John Bejakovic – Copy Riddles

“The Dread Pirate Roberts takes no survivors… all your worst nightmares are about to come true… the Dread Pirate Roberts is here for your souls…”

Presto. Presto.

This is a scene from The Princess Bride (1987). It’s a wonderful illustration of a critical, but often overlooked, copywriting technique.

The Mechanism.

This is the mechanism. “how” This makes your solution more effective.

Without an intriguing, believable mechanism, your prospect crosses his arms, shakes his head at the claims you’re making, and says, “Inconceivable.”

With the right mechanism, however, you can smile at your prospect confidently and say, “No, no. It’s really quite easy. All you need is a wheelbarrow and this magic cloak… and I’ll show you how to get both, for free!”

That’s when your prospect’s eyes get wide… he uncrosses his arms and leans in… and he nods to signal that you should go on with your message. That’s the power of a good mechanism.

How do you find a mysterious, captivating, and yet plausible mechanism? Let me show you how to do this. Look at the bullet below:

An ex-model gets rid of all her cellulite with a coffee grinder Page 8.

This fascinating bullet was created by A-list copywriter David Deutsch.

For reference, David’s copy has sold over a billion dollars’ worth of products. He has written for the biggest direct response publishers, such as Agora and Boardroom, and he’s had as many as six winning controls at the same time, each paying him big money in big chunks, in the form of monthly royalties.

The bullet above appeared in David’s sales letter for one of Boardroom’s million-Healing Remedies, health books for under a dollar And guess what — I tracked down a copy of that book. Here’s page 8.

Maureen Klimt, an ex-fashion model, wanted to reduce cellulite. So she began taking omega-3 fatty acids — in the form of flaxseed. Maureen grinds the flaxseed in a coffee grinder. She then sprinkles one or two tablespoons of the seeds on her oatmeal each morning, and then adds some maple syrup.

After eating flaxseed oatmeal for several months, Maureen reports that cellulite is gone. Maureen works out regularly and eats healthy, but the flaxseed is what she credits for her loss of cellulite.

Aha! So now David’s magical mechanism trick becomes obvious. The coffee grinder wasn’t the whole story. It was only one ingredient in a complex recipe.

In your sales copy, don’t give away the whole recipe. In fact, you don’t even want to give away the key ingredient (flaxseed in this case), if that’s all your prospect really needs to solve his problem.

Specificity and intrigue are what you want. You want to find the incidental ingredient. The coffee grinder that grinds flax seeds…the saran wrap that holds the eczema poultice together…the wheelbarrow that allows three men, one of whom has been mostly deceased all day, to storm a castle heavily defended.

And by the way, this incidental ingredient technique isn’t just great for selling cellulite-Be-gone recipes via sales letters. For example, here’s a subject line from a recent email by millionaire email marketer Ben Settle:

How to book solidly with paying clients using an ordinary pocket watch

Ben’s emails are famous for sexy subject lines, and you can see why. The subject line above is irritatingly intriguing, especially if you’re a freelancer hungry for client work.

So what’s Ben’s pocket watch secret? It’s in the body of this email:

Dan Kennedy’s wonderful book can be found here. “No BS Time Management” He makes a compelling case for punctuality in his book. Particularly, how people already are (even subconsciously). “sizing” You are judged by your punctuality. How punctuality can give you power in a world of unorganized wannabes who don’t care about such trivialities as doing what they promise, when they promise.

The bottom line

You want clients who love and rave over you. Be punctual.

It is what separates men and boys.

You should pay attention to this:

In Ben’s body copy, there’s no mention of a pocket watch. But Ben hit upon that pocket watch by doing the same as David did above — zooming in on the solution… and then zooming in some more. The reader begins to wonder how far he can go. “A pocket watch? Why specifically a pocket watch? Gotta find out.”

“Yeah ok,” I hear what you are saying. “This technique is cool, even though it’s kind of sneaky. But I can’t just zoom in all the time.”

You’re absolutely right. This trick will make your readers smarter if you include it in all of your headlines, bullets and subject lines. “Oh, it’s the teaspoon trick.” “Not the banana peel secret AGAIN.” “There he goes, trying to get me to buy by zooming in on a hairbrush.”

There are at least half a dozen other methods that can produce magical mechanisms. These techniques can be discovered in a clever manner. Copywriting legend Gary Halbert shares his advice.

“Really the best way for you to get the ‘knack’ of writing bullets is to read bullet-laden ads and then, order the book or product the ad is selling and study it till you are proficient in spotting the ‘source’ of the bullet.”

We did the same with Ben’s subject and David’s bullet. Because the fact is, it’s impossible to see the clever tricks the copywriter is using if you only look at the finished copy. Like A-Get a list of copywriters John Carlton once stated,

“All the work that went into creating that finished product is invisible. There’s no curtain to peek behind once it’s posted or printed.”

Gary’s advice is to look at the final copy and the source. This will allow you to see the real story behind the curtain. For three reasons, bullets make the best copy format.

Bullets must be concise enough to convey the entire sales presentation in a few sentences. You can also find page numbers on bullets to help you locate the right pages. “secret.” The third, and final, best bullets were created by the most skilled copywriters, who competed in the most difficult markets to win the greatest prizes.

This is why so many ultrarunners are so successful.-Gary’s advice is well-known and has already helped many copywriters and marketers to achieve great success. Like A-list copywriter Parris Lampropoulos, who works on only three or four projects a year — but still makes millions.

Early in his career, Parris followed Gary’s advice himself. Parris continues to give advice to others.

“Do what Gary says. You’ll learn to write bullets. And you’ll make lots of money.” 

Ben Settle also followed Gary’s advice. Ben stated that it enabled him to see clearly. “mindset and psychology and ideas” Behind great copy. It became a great copy. “very easy to learn the craft” and is probably why Ben’s subject lines are so good.

There you have it. You can also take the shortcut to A-List your copywriting skills and do what Gary Halbert suggests. Look for sales letters that are written by top copywriters. They should be filled with magic bulllets, punchy, sexy and edgy.

Take a look at the books and courses these sales letters refer to. You will be amazed at the results.-List copywriters were able to create compelling and irresistible sales copy using dull and serious source text. You can also hire a copywriter to do the work if you don’t want to.

I’m available to help you with everything. But let me introduce myself.

My name is John Bejakovic. I’m a copywriter. I have been doing this for six years.

Many 7s were added by my clients.-Figure and several other 8-figure businesses — among them supplement companies, real estate investment gurus, and direct response ecommerce brands.

A newsletter I write is also available via email. It has been called “The Newsletter”. “most underrrated email list in copywriting.” Today, many of the most successful copywriters and direct marketers (including some of those in the A) are working right now.-Listers (described above) have signed up to receive my emails every morning.

What I’m not is irrelevant. What you may not know about me is that my main job is to write copy.

I was able to track down numerous bullets-packed, million-dollar sales letters. Next, I began to search eBay, book sites, and online repositories for the books they were selling. Then, I went bullet to bullet and compared what the sales letter said with what was actually in the books.

It was the best copywriting education that I could have hoped for. I found copywriting secrets I had not seen anywhere else, despite spending hundreds of hours on copywriting training and spending tens or thousands of dollars.

Since I don’t hold back much from the people on my email list, I shared many of the secrets I found with them. Some of my subscribers begged for me to create a larger course on the material I was sharing. I did. It was called. Copy Riddles. But hold on — I’m getting ahead of myself.

Because I don’t want to try and sell you something. Copy Riddles. Not now, at least.

Copy Riddles It is not currently available. It is not available for enrollment at the moment.-The day stretch at January 2022’s end, February 2022.

Today, all I want to offer is a place on my email mailing list. Two reasons might make you want to sign up.

If you’re curious, first of all Copy RiddlesIf you’re interested in finding out more about the subject, then my newsletter will be your only option. Copy Riddles for enrollment.

Second, even though you don’t want to be a member ever again Copy RiddlesEven if you don’t, you may still enjoy my daily email messages. You know that many of the most successful copywriters and marketers read my emails every day. If you’re curious, here’s a sample of the emails I’ve sent out recently:

Unexpected source: A copywriting breakthrough that is exciting There’s a well-known copywriter who writes a newsletter I usually can’t stomach. But a few weeks ago, he shared some absolute gold — so I highlighted it to my list.

—————

The #1 most powerful personal discipline in the world. A success secret from Dan Kennedy’s book No B.S. The Time Management book has changed the way I live and work. You don’t even need a watch to do it… but you might be able to guess what it is.

Copywriter who is suicidally depressed reveals how to have fun. Just what it sounds like — a simple tip on making more money and being happier as a copywriter… by a successful, well-known copywriter who has experienced severe depression in the past.

So if you like what you’ve read so far… if you want to read emails like the ones above… or if you want to join some of the best copywriters and marketers out there right now… then click the big red button below. Fill out the form with your name and email address, and you will get a spot on my email list — and hear from me later today.

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