It might seem like nonsense at first blush.
But it’s possible to lose fat — not just weight, but fat — without sweating your heart out or starving yourself to the brink of insanity.
The secret is olive oil.
If you’re a health-conscious person, maybe you think I’m just telling you to switch to a Mediterranean diet.
Or that the “antioxidants” in olive oil will somehow cause fat to melt.
Or that there’s some magic in the monounsaturated fatty acids, as compared to the usual butter or lard or canola oil or sunflower oil.
Well, it’s none of those things.
In fact, I’m talking about a kettle of fish that’s so different you will never spot it in a pet shop.
If you’re interested in finding out what I have in mind, then Google the late Seth Roberts and his Shangri-La diet.
Because I’m not really here today to talk about weight loss. Instead, I wanna talk copywriting.
And specifically, I wanted to share with you an “unlikely solution” lead (ahem, above) that I saw in a magalog by Parris Lampropoulos (Parris was making the same claim but with yoga, not olive oil).
Anyways, here’s how you do the lead:
1. It might seem crazy but [here are the benefits] — [without the usual crap].
2. The secret? [unlikely solution].
3. [List typical objections].
4. None of these are true!
And here’s the thing. This formula doesn’t actually have to be the lead. You can insert it wherever you decide to introduce your product.
Such as for example, after an opening story, or after you’ve badmouthed the alternatives.
This is something I’ll try in an upcoming advertorial.
Speaking of which, I’m working on my guide to writing story-based advertorials. If you want to get notified when it’s out, you can sign up here: