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EMOTIONAL
TRIGGER WORDS
Many of the copywriting greats use the power of emotions very instinctively, which works for
them. But I’ve found that this “instinct only” knowledge makes it virtually impossible for these
masters to teach people like you and me all the subtleties of emotional copywriting.
That’s why this book was created — it’s for the rest of us!
It’s for us “regular” writers and marketers who weren’t born knowing exactly how to stimulate
our prospect’s hottest emotions, at exactly the right moments. It’s almost unfair how great writers can
hone in on the exact emotions they need to make the sale, and then continually hit those emotional
hot buttons six ways to Sunday.
The manual you now hold in your hands is the ultimate secret weapon. Even if you’re a complete
emotional dunce (like I am), you can’t help but become a much more visceral, emotionally-potent
copywriter with this in your arsenal.
And by “emotional copywriter,” I don’t mean that you experience mood swings throughout the
workday or cry when you think about your deadlines.
■ NEVER writes boring copy, because every line on your page oozes with feeling and passion …
■ Stands head and shoulders over others who rely on benefits alone to make the sale …
■ Can stop a prospect on a dime, with an eyeball-seizing emotional headline and then keep that
powerful feeling rocking and rolling throughout the promotion …
■ Ultimately jumps to the upper echelon of this business, because he’s mastered perhaps the single
most elusive and valuable skill a copywriter could ever have …
You see, over the past three years I’ve literally devoured every single piece of good copywriting/
direct response information I could get my hands on. Most of it has been pretty straightforward:
Catch your prospect’s attention with your headline, focus on benefits, make an irresistible offer,
justify the cost, ask for the sale, and so on. But in all of this material, “how to” info on using
emotions was truly rare indeed.
Sure everybody tells you that emotions are powerful … Sure everybody tells you that the right
emotions will make you tons of money … Sure everybody tells you that people buy on emotions and
justify with logic/reason … That’s all fine and dandy.
3
… Nobody Tells You How to Actually DO It!
You see, I never found anyone who could give writers like me and you a concrete, super-practical
blueprint that guides you to putting exactly the right emotional words and phrases into your copy
— every time.
Remember, this book is absolutely NOT about vague and difficult to master exercises like …
“becoming your prospect” … or imagining his “core complex” … or even conjuring up a some kind
of picture of his feelings in your mind’s eye.
Not at all! Instead, we wanted to make this process absolutely foolproof. That’s why we’ve
also included tactical secrets for each emotion in the section proceeding the actual words. In those
sections, we carefully lay out the conditions that make it much, MUCH easier to spot the emotional
triggers in almost any possible situation. Because once you know that, inserting the words that follow
is a piece of cake.
Also, a note of warning: You might wonder why almost every word and sentence in this book
comes from the health and investment market. It’s simple. That’s where nearly all the best writers
have focused their attention over the last 20-30 years. And wanting to only take words and sentences
from the crème de la crème — from the highest paid, most successful copywriters in the world — I
decided to pull everything from controls in those markets.
Don’t worry. Even if you write and market in a different industry all together, this stuff is
universal. The same emotional patterns exist across market and industry lines — and the same
emotional triggers apply. As you’ll soon see, the market doesn’t change the fundamental words and
patterns. Fear is fear, greed is greed, and urgency is urgency — no matter what market you’re in!
And as a marketer, copywriter or even possibly a business owner — ALL you really need
to know is: (a) the variety of emotions used effectively in sales and marketing … (b) how these
emotions relate to purchase decisions … and (c) which words will effectively trigger them for
maximum response.
If you can do that right, you’re well on your way to fame and fortune as a marketer, copywriter,
salesperson, entrepreneur … ANYONE whose success depends on selling products or services via
direct response.
4
TABLE OF CONTENTS
15 When Your Prospect Is Down in the Dumps, Use This (Sadness) .................. 48
5
1 How to Use This
Resource
One of the biggest benefits you’ll
Not only that, over the last year
I’ve spent a significant percentage of
it’s a drug scandal, a supplement
conspiracy, a Wall Street scam or
find from using this book is that you my days (meaning hours and hours anything else.
start to think … see … and FEEL every single day) studying all of his
all of these powerful emotions at most successful packages. This has And you know how amazing it
work. Do this enough and a whole been especially eye-opening — with feels when you can come to the point
new world starts to open up. You much of what I’m presenting here the where you’re able to put that feeling
begin to understand human nature direct outcome of what I discovered in into words for him, so that he instantly
and motivation on a far deeper level. dissecting Clayton’s biggest winners. identifies with the message you’re
As a result, you’re able to predict, articulating in the copy.
direct and harness the power of your Consequently, what I’ve done
prospects’ desires … because emotions in this book is incredibly synergistic Of course, that’s not always so
have and always will be the most with everything Clayton teaches. In easy. You’ve got to actually KNOW
effective way to do just that. going through his copy, I found the what your prospect’s feeling — first!
strongest and most commonly targeted Take anger, for example. To really
I believe the best marketers and emotions. I busted my brain figuring
copywriters in the world, the true use anger to the max, you’ll want to
out exactly when and where he (and begin by presenting some sort of fact,
masters like Clayton Makepeace, Gary other great writers) use these emotions
Bencivenga, Gene Schwartz, Jim Rutz, event, claim or subject you’re sure will
to further the sales process; and which arouse your prospect’s anger.
John Carlton and many others, have words they use to do that.
a deeply instinctive understanding of And how do you find that out?
how these human emotions work. Then I grouped and organized Research, of course! You study the
the words in each distinct emotional daylights out of your prospect — his
They’ve learned how to position section, paying special attention to
their products or services (and the hopes, dreams, desires, beliefs and
how that emotion is used in winning more. And more importantly, you
people behind the products or services) copy.
as powerful emotional solutions to look at the relationship between your
real-life problems of their prospects. Put simply, this stuff works. Not prospect and your product, the market,
Solutions that gave their prospects once, not twice … but over and over the subject of the information you’re
as much emotional satisfaction and again. I’ve personally seen Clayton giving him — anything for which he
vindication as they got from whatever use and teach everything in this could possibly be angry.
material good they purchased. book. These are some of the exact And don’t forget: With the
same secrets his copy cubs have information at the beginning of
So how do you do this? used to become six and seven-figure each chapter you’ll learn to quickly
The first step is always to find copywriters in short order. recognize when an emotion has a
out your prospects’ dominant resident And that includes yours truly. high likelihood of being present in
emotions regarding the subject at Despite just breaking onto the your prospect. No guarantees here —
hand, just as Clayton teaches. By scene, I’ve personally used all of emotions are extremely fickle things.
dominant resident emotion, he means these techniques in the battlefield — But masters like Clayton and others
the primary (i.e. most dominant) especially in the time that I’ve spent have learned to spot such conditions
emotion that sticks around for a long consulting and writing promotions and take full advantage of them for
time (i.e. resident). These are feelings directly with Clayton. So I can assure much higher percentages of success
like the fear of loss, the hatred for you; they work like gangbusters than most other writers.
injustice, the yearning for hope and across the board — for rookies,
love, and so many more. To do likewise, you simply flip to
veterans, superstars and everyone in the section on anger and discover why
He covers this extensively in between. anger arises, and how it’s most often
many issues of The Total Package, his used in direct response. This will give
Why You’ll Have a Blast Using
teleseminars and How to Challenge you a strong psychological foundation
a Strong Control product, the these Explosive Little Words that eventually will become second
Easy Writers Marketing Club, his Once you get going, this process nature to you.
groundbreaking Power Marketing can be so fun! As a writer and
Summit, and will do so in The Ultimate After that, you look within that
marketer, you know how fantastic it same chapter for words that you
Desktop Copy Coach. This is where feels to get passionate about a subject
I learned a good percentage of his now know are proven to effectively
— feeling the same level of emotion trigger that emotion. Tune into that
teachings on emotion in sales copy. as your prospect is feeling — whether
6 Emotional Trigger Words
feeling you think your prospect is the right dominant emotions in your notice the visceral impact each one
experiencing and then write your copy prospect, then it’s a matter of picking creates:
using as many of these words as you out the words that have been used
“Just when you thought
possibly can. Doing this guarantees to trigger this emotion in winning it was safe to get back
you’ll have much more of this emotion promotions … and learning from the into stocks — all of the
in your copy than before! It’s that easy. example sentence taken out of real economic ghosts of all
control mailings. the financial crises of
Keep in mind, however, that one the past 30 years are
emotion — like anger alone — won’t This should get your juices returning to shock Wall
ever be enough. That’s a mistake flowing. In fact, as you contemplate Street once again!
beginning writers make all the time your prospect’s feelings and read
As investors, you and
with any of the “negative” emotions; through this list, certain words will
I have been through a
thinking that making the prospect literally JUMP OUT at you! lot in recent years:
angry or afraid will always help move We’ve witnessed the Tech
Be sure to jot them down as
the sale forward. Not true. Wreck of 2000 … the
possibilities for your headline, deck Debt Disaster of 1998 …
Any emotion you stimulate needs copy, your lead or other critical areas and the Asian Crisis of
to be actionable — and in a way that of your promotion. 1997.
makes your prospect want to take
action toward your offer. You can Also remember that emotions are And don’t forget how
very fluid and difficult to fit in a tight stocks got slammed by
always make your prospect angry or the Energy Crisis of the
afraid of something. That’s easy. But it box. Science is only now beginning to
actually study them with technology. 1970’s … the Real Estate
won’t necessarily make him want your Bust of 1974 … the Bond
product or service any more. Which means that words in each Market Collapse of 1979-
section are NOT 100% limited to that 80 … the Banking/S&L
So as you begin your research specific emotion. Words that trigger Debacle of the 1980s …
process and start to walk in your feelings of fear in your prospect might and when the Gulf War
prospect’s shoes, the most powerful also trigger anger, betrayal, shame or drove oil prices through
emotions you can stimulate will others. the roof.
always be the ones that predispose him Each one of these crises
to act on your offer. I would read that Overall, I’ve created this system
gutted investment values
last sentence again. Let me repeat it simply to match up the words top — and each one vaporized
for you: The most powerful emotions copywriters have typically (and the prosperity, the
you can stimulate will always be the successfully) used to trigger certain financial security, and
ones that predispose your prospect to emotions. You’ll find that they’re the retirement dreams of
pretty accurate. And as a result, if you millions.
act on your offer.
load up your copy with words from
Now these economic
For example, if you’re writing a certain section — your copy WILL nightmares are once
an investment piece on China, you carry that feeling. again rearing their ugly
may choose to simulate his fear about heads. Even worse: all 7
losing money and about how the And, of course, the more are rapidly converging
country is being slowly destroyed on experience you get with these ultra- on the U.S. economy
an economic level. Then you’ll want powerful words, the better you’ll get at — and in the next few
to couple this with his emotional selecting exactly the right one for your months, they will
needs. simultaneously slam into
desire to make more money and feel Wall Street, triggering
patriotic. A Quick Glimpse at How It the most painful
Looks In Action economic collapse since
Now you’ve got a variety of
1929.”
actionable emotions working for you,
With a little practice, you’ll
and your job is simply to convince Don’t you see and FEEL their
be able to dramatically boost the
your prospect that he can solve them impact? It’s a big part of why this
emotional potency of your copy. And
all by sending in for your risk-free, lead hooked Clayton’s prospects, and
you’ll do it with just these words.
trial offer. brought in a truly MASSIVE number
Below is an example from a of new customers for Weiss Research.
