone dead in their tracks. And get them to read on. 

How do you do that?

You target the problems/worries that have been keeping them up at night!

Clayton here has done what Gene Schwartz preferred and called “Inversions”. Where you flip the formula to be a solution-problem. This is something you can test and it may pull a lot more than your standard problem-solution.

The headline implies that if the reader gives him something (90 days), he can also help them (solve their biggest worries/problems). The psychology is incredible because it subliminally conveys the reader will do him a favour. And when we do someone a favour, no matter how small, we are naturally more predisposed to liking them. 

Isn’t that cool?

It’s also specific. Specificity in the copywriting realm hands you credibility. It implies you haven't made numbers up, you are precise (probably from experience or tests you’ve done).

In storytelling it’s the same, specificity in your story brings it to life.

Example:

What’s better? Which one drives your imagination?

1. A car pulled into the driveway…

2. A low suspension, cherry red Ferrari, 458 Italia, slowly pulled into the driveway, and parked next to another, lesser car, a “banged up”, crusty silver Ford Fiesta.

Credibility is also “won” with the doctor in the picture. This just adds a mental cue for the reader for believability to whatever the headline promises to solve.

Looking at the deck copy: this is where you’re going to be sucked into that ad.

As soon as Clayton hits on one, or multiple problems you are experiencing, you can’t not read. It’s like an airport calling out your name on the speakers, you’re attention is instantly won, and you are intrigued. 

Notice the words in bullets… “avoid”... “unclog”... “tap”... “reverse”... “disease proof”...

Not only do that create mental movies in your head, but they feel easy. Giving hope that these maladies you suffer with are solvable. Now you’re hooked with curiosity! You’re answers are within reach!

The Lead Copy:

Right out the gate… here shares your deep underlying emotion… worry. = Bonding

He also brings to your consciousness that something/someone is limiting your access (freedom) to getting the quality medical care “you need… or deserve.”

Isn’t that powerful? Sparking indignation!

You could be treated, but someone or something is taking away a right you deserve as a human being! Influence off the charts!

Okay, the psychology doesn’t end there.

He introduces the problem mechanism (it’s not your fault).

“You're not getting the vital information that can help you avoid disease…”

Then, he positions himself, as the rogue doctor saviour, he is one of the few that really “care”. For him, it’s a “lifelong dedication” and he is playing on psychological factors or liking and reciprocity. And it's a lot more powerful when he agitates the problem before introducing the solution. Contrast.

You feel connected with someone who understands your problems, your fears and worries, who is giving you critical information as to why you can’t get the healthcare you need…

You feel the balance of your new relationship is already out of swing! You want to give back. It’s also great reason-why copy that answers any objections as to why he is sending you this “urgent report” in the first place.

And he's prepared to put in the time and effort to help you!

By giving this value... he is sating your appetite and need to be informed!

He is also creating an urgent, bandwagon effect…

“Revolutionising the practice of medicine in America” and “By far the best health news of the 20th century”.

This also feels new, big and exciting.

And we can see that in the following lines:

“Getting sick is neither “natural” or unavoidable”

“That’s the big news”

In 2 words: News and Hope.

To cement this in your brain… he uses a fantastic car analogy. If you put wrong fuel into a car, it will stop working, and your mechanic wouldn’t tell you the car stopped working because of natural causes. Doctors have been wrong! 

Misinformation is the reason you’ve been sick! Confirming suspicions and positioning himself as better than the competition… called Concentration.

Best,

Max

P.S. If you want some more advanced and high-converting funnel strategies to scale your business click [HERE]