TRADUZIDO PARA O PORTUGUÊS:

w w w. m a k e p e a c e t o t a l p a c k a g e . c o m
September 8, 2006
Page 1
B y A n t h o n y F l o r e s
E x e c u t i v e E d i t o r
Fellow Business Builder,
W
hy should you read Š
and HEED Š the secrets
I reveal in the following pages?
Simple: Because the ability to write
great bullets and fascinations is one of the
most powerful skills you™ll EVER acquire

as a copywriter.And the ability to

recognize

both good and bad ones isessential to being

a great direct response entrepreneur or
marketing director.
Don™t believe me? Just scan through

sales letters and even larger promotions

based almost entirely on great bullets and

selling books Š like Boardroom and

Rodale do through the mail.And like many
Internet marketers do online.
Just about every greatA-list writer has
developed the ability to write world-class

bullets and it™s rare to see a big package

without
at least
10-20, if not many more.
Plus, it™s hardnottolovethemŠ these
little space!
9 times out of 10, bullets and

ones do much more than that.

21 Bullet Secrets That IG NITE
The Selling Power of Your Copy

Take the world™s most powerful BULLET

and FASCINATION secrets (stolen directly
from decades of red-hot controls) –

Combine them with proven principles

for boosting response, both online and off –

RESPECTED copywriters to ever pick up a pen –

Do all this and you™ve got a wickedly effective new

bullet-writing system that will change your copywriting

and marketing, almost overnight!
September 8, 2006A.D.
Volume 1, Issue 1
fiI f you™ve ever wondered how
to write response -boosting,
order-pulling BULLE TS and
FASCINATIONS that literally
keep your prospec t tossing
and turning, unable to sleep

until he orders your produc t

– then this will be one of the
most impor tant marketing

letters you ever read!fl

The
Total Package
family!
Clayton is thrilled to be able to
share with you the secrets he™s used

to attract more than3 million new

customers and rake inover $1 Billion

in sales for his clients.

Make sure you dig into our
free
archives
to get the nitty-gritty details
How Clayton helped

SecurityRareCoinskyrocket

from $3.5 million in sales to

over $120 million (a 3,400%

increase) Πin a little over a

QUADRUPLED sales at

Blanchard & Company to

over $115 million per

How he attracted more than

one million new, paying

customers to Phillips

Publishing in just over 3

How he helped make Safe

Money Report the largest

publication of its kind in the

Plus, you™ll discover more business

building, direct marketing and

copywriting secrets, insights and

strategies from the rest of

The Total
Package
team.All of them real-world
experts working right now online and

off to get bigger winners, more often.

w w w. m a k e p e a c e t o t a l p a c k a g e . c o m
Page
2
The Screaming EagleŽ
do the following:

Powerfully stimulate

Seduce your prospect

to read, read, READ!

Build desire Š little by little

Š by creating the urge to
fiknowfl the secret your bullet

Seize your prospect™

s attention
and keep him zooming through

Make your sales message more

readable (which
always
boosts

Pump up your promotions with

more variety and prevent the

Crush fiheadline block,fl instantly

delivering a wealth of fantastic

And much, much more!

How to write bullets
that make it IMPOSSIBLE
for your package
to b e put down
Writing great bullets and fascina-
tionsistrulyascience.It™sabouttaking

all the right tools and then assembling

a little powerhouse of desire.
If you™re writing them for a book
or a premium booklet, you™ll typically
begin by researching the daylights out

of your subject.

begin reading a book multiple times,

highlighting key points and tidbits with

-
tary or a typist type up all of his notes
(which would often add up to a 60-70
page document!) Finally, he™d organize
the research information and begin
fascinations as they came to him.

approach. Clayton™s good friend and

begins by going through his research

and writing
as many as 700 fascinations
.

only keep about 100 of them, but Parris

likes to have about seven times more

than he could ever use.
guarantees that every bullet or fascina-

exceptional. He gets to select strictly

from the ficream of the cropfl rather
than some good ones and a bunch

of mediocre ones. (I™m sure you™ve

seen this problem Š especially online

Š where you™re reading a long string
of bullets and 3 out of every 4 are
mediocre, at best.You can bet the
writer didn™t write
seven times
what he
needed and then select his very best!)
In looking at Parris™s packages, I see
how this also gives him so much variety
in his bullet sections, making them more

crucial Š especially in promotions that

involve lots of fascinations Š because

even just one or two bad ones can cause
your prospect to start fiskimming.fl In
some cases, a few bad bullets alone can
get your promotion tossed!
Rememb er Š
your #1 job is to keep
your prosp ec t READING!
As you know, the fundamental

to do that is to keep your prospect

reading.
Have you ever noticed when

read or study a good one from cover

you KEEP your prospect reading all

the way to the end.

The S creaming EagleŽ

is published monthly by
Clayton Makepeace and
The Total Package
Ž
as par t of the
EasyWritersŽ Marketing Club.
It is owned by
The Pro˜t CenterŽ
PO B ox 750
Waynesville, NC Ł 28786
For c ustomer suppor t please contac t us at:
c are@makepeacetotalpack age.com

or c all 800-827-0940 (US)

828-456-9277 (INT )
R ights of reproduc tion and distribution
of this newsletter are stric tly reser ved.
Any unauthorized reproduc tion
or distribution of information
contained herein is expressly forbidden
without the written consent of
The Total Package
Ž.
EXECUTIVE DIREC TOR:
C layton M akepeace
EXECUTIVE EDITOR:
Tony Flores
GENER AL MANAGER:
Wend y M akepeace
GR APHIC DESIGN:
Brian K .Wilson
Circ ulation Manager:
M ar tha S helton

w w w. m a k e p e a c e t o t a l p a c k a g e . c o m
September 8, 2006
Page 3
talks about systematically weeding out
fiweak linksfl in your copy Š because
weak links cause you to lose readership.
And ultimately cause you to lose sales.

Because they™re so easy to read, bullets

can be the deadliest of weak links.

prospect with dull or repetitive bullets,

the best case scenario is that he starts
skimming and scanning (the opposite

from putting the letter down or

throwing it in the trash.
So you want to make sure you
vary your bullets in such a way that

you want some bullets long, others

short, some bullets blind and others

where you reveal the full secret your

prospect can use immediately.

Reading through the bullets
should give your prospect an exciting

feeling.Almost like he™s on a roller

coaster ride and doesn™t know which

way he™s gonna be turned next.

If you can get your prospect
through a long series of quality bullets/
fascinations, your chances of making
the sale shoot up exponentially!
How to CRUSH
fiheadline blo ck fl for go o d
And here™s another really
powerful advantage you™ll have when
you become a great bullet/fascina-
tion writer. Having an army of killer

bullets/fascination at your disposal

gives you a whole slew of fantastic

headline ideas and possibilities.
Some of the very best writers
in the business will often begin their
writing process with bullets and
fascinations.

the headline, you™ve literally got

possibilities for a headline.

of a winning headline that began as a
bullet is from the control for
Bottom
Line Personal
:
How Doctors StayWellWhile

Treating Sick PeopleAll Day

many hundreds written by the author
of the package. If you notice, it also

hints of fiprooffl because it references

doctors. (We™ll discuss the need for

proof/credibility in your bullets more
in just a second.)

covering every shocking, fascinating

and emotionally stirring piece of infor-

mation you have.When you™re done,

you™ll almost certainly have at least a

few very good headlines in there Š and

21 proven bullet
formulas revealed
by the b est writers
in the business
After scouring hundreds of
controls looking just for bullets,
here™re the main types I™ve discovered:
1. Thefi how tofl bullet

popular type of bullet/fascination and

you see loads of it, both online and off.
It works because we seem to have a

if the fihow tofl information is tied into

the key to making it work.

How to use the secrets of

filoadingfl your body for maximum
power! (Traditional swings rob you
of this potential power Š while the

Triple Coil Swing actually increases

it
two-fold!
)

How to make yourself safer

than 89% of other car passengers
Š page
3
89.

How to rub your stomach

away.The simplest and most
natural way to lose weight is by this
effortless two-minute exercise.
2. Thefisecret tofl bullet

a piece of information not commonly

known Š something that can be legiti-

fisecretfl is centered on fihowfl your

not to overuse this idea, however, or

your prospect will become exces-

sively skeptical.After all, if everything

is a secret then each one becomes a

not commonly known and varied for

maximum impact.

The secrets of fiSingle Fingerfl

takedowns – using moves that are

indefensible even by a larger and

more experienced opponent!

Little known secrets that can

gold – even if bullion drops to $250

an ounce!

The secret of fithat schoolgirl

fi H a v i n g a n a r m y o f k i l l e r
b u l l e t s / f a s c i n a t i o n s a t y o u r d i s p o s a l
g i v e s y o u a w h o l e s l e w o f f a n t a s t i c h e a d l i n e
a n d s u b h e a d p o s s i b i l i t i e s . K e e p y o u r e y e
o u t f o r t h o s e t h a t w i l l m o s t
f o r c e f u l l y g r a b h i s a t t e n t i o n .fl

w w w. m a k e p e a c e t o t a l p a c k a g e . c o m
Page 4
The Screaming EagleŽ
complexionfl revealed!This is the
natural compound you must have for
health, beauty and long life. Develops
that youthful beauty from within.
3. Thefi Why fl bullet
intrigue. Essentially, you™re promising
to reveal why something is a certain

way Š with the implication that

knowing why
will make a difference
in your prospect™s life. So make extra

sure the info your promise presents

instantly curious to know more about

Why if this disaster strikes

the US, you™ll pay up to
1
5 times
more money for cheap imitations of
your favorite supplements Š
and

why that™s the good news!

Why up to 70 percent of
all poisonings happen to children

of them all. Page

34
.

Why you can™t trust your

pension fund: Dirty tricks they play
with your money Š and how to stop
them COLD –
4. Thefi What fl bullet

fiWhatflbulletsworkwellintwoways.
First they can give your prospect very

Second, they often offer him elusive,

valuable information (fiWhat doctors

a wonderful job of bumping up the

perceived value of the information,

while at the same time
hiding
it for
added curiosity!

What you must do immedi-

ately befor
e November
1
5
th
, 200
1
to
preserve your wealth and –

What you must do at once if

you receive a mild shock when you

touch an electric appliance Š page 26.

What the Corporate Fat Cats

don™t tell you about their
CoQ
1
0
supplements –

What to watch when you™re

eight feet apart (it™s NOT his eyes

make that gets them hurt) – and

what to watch inside the two feet
ficrunch time zonefl – to keep

you a precious step ahead of even

You can see more great examples of

bullets on page 1 (
The Safe Money
Investor Service
) of your Ride-AlongŽ

soon see, sidebars can showcase your

best bullets with tremendous impact.
5. Thefi What NEVER fl bullet

If you™ve ever read a Boardroom

report, I™d bet big money you™ve seen

with the following bullet that became

a blockbuster headline:

What never to eat on an airplane.

The dirtiest, deadliest airplane in
the whole wide world.
Here™s another example:

What never to keep in your

deposit box.
Never
.And how to
stop the state from stealing it.
be applied to many, many pieces of
information.And it™s powerful because
it alerts him of a possible mistake
(tapping into fear emotion), promises

information that will protect your

and also builds curiosity and intrigue

because he doesn™t yet know the

answer. If you™re selling supplements,
you could say,
fiWhat NEVER to take

along withVitamin C –fl
If you™re in

the investment market, you could say,

-
tion rises –fl

miles.
Along the same lines, you can
present any other type of fiWhat

the same. Just play around with the

different versions and see which works

best for your information. Here are a

few more examples:

Why you should not use soap

anywhere but under the arms and
on the genitals. Page
3
7.

The absolute worst time for

your body to do paperwork or read.
Page 26.

The One Place NEVER to

StoreYour Gold: It™s practically
an engraved invitation to thieves.

Where to store your gold for

maximum safety and convenience.
6. ThefiPLUSfl bullet
it gets your prospect into the mindset

isn™t terribly unique Š essentially it™s

just one of the other formulas with a

PLUS at the beginning. PLUS bullets

work best at the end of a list, helping

Here™s an example from some of

fi W h e n y o u p r o m i s e t o r e v e a l s o m e t h i n g
i n c r e d i b l y i n t r i g u i n g Š s o m e t h i n g t h a t ™ l l
m
a k e a h u g e d i f f e r e n c e i n h i s l i f e
Š
y o u
c r e a t e a b u r n i n g d e s i r e f o r t h e a n s w e r
t h a t m u s t b e f u l f i l l e d .fl

w w w. m a k e p e a c e t o t a l p a c k a g e . c o m
September 8, 2006
Page
5

PLUS Š How to turn the

tables on them: Insulate your wealth
and then USE their treachery to lock-

PLUS my complete list of

1
,8
3
7 companies that we suspect of
fudging their earnings Š make sure

your stocks are NOT on this list!

7. ThefiNumber fl bullet
Use this kind of bullet when you

can group together multiple ways of

doing something, multiple secrets or

multiple reasons why something will
happen. It™s a great way of condensing

unique information into a value-added

team of enticing secrets, methods or

Four ways to stimulate the

body to release its own natural pain-

killers.

The seven little-known signs

of internal bleeding and what to do
about each Š page
4
.

The world™s two most

-
gies: PLUS the stocks that can hand
returns –

3
often overlooked investment
vehicles that can make you up to
1
0
times richer when the next earnings

scandal bursts into the headlines.

8. ThefiRight – WRONG!fl bullet

to bank on your prospect having

kind of bullet comes in.You suggest

the assumed idea or belief and then

wants to know why or how they could

be wrong about something they thought
they knew. Especially, if there™s a killer

Sneezing into a tissue

prevents colds, right?Wrong!

Page 2 explains why.

The bathroom medicine

cabinet is the best place to store medi-
cine, right?Wrong! It™s the worst.
The facts ar
e on page
1
20.

fiUnscentedfl products have

no scent? Sorry. Many are masked

with a chemical that can cause

allergic r
eactions. Page 2
4
.
9. Thefi WARNINGfl bullet
It™s perfect for when you want to
alert your prospect of a danger ahead.
You™ll often also see the words
ficaution, alert, dangerfl at the begin-

-
ularly effective when your promotion

this bullet works much better when

you give proof that you have the solu-

warning your prospect about.

W
ARNING ŠYour #
1
asset
is now in extreme danger!Why the

equity in your family™s home may

be vulnerable to an all out attack in
200
4
-2006 Š crucial self-defense –

WARNING:AvoidThese 2
Popular Gold Investments LikeThe
Plague! Ignoring this single warning
could leave you broke and holding

the bag!

Cell phone DANGER!Avoid

sleep disruption from electromag-
netic waves –

CAUTION:Washington
andWall Street are conspiring to
HOODWINKYOU!They only

want you toTHINK that they™ve

cleaned upWall Street. Discover the
shockingTRUTH that can protect

10. ThefiAre you –?fl bullet

With this bullet, you ask your pros-

pect about something you strongly

believe he™s
already

instructions with as much credibility

strong because you get your pros-

pect to say fiyesfl and nod his head,

building momentum toward the sale.

Variations on it can be

well!
Are you and your doctor
making these common mistakes with
your health? One of the Country™s
most respected M.D.™s exposes the 9

that could be robbing you of your

health and hard-earned money.

Does your broker have a firap

sheetfl with the SEC or NASD?

Do you take any of these

1
6
popular vitamins or supplements?

If so, please read this M.D.™s urgent

warning!
11. ThefiGimmick fl bullet

Here you carefully extract an idea from

information in your research and put

a creative fispinfl on it, assigning it a
name. For example, say you™re selling

body fat test which requires you to

pinch certain parts of your body.You
fi To g e t h e r t h e s e b u l l e t f o r m u l a s a l l o w y o u t o
h i t e v e r y p i e c e o f i n t r i g u i n g i n f o f r o m
a v a r i e t y o f a n g l e s . P r a c t i c e u s i n g t h e m
TO D AY a n d y o u ™ l l n e v e r w r i t e d u l l
o r r e p e t i t i v e b u l l e t s a g a i n .fl

w w w. m a k e p e a c e t o t a l p a c k a g e . c o m
Page
6
The Screaming EagleŽ
The
simple fipinch testfl that instantly
tells what your body fat levels are

Š with pinpoint, .5% accuracy

.

and
delivers
a precise mechanism for
And it does thisALL in a couple of

simple lines.

TheamazingfiTowelHangingfl
trick
that increases the
strength

of you erection –
plus
your love-
making
stamina
– allowing you to

supercharge
your love-life in a very
short time! (You have to
experi-

ence
these kinds of firocket burstfl

orgasms to believe they™re

possible
!
See page
13
9.)

And – the amazing fifollow

throughfl secret that is the founda-
tion of making long, straight drives
so easy you could cry with joy!This
alone will change your game forever
–

The fioptical illusionfl that

absolutely destroys most golfers –

the single most damaging fihabitfl

nearly all amateurs suffer that
GUARANTEES
they will never
experience a consistently great
game! (Once you know the secret,
however, you will
OWN
the course!)
12. ThefiS neaky fl bullet

top writers Š because overdoing it

can make your copy feel contrived.

It typically applies when you have

a piece of info that has some sort

extreme cases: a hidden, guarded

or overlooked element. It™s most

often used when there™s something a
group doesn™t want you to know or is
actively hiding from you.

The sneaky ways profes-

surprise to turn around dangerous
situations – even when they™re the

ones who™ve been fijumpedfl by an

assailant unexpectedly!

Sneaky little arthritis secrets

that doctors never, ever tell you

about –

Sneaky insurance tricks that

could be costing you an arm and a

leg. Make sure you™re not a victim.

For an example of this kind of
bullet (and many others!), see page 2

of your Ride-AlongŽ. It™s from

The

Bob Livingston Letter

.
13. ThefiS tatement of
Interest + Bene˜t fl bullet.
have an exciting or intriguing tidbit

use one of the fihow tofl or fiwhyfl

types of bullets for the second line.

Drowning is the third leading

cause of accidental death. But did

you know it™s possible to save a

drowning person even if you can™t

swim? Page
1
5.

You walk into an empty self-

service elevator late at night and
press the button. Before the door
has a chance to close you get back
out fast.Why? (Nine ways to outwit
a mugger
.) Page
3
80.

Platinum Prices Up 90%

since 2002 Š Here™s HowTo

PROFIT:Why platinum prices

are expected to surge throughout

minded investors.
14. ThefiD irec t Bene˜t fl Bullet

Here™s where you simply make a

claim (ideally a unique and powerful
one!) in the opening line of your

action verb, instantly promising the

deepening, proving, and adding

original claim.
Some examples:

BUILD ENORMOUS
STRENGTHAND MUSCLE
TONE
without exercise!
Ten minute
breakthrough
naturally
triples your
growth hormone levels. Secretly

being used by the NewYork Mets,

Chicago Cubs and many Hollywood
stars.All you do is
stand
.

BANISH MENSTRUAL
CRAMPS FOR GOOD with a

common vitamin! Now shown to

wipe
out
over 80% of all cases of cramps.

RECOVER FROM LATE-

STAGE CANCER, even after it has
spread to the bones. Just a tiny dose
of this cutting-edge nutrient has

now been shown to make it happen.

15. ThefiS peci˜c Q uestionfl bullet

leading with an intriguing question of

importance. Just like many of the other
formulas, what follows must offer

the desired solution either within the

running text of the copy or the product

that™s being sold.And, of course, it™s
always good to mix in credibility,

Do you know that one-

quarter of all household burglars
gain entrance without breaking in?
Here™s how they do it – and how

to get them to stop doing it to you.

Page
1
57.

Joint bank accounts? Close

them fast and open separate ones –

or
you™ll pay dearly. Page
14
2.

