Clayton Makepeace has released the latest issue of ‘Total Package’. The featured article by Clayton is titled “Psst … Can You Keep a Secret?”. [Article]


Clayton Makepeace has released the latest issue of ‘Total Package’.

The featured article:

Psst … Can You Keep a Secret?

Two real life case histories that prove only savvy marketers are fit to run growth-oriented companies

by Clayton Makepeace

Dear Business-Builder,

The great investor Warren Buffet has a net worth of about $62 billion. That’s sixty-two thousand million dollars.

If your net worth is $10 million, Warren is 6,200 times richer than you.

If you’re worth $1 million, he has 62,000 times more money than you do.

If your net worth is $100,000, Mr. Buffet is 620,000 times richer than you are.

There are people whose businesses grow a hundred, maybe even a thousand times or more faster than yours does. For every new customer you attract, they attract 100, 1,000, maybe even 10,000 or more.

There are people who look, feel and perform ten, twenty, even thirty years younger than you do …

Who have far greater success in love and relationships (OK ““ maybe just in sex) than you do …

Who live better for less, have greener lawns, clearer skin, more hair, thinner waists and smaller butts, better-behaved or more successful kids, more friends or are more successful in some other area of life than you are.

Sorry ““ but you know it’s true. And no, I’m not trying to depress you ““ just trying to make a very important point.

So let me ask you: WHY do you think all those people are doing so much better than you in so many different areas?

Are they all thousands of times smarter than you?

Do they work thousands of times harder?

Are they thousands of times luckier?

… Or do they have a SECRET?

Ah, secrets …

Secrets tease, tantalize and torment us. An offered secret is irresistible ““ impossible to refuse. Once our curiosity is engaged, knowledge that someone else knows a secret that we don’t is like having a stone in our shoe. It gnaws and nags at us. We can’t willingly rest until we’re in on the secret, too.

Secrets also appeal to our laziness and desire for instant gratification. They seem to say, “The success you crave is not about anything as mundane as hard work or discipline or patience. Once you know this secret, everything you desire will flow to you instantly and without effort.”

We hope and dream that a single secret may be the magic key that unlocks the floodgates and unleashes a tidal wave of personal and business success for us.

More importantly, secrets help us make sense of the vast gulf between ourselves and others, who have already solved a problem we’ve encountered, overcome an obstacle we struggle with, or achieved a goal we aspire to.

And frankly, it’s comforting to believe that a single secret may be all that holds us back; all that separates us from the fortunate few who seem to be enjoying so much more success and happiness than we are.

Secrets are also a powerful “secret” to grabbing huge response for your next promotion Since offering to reveal a secret appeals to us humans on so many visceral levels, it’s no wonder that many of the most successful direct response promotions of all time have used them to boost attention and readership by an order of magnitude.

Nor is it any wonder that offering to reveal more secrets in a free report that is delivered along with the product can drive response rates, revenues and profits through the roof.

So how could YOU use secrets to hit one out of the park the next time you’re at bat?

Way I see it, there are actually four kinds of secrets …

Simple Secrets: These are like one-hit wonders of the secrets world. Want to fly First Class for what others pay for coach? Enjoy a luxury cruise for free? Get tickets to a “sold-out” concert? Lower your blood pressure without costly or dangerous drugs? Here’s the secret …
If you haven’t already, buy a product ““ any product ““ from Boardroom or Rodale. Before long, your inbox and mailbox will be stuffed with promotions that tell simple secrets ““ and that offer to give you thousands more secrets when you buy the book or newsletter they’re promoting.

Note that these promotions don’t just promise to tell you the secrets when you buy the product; they give you tons of them right in the promotion. These freebie secrets are proof elements: They prove that the secrets revealed in the product actually are astonishing and that they actually could work!

Forecasts: If you think about it, predicting a future event in a promotion is kind of like telling your prospect a secret that very few other people know. If you can provide little-known facts about why your prophecy will inevitably be fulfilled … demonstrate how knowing about this event in advance can bring value to your prospect’s life …
And then offer to show him, in your product or premium, how to use this “confidential, privileged information” to solve a problem or get what he wants, your readership and response are likely to soar.

Mis/Disinformation: Lies are, by definition, secrets too. When you show your prospect how “the establishment” or better yet, your competitors are at fault for his situation, you free him from responsibility for it.
Better yet: You send the message that once he fully understands how and why he’s being lied to, the problem that plagues him will vanish and/or the object of his desire will miraculously appear before him.

Conspiracies: These are big, fat, irresistible bundles of secrets that amplify and broaden their power by an order of magnitude.

Show your prospect why and how the deck is stacked against him: Why Wall Street is conspiring to rob him … how the government is planning to bankrupt him … why drug companies are conspiring to make (or keep) him sick … why his accountant can’t (or won’t) lower his taxes … why the diet industry fails him … and you create massive credibility for your product by validating his suspicions and by creating an excuse for his current predicament.

So let’s talk ““ what are you selling now? How could using secrets in your sales copy, premiums or maybe even in the product itself take your response to the next level?

Let’s see if we can’t come up with a ton of exciting new ways to use these amazingly powerful response boosters!

Yours for Bigger Winners, More Often,

Clayton Makepeace

Publisher & Editor

THE TOTAL PACKAGE

Attribution Statement: This article was first published in The Total Package. To sign-up to receive your own FREE subscription to The Total Package and claim four FREE money making e-books go to www.makepeacetotalpackage.com.

The Total Package

*IMNewsWatch would like to thank Clayton Makepeace for granting permission to reprint this article.

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