One of the biggest “jumps” I made as a copywriter came from a single PDF.

It was a copy of the Screaming Eagle newsletter, published by Clayton Makepeace and Tony Flores.

The topic was “21 Bullet Secrets That Ignite The Selling Power Of Your Copy.”

As the name would suggest, the newsletter mentions 21 different types of fascination bullets, and then gives several examples of each one.

Some of these include:
The “how to” bullet

“How to rub your stomach away. The simplest and most natural way to lose weight is by this effortless two-minute exercise.”

The “secret to” bullet…

“The secrets of ‘Single Finger’ takedowns…using moves that are indefensible even by a larger and more experienced opponent!”

The “why” bullet”…

“Why up to 70 percent of all poisonings happen to children under five. And the best prevention of them all. Page 34.”

The “what bullet”…

“What you must do immediately before November 15th, 2001 to preserve your wealth and…”

The “what never” bullet…

“What never to keep in your deposit box. Never. And how to stop the state from stealing it.”

Plus 16 other types.

I was first showed this newsletter by one of my clients who was in the survival space. They told me to study it closely, and then they actually PAID me to write at least 10 bullets for each of the 21 types. So 210 bullets in total.

How awesome is that? I was very blessed to have those guys as clients.

When tackling this assignment, I remember feeling overwhelmed at first.

But once I started studying and writing, that anxiety was quickly transformed into a feeling of excitement.

It was easy to see just how powerful a good fascination bullet could be. It’s something you can put into any lead (and most of the best promos do just that). And fascination bullets are also extremely powerful and essential when selling courses, trainings, videos, and info products. Plus, they make great headlines too!

It was also cool to see that the client who gave me this document really “walked the walk” too. They had a very popular offer called Backyard Liberty, which was in the survival space. And if you look at the lead to this sales letter, it is FILLED with fascinations.

Here’s the lead:

Fellow patriot,

There’s a reason why the US government is so eager to disarm the American people.

It’s got little to do with crime rates or mass murders… but everything to do with the very reason the 2nd Amendment was created for: to protect the people from a tyrannical government.

Because when a major disaster hits the USA, a recent executive order allows FEMA to confiscate your food stockpile… and just like in the old USSR, to give it to the government-dependent masses.

That’s right: if you invested $30,000 or more in a survival stockpile, or you’ve been day-dreaming about having enough food to last you a decade… then you’ve got to watch this urgent video.

Hi, my name is Alec Deacon, and in this short and controversial presentation, that will not be up for long, I'm going to expose how a devastating “once in 60 years” event… along with corporate greed and corruption… are setting the stage for a social and economic “time bomb” that will detonate right in the middle of the US…

… I’ll reveal how the impending collapse of the US food supply system will steal the food from your kids’ tables… leaving them hungry and helpless and forcing them to scavenge for scraps…

… and I'll explain what you must do today to ensure that you and your family not only survive… but actually rise to the top of a fallen society… when chaos rules and communities need someone to lead them.

– SPG

P.S. This post originally came from an email I sent to my private list. If you want to see more stuff like this from me, you can apply to join my list using this link.