Even More Practical wildly successful financial promotion In direct response, results never lie.
Ways to Make This Book Work Clayton wrote that’s loaded with This example is just a taste of
Once you’ve successfully targeted words that trigger “fear.” I’ve bolded what you’ll find in the fear section.
the main ones. Read through it and Clayton literally has over 100 words
Chapter 1: How to Use this Resource 7
just for “fear” alone, whereas if broke, of being poor. This is a VERY anything else. This is because they
you look at many of the fear-driven common fear. What do you see in not only help him get what he wants
financial promotions in the mail the most proactive people with this and dreams, but also because they
— you’ll see 10-20, TOPS. And specific fear? They’re proactively help him get away from the negative,
remember — because I went through greedy about making the amount of reactive emotions that he’s struggling
tons and tons of his own controls money that will wipe away that feeling with all the time.
— just about every emotional word he of fear. Some may be more driven than
knows is in this book! others to gain money and conquer the Bottom line: When you combine
fear of being poor — but the structure the “push” of the negative emotions
Now just imagine what you’ll be is exactly the same. They also seek with the “pull” of the positive ones,
able to do with your own promotions ways to feel safe and secure about your copy becomes a force to be
when you have easy access to nearly their money, however that can be reckoned with!
1,500 proven emotional words and accomplished.
phrases. Many of which are even Now let’s start learning all of the
stronger than the ones bolded above. As a copywriter, you need to different emotions that will make you
Words that instantly trigger … the understand emotional patterns like a not-so-small fortune in the weeks,
shocking feeling of betrayal … the this and set up situations — just like months and years to come.
thirst for revenge … the jolt of a Clayton does — where one emotion is
conspiracy … the ecstasy of regaining pushing your prospect and another is
your health … and much, MUCH pulling him. In the example above, the
MORE. prospect is being pushed by the fear of
loss (he’s moving away from it) and
Tying Multiple Emotions being pulled in by the greed of gain
Together in an Effective (he’s moving toward it). Each emotion
Sequence works together, multiplying each
other’s power and effectiveness.
You’ll also discover that many
emotions are very closely related Just look at a prospect in the
to each other. When someone is health market. He is being pushed
afraid, he feels powerless. After a by (and wants to move away from)
certain amount of time spent feeling a variety of negative emotions
powerless, your prospect may develop — the fear of losing his life … the
a deep and growing frustration and shame and humiliation of chronic,
seek out a solution that gives him debilitating disease … the frustration
hope. He’ll want to feel passionate and of trying all kinds of natural solutions
happy about conquering these limiting, and having none of them really work
negative feelings. … the anger and betrayal he feels
regarding doctors who treat him like a
Similarly, if he feels the intense walking statistic … the list goes on.
fear of loss, destruction, collapse
or humiliation — presenting an Then at the same time he’s got the
opportunity to profit (the emotion of more positive, desirable emotions like
greed) will often help soothe these hope, happiness, security, love and
feelings. more. He desperately hopes his body
will be able to heal naturally from the
Likewise, security is an antidote ailments that afflict him … he seeks
to fear. Investors or health patients the unique happiness that comes from
that are afraid of something want to boundless energy and good health
feel secure — they want those fearful, … he wants the security of knowing
uncertain feelings to fade away. So he’ll be there (with a fully functioning
on a tactical level, you’ll build up the body) for his wife and kids day in and
fear using “fear” words — and then day out … he seeks to increase and
you’ll offer a solution to the fear by share his love for family by taking
connecting your product to language care of his health … and much more.
that brings about the feeling of
security. Plus, he’s willing to work and
go after things that help him feel
And here’s another example: Let’s these positive emotions — whether
say that your prospect is afraid of it’s powerful health information, a
not having enough money, of going supplement, a brand new therapy or
8 Emotional Trigger Words
2 Words that Get
Your Prospect’s
Blood Boiling …
any time there’s a difference between
what’s fair and what’s actually happening
costly, hazardous drugs!
I’ve even had a case where
Anger
— there’s almost undoubtedly going to be
Anger is a very powerful and often doctors refused to listen
anger present. when I recommended CoQ10 — a
under-used emotion in copywriting. But
remember, there’s a distinct difference Think about the investment market. substance that could have
Brokers, CEOs, Wall Street advisors and saved a patient’s life — they
between actionable, USEFUL anger and
other people in positions of authority recommended “pulling the
useless anger that doesn’t help you a lick
who claim to exist — and promote plug” instead!
in making the sale.
themselves as existing — for the purpose Notice the angry tone in this example.
To use anger effectively and really of making your prospect’s life easier, The editor — in this case Dr. Sinatra — is
make it actionable, you need to create a more profitable, of helping to protect and venting on his prospect’s behalf over
target. You’ll want to present somebody grow his existing money, for warning him injustices that could be costing him is
or something for your prospect to get of impending danger, etc. But that’s not health … or even his life!
angry at (i.e. an enemy). This enemy isn’t always the case! Many people in these
the end solution, but it prepares him to positions abuse him, lie to him, take So anytime you want to use anger,
take action. his money and ruin his financial future. look for situations like this where the
This is the opposite of what he expects, prospect isn’t being treated like he feels
That sets the stage for you to position
it’s unfair and it makes him justifiably he should. If you can find instances of
your product or service as the solution
furious. unfairness or injustice — jot down that
— you’ll help him soothe his anger, and
anger as a dominant emotion. Then you
start to experience the more positive And you’ll find a similar pattern in simply create an opportunity (via your
feelings he desires. And in certain cases, the health market. product or service) to release that anger
as we’ll see in the next two sections, you
In fact, let’s look at an example … and fulfill the other positive emotions your
may even be able to give him ways to
prospect is seeking. Let him know you can
avenge his losses (through the emotion of The medical world is at war TRULY deliver the desirable feelings that
revenge), turn the tables on his oppressive with itself. And frankly, if others have been unable to do.
enemy, and more. either side wins, you lose.
Forgive me for being blunt Do that and you’re GOLDEN.
To get into the feeling of anger — but for your sake, I just
and develop the ability to sincerely have to get this off my Some more examples? If you’re in
stimulate it, first understand the common chest … the water filter business and everybody’s
patterns you see in sales and marketing. making claims that are confusing your
Anger almost always follows a problem Doctors and other medical prospect, costing him money, stealing
experts who preach, “all you health benefits, continually frustrating
of injustice, unfairness or unmet
need is drugs” — who claim
expectations. him — you begin by defining and
that nutritional supplements
are worthless — are a hazard personalizing the enemy. Maybe it’s
For example, your prospect expects
to your health! the large bottled water companies that
doctors to care about his health, his life
are marking up their products 1800%
and his well being. But so often they As we’ve already seen, even … pulling the old “switcheroo” and
don’t! drug companies admit that putting tap water into their product …
taking prescription drugs and
And THAT’S grounds for anger. not removing all of the chlorine and
even seemingly harmless over-
Think about the last time you got angry the-counter remedies leaves contaminants, thereby risking his health
at somebody and you’ll see that this is you vulnerable to serious … or anything else.
true. Maybe it was somebody on the road nutrient deficiencies — and Once you decide, you make it tangible
who cut you off (and you were angered the deficiency diseases they for your prospect by building up and proving
because he violated your sense of driving cause.
the corruption of the enemy until he’s likely
fairness and justice). Or perhaps it was
Listen to these extremists, to feel genuine anger over these lies and
that your son or daughter lied about doing and you’ll wind up taking injustices.
their homework (because it goes against even more drugs for every
what you think should have happened side effect — a deadly spiral Then you position your product and
— your expectations weren’t met). that only leads you to spokesperson as the opposite — someone
disaster. who really delivers on the promises that
So the root cause of anger is any kind
everyone else is making and lying about.
of violation of your prospect’s sense of Meanwhile, these extremists
stubbornly ignore many In this water filter example, it could mean
justice — the way he thinks things should
natural remedies that proving that your product is very fairly
be. When you understand this, you’ll
have been proven to be as priced and will save your prospect many
more readily spot other opportunities to
effective and in some cases, thousands over his lifetime … that your
trigger this emotion. ANY time somebody
even more effective than product removes every single contaminant
has expectations that are not being met,
Chapter 2: Words that Get Your Prospect’s Blood Boiling … (Anger) 9
and you’ve got the lab tests to prove it … Bureaucrats – “The bureaucrats’ ‘perfect ing Wall Street’s fattest fat cats to the
and whatever else you need to convince him crime’ means you’ll soon need a prescription punch …”
of. to buy your favorite vitamins!”
Foisted – “It’s just one of the many health
This is where salesmanship and Cheat – “In 2003, investors will discover mistruths that have been foisted on the
persuasion come in — you sell yourself that nearly ALL major stock brokerages American public in recent years …”
and build the trust and credibility that YOU – the heart and core of Wall Street – lied,
For the birds – “That’s for the birds! I
ARE someone that really delivers and can be cheated and robbed them blind.”
have a better way.”
counted upon.
Cocky – “And in early 2002, cocky brokers
Gambling – “U.S. banks are gambling
Do this and all of the sudden your nearly laughed themselves silly when I
with the depositors’ money – YOUR
prospect’s anger becomes actionable. He can warned that the high and mighty of Wall
MONEY – to the tune of $56 trillion.”
release his anger by ignoring these enemies Street were about to be exposed as liars,
and by coming to you for a REAL solution. cheats and thieves.” Get away with – “ … that drug compa-
And he can obtain the dominant positive nies and their collaborators in government
Crap – “If you’re like me, you have little
emotional benefits he seeks … like the joy (and universities) can now get away with
tolerance for crap in any area of your life.
and happiness of great health … the release open fraud.”
So why should that be any different when it
and freedom … the renewed hope and
comes to your health?” Gets my goat – “Here’s another one that
enthusiasm … and much more.
really gets my goat …”
Criminal – “ … the Wall Street Under-
As I explained in the intro, there’s
ground has been the only publication in the Greed – “So why have several hundred of
always this emotional push and pull going
world with the guts to expose the greatest these beautiful, graceful, intelligent crea-
on. It’s your job to figure out exactly what
criminal conspiracy of our time …” tures been killed on this tragic morning?
it is — in whatever marketing situation you
The answer: GREED.”
find yourself in — and then to thoroughly Crooked – “PLUS, the investments that
convince the prospect that your product will soar 99% … 144% … up to 307% Hands in the cookie jar – “When they
is the single best way to get away from as these crooked brokers get what they got caught with their hands in the cookie
the negative and move toward the positive DESERVE!” jar, they made a big show of “cleaning up
feelings he desires. Wall Street.”
Cruel – “REVEALED INSIDE – The
Anger Cruelest Accounting Scandal EVER!” Hate – “It wasn’t long ago that I was
struggling to earn a living … jumping
Almighty dollar – “The facts about good Damned – “Lies … Damned Lies … and
from one job I hated to another I hated
health … have been obscured all in the name GOVERNMENT STATISTICS.”
even more …”
of the almighty dollar.” Dirtiest – “Washington’s dirtiest secret:
Have it in for – “Yet, despite these
Arrogant – “The arrogant president of $1.4 Trillion Deficit Debacle Will Smash
findings, people still have it in for these
Pfizer defended the Cox-2 drugs and said Stocks in 2004!”
delicious hot dogs.”
in a television interview that, “there should Disgusting – “ … In the final settlement,
not be a rush to judgment because of the Health establishment – “The road to real
they are about to make absolutely explosive
findings.” health means making your own choices
revelations about the most gross, disgusting,
and not just accepting what the health
Bigwigs – “The bigwigs and fat cats don’t contemptible violations of investor trust yet.”
establishment says you ‘should’ do.”
want you to know this, but every time you Disgraceful – “Fluoridated water prevents
put a glass of tap water to your lips, you put Hogwash – “Forget this half-hearted
tooth decay … THIS IS A DEADLY, DIS-
yourself in harms way for a host of health hogwash!”
GRACEFUL LIE.”
problems …” Hot shots – “Wall Street hot shots
Dollar-crazed – “ … Your healthy, natural
Big Pharma – “Need more convincing that chuckled when I warned of an impending
dietary options are being sold down the river
Big Pharma is not your friend and is run by TECH WRECK in early 2000 …”
by a bunch of dollar-crazed bureaucrat
irresponsible lunatics?” shake-down artists.” Hot under the collar – “ … And it’s
Big shots – “When it comes to your health, gotten me so hot under the collar I can’t
Drug cycle – “Stay SAFE by STAYING
the big shots want you on a short one (leash) even see straight!”
OUT of the vicious drug cycle designed to
indeed!” keep you sick!” Hype – “You SELL HIGH after Wall
Bogus – “The more they spend on TV com- Street’s ultra-powerful hype machine has
Fat doctors – “Tired of getting health advice
mercials and popular magazines, the more whipped up demand for your stock to a
from fat doctors with pasty faces and big
you can be sure the ‘breakthrough’ they’re fever pitch …”
red noses?”
selling is bogus. But profitable.” Joke – “Earnings reports? They’re a
Fat cats – “The Fat Cats in power know it’s
Bull – “It’s a lot of Bull! Don’t believe what JOKE – you never know if they’re real or
not a level playing field.”
you’ve been told about your health …” phony!”
Fattest – “You BUY LOW by beat-
Chapter 5: Scary Words that Grab Your Prospect and Force Him to Keep Reading (Fear) 17
vocabulary, the better off you’ll be. As of bonds will skyrocket in 2004 and bloodiest CRASH in more than 70
I mentioned earlier, one of the reasons beyond.” years!”
why Clayton writes so much better,
more compelling “fear” packages Bad guys – “Don’t let the bad guys Bloody – “For the past 30 years,
is that he’s got a full-sized army of – unhealthy bacteria – take over and mankind has declared a bloody war
words and vivid, frightening imagery rule YOUR digestive system” on the dolphin.”
— where as other writers barely even
Bankruptcy – “Sleepwalking Body count – “And I am personally
have a little platoon.
toward bankruptcy!” horrified to hear such phrases being
Since fear is always going to be a used as “body count,” “kill quota,”
Batter – “With all the problems and “mortality figures …”
strong possibility for you in your sales
promotions, it pays to excel at using now lining up to batter U.S.
this emotion. stocks, I expect the Weiss Windfall Booby trap – “Here’s ANOTHER
Strategy will make my clients richer $639 billion booby trap that has
Fear than ever before …” bankers scared stiff …”
Aging – “I’m going to show you Belly-up – “If you owned Enron Brewing – “There are signs that
the single biggest factor in male when it went belly-up last another recession is brewing …”
aging …” December, you lost 99.9% of your
money.” Brittle – “How osteoporosis drugs
Agony – “But that’s only the actually make your bones more
beginning of the agony for this Beware – “Women Beware! Why brittle …”
school of dolphins on this fatal nearly twice as many women die
from heart disease than from all Brutality – “But perhaps you are
morning in the Eastern Tropical wondering why all this inhumane
Pacific Ocean.” forms of cancer – including breast
cancer.” brutality is still going on, because,
Agonizing death – “Social security after all, Congress passed the
is dying a slow agonizing death.” Bleeding – “I’ve also identified Marine Mammal Protection Act in
another 652 big companies that are 1972.”
Aggression – “Military aggression bleeding so much red ink that they
– including nuclear aggression, with will have a hard time surviving Bubble/burst – “ALL bubbles
its roots in Maoist doctrine of world another year …” eventually burst … the tech bubble
domination.” blew up in their faces!”
Blindsided – “For starters,
Alarming – “These alarming thousands of bank customers have Buried – “These high-tech
new trends are GUARANTEED been blindsided by bank failures companies will soon be dead broke
to continue into the foreseeable over the last couple of years simply – buried and gone – taking the life
future.” because they didn’t realize they had savings of three generations with
deposits exceeding $100,000.” them.”
Anxious – “Invest without fear …
even in these ANXIOUS times!” Bites the dust – “As the number of Carnage – “I show you how to
failed banks continues to rise … insulate your wealth from the
Apocalypse – “Seven Horsemen carnage to come.”
and especially when a big-name
of the Coming Stock Market
bank bites the dust, what little is Cataclysmic – “ … will trigger
Apocalypse.”
left of investor confidence will be the most cataclysmic destruction
Armageddon – “Wall Street SHATTERED.” of personal wealth in our lifetime
Armageddon!” – driving the DOW to below 5000
Bloodcurdling – “This
situation represents absolutely … the S&P 500 to below 600 …”
Assault – “15 new assaults on your
health and wealth in 2006.” bloodcurdling hazards for Catastrophe – “You can bet your
investors, PLUS, the opportunity to bottom dollar that the devastating
Attacked – “Thousands of U.S. pile up profits of up to 300% – IF losses we’ve seen recently
companies are now being savagely you make the right moves NOW!” guarantee economic catastrophe
attacked by not one – but THREE
Bloodletting – “This is going to and ANOTHER vicious slaughter
– deadly enemies …”
be a vicious bloodletting – one of of US stocks and equity funds in
Avalanche – “Banks will be buried the ugliest that Wall Street has ever 2002!”
under an avalanche of bad paper.” seen …” Caution – “Caution: Private
Ballooning Deficits – “Ballooning Bloodiest – “These irresponsible insurance can be hazardous to your
federal deficits guarantee the supply bankers are now facing the health …”
Chapter 5: Scary Words that Grab Your Prospect and Force Him to Keep Reading (Fear) 19
Drowning – “Ford, which is feeding frenzy – and people have Handwriting is on the wall
drowning under $165 billon in total thrown their life savings into these – “Now, the handwriting is on
debt …” outrageously overpriced high-tech the wall: Soaring interests rates
stocks.” will CRUSH the recovery …
Dumping – “Chief executives have SHATTER the stock market …
reported dumping $32 million Flattened – “There’s only one CRIPPLE the bond market … and
of their own stock over the past 3 way to avoid being flattened by an RUIN millions of unsuspecting
months.” oncoming freight train: GET THE investors!”
HECK OUT OF THE WAY!”
Earth-shaking – “I reveal the Hanging by a thread – “1,703
TRUTH about the carefully Frantically – “And they’ll US Banks and S&Ls are already
hidden weaknesses that virtually frantically sell what’s left of Hanging By A Thread: is the
guarantee earth-shaking economic their stocks and mutual funds in second Great Banking Crisis in 7
catastrophes ahead …” a desperate bid to salvage what decades just around the corner?”
remains of their wealth.”
Empire – “China’s growth is real Hazardous – “It’s 100 times more
– and a terrible threat: a rogue Frightening – “To make matters hazardous to your wealth than
empire, fostered by the U.S., even more frightening …” the Enron, Worldcom and Tyco
is much more menacing to our earnings scandals that hammered
economy than terrorist lunatics Frozen – “Your assets …
FROZEN!” stocks last year!”
piloting passenger planes into
buildings.” Ghost – “Just when you thought it Hell – “And when it bursts, all hell
was safe to get back into stocks – is going to break loose in the U.S.
Endangered – “895 U.S. insurance economy and in the stock market!”
companies – many of these the ghosts of all the financial crises
household names are now on my of the past 30 years are returning to Hidden risk – “The hidden risk
endangered list.” shock Wall Street once again!” of DHEA and its link to cancer in
Glued – “We’ve known for years women.”
Epidemic – “BANK FAILURE
EPIDEMIC AHEAD!” that plaque – fatty cholesterol glued Hit hard – “The airlines – indeed
to the inner wall of your arteries the entire transportation sector – are
Escape – “Escape the deadly – gradually chokes blood supply to going to be HIT HARD.”
medical trap that keeps you from your heart …”
feeling your best” Holocaust – “Little-known and
Gorge – “Millions will gorge on often-overlooked investments
Eviscerate – “Unfortunately, synthetic vitamins – only to die of that can double … triple … even
though, these surges do more harm degenerative diseases …” QUADRUPLE YOUR WEALTH
than good – they lure desperately in the coming stock market
optimistic investors back into Gory – “Plus, I describe the gory
details of seven time bombs ticking holocaust!”
stocks, only to eviscerate them time
and again.” away now that could cost you Horrific – “Its worst decline since
EVERYTHING …” the horrific bear market.”
Falling off a cliff – “Bank Panic
ALERT #4: Bank revenues are Grave – “If you own any one of House of cards – “When major
already falling off a cliff!” these 3,936 companies – many of U.S. banks hit the skids, the
which are now fighting for their economic house of cards comes
Fattened – “YOU’RE BEING lives – your money is now in tumbling down.”
FATTENED UP FOR THE KILL!” GRAVE DANGER.”
Hurricane – “This massive pension
Fears – “9 most common health Gut-wrenching – “Soon, a gut- shortfall is going to slam into Wall
fears and how to overcome each wrenching bank panic is about to Street like a hurricane!”
one.” explode into the headlines – wiping
out savers and crushing the DOW to Ignore this sober warning
Feeble – “Now, I don’t have to tell 5,000 and the NASDAQ to 800!” – “Ignore this sober warning, and
you what higher interest rates will you risk it all.”
do to an economy that’s as feeble as Gutted – “Each one of these crises
ours is.” gutted investment values – and Insane interferences – “Do you
each one vaporized the prosperity, want to pass on your wealth without
Feeding frenzy – “Wall Street financial security, and the retirement insane interferences from the
managed to get everybody and dreams of millions.” courts, creditors, or disgruntled
their mother into the stock market relatives?”
Kiss good-bye – “Read this now or Mushroom – “In the months ahead, Pitfall – “Relevant content that’s
kiss your retirement good-bye!” the federal deficit can only continue immediately actionable. So you can
to mushroom in size …” sidestep the traps and pitfalls.”
Knock – “A plague of new
investigations will knock Wall Mutilated – “And these warm- Plague – “Plagued by a glut of
Street for a loop!” blooded mammals, friends available properties, combined with
to human beings, are being plummeting consumer confidence,
Land Mines – “6 Dietary LAND systematically mutilated and residential real estate collapses like
MINES and how to avoid each destroyed.” a house of cards.”
one …”
Nail in the coffin – “The final nail Plummeting – “This is a
Level – “It will level the economies in the banks’ coffin is a time bomb classic BUBBLE – inflated by
of Japan, Korea, South-east Asia, that no one is talking about …” plummeting interest rates.”
Latin America, the European
common market countries, and yes, Never – “What never to eat on Plunged – “In early 2003, the
even the United States …” an airplane. The dirtiest, deadliest market plunged AGAIN …”
airline in the whole world …” Poison – “And since science has
Liquidated – “Most corporate
debt is … wiped out as the weakest Nightmare – “America’s great proven conclusively that these
companies are liquidated, their bankruptcy nightmare has already toxins poison your body …”
assets sold off in fire sales.” begun!” Poorer – “Why these seven
Looming – “There’s so much Obliterating – “Stocks crashed inevitable crises virtually
more I need to tell you about this just as I had warned, obliterating GUARANTEE you’ll be 50%
looming crisis, how you can protect a mind-numbing $5 trillion in POORER by next New Year’s Day
yourself …” investors’ wealth.” – IF you fail to heed this critical
warning NOW …”
Looted – “It’s worse than a lie: On the brink – “Hundreds of
It’s a crafty way to lure millions corporate pension plans are now Pummeling – “There’s an
of unsuspecting and inexperienced teetering on the brink of the alarming new disaster already
investors into the market, greatest meltdown EVER.” PUMMELING parts of Europe and
where their life’s savings can be its headed right this way.”
systematically looted from them.” Onslaught – “Drug companies are
racing to find medicines that might Pulp – “Bank stocks will be
Lure – “They’re designed to lure stem the onslaught, yet ironically …” hammered to a pulp.”
naïve investors back into the stock Quivering – “For a long moment
market.” Painful – “These 7 emerging crises
have now GUARANTEED that the she struggled to stop her teeth from
Lurking – “But first, I want to be most painful stock crash of your chattering, and then she said in a
sure you understand the dangers lifetime is STILL AHEAD!” quivering voice, “Please, you don’t
lurking for you in the terrible and have to go to any trouble just for
completely unreported … CHINA Pale – “When it hits, it will make me.”
MENACE!” the massive stock market losses
of the past three years PALE by Rat hole – “And that estimate
keeps soaring – with a lot of money
Chapter 5: Scary Words that Grab Your Prospect and Force Him to Keep Reading (Fear) 21
going down a rat hole as thousands trouble ahead!” Shorn like sheep – “Inevitably, the
of life-critical programs still won’t good news turned bad again – and
be repaired on time.” Searing – “They shot him up with millions of investors were shorn
morphine, gave him pain pills, but like sheep when stocks crashed to
Rearing – “Now, these economic nothing could stop the searing new lows.”
nightmares are once again rearing agony …”
their ugly heads.” Sinkhole – “10 sinkholes that
Self-destruct – “THIRD, the stock will take investors by surprise this
Reckoning – “This will be a market will literally self-destruct.” year!”
day of reckoning for millions of
unsuspecting investors who naively Shaky – “No great bull market has Sinking – “World economies are
believed that Wall Street had their ever been built upon such shaky sinking at the same time …”
best interests in mind.” foundations.”
Skinned alive – “And if you own
Red alert – “Retirement Red Shattered – “ … and especially stocks or equity funds when this
Alert!” when a big bank bites the dust, what happens, you’ll be skinned alive.
little is left of investor confidence Again.”
Retirement nightmare – will be SHATTERED.”
“Retirement Nightmare #2: The Slammed – “And don’t forget how
very stocks you’re counting on will Shellacking – “Your own stocks got slammed by the Energy
go nowhere – or even down – in GOVERNMENT is telling you Crisis of the 1970’s …”
2004 and beyond!” FOUR, BALDFACED LIES
designed to lure you back into Slaughter – “Sky-high real estate
Revert backwards in time – “Our Wall Street – for the most painful prices will absolutely slaughter
personal lifestyles, along with the shellacking of your LIFE!” consumer demand.”
worlds of business and finance,
would revert 100 years backwards Significant disruption - “Y2K Smacked – “Why did the banks get
in time.” experts say that any significant smacked so hard?”
disruption in the national power
Risky – “Many – including the grid would send us straight back to Smashed – “Your stocks and equity
three largest banks in America the 18th or 19th century.” mutual funds will be SMASHED
– are holding EXTREMELY risky by one of the deadliest banking
investments in their portfolio.” Shakeout – “They helped kill the crises since 1932!”
$2.3 billion Superior Bank recently,
Rocked – “The earnings scandal and they’re bound to claim many Smithereens – “Can you see how
that rocked the market in 2001 and more victims before this shakeout this crisis ALONE is enough to
2002 was small in comparison to is over.” smash stocks to smithereens?”
the greatest accounting scam of all, Snarling – “As you’ll see in a
which is about to be exposed!” Shatter – “And it doesn’t take a
Harvard M.B.A. to figure out how moment, the coming bank bust
Runaway – “Runaway deficits that can shatter even the best of could make the snarling grizzly
can absolutely CRUSH the U.S. them …” bear of a stock market you’ve seen
economy in 2004!” over the past three years look tame
Shirts ripped off their backs – “I by comparison.”
Scalped – “If you count on personally designed each one of
Washington again, you’re these tools to help you keep your Spiraling – “ … sending the most
practically begging to get scalped!” money growing safely even as other inflated stocks spiraling to earth
investors get their shirts ripped off like a gut-shot goose.”
Scared stiff – “And drug firms their backs.”
are scared stiff because … This is Staggering loss – “… a staggering
for real and the details are FREE Shock – “Some manage to escape, 310 NASDAQ stocks have lost
INSIDE.” and will later die from shock, 50% of their value or more!”
separated from their family Starving – “Starving off the
Scary – “And that’s scary members, worn out from the long
– because if you’re like most oxygen supply to the one hundred
chase” trillion cells in your body …”
Americans, your arteries are already
packed with plaque.” Siphon – “ … when they’ll siphon Steals your identity – “If someone
an additional $1 trillion out of steals your identity, you could end
Screaming – “On the contrary: ordinary investors’ mutual funds,
Every piece of economic data I up $50,000 or more in debt!”
brokerage accounts and retirement
examine is screaming, “More funds.” Strains – “We already know that
Tailspin – “And each time it Traumatic – “What’s happening Wiped out – “And 100% of the
strikes, it drives their stocks and now in Japan is about to make that gains of last year’s great rally have
stock indexes into a tailspin.” traumatic episode look like a slight been wiped out.”
hiccup!” Worried sick – “But they’ve got
Tanked – “Wall Street talked
ordinary investors into risking their Tricky times – “Take advantage of us worried sick about nothing. Just
life savings on overpriced stocks all the opportunities I see for you say no to all the health advice that’s
– and then made billions when the to rack up gains of up to 562% in making your life a misery.”
market “mysteriously” tanked.” these tricky times!” Wounds – “Washington is now in
Teetering – “Hundreds of corporate Tumultuous – “In it I’ll explain an absolute panic to put a Band-Aid
pension plans are now teetering on how to protect and safely build your on the gaping head wounds of the
the brink of the greatest meltdown wealth in light of the tumultuous economy and convince you that
EVER.” times ahead …” Wall Street is safe again.”
Chapter 5: Scary Words that Grab Your Prospect and Force Him to Keep Reading (Fear) 23
6 You’re Not
Supposed to Be
Seeing This But …
It’s as natural as breathing.
Forbidden
out in the form you
see it to major
That’s also why it’s so powerful publications in the
I’m actually not sure how — it’s deep and fundamental to human country, including the
to classify this feeling of having nature. When you speak to someone’s Wall Street Journal,
something be “forbidden” but I know tendency and craving for forbidden Investor’s Business
how powerful it is in marketing. Many objects, actions and information Daily and Barron’s.
of the most successful promotions in — you speak to him on an incredibly Each one refused to
history have effectively tapped into deep level. You access thousands — if allow me to send this
it. And often, this one feeling and not millions — of years of human valuable report to
quality alone is enough to differentiate evolution. You hit him at his very core. you. They are afraid
your product, arouse interest and get of the truth.
prospects to buy. I know you’ve seen it before
— the “banned from TV” videos, the I am livid. It’s
Why do we humans naturally “little black book” of Heidi Fleiss outrageous. These so-
desire what others are trying to keep and direct response sales promotions called mainstream
from us? Why do we have a much that promise to reveal forbidden publications have been
greater desire for whatever is hidden information which the “powers that so utterly corrupted
or withheld? The first reason is most be” don’t want you to know. by their greed for
likely scarcity. When something is advertising dollars
withheld or held back, it is naturally You can multiply the power of
the “forbidden” emotion by coupling that they have totally
perceived as more scarce, less abandoned any pretense
available and automatically more it with powerful benefits and other
strong emotions. Then not only does to being sources of
valuable. objective information
your prospect want what you’re
promising because it’s forbidden, on the markets. They
It’s not available to everybody.
he also wants it because this object are simply lackeys of
So it must be better, it must be worth
can help achieve his greedy desires, Wall Street, bought
more — right? Right!
release his fear, end his frustration, and paid for.
The next reason is even deeper assuage his anger and so much more! Any report that dares
and harder to explain. I’m really not
Just think of one of Clayton’s to suggest that maybe
sure exactly why, but there’s just
all-time biggest winners for Dr. things aren’t honky
something about human nature that
Whitaker’s Health and Healing dory, that maybe
desires something more when it’s
with the headline, “FORBIDDEN — just maybe — these
“bad” or “prohibited.” When you’re
CURES!” Not only was this dot.com stocks (that
not supposed to have it. Adam and
information incredibly desirable they convinced the
Eve had paradise — anything and
because it was forbidden (it was public to buy in
everything they wanted from the
being suppressed, withheld, limited massive quantities)
garden — with the exception of a
by the Medical Establishment) … might not be worth
single fruit. But that “forbidden” fruit
it was also desirable because these the paper they’re
was enough to tempt them into risking
cures credibly promised to end the printed on — must be
and losing everything.
prospect’s suffering at the hands of SUPPRESSED. Censored.
This deep biblical emotion seems disease … obtain the amazing benefits Totally black-balled.
hard-wired into us. We’re naturally he was looking for … end frustration This report you hold
attracted to things that are a little bad at dealing with doctors, surgeons and in your hands was
… a little scary … that may get us drug companies that didn’t give a censored by the Wall
in “trouble.” Perhaps it’s our spirit damn … and much, much more. Street establishment.
of defiance, a way to buck authority
One of the keys to using this I’m talking about the
and express our human individuality.
emotion is to find something that has people who bring in
A way to give the middle finger to
been suppressed by authorities — or to Wall Street experts
everyone telling you exactly what and
create a situation where the forbidden like CNN, CNBC,
how to think, how to behave, etc.
emotion will naturally arise. One of Barron’s, The Wall
This is certainly NOT a learned the best examples of this comes from Street Journal, and
emotion. Tell a three-year-old child a Wall Street Underground promotion. Investor’s Business
that he can’t go into the cookie jar and Here’s an example of it: Daily. These “experts”
where do you find him the second your aren’t neutral
back is turned? THE COOKIE JAR! This report was sent analysts; they’re
Chapter 7: When You’re Sick and Tired of Being Sick and Tired … (Frustration) 27
news media.” service – Ken has two words for Tired – “If you’re anything like
you: NEVER AGAIN!” me, you’re sick and tired of all the
Downhill – ‘Hey! It doesn’t have to talking heads on Wall Street with
be all downhill from here …” Pointlessly – “You’ll get the full
no track record or success in the
details about all the pointlessly
Force-fed – “Americans are being market.”
punishing myths and life-
force-fed a diet of vegetables, water Unpleasant – “These unpleasant
transforming breakthroughs
and fear.” symptoms are NOT your fault.
mentioned above, plus hundreds
Getting By – “The Knack: the more.” They’re the inevitable result of
difference between Getting By and the lies you’ve been spoon fed by
Punishing – “ … And punishing
Getting Rich” mainstream medicine.”
diets that cause the very conditions
Getting softer – “Frustrated at they claim to cure.”
how your body seems to be getting
Purveyed – “First we’ll get the
softer and more feminine no matter
confusing information purveyed by
how hard you work out?”
the “diet Nazis” out of your life.”
Get Worse – “Block these rays and
Self-denial – “They’re okay as a
your eyes may get worse!”
side dish, but don’t let vegetarians
Grin and bear – “Who assumed nag you into joining this unnatural
they had to grin and bear bum exercise in self-denial.”
knees …?”
Shook their heads – “Doctors just
Gripping – “What’s gripping your shook their heads about poor old
gut?” bed-ridden Burt Morrow.”
Gritting – “Don’t just sit there Slaving – “Looks like you have
gritting your teeth.” been slaving (over a hot stove) for
hours …”
Grumble – “You can keep your
money on the sidelines and Stiff – “Your joints begin
grumble about the puny 1% returns deteriorating, growing stiff and
CDs and money market funds give achy.”
you …”
Stressful – “STRESSFUL JOB?
Gulping – “And every day, your Michael was losing it, but now he’s
entire family could be gulping on top of the world.”
down gallons of bacteria-killer …”
Stubborn – “Except for one
Had enough – “HAD ENOUGH? stubborn holdout. Yours truly!”
Enough turkey burgers and
Stuck in the dark ages – “When it
sprouts?”
comes to diabetes, most doctors are
Health-nag – “Your own road to stuck in the dark ages …”
real health can be easier, cheaper
Take forever – “They don’t erase
and far more pleasant than any
the ultimate cause of arthritis,
health-nag would ever predict.”
and they can take forever to start
Kicking yourself – “If you don’t working.”
act on this exciting opportunity
Temporary fix – “If you’re like
now, you’ll be kicking yourself for
most people, your first instinct is
years to come!”
to look for external solutions when
Nazis – “Forget the food nazis … you want to make changes in your
Almost everything you hear these life. That approach may work fine
days, is completely backward.” as a temporary fix …”
Never Again – “If you’ve ever had Trouble – “With all these expensive
to put up with shoddy treatment, scopes, scans and gizmos … why
shabby products or second-rate can’t they locate the trouble?”
28 Emotional Trigger Words
8 “Greed is good.
Greed is RIGHT.
Greed works. Greed
be accompanied by maximum cred-
ibility.
does require you to
use that time far
differently.
Greed
in all of its forms …” Do this properly and the greed you
create will act like a ten-ton magnet Three or four months
Gordon Gecko’s famous that pulls him in with massive force. on the Serious Growth
words hold true for marketers and But ignore the need for credibility and Training program and
copywriters more than ever. When it’s like you turn the magnet around to you’ll be pulling
it comes to selling, there’s nothing the wrong side — the side that actively 20%, 30%, even up
more effective than tapping into the repels things. You actually push him to 70% more weight
awesome power of human greed. away. with no more effort
We are born with a desire for more, than today. Stated
and urge to not only survive but to Greed is so versatile because more powerfully — if
thrive … to gain and gain more than you can couple it with any of the you’re bench pressing
our neighbor, and more than we had negative emotions for a strong push- 250 pounds today — we
yesterday. pull effect. Your prospect will want to can show you how to
end frustration and gain benefit. He’ll get that up to 400 or
In the investment market, your want to release fear and again gain the better using Serious
prospects obviously want more opposite benefit. He’ll want to assuage Growth methods.
money, bigger gains, they want more his anger and gain benefit. He’ll want
security, they want more respect to end his shame or humiliation and Whatever form of
from their peers and colleagues and achieve the opposite benefit. I could weight, strength or
so much more. The more credible go on forever! development training
and believable you can make these you pursue — why
promises of greed, the more they’ll Also remember that the more should you be content
genuinely feel that emotion. targeted you make your greed, the with only 55 percent
better. What do I mean by “targeted”? of the results your
But greed isn’t all about money. The more specific you can present the body is entitled to?
object of his greed … the more you Really.
Clayton and other top marketers
can nail exactly what your prospect
prefer to look at greed in a broader I can go on and on,
lusts after … the more effective your
sense — it’s simply the desire for but I think you get
copy will be.
MORE of anything. the idea.
Here’s an example:
In the health market, your And here’s a brief example from
prospect’s greed can be seen in his Serious Growth one of Clayton’s successful financial
desire for more energy … more Training — The Key To mailings:
nutrients … more freedom in his joints Explosive Growth
or anything else. It’s just the distinct Plus, when you join my
feeling of not being satisfied and If you want enormous Undiscovered Stocks
wanting more. strength, rock hard, service, I also rush
tightly defined all this to you every
Take a second to think about all muscles, a massive month from now on …
the different ways greed can manifest chest, slender waist,
itself. When a person wants more powerful arms and You get one NEW,
taste and flavor in his food, it’s a legs, and the capacity undiscovered stock
form of greed. When he wants more to outperform all your every 30 days: Each
knowledge and education, that’s greed peers by a tremendous one will be either
too. The possibilities are endless. margin, I can make undiscovered or out
it happen faster and of favor on Wall
Now here’s the challenge: Every Street … selling at a
easier than you ever
marketer and salesperson — and significant discount to
imagined possible.
nearly ALL of the hundreds of adver- its true value … AND
But not necessarily
tising messages he sees everyday — on the verge of major
without hard work.
are attempting to tap into his greed, development that will
his desire for more and more benefit. The approach I will trigger an impressive
So more than any other emotion you reveal to you requires short-term increase in
stimulate, your attempts to tickle and no more time than share price.
cajole deep feelings of greed MUST you’re currently
spending, but it Each stock has passed
Chapter 8: “Greed is Good. Greed is Right. Greed in all of its forms …” (Greed) 29
my tough fundamental — without paying a Bargain – “Wild, incredible
screens with flying mechanic a penny! bargains – even in a Bear Market!”
colors.
SIMPLY BY CHANGING Best bet – “For my money, at a
That’s the kind of YOUR OLD SPARK PLUGS time like this, trading oil and energy
thorough research and —WITHOUT PAYING ONE stocks is the best bet in the entire
analysis it takes to PENNY MORE THAN YOU’D Wall Street Casino!”
pick stocks that can PAY TODAY FOR ANY
double, triple, or ORDINARY SET OF PLUGS. Best of both worlds – “You get the
even quadruple your best of both worlds – rapid growth
money in short order! Notice the word picture above AND security.”
isn’t elaborate, but the use of specific
Notice what master copywriters details (such as knocks and pings) Best value – “BEST VALUE: 2
do. They get into the minds and hearts bring images to the reader’s mind and Years, just $1695 – SAVE $1695 off
of their prospects and figure out enhance his experience of the desired the regular $3390 price!
what their prospects want more than benefits. Big thing – “From Japan: the next
anything else; then they find ways to Big thing for healthy eyes!”
promise the prospect exactly what he And now you know: Using the
is looking for. words below in conjunction with Billion – “Non-Japanese investors
vivid, seductive mental imagery … bought $78.5 Billion worth of stock
Then, to enhance this process, plus maximum credibility … will kick in Japanese companies.”
they throw in as much credibility and your prospect’s greed glands into high
vivid imagery as possible. This reveals gear, to the point where he’s ready to Bonanza – “Better yet, you can
another insight about greed. People are act. turn the disaster into a personal
much more likely to go after what they profit bonanza.”
can see themselves experiencing in Greed
their mind’s eye. That’s why painting Bonus – “ … but I made sure you
300 times – “Here’s an amazing also get a free bonus.”
detailed, alluring, vivid mental
alternative that’s 300 times sweeter
pictures — indeed creating “cities of Buck – “Travel bargains that get the
than sugar and helps to reduce your
desire” as copywriting legend Gene most for your travel BUCK”
cholesterol, blood pressure, blood
Schwartz once said — is a sure-fire
sugar, and more!”
way to magnify the power and action Buckets of profits – “The market is
capacity of your prospect’s greed Abundant – “Restore your NOT waiting to hand you buckets
MANY times over! long-term financial security and of profits!”
abundant retirement.”
In fact, here’s an example of Bumper crop – “PLUS a bumper
emotional and greed-driven copy from Aggressive – “ And you could have crop of great investments that are
Gene himself: more than QUADRUPLED YOUR already spinning off profits of up to
MONEY in more aggressive 307% – even in this bear market.”
Yes! In the next two
investments that have surged as
minutes I’m going Bundle – “You’ll make a bundle
much as 307%!”
to show you how you on the coming crash, or I’ll refund
can get up to 20 All the money you want – “Use 100% of your subscription!”
MORE HORSEPOWER from my Undiscovered Stocks to make
your car … how you BUY LOW – “PLUS: Six
all the money you want – RISK
can save enough gas undiscovered stocks SET to SOAR:
FREE!”
in a single year to Each one is a huge opportunity to
drive A FULL THOUSAND As far as the eye can see – “Signed BUY LOW …”
MILES … how you can and sealed defense contracts
Buying frenzy – “This is the kind
eliminate most of the virtually GUARANTEE soaring
of undiscovered gem that drives
ignition knocks and profits as far as the eye can see!”
money managers into a BUYING
pings that are driving FRENZY!”
Astonishingly easy – “It’s an
you crazy right now
astonishingly easy way to use
… how you can get Cash in – “Soaring oil prices, and
today’s soaring oil and energy
battery-saving, sure- the opportunity to cash in, will be
prices to go for some truly
fire starting even in with us for many years to come!”
spectacular gains of up to 712%!”
below-freezing weather
— and do it without Cheap – “Then he’ll tell you about
Bagging – “Lucky them. Bagging
buying one single the astonishingly cheap natural
270% on that second half of their
complicated gadget substance shown to erase a lifetime
coffee calls in exactly one month!”
Chapter 8: “Greed is Good. Greed is Right. Greed in all of its forms …” (Greed) 33
Sumptuous, Apple and blueberry grow your wealth faster.”
pies, bursting with flavor!”
Wellspring – “Dr. Oakes has more
Take full advantage – “These two than 25 years of experience in the
simple steps take full advantage of field of healing, and a wellspring of
soaring energy prices.” background in quantum physics …”
Tap into – “Tap into your pension Whopping – “A whopping 52%
plan early and pay no penalties discount, compared to its peers …”
whatsoever.”
Windfall – “How investors are
There’s more – “But wait … piling up windfalls of up to 929%
THERE’S MORE. If you call right even when stocks CRASH!”
now …”
Winning – “Who in their right
Throw in – “And I’m going to mind would fold a winning hand
throw in 3 of America’s most like this?”
objective, 100% conflict-of-interest-
free Investment Guides – FREE!” Won’t cost you a dime – “And
they won’t cost you a dime. All six
Tip-top – “Want to keep your eyes of them are yours FREE when you
in tip-top shape?” accept a risk-free trial membership …”
Total return – “Prudent total World’s most effective – “The
return investments that nobody’s investment world’s most effective
talking about.” money-making tools …”
Treasury – “A treasury of healthy Worth their weight in gold – “For
cooking ideas from the world’s starters, I want to send you six
pickiest chefs!” money-making, money-saving tools
that are truly worth their weight in
Tremendous – “Talk about gold.”
tremendous savings!”
You get – “You get specific and
Triple – “Triple-your-money-gains completely objective “buy,” “sell,”
by staying ONE STEP AHEAD OF and “hold” investment guidance,
WALL STREET!” painstakingly tailored for today’s
Ultimate key – “May we send economic realities.”
you the ultimate key to improving Zoom – “ … these undervalued
everything in your life … FREE?” market sectors that are about to
Undiscovered – “Let me introduce zoom.”
you to this undiscovered winner
– FREE – in your complimentary
copy of my Beat-The-Street
Portfolio.”
Unlock the door – “Unlock the
door to financial independence …”
Up the ante – “You can CALL, or
you can UP THE ANTE and use
the rare hand you’ve been dealt.”
Value – “BEST VALUE: You get
all of these money-making tools,
plus two more bonuses …”
Wall Street’s elite – “Until now,
available ONLY to Wall Street’s
Elite – Yours, FREE!”
Wealth – “And from now on, you’ll
34 Emotional Trigger Words
9 The Happiness of
Health
While the good feeling that comes
Happiness and Health
Stengler’s directions,
this new herbal
to the heart, giving
an energy boost that
from health makes us happy, it can therapy can relieve or doesn’t quit. And
also be essentially defined as a part of reverse: since there are no
natural greed for more benefit. That’s adverse side effects.
why it’s the perfect follow-up to the • Angina … Dr. Mark Stengler
last chapter. observes …
• Arrhythmia …
With that said, this emotion It’s the one heart
doesn’t just stop with the desire for • High blood
pressure … supplement everyone
more, there’s an exhilaration and sense over 50 should
of freedom that comes from good • Even congestive consider …
health. It’s an energy that can fuel heart failure.
and empower all other areas of our As safe as aspirin,
life, and deep down we all know this. All without the yet much more
That’s what makes health benefits so dangers of bypass effective — preventing
attractive. surgery, angioplasty blockages before
or prescription drugs! they can give you a
Here’s a good example of health And … heart attack. See for
copy from a Boardroom control: yourself. Check out
It’s the world’s only the proof starting
Phenomenal results known cure for the
are felt the moment on page 254 of the
REAL CAUSE OF HEART Natural Physician’s
patients take it: ATTACKS … Healing Therapies. Try
• Boosts blood flow to Because it instantly the dosages he advises
arteries instantly … boosts blood flow to on page 255.
• Suddenly strengthens the coronary arteries. And now that you’re
heart pumping … These small vessels heart’s pumping better
literally feed than ever, it’s time
• Makes plaque build- your heart muscle to breath a big sigh
up screech to a halt … — and heart attacks of relief about …
happen when they’re
• The ultimate anti- blocked. Other drugs So many of the similar secrets
aging herb for the and remedies can you’ve learned about the other
heart! relieve some cause emotions will apply in this section.
Every cardiologist of this blockage, Your prospect will crave health
in America would be but only this herb benefits much more strongly if there’s
recommending this solves the #1 problem a fear or frustration or anger pushing
lifesaving heart tonic immediately. him.
— and every American This also means that He’ll believe you much more
over 50 would be it’s a must for loved when there’s strong credibility
taking it. If only ones recovering from elements proving that these health
they knew about it! heart attacks. None of benefits (and the enthusiastic
So please, tell all the drugs they have happiness that comes from them) can
your loved ones about been given can do what be realistically achieved. Also, when
Dr. Mark Stengler’s hawthorn does. vivid compelling imagery is presented
breakthrough therapy that allows him to mentally experience
And the healing can and “try on” these benefits before
using an all-but- happen with blazing
ignored herb called taking the concrete action needed to
speed … make them happen.
hawthorn. Mainstream
medicine barely knows As Dr. Mark Stengler And that’s only the beginning of
it exists, but studies says, “Most people what this section promises! You’ll also
now confirm it’s the begin feeling much discover a very practical truth about
superstar of heart better, almost from using these health words. It’s simple:
treatments. When used the first instant they Many of the words for health are
according to Dr. Mark take it.” Oxygen floods action verbs that give your prospect a
Electrify – “Revive and electrify Fully-charged – “In order to be Hormone – “Testosterone (the magic
nerve endings which were once fully-charged, you need to have the bullet for male health) is man’s
deadened …” right tools to extract the energy from primary masculine hormone …”
foods …”
Elixir – “The elixir of youth. It’s Hush up – “Hush up chronic
found in high levels in those who Floods – “Oxygen floods to the tinnitus! See how Gary stopped the
live to a ripe old age with little or no heart, giving an energy boost that ringing in his ears on page 108.”
disease.” doesn’t quit.”
Inhibit – “Compounds in this soy
End dysfunction – “End erectile Flush – “Flush deadly plaque from beverage don’t simply prevent, but
dysfunction with a cheap herb hardly your system!” also inhibit growth and spread of
ever sold for this purpose” existing tumors …”
Free to live – “Getting control of
Energized – “You’ll feel more your diabetes so you’re free to live Invisible army – “Then it’s time
energized, within the very first two the way you want …” to repair all the damage to your
minutes of starting!” ‘invisible army’ of microbial
Functions better – “When your buddies …”
Erased – “Burn victims’ blistering digestive system works the way it
pain erased in 30 minutes!” should, suddenly the rest of your Kicking like a mule – “We started
body functions better.” taking Advanced Artery Solution and
Exhilarating – “Exhausting? More now we’re kicking like a mule.”
like exhilarating!” Glowing – “I say: You’ll soon be the
glowing exception.” Knock inches and pounds off – “I’ll
Eye-enhancing – “The 22 best eye- tell you how to supercharge your
enhancing nutrients from around the Gone for good – “Painful ulcers energy, boost your immune system,
Chapter 9: The Happiness of Health (Happiness and Health) 37
and knock inches and pounds off Miracles – “Yet these miracles are treatments) now the angioplasty has
your body …” accomplished with one of the most been postponed indefinitely!”
COMMON SUBSTANCES ON
Knock out – “Knock out fatigue EARTH …” Potent – “ … it’s vital you take a
without drugs!” potent mineral supplement along
More muscular – “I’m going to with it.”
Less eye fatigue – “Vision show you the single biggest factor
Advantage: See the difference with in male aging, plus make you more Prime – “Prime your brain for sex
improved night vision, better clarity muscular, quicker, and incredibly before bedtime. Fantastic FREE
and less eye fatigue.” virile.” aphrodisiac!”
Licked – “These ingenious Japanese More vibrancy – “More Vibrancy: Pumping better – “And now that
scientists finally licked the problem …” The four probiotic organisms in your heart’s pumping better than
Probiotic Advantage are exactly what ever …”
Just one a day – “Yes, it works,
as long as you take just one a day your GI tract needs to break down the Quell – “I’ll show you how to mix it
before breakfast.” food you eat.” up and quell any sudden attack.”
Life-affirming – “And this is just Natural powerhouse – “I use one Radiant – “Starting now, you can
one of hundreds of life-affirming all-purpose natural powerhouse to create radiant health, extraordinary
natural breakthroughs that Dr. Mark keep me and my family safe from wealth, and whatever you most
Stengler will share in your FREE colds, viruses and infections.” desire!”
preview book.” Neutralize – “Even helps neutralize Razor sharp – “From Dull to Razor
Life-enriching – “Life-enriching the toxic effects of heavy metals like Sharp in 30 minutes!”
program boosts your body’s amazing mercury.”
power to heal itself. Recover – “My discovery is now
No-side-effect – “… containing all proven to help stroke victims recover
Life-saving – “The most life-saving the non-invasive, no-side-effect use of their limbs almost instantly,
medical discovery of the last 100 techniques these “impossibly without drugs or surgery.”
years …?” healthy” people have been using for
FREE.” Reduce the desire – “Reduce the
Live to 100 – “Live to 100 (or desire for alcohol and tobacco …”
more): I am a health-minded person Nourishes – “Nourishes and soothes
and am always looking for natural creaky, inflamed, painful joints.” Refreshing – “Refreshing and light,
ways to improve my health …” elegant gourmet salads to adorn your
Nourishing – “Transforming the table”
Magic bullet – “The magic bullet mind almost instantly, by nourishing
for more energy!” the brain …” Rejuvenate – “Rejuvenates brain
cells that control learning, reasoning,
Make obsolete – “No drug we’re On top of the world – “Stressful coordination and memory …”
aware of could match this effect, Job? Michael was losing it, but now
which could make bypass surgery he’s on top of the world!” Relieve – “Daisy’s depression isn’t
obsolete.” just relieved, it’s gone!”
Outlast – “It’s already shown to
Manhood – “If you’re taking any outlast the ultra-costly clot-busting Remedy – “Free remedy for poor
cholesterol-cutting drugs … protect drugs, without dangerous side- sleep”
your manhood and memory now!” effects.”
Remove – “Remove years of waste
Marvel – “Botanical marvel leaves Overhaul – “But Dr. Sahelian will products from your neurons with
soy and black cohosh in the dust …” show you how to ‘overhaul’ them cutting-edge antioxidants”
virtually overnight.”
Mind-boggling – “Why wait Renewed energy – “… and many
decades for these mind-boggling Peppy – “Just ask Diane, who went other secrets to renewed energy,
breakthroughs to trickle down to your from chronic fatigue to PEPPY ALL more vitality, and better sleep”
doctor … when your health could DAY!”
Renewed – “I have a renewed sense
be transformed within the next few Perk up – “I’m sure you’ve noticed of well-being and joy for living!”
minutes!” how a cooperative digestive system
can really perk up the spirits.” Replace – “Replace fatigue with
Mind-boosting – “Send for your vibrant new energy.”
copy of Bottom Line’s Mind- Postponed indefinitely – “The
Boosting Secrets.” doctor said that I might need an Re-spark – “Re-spark your sex drive
angioplasty. But, (after EDTA … with this red-hot herbal discovery!”
this small group of words that trigger for digestive health. Feel – “If you feel deep down in your
the emotions of love and care, but it’s And now, she reports, “I heart that this is the right thing to do, then
the reality of our age. One of the things am totally healthy. My what are you waiting for?”
that Clayton has discovered is that endoscopy revealed no Fond – “You’re a good parent. You’re
today’s prospects seem to be (generally) ulcers. I think that is fond of your children. You want the best
more motivated by the negative remarkable!” for them. So why would you take a
emotions than the positive ones. Maybe It sure is! So if you have chance …”
it’s what we’re used to seeing on the a loved one suffering God bless you – “Had I not had your
news, TV or newspapers, or some other from ulcers, heartburn, information, I could have sustained 40%
reason. No matter what the cause, it’s colitis or any other kind to 50% losses. God Bless You and Yours!”
true. of digestive trouble, why
not check out the details Gratitude – “Please accept my gratitude
But that doesn’t make love any less on page 276 of your FREE- in advance for whatever you can send. We
powerful, provided the conditions are Preview copy of Bottom really need you!”
right. There will be times when you can Line’s POWER AGING?
In touch – “This magical program will
tap into a parent’s love for his children Simple enough, right? Sell the bring you in touch with feelings you
and this will be a powerful motivator for fear … tap into the love … show how never realized you had.”
him to buy a supplement that makes him the fearful event or enemy threatens
and his family healthier … or a water In tune – “Since using your program,
the object of your prospect’s love … we’re much more in tune with each other
filter that protects them from deadly and then make a powerful, credible
toxins … or a home security system that emotionally. You saved our marriage!”
argument that the BEST way for your
could save their lives … the list goes on. prospect to show his love is to take Love – “How can I reach out to them
action on your offer. Yep, follow these also? How can I touch them with love?”
Also, this emotion is very powerful
in fundraising. You can use it to tap simple steps and you’re on your way to Loved ones – “Make sure you and your
into people’s love for children … the marketing success, fame and fortune! loved ones always have sufficient income
environment … or anyone else in need. (Only a slight exaggeration there.) …”
Love is very related to hope. We all
hope to experience love on every level Love/Care Lover – “Passion needs no partner. Invite
the world to be your lover …”
— family, friends, spiritually and more. Adorable – “These adorable little
For increased effectiveness, it’s a great children were never given a fair chance.” Loving – “Create an internal environment
idea to use these words in connection that supports harmonious loving
Caring – “I know that you must be a relationships, rich abundance, and radiant
with the ones you learned for hope. caring person, otherwise you wouldn’t well-being.”
One of the most powerful ways to still be reading this letter.”
Pamper – “Pamper yourself and toxins
use this emotion is in combination with Cherish – “You’ll be able to cherish the flee!”
fear. The threat of something happening time you spend with your family, rather
to a loved one … a helpless animal … than worrying about your non-stop pain.” Precious – “Don’t ignore this opportunity
or any other innocent potential victim to shield your precious loved ones from
Concern – “If you’re at all concerned danger.”
will put the feeling of love in jeopardy,
with your health – and the health of your
and your prospect will want to take family – you won’t give them chlorinated Reach out – “How can I reach out to
action in order to preserve and protect water.” them also? How can I touch them with
the object of his or her love. This means love?”
that you simply position your product or Compassion – “If you feel even an ounce
of compassion for these poor whales, you Sweet – “The sweetest thing you can
service as a way to do that — whether ever do for your spouse is to show her the
it’s a financial newsletter that protects know you must take action now.”
revealing facts on page 17.”
them from disaster, a shower filter Connection – “When I make a
that blocks out deadly chlorine, or a connection with a girl like Kelly, I think Sympathy – “These investors have my
fundraising organization that saves the about the other kids on the street who have sympathy – they never saw the scam
environment from Big Oil. been left behind.” coming until it was too late.”
Dear – “Here’s how to protect all those Tenderness – “This kind of tenderness
Here’s a brief example: is exactly what the world needs more of
who are dear to you.”
Sandra was terrified at the – and you can help spread it with a tax-
prospect of surgery. “I Empathy – “Empathy is a beautiful thing deductible donation …”
was told I might lose 30 – in life and in selling.”
Touch – “How can I reach out to them
percent of my stomach!”
Endear – “This one secret will endear also? How can I touch them with love?”
Chapter 15: When Your Prospect is Down in the Dumps, Do This … (Sadness) 49
16 How to Make
Your Prospect
Feel Safe and Secure
the emotions of security in your close
… your guarantee … your order
and his insights
have been spot on
Security
form and everywhere else you can. If — again and again.
Few copywriters ever consider you do this right, your prospect will It’s probably why
the emotional need for security, and feel very safe about ordering. You’re he is quoted almost
yet it’s one of the single most crucial removing one of his chief barriers to monthly in prestigious
factors in the success of almost any action and thereby increasing chances publications from the
promotion. In the financial arena, it’s of him actually responding. Wall Street Journal to
especially powerful and Clayton used Business Week … from
it to take Martin Weiss from a small Also, as you go through the list Forbes to USA Today,
financial publisher to the #1 newsletter that follows, notice that many of and why he is asked to
in the industry in the late 1990s and the words in this section are used in appear regularly on
early 2000s. proof/credibility copy. That’s another popular financial shows
crucial thing to realize about the and channels like CNN,
How did he do this? By emotion of security — namely, that CNBC, Bloomberg and
positioning Dr. Weiss as the #1 the goal of those elements is to make Fox News.
guardian of investor safety. His your prospect feel safe. When he feels
newsletter service was called the Safe you’re telling him the truth and that As you can see from this example,
Money Report and all of his premiums your product is legitimate, he’ll feel the writer is building the credibility
and features were centered around secure and will be able to trust you. of the editor. This causes the reader
helping the investor to protect and This is absolutely essential to him to trust and believe what he’s saying
insulate his wealth, and then rake in buying. as true. The end result is that the
safe yet substantial profits. prospect feels safer and more secure in
Here’s an example: ordering. Without adequate creation of
At a time when so many investors these feelings (as Clayton likes to call
were feeling uncertain, frightened and His name is Stephen
the “safety sale”) — his skepticism
distrustful of Wall Street, the feeling Leeb. Leeb is the
and fear of risk will often be too
of safety and security couldn’t have author of the best-
significant to take action. It just won’t
been any more powerful. Clayton used selling investment
feel right inside.
many of the words below to harness books, Defying the
this amazing emotion and leap ahead Market, The Oil But when you USE these words
of his competitors. Factor, and The Coming and sentences, peppering them
Economic Collapse. He throughout your credibility sections …
So what makes the feeling of was also the editor your guarantee … your close … your
security so appealing? The primary for 13 years of the order form and anywhere else they
reason is that security is the opposite largest financial fit … you can’t help but remove your
of fear. In many ways, you could say investment newsletter prospect’s resistance and doubt about
that security is the antidote to fear in the world, Personal the benefits he’ll receive.
because the more secure somebody Finance. And has been
feels, the less afraid they’ll feel. repeatedly rated as So do yourself a favor and master
the top market timer these words — your response numbers
Fear is so often a dominant by the major U.S. will thank you for it!
emotion in the health, investment rating services.
and other markets — promising and Security
proving that your product will deliver These services have
the emotional benefit of increased repeatedly ranked 100% – “A 100%, No-Strings-
security is always, ALWAYS powerful. him one of the best Attached, Four-Way Guarantee …”
— even for periods #1 – “Our newsletter was ranked #1
There’s another crucial reason spanning half a by Hulbert Financial Digest.”
to make security part of every single decade. This puts
promotion you ever write: It’s the Leeb in a category Accurate – “Having the world’s most
emotion that RELIEVES RISK! As all of his own. Few accurate stock ratings is kind of like
a successful copywriter and direct advisors are lucky having X-ray vision.”
marketer, you already know that enough to shine in
you need to relieve your prospect’s Again and again – “Again and
the #1 spotlight for again, this simple strategy has spun
feeling of risk. The most common and even a year. But Leeb
practical way to do this is through off returns of up to 450% for savvy
has shone year after investors.”
your guarantee. But the most overall year. His predictions,
effective way to do this is to trigger his recommendations Ancient – “An ancient herbal blend
Chapter 16: How to Make Your Prospect Feel Safe and Secure (Security) 51
proprietary advice you can hang core holdings to risk …” investing simple and painless.”
your hat on!”
Longest-running – “His weekly Personally checked – “You’ll be
Hardest-working – “This is by far, Options Hotline e-alert is one of the secure in the knowledge that I’ve
the hardest-working money-saving longest-running option advisory personally checked all these therapies
tool any investor could have now.” services available.” for safety and effectiveness …”
Haven – “The world’s up-and- Long-term – “Restore your long- Positive – “We’re so positive
coming tax haven is now yours …” term financial security.” that The Best of Diabetes Self-
Management will make a difference
He’s the man – “When it comes to Money-back – “Plus, the fairest in your life …”
herbal formulas, HE’S THE MAN.” Money-Back Guarantee anywhere!”
Preserved – “I show you how you
Honest – “An honest-to-God Minimum risk – “Prudent investor’s can make sure YOUR money isn’t
shortcut to launching the longest guide to maximum yields with frozen and your invested wealth is
drives …” minimum risk.” PRESERVED as these events
Indestructible – “Buy cultural icons: Must be delighted – “You must be unfold …”
They are indestructible.” delighted with your profits, or simply Prestigious – “His name and insights
call and cancel your subscription at are continuously mentioned in some
Indisputable proof – “He’s mastered any time in your first year for a FULL
the art of overwhelming evidence – a of the most prestigious publications
REFUND on your subscription.” in the world.”
technique of providing indisputable
proof that your service or product Never lost money – “With a Privacy – “Your copy will be shipped
can deliver its promise.” conservative portfolio that has quickly in a discrete unmarked carton
NEVER lost money in any year for for maximum privacy.”
Inflation-proof – “Inflation-proof more than three decades …”
your government bonds …” Private – “This remarkably private
Nobel Prize pedigree – “This investment is easy!”
Insulate – “Help me insulate my solution is our only hope against
money and grow up to 1000% richer tomorrow’s plagues and it’s also Pro – “Ever wish you could hire a
In The Great Stock Panic of 2002!” the only one with a Nobel Prize pro to show you the ropes? Now you
Ironclad – “My ironclad, 100% pedigree.” can!”
satisfaction guarantee means you No-nonsense – “You get all Protecting – “Thanks for protecting
have absolutely nothing to lose.” my no-nonsense investment us! Most of our friends have lost their
Island of sanity – “An island of recommendations.” money.”
sanity in an insane market.” No-questions-asked – “Simply Protection – “My Total Protection
Keep – “And then you can keep return it … there will be no Package gives you everything you’ll
everything you have received questions asked, and no hassles.” ever need to grow your wealth safely
– FREE!” and without risk …”
No-risk – “It’s yours free with a 2-
Leading – “America’s leading news year, no-risk trial subscription.” Rated #1 – “Rated #1 Top
organizations – and even the U.S. Performing Investment Newsletter
No-Strings-Attached – “A 100%, for the Period of March 2002 to Feb
Congress – turn to Dr. Martin D. No-Strings-Attached, Four-Way
Weiss for 100% objective, conflict- 2003!”
Guarantee”
of-interest-free analysis and advice!” Rave reviews – “Rave Reviews for
Objective – “This is your only Advanced Artery Solution!”
Leading authority – “The independent, objective warning of
breakthrough medical report from the riskiest stocks and mutual funds Real-life – “72 Real-Life Health
Michael Cutler, M.D. – leading that could torpedo your portfolio.” Miracles from the People who
authority on better health and faster LIVED Them!”
healing …” Official – “IT’S OFFICIAL: SAFE
MONEY REPORT by Martin Weiss, Refund – “If for any reason you are
Lifetime membership – “Your Ph.D. is the #1 top performing not satisfied with … you can get a
savings in just ONE year will easily newsletter for the period of March FULL REFUND.”
exceed the cost of the entire lifetime 2002 – February 2003”
membership.” Reliable figures – “The most
Outlines – “Dr. Weiss outlines the reliable figures show that vegetarians
Lion’s share – “Put the lion’s share abuses unsuspecting investors are die younger …”
of your money into a portfolio suffering at the hands of trusted
designed to safely deliver substantial brokers.” Reliably – “You could have kept your
returns WITHOUT exposing your serious money safe in conservative
Painless – “These secrets make investments that reliably DOUBLED
52 Emotional Trigger Words
YOUR WEALTH every six years …” investment columns.” signals for every Real Wealth
investment …”
Remarkable reputation – “I’ll Secure – “We’re safe and secure, the
tell you more about Dr. Oakes Weiss way!” Unconditional – “Unconditional
in a moment, but first let me tell Money-Back Guarantee”
you a true story that dramatically Shield – “Nature’s remarkable
demonstrates how she built her “shield” for your eyes …” Unhedged – “America’s #1 daily
remarkable reputation.” investment journal often turns to Dr.
Slash and eliminate risk – “I will Weiss for clear, unhedged analysis
Research – “I want to tempt you help you slash and eliminate risk of the day’s economic and investment
with 10 – yes 10 – FREE investment now.” events.”
research reports plus a GIVEAWAY Solid – “My money is in solid
discount on the #1 investment Will cost you nothing – “If I don’t
investments with real, intrinsic make you money, the full year of Safe
advisory in America.” value.” Money Report will cost you nothing”
Respected – “One of the nation’s Sound – “But in the SAFE MONEY
most respected business magazines Without further obligation – “I
REPORT, you get sound, conflict-of- want you to keep everything you’ve
writes: Those who followed interest-free money-making insights
Dr. Weiss’ advice would have received from me without cost or
and advice you can hang your hat further obligation.”
sidestepped the bursting of the equity on!”
bubble …” Without losing sleep – “Lock in
Spot on – “Of course, my analysis your richer retirement without losing
Respect your privacy – “We respect was spot on — AGAIN. And millions
your privacy. We never share any of sleep at night!”
of unsuspecting investors got fleeced
your information with anyone …” — AGAIN.” Without risking a penny – “You
Resounding – “Now that clinical can learn this astonishing secret …
Staying the Course – “By focusing without risking a penny.”
trials have proved him resoundingly on 4 key organizational building
right …” blocks, making sweeping changes, X-ray vision – “Having access to
Rescue – “I created my Rescue and staying the course …” these exclusive secrets is kind of like
Retirement Library to help you having X-ray vision.”
Stop worrying – “Stop worrying
weather this storm with your wealth about incredibly frightening cancer Year after year – “Year after year,
intact.” myths – right now!” these nutrients have worked for pain-
Right timing – “With the right ridden joint sufferers — giving them
Survival – “Emotional survival: the freedom and mobility they’d
timing, an investor buying the right How to avoid feeling horrible …”
put options on Enron could have always dreamed of!”
made up to 20 times more than Take control – “Or you can TAKE Zero-risk – “This guidance is yours
investors who merely shorted the CONTROL of your investments FREE with your zero-risk trial
stock …” – and get the guidance and advice subscription to Emerging Growth, the
that keeps your money safe and #1-rated investment advisory for the
Safe – “Safe Money Report – the introduces you to investments that are
Uneasy Investor.” last 20 years.”
already soaring 99% …”
Safe alternative – “… a safe Take the guesswork out – “ … when
alternative to an aspirin a day.” you can take the guesswork out of
Safely – “Together, we will keep your stock selection …”
wealth SAFELY growing.” Trust – “You can trust these ratings.
Safest – “The safest country in the I never accept a dime from companies
world …” I rate.”
Chapter 16: How to Make Your Prospect Feel Safe and Secure (Security) 53
17 One of the World’s
Most Underrated
Motivators …
I discovered that
thousands of other
Shame
Make your product the happy antidote.
Done properly, this works like absolute
patients who had gangbusters!
Shame is one of the lowest emotions
suffered from the same
human beings can experience. Very
digestive disease Shame
little in life feels as unpleasant as the
experience of shame — and this makes had found a better Abuse – “Children living on the
it something most people try to avoid at way: They had cured streets – the majority of whom are
all costs. themselves — using running from sexual, physical, and
nothing more than a few emotional abuse.”
But this also makes shame extremely simple dietary changes
effective to use in your copy, because and a handful of all- Accusations – “And Cendant has
your prospect has such a powerful natural supplements! been slammed with accusations that
incentive and tendency to move away it overstated its earnings by a mind-
from it. If you can tap into the shame he I was blown away: blowing $100 million.”
feels (or has felt), and then offer him a the years of living
way out — you’ve got massive potential with pain … pumping Ashamed – “I felt ashamed leaving
for a winner on your hands. dangerous drugs in my his office — almost like I’d been
body … and the life- violated.”
You’ll find shame quite often in altering colon surgery
the health market. So many patients that put me in a diaper Background noise – “Others have
have felt humiliated and shamed with at the age of 33 were to put up with the constant, nagging
the problems they’ve experienced completely unnecessary. background noise of an unhappy
… men with the lack of potency or stomach.”
women with embarrassing symptoms of The emotional pattern in this
example is very indicative of what Bad press – “St. John’s Wort is
menopause … and so much more. This suddenly getting bad press. Many are
shame is often magnified by the lack you see (and can create yourself!) in
promotions of your own. You present saying it does next to nothing …”
of compassion and empathy that the
medical establishment displays for these a shameful, humiliating experience Bad rap – “But that doesn’t mean
conditions. with which your prospect can identify they deserve the bad rap they’ve
— and then you provide the solution been given.”
Here’s an example: that worked to relieve this shame and
help him attain the health he’s always Bail you out – “WARNING: If you
Blindly following a dreamed of! think the FDIC will bail you out
mainstream doctor’s when your bank fails, think again!”
orders cost me a This also works in other markets.
fortune … mutilated The feeling is such a strong attention Biggest losers – “… plus the biggest
my body … and nearly grabber that copywriters like John losers in the new digital age.”
killed me. Carlton have successfully used words
like “humiliate” with unbelievable Blah sex life – “BLAH SEX LIFE?
When I became a success in the golf market, of all places. This secret can even double your sex
physician, I trusted Everyone wants to know how a fat, appeal!”
my doctors even more out-of-shape, old golfer consistently
and continued to take Blunders – “… PLUS, how avoiding
humiliates stronger, fitter, younger these common blunders could make
my drugs without opponents.
hesitation. you richer than Midas in 2004-2005.”
As you study your prospect, look for Broke – “No wonder huge companies
But I was not getting places or situations where your prospect
well. In fact, my bowel are going broke left and right!”
may feel ashamed or embarrassed.
and intestinal problems Maybe it’s the fact that his kid is failing Broken – “Depositors – most of
got worse. So bad that his math class … or that his business whom never dreamed they’d be
doctors said my only might go under and his family will lose broken by a bank panic – lost
cure was drastic colon their house … or his stocks will crater MILLIONS!”
surgery that left me and the retirement he planned would be
wearing a diaper at destroyed. You get the point. Cardinal sins – “The two ‘cardinal
night — and I was only sins’ that sentence you to lower profits
33 years old! Once you find the right situation use than you deserve – and could cost you
these words to trigger this feeling and everything in the next 12 months.”
It was only later then position your product or service as
on in my life that a way to release this miserable feeling. Castration – “Men are not only
Rewriting all the books – “It’s Turning point – “Are you ready to
rewriting all the books about powerfully transform your life? If
Cortisone and Arthritis.” so, this letter will be your turning
point …”
Secret – “Alarmingly powerful secret
instantly boosts your response by Unbelievable – “And the best part is,
300% or MORE …” this unbelievable new breakthrough
will cost you nothing.”
Sensation – “15 Minute Taste
Sensation” Under the radar – “We scour
our worldwide network of insider
Sensational – “My sensational new contacts looking for under-the-radar
book will give you an automatic, investment opportunities …”
effortless, computer-like memory in
as little as a week!” Unexpected benefits – “Unexpected
benefits of smooth digestion wait just
Sharper – “The text looked sharper, around the corner …”
almost like I had gotten new glasses.”
Unexpected turn of events – “…
Shocker – “Your BORN AGAIN whether you need long-term care
heart shocker: Every cell in your years from now, or an unexpected
heart is replaced every 30 days.” turn of events puts you out of control
tomorrow.”
Shocking – “This is truly shocking
news for anybody that’s been taking Utterly fascinating – “Become not
Glucosamine …” just smarter but, utterly fascinating
to everyone you meet …”
Sneak preview – “Plus, I’m
convinced that’s just a sneak preview Wonder – “The Chinese WONDER
of the profits that lie ahead.” for sharp vision!”
Staggering – “Staggering, 453%
gains were realized in only 5 weeks!”
Startling – “Full details about
this startlingly easy breakthrough
and how to use it may be found in
Dr. Williams new LIFESAVING