It finally happened — I got my first 4-star review for my new 10 Commandments book.
Part of me is of course annoyed — “How dare you” — but a part of me is also relieved. The book has had 26 reviews so far, all of them 5 star.
My average ranking has now tanked from a perfect 5.0 to a more reasonable 4.9.
This brought to mind a Gary Halbert bullet:
* Almost foolproof contraception: It’s over 99% effective but… so new… most people have never even heard about it!
Unless you’ve been through my Copy Riddles program, you might wonder what this new and unheard-of form of contraception is. That depends, like Bill Clinton said, on what the meaning of “is” is. But I will tell you this:
The secret Gary is talking about is actually 100% effective.
The question then becomes, if Gary’s “almost foolproof contraception” is actually 100% effective, why did Gary knock it down to “99%”?
I mean, isn’t 100% better than “over 99%”?
Isn’t “foolproof” more attractive to the foolish, which includes all of us, than “almost foolproof”?
The answer is no, not in the strange way the human brain works, which master copywriters like Gary intuitively understood and additionally proved by experience.
It’s another one of those bits of elite copywriting you would never pick up on by looking at the finished copy alone.
In order to figure out that Gary’s “over 99% effective” is not an ordinary fact, but a bit of A-list wizardry, you need to peek behind the curtain.
That’s the basis of my Copy Riddles program.
And about that, here’s a quote from copywriter Kevin Orellana, who is going through Copy Riddles now for I believe the fourth time, and who won last week’s Copy Riddles bullets contest:
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Being a Copy Riddles customer has been one of the best decisions I’ve made!
I’ve actually been going through Copy Riddles since 2021 and till this day, I still get new insights from it.
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If Copy Riddles had a rating, it would be over 4.99. For more info on this program: