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THE COPYWRITER’S 5 DARK SECRETS OF MIND-CONTROL

(Isn’t mind-control UNETHICAL?)

Dan Kennedy wrote >100+ $1MM sales letters. Many earned >$100k/mo, over a decade. He found touching the following nerves yielded a winner.

Here they are (condensed) followed by his answer: 👇

1. SHAME

Nobody wants to feel ashamed of their house, car, appearance, etc.

What’s your reader secretly ashamed of?

(Might take digging. The more specific the shame, the better.)

We can take a TON of Practical pain (eg broke, overweight).

EMOTIONAL pain? Can’t. Stand it.

2. ENVY / ANGER

Everyone feels hard done by Somebody.

Redeem their reputation. Settle a score with an ex. Get back what was stolen from them.

You don’t have to INVENT this enemy. They’ve already gone one.

Just know who it is, and poke the bear. Make the simmering rage boil.

3. MYSTICISM

You really DO believe in Santa Claus. And magic, secrets, conspiracies, etc.

MUCH more convenient than accepting responsibility for your problem.

Dan Kennedy: “All commerce is WIZARDRY.”

We happily pay wizards to relieve us from personal responsibility.

4. FEAR / INSECURITY

Everybody battles with Self-Doubt.

EVERYBODY.

What does that feel like for your reader?

(HINT: If you can figure out the SPECIFIC WORDS your reader is likely to use in describing that … use those!)

5. GREED / SLOTH

Deep down, we all want to believe there really is such a thing as Free Lunch.

And that we’re been lucky (or special) enough to find / deserve it.

ISN’T MIND CONTROL UNETHICAL?

Dan: You were manipulated into buying the clothes you’re wearing. Did you resent the people who sold you those?

Manipulation is a fact of life. We do it to each other every day.

Manipulation is not unethical. Your attitude behind it might be.

You cannot shy away from Manipulation if you want to be financially successful.

Link to video: https://www.youtube.com/watch?v=w_ES1QGUUI0&t=997s