Sometimes, the book or course you’re trying to peddle has some advice that is so bizarre, so unusual, that all you have to do in your copy is report exactly what it says.
This gave rise to today’s lesson in my bullet’s course:
Lesson 11: “If your mechanism is so strange and unbelievable that the reader has to find out more, then reveal it in your bullet.”
I had three examples of such weird mechanisms in today’s lesson, taken from a David Deutsch promotion. In each case, there was little that David had to do to take the source material and turn it into a bullet.
So is there any copywriting lesson to be had here? Well, I think it’s more of a marketing lesson. Because when there’s no genuine weird mechanism in your product, then you create your own product… all around a weird mechanism.
In the lesson, I also gave an example of a clever offer, which has been running successfully for years, which did exactly this. The name of this offer — in fact the entire positioning — is basically a revealed bizarre mechanism bullet.
And here’s a quick copywriting lesson after all:
If you do reveal a bizarre mechanism in your bullet (or in the name of your offer), make sure it’s easy, something the reader already has or can easily and cheaply get.
And of course, don’t reveal the whole recipe, or the reason why it works. Because you’ve got to hold something back. The point, after all, is to get the reader to buy the damned product.
Which is why I’ve held back the actual bullets I used as examples in today’s bullet course lesson… as well as that offer that’s basically a bullet in disguise. That’s something that only went out to people who joined the course. If you’d like to join them (it’s still free):