What time of day are you at

greatest risk for low blood glucose?
This surprising answer will put you
on alert.
16. ThefiIf – Thenfl bullet

-
pect by inviting him to meet a simple

w w w. m a k e p e a c e t o t a l p a c k a g e . c o m
September 8, 2006
Page
7
requirement. It can also ask him if

experiencing some kind of malady or

symptom. If you™ve selected the right
piece of info, he™s naturally interested
in whether he meets the requirement
or is experiencing what you describe.
It quickly grabs his attention!
And then he also wants to see
requirement Š which becomes the

Bencivenga is particularly fond of

using these types of statements as

headlines and they™ve produced some

very big winners for him.

If you have a tension head -

ache, here™s why you should forget
your scalp and
concentrate on your
toes
.

If you™ve got just 20 minutes a

-
cial miracle in your life.

If you are now a "B" or

"B+" copywriter, by learning this
one unusual secret, you will much
more easily move up quickly into

even "A+" writers who command

the biggest freelance fees and make
fortunes in royalties.
17. Thefi Whenfl bullet

Perfect for when you™re promising

great because you™re implicitly saying,

fiDo this at a certain time, and you™ll

get a guaranteed result.flYour pros-

pects will naturally want to know

when
how

he can get it, so intrigue and curiosity

are automatically built in.

When the IRS has to pay you

interest! If they miss this deadline

by a single day, they™re legally obli-

gated to do so. Page
1
5.

When it™s safe to ignore

the
April
1
5
th
interest. No penalties. No nasty
visits fr
om the Feds. Page
14
.

When cold pizza is the perfect

fat-loss br
eakfast. Page
14
.
You can see another example of
this bullet and other great ones on
page 3 of your Ride-AlongŽ. It™s
from Rodale™s
Powerfood Nutrition

Plan
promotion Š a very bullet-heavy
control that features many of the tech-
niques you™re learning in this issue!
18. ThefiQ uickest, Easiest fl Bullet

Here you offer to reveal the quickest

or easiest or simplest way to do some-

It™s human nature to want to get

something easier, faster and with less

effort Š especially in today™s instant

make this bullet work very simply or

you can pile on additional possibili-

ties (from the formulas above) for a
wonderful one-two punch.

The easiest way to beat out

even the most ferocious competi-

tion in your marketplace, even

when their marketing is brilliant,
their budget huge and their copy

is so persuasive, it could have been

written by Claude Hopkins himself
.

to be a master of persuasion Š the

simple,
1
2 word sentence that will
make you one of the most persua-
sive people on the planet, no matter

"master secret" of knowing how

to persuade almost anyone to do
almost anything.

The quickest, easiest ways to

19. Thefi Truthfl bullet

Use this one when you want to help
your prospect put a controversial or
debatable issue to rest. Select pieces

a clear solution in the form of the

controversy or commonly held belief

great example of this on page 4 of the

Š another way to word this same

T
HE

TRUTH

ABOUT

MUTUAL

FUNDS
.What your
broker doesn™t tell you could cost

you up to 5% this year.

THETRUTHABOUTTUNA.
Is it good for you? Or does it contain

harmful metals that can ruin your

immune system? See page 70.

THETRUTHABOUT
ALCOHOL.Will it interfere with
muscle growth?Will it help your
heart and circulatory system? See
page 27
4
.
20. ThefiBetter fl Bullet
When there™s an assumption that

something even better Š use this

bullet! It™s a great way to sneak right

under your prospect™s BS detector and

fi Yo u n e v e r k n o w w h e n o n e o f y o u r b e s t
b u l l e t s c o u l d b e c o m e a w o r l d - b e a t i n g
h e a d l i n e . T h a t ™s w h y i t p a y s t o p u t t o n s o f
e n e r g y i n t o t h e m , m a k i n g e v e r y
s i n g l e o n e a s p o w e r f u l a s p o s s i b l e .fl

w w w. m a k e p e a c e t o t a l p a c k a g e . c o m
Page
8
The Screaming EagleŽ
create momentum.A possible varia-
tion on this same concept is to lead
with the word fibeyond.fl

BETTERTHANTHE
BENCH PRESS. For a broader,

more muscular chest, the uncanny

exer
cise on page
1
7 works wonders.

BETTERTHAN SQUATS!
Try this leg exercise on page 29. It
takes less time than squats and will
not injure your back!

BEYONDTHE BEDROOM!
Other rooms can spice up your sex

life. Every home contains sexual

secrets waiting to be unlocked –
DA
Y
3
shows you how to make your
lovemaking more fun!
21. ThefiS inglefl Bullet

you have a piece of information

And you have proof. It™s effective

because you™re promising some-

thing that stands head and shoulders
above anything else being offered.

You™re promising to cut

directly
to
the most powerful and often
exclusive

strong and credibility is there Š who

wouldn™t want that?

The single most important

sentence you will ever read about
how to create powerful marketing.
It contains just nine words, and they
will forever change your approach
to marketing.

The single most important

nutrient you™ll ever need for heart
health. It™s not expensive Š but
there are at least 7 different forms

out which one, see page 2

3
.

The single most explosive

investment in this coming crash. It
takes advantage of my three proven
growth factors and is still available

dirt-cheap. But it won™t stay that

way for long!

Whenever you™re creating bullets/

fascinations for your promotions,

attack each piece of information from
at least 2-3 different angles using

shocked at how much better they

come out and how much more variety
The 3-step
fiMakep eace Makeover fl
that sup ercharges
ANY bullet in a matter
of minutes

writing poor bullets.You just need to

get clear on the critical elements that
make a good one, and then be sure you

includeeachelementintoyourwriting.
personally from Clayton. Let™s try it
Š taking a weak bullet and give it a
quick Makepeace-Makeover!
-
tionalfl advertising, you™ll see dread-
from stocks in 2006 –

But even then, the lack of

common and less believable.After
all, you™ve probably been exposed to

hundreds (if not thousands) of oppor-

and almost none of them work.

from gold stocks in 2006 –

some sort of research or analysis, that

you™re not just pulling this idea out of

you-know-where.And the figold stocksfl

mechanism
for
Revealing the
mechanism
your
prospect will use to achieve the

markets. By
mechanism
, I™m talking
about the means, method or system

your prospect will use to achieve

proprietary investment system, certain

nutrient(s) in a weight-loss pill, new

advances in technology, etc. Showing
your prospect that you have a unique
mechanism helps differentiate your

claim from others making similar

ones.You have a new way to get him

what he wants.And this gives you a
better chance at having readers at least

consider

open to believing it.

bullet is decent at this point but it
some intrigue Š your prospect wants

fi W h e n e v e r y o u ™r e c r e a t i n g
b u l l e t s / f a s c i n a t i o n s f o r y o u r p r o m o t i o n s ,
a t t a c k e a c h p i e c e o f i n f o r m a t i o n f r o m
a t l e a s t 2 - 3 d i f f e r e n t a n g l e s u s i n g
t h e f o r m u l a s t h a t f i t b e s t .fl

w w w. m a k e p e a c e t o t a l p a c k a g e . c o m
September 8, 2006
Page
9
gold stocks. But then again Š he™s
busy and he™s probably reading many
other similar claims from other invest-

ment newsletters and headlines.

Something more is needed.

So let™s add a tad bit more intrigue
and credibility, let™s make himVERY

SURE that this is a

real
opportunity.

How to exploitWarren Buffet™s

fiBull Market X-Factorfl and

stocks in the next 60 days –

here.Your prospect is being offered:
the intrigue/curiosity of how he can do
it usingWarren Buffet™s fiBull Market

X-Factorfl and (c) the credibility that

he™ll make precisely 307% on gold

And he™ll do it within the next 60

days!
yet still fairly short.We could have

created something longer but this one

was already packed with plenty of

greatinformation.(Forsomeexamples

of longer bullets that work very well,

see page 5 of your Ride-AlongŽ. It™s
from the
Real Health
promotion that
has been mailing for years.)
Ultimately remember that it™s not
about how big or complex your bullets
are Š it™s about how
believably
 they

that matters!
Clayton™s p ersonal
prac tice for creating
k iller bullets
and fascinations
Clayton often looks for a series of
copy points that he can group using
bullets, numbers, letters, etc. He™s

looking to add clarity and impact.

And his promotions Š because
he promotes investment newsletters

and supplements much more often

than books Š will often contain fewer

bullets/fascinations than a package for

Boardroom or Rodale.When he does
create bullets/fascinations, it™s typi-

cally to sell the premiums, for some of

deck copy and the back cover.

the research, the premiums, the

rough draft and then creates many

more bullets/fascinations than he™ll
-
fully selects the best possibilities for

each section Š and then edits them

according to the process we just went
through above. He makes sure they

have gut-level, greed-tickling impact.

Finally, Clayton often takes his

them in the most important places:

expanded upon the headline, he™ll often

jump right into a series of bullets that

bribe the prospect into reading the report

also be packed with 5-10 teaser bullets

that compel the prospect to open up and

For example, look at page 6 and

you™llseeverypowerfulbulletsusedas
the deck copy (beginning with fi4 bald-

faced liesfl).And then on page 7, four

killer bullets suck you into opening up
the report. Both are perfect examples
of Clayton™s bullet principles.
How to write world- class
bullets when you™ve got
no myster y or secret
Also, because Clayton works

sequences of bullets (where he™s not

hiding intriguing or fascinating info).

from a health promotion he wrote:
learning, reasoning, memory and
coordinationarebeingrejuvenated
are now being revived and elec-

joints are being soothed, renewed

Entire or
gans Š from his eyes
and intestines Š and even his

sexual organs Š are being revi-

talized and are returning to their

bullets is to make them as read-
able and interesting as possible. It™s

intrigue because they™re not fiblind,fl

promising elusive information. But

is (a) clear, (b) something desired by

fi R e v e a l i n g t h e p r e c i s e m e c h a n i s m y o u r
p r o s p e c t w i l l u s e t o f u l f i l l y o u r p r o m i s e
i s m e g a - p o w e r f u l i n t o d a y ™s s a t u r a t e d ,
s k e p t i c a l m a r k e t s . I t ™s a f a n t a s t i c w a y t o
i n t r o d u c e b e n e f i t , c r e d i b i l i t y a n d
i n t r i g u e , a l l a t t h e s a m e t i m e .fl

w w w. m a k e p e a c e t o t a l p a c k a g e . c o m
Page
1
0
The Screaming EagleŽ
your prospect and (c) that you use
strong verb choices like he did (dead-
ened, rejuvenated, sparking, revived,
Also, as you see on Ride-AlongŽ

also be used to enhance your guar-

antee presentation.At the bottom of
the page, there are six bullets begin-

ning with, fiAvoid any brewing disas-

and compelling.
to present horrifying alternatives:

Ages your eyes:

Free radicals have
been shown to damage your chro-

mosomes and block the enzymes

Taxes your brain:

Research

from the
New England Journal of
Medicine
shows that the more free
radical hits your brain is exposed

to, the slower the response in

nerve synapse communication.

Which means these little fibad
guysfl could be hacking away at
your brain-speed and intelligence
at this very moment!
How to create afithemefl
for your bullets that
maximizes their impac t!
connected group and put them on the

of fithemingfl your bullets like this is

that you can hit a certain topic from a

variety of angles.Your prospect will
get the feeling that you™re thorough
and that he™ll be getting a comprehen-
sive exposé that™ll change his life!

are from a recent promotion

for
Your Money Report
:

Great Real Estate

InvestmentsAtA DISCOUNT!

you™ve missed your opportunity to

second chance to become a real estate

millionaire:
page 5

8 Deadly Real EstateTraps:

Costs!
payment can make the difference

-
ment and a costly one. Here are 8
pitfalls to avoid when shopping for
your next mortgage!
Page 6

ThinkingAbout BecomingA
Landlord?

Page 7

fi7 Guilty Secrets
Drug Companies Do NOTWant
YouTo Knowfl
was also touted on the
cover of the piece as a reason to read it:
FACT #
1
: Drug Companies
KillTens ofThousands EachYear:
Many of today™s most-often prescribed
medications are not only useless, but
extremely dangerous Š crippling and
killing as manyAmericans each year as
died in the 18 years of theVietnam war.
FACT #2:They Do It
Knowingly

Š For Money:
-
able businesses inAmerica Š is guilty

of using bogus research, distorted

reporting, and bald-faced lies to push
deadly and ineffective drugs onto
unsuspecting doctors and patients.

Let ™s strip down

some examples to
the bare essentials
In this section we™re going to take
bullets from some of the best writers
in the business and reveal exactly
what makes them tick.You™ll see how
they harness the secrets revealed in
this issue for maximum response.

promotion for his retirement seminar

that he held last year and if you™re not

on his list
(www.bencivengabullets.
com)
Š you need to jump onto that
site and sign upASAP. Each bullet is a
picture-perfect example of everything
you™ve learned. Here they are:

The easiest way to

control
the
process of persuasion rather than

merely guess at it.You™ll learn that

persuasion, like music, comes down

to a few simple notes. Master them,
of melodies that are music to your
prospects™ ears.
Right off the bat, you see that this

the fiQuickest, Easiestfl bullet.And it

how to consciously control persuasion

actually targeted at the more sophis-

ticated writer (ideal prospects for

because although writers at this level

understand persuasion, they desper-
ately want to have greater control over
the process (just like he does!).
music to make you believe that the

-
ingly, this is actually the credibility

component of the bullet because it

gets you to believe that Š just like
a few simple notes of music Š this
secret will get you to the heart of

persuasion and do it more automati-

cally, with less effort.

by adding the idea that once you figetfl

this persuasion secret, you™ll be able to
successfully use it in a wide variety of

-
sion, fimusic to my earsfl is adapted to

ears.fl Colloquial expressions like

this are
extremely
effective in bullets
because they say more Š often MUCH
You will create intense desire
for your new product
and yours

w w w. m a k e p e a c e t o t a l p a c k a g e . c o m
September 8, 2006
Page
11
alone
. In other words, once you
introduce your product this way,

your market will never again be

products. Buyers will seek your

exactly the unique features you

described in your advertising.
continuous sequence, all based on a
single secret for launching new prod-

way to use your bullets Š which

Clayton does all the time and we

issue. Most of the time, you™ll see

bullets that are based on a wide range

of information and seem to be put

together with no particular order or

But other times, it™s even more

effective to have sections of bullets

where each new one feeds off the

bullets being tightly and sequentially

promotion and it™s often a life-saver

because it means you don™t have to

accomplish as much in any one bullet.

explain a little about why it works.As

you can see in this example, there™s

not always a need for an extreme level

Š as long as you can accomplish that

in other bullets from the same section.

How to use a simple punctua-

tion mark to boost your response

exclamation mark (they often

decrease
response, because they

smell like hype).

WhilethisisobviouslyafiHowtofl

a subtle combination, using another

formula (the fiRight/Wrongfl bullet).

And it harnesses powerful psychology

because he
knows
most readers will
assume he™s talking about an exclama-

because the prospect™s natural assump-

tion has just been shredded to pieces,

the answer even more!

-
active reading if you™re a prospect:

really
wanting to know what in god™s
name he™s talking about! It engages

you and builds desire Š the more

often you do this to a prospect in the
course of a promotion, the more likely

he™ll become a buyer.

S ex sells – and sexual
bullets sell even b etter!
promotion Š one written by copy
legend John Carlton (Special thanks
to John for letting me use these bullets

and others earlier on). Bullets and

fascinations make up about 80% of

this eight-page letter.And even though
creamed
the previous control and

you™ll EVER see:

– Plus – how to replenish

of fresh, youthful testosterone –

more frequent, more intense, and

more pleasurable orgasms!

-
nation bullet works so well because
perfectly
targeted. Every
guy wants to be able to replenish

his fiyouthfulfl testosterone and

you better believe that EVERY guy

wants to experience fimore frequent,
more intense, and more pleasurable

precisely with what guys want allows

him to leave out the typical level of

long as you make most of your bullets

bullets like this Š ones that hit your

prospect™s emotional nail on the head

Š can work wonders for your copy.

The
fiPre-Coital Secretfl
(only
recently made public by a famous
female
sex therapist) that breaks
the code on giving
any
woman an
explosive orgasm –
every time you
make love!
Page
114
.
bullet and if you™re a guy, it™s hard

read this.Again, what guy wouldn™t

want to know this mysterious and
very
secret Š credibly
fimade publicfl by a famous female

give women explosive orgasms, every

time! It™s a slam-dunk, no-brainer. In

The seven most effective

ways to seduce the woman of your

dreams
Š compiled by a rare study
of women themselves! (Plus Š
the
SINGLE most important thing you

can do to win her love forever

– and
the
worst
sin you could ever commit
Š an unforgivable act that can
fi C o l l o q u i a l e x p r e s s i o n s a r e e x t r e m e l y
e f f e c t i v e i n b u l l e t s b e c a u s e
t
h e y s a y m o r e
Š
o f t e n M U C H M O R E

w i t h f a r f e w e r w o r d s .fl

w w w. m a k e p e a c e t o t a l p a c k a g e . c o m
Page
1
2
The Screaming EagleŽ
destroy your love life!) See page
1
6
1
.
Yet another bullet that has it all.

bullet) to seduce the woman of your

dreams.Again, do you see how he has

It™s uncanny and a big reason why

these bullets are so hot.

that these seven ways have been
Mostfl bullet that™ll reveal what can

cause a man to win or lose her love

of committing an unforgivable sin that

destroys your love life Š what you
RISK by not seeking out the answer

accomplish in just a few sentences.

The 10 fiCome Hitherfl Sexual

Signals given by women that most

men miss entirely!

These are the

ultimate secrets of meeting women
revealed by women them-
selves
and supported by 20 years of

Are you starting to see how

Š once you master the formulas in

this issue Š you can begin combining

them to hit your prospect™s hot

buttons from every possible direction?

formula (fiCome Hitherfl) and mixes

in the fisecretsfl element as well. Plus,

it™s not just some writer saying this
Š these secrets have been compiled
by women
and are supported by 20

It™s clear why this promotion

worked so well. Imagine, as a guy,

reading through pages and pages of

and every one hitting a red-hot desire

button with sniper-like accuracy. It™s

almost impossible to not mail in the

postage-paid free-trial card and see

what answers lie inside.
Bullets that help ed
quick ly build a
direc t resp onse giant
Before we conclude, I want to
quickly break down a few of the fasci-
nationsfromthefamous,
fiWhatNever
to Eat on anAirplanefl
piece because
they played a huge role in building

it is today. Here they are:

Ever been abused by an

uncivil servant – humiliated by

given the runaround by a large

corporation? Here™s how to write

a simple letter that creates instant

– and gives you sweet revenge.

ones everyone so desperately wants

to create fihavocfl for these jerks that

rip the prospect off and humiliate him
is incredibly appealing. It gives him
fisweet revenge.flAlways look for
emotional goldmines like this when
crafting bullets of your own.

The 20 safest banks in the U.S.

Š and the lemons, which spend their
time lending to third world deadbeats
– and real estate hucksters.

extremely practical information (Who

doesn™t use a bank?And who doesn™t
want a fisafefl bank?), it also promises
to reveal scandalous information about
banks who lend to fideadbeatsfl and

and it™s also very helpful to know.

Whatyoudon™thavetotellan
IRS auditor Š and how to prevent

records.
We all do taxes every year and
almost everybody worries a little
aboutthenightmareofgettingaudited.
So the promise of what youdon™t
have to tell an auditor Š one that can
your records Š is more appealing

terribly complex or sexy. But they™re

ultra-practical and slowly-but-surely
they build on each other, working up
desire in the prospect until he realizes
that sending for a free-trial of
Bottom
Line Personal
is well worth a shot.
Now that you™ve got
the secrets, USE them
to drive your resp onse
to the mo on!

own bullet/fascination archive and add to

will make you a fantastic copywriter and

bullets each time you pick up your pen!

When it comes time to begin crafting
your bullets, whip out this report so that
you have each of the formulas handy.

wellwitheachpieceofinformationyou™re

basing your bullet on. Simply create a

bullet with each formula and move on.
than you could ever use, scan through

and pick out the most powerfully

Keep selecting until you have

the right number you need and stra-
tegically arrange and place them
throughout your copy.
Follow the guidelines in the report

writer in no time!
Yours for better copy made easy,

Editor,
The Screaming EagleŽ