Having trouble getting hard? Don’t get suckered into buying yohimbe. Here’s why…
A couple of days ago, I talked about the proven and ancient copywriting principle of “grasping the advantage.”
That’s when you tell your prospect how your product is unique…
And you then paint the picture of all the ways this uniqueness will gently make your prospect’s life better.
Today, I want to point out a technique I spotted in a top-performing sales letter. In a way, this technique is the negative version of “grasping the advantage.” You might call it “grasping the horror.”
The sales letter in question was written by A-list copywriter Parris Lampropoulos, and it promoted a natural boner pill.
After going through all the ingredients of this pill and helping the reader grasp the advantage of each, this letter addressed the competition.
Among which, there is yohimbe. A natural, fat-burning, erection-promoting supplement.
Yohimbe wasn’t safe enough to be included in this pill, says Parris. That’s because yohimbe can raise blood pressure.
Now, at this point, Parris has basically stated the disadvantage of yohimbe. But that’s not enough. After all, maybe the prospect doesn’t realize why higher blood pressure is a problem.
Don’t worry. Parris immediately makes him grasp the horror of this disadvantage:
“Because yohimbe raises blood pressure,” Parris says, “it puts you at risk for stroke, heart attack, kidney failure, and seizures.”
Whoa. Better not mess around.
Of course, there’s some clever sleight of hand here.
Just because yohimbe raises blood pressure, it doesn’t mean it will cause stroke (in normal doses, it might only raise blood pressure marginally, not enough to create problems).
Parris gets around this with the vague phrase “puts you at risk.” This phrase connects the two pieces of information and makes the connection seem inevitable.
The result is that his prospect grasps the horror — even if the competition isn’t all that bad.
Sneaky. Speaking of which…
Be careful in case you sell a supplement or other health product through email.
Most advice you’ll come across is from people who have zero experience in this kind of marketing.
And if you follow this dud advice, it can put you at risk of losing a ton of sales, of getting mass unsubscribes, or even of getting your domain blacklisted as spam.
None of which is necessary. If you just follow the advice in my upcoming book, which you can get a free copy of here: