This is an email I sent out yesterday to my Hypnotic Secret list:
Subject Line: Blue Balls. Not What You Expect.
You are receiving this email because you signed up at The Hypnotic Secret.com
The news out of Rome is shocking.
Italian police have seized 70,000 balls of mozzarella cheese because they turned blue when the packages opened.
The police and the agriculture ministry are investigating the world’s largest case of blue balls.
You see, mozzarella cheese is the pride of Italy.
They serve it on everything for pizza to salads. They probably even have mozzarella gelato.
And it it’s turning blue…
Could it be poison?
But Italians were shocked this weekend to discover their “Italian” mozzarella cheese isn’t really mozzarella.
And it isn’t really Italian either.
Real mozzarella cheese in Italy is made from buffalo milk.
This stuff is not.
And it’s not made in Italy either. It’s imported and re-packaged.
It’s shocking when you realize something you trusted isn’t what you expected.
It’s the same way with The Secret.
THEY CHANGED THE LAW OF ATTRACTION TO MAKE IT GO OVER WITH THE PUBLIC.
Now don’t get me wrong, teaching people about the Law of Attraction is great.
Changing it and diluting it is not.
And when you start changing the ingredients without telling anyone.
You don’t get results. You get blue balls of mozzarella.
What Rhoda Bryne did was re-write the Law of Attraction to fit her image.
She took Esther Hicks out and left her on the editing floor.
And she took out all mention of taking action.
You were left with ask, believe, receive.
What happened to take action? It’s not there anymore!
And that’s why so many people don’t get results with The Secret.
So if you want the real deal, take action now.
Click here to get The Hypnotic Secret.
It’s the real deal.
I created a contest and got a number of entries:
Here’s the winning entry from Lee Marcus of Florida.
Harlan, here’s what you’re doing in the great e-mail you sent out today.
1 – Pattern interrupt: the subject line starts with “Blue Balls,” which interrupts the readers’ patterns when the readers are scanning their e-mail in-box. “Blue balls” is a slang phrase relating to sex, and sex grabs the readers’ attention if the readers understand the phrase. Plus, since you are very religious, a subject line starting with a slang phrase relating to sex surprises me much more than it would if the e-mail were coming from, for example, a sports blogger. So the subject line grabs the readers’ attention and forces them to open the e-mail, regardless of how busy they might be.
2 – Humor, to get the readers on your side: you retell the news story about the tainted cheese in a way that makes the story much funnier, because it’s you, not the regular news stories, that refer to the tainted cheese as “blue balls.” So you reward the readers for reading by giving us readers a good laugh.
3 – Making clear the point of your retelling the cheese story: you highlight, in ways the news agencies did not, how the tainted cheese is fake and how, even if it were not tainted, it would still be disappointing, because it says it is made in Italy but was really made in Germany and calls itself mozzarella although it contains no buffalo milk. So you emphasize how much of a forgery the tainted cheese it.
4 – Metaphor: You use the metaphor of the fake cheese to introduce the important way in which Rhonda Byrne’s book and film The Secret changed the Law of Attraction to make her book and film sell more copies than it would if she had told the truth about the Law of Attraction. And because you related The Secret to the fake cheese, which is also tainted, your readers will infer that The Secret is tainted, too, in its own way.
5 – Problem and agitate: You have revealed a key fact: that The Secret is a fake version of the Law of Attraction, and The Secret cannot teach anyone how to succeed with the Law of Attraction. You have revealed a problem that all readers and viewers of The Secret will encounter. Then you have agitated to make those readers and viewers feel cheated and lied to.
5 – Solution: You present the solution, which is YOUR fine product, The Hypnotic Secret.
6 – “Tell them what to do”: You have revealed that what is missing from The Secret is the necessity to take action. Then you tell your readers to practice the Law of Attraction by taking action to get the REAL guide to implementing the Law of Attraction, and that real guide happens to be your product, The Hypnotic Secret.
Although I bought The Hypnotic Secret as soon as I received your first e-mail about it, today’s e-mail about Blue Balls is so good I want to buy The Hypnotic Secret all over again!
So let’s go over the key points:
1. Pattern Interrupt: Absolutely. Super effective. It’s the number one technique Frank Kern uses.
2. Humor – I dance around the double meaning of blue balls. Humor was used by Erickson, Dobson, and Bandler. It too is a pattern interrupt.
3. Metaphor. In my opinion the single most powerful NLP technique. Used recently by Frank Kern in his “Mysterious Stranger” video.
4. Specific offer – you tell them what to do.
So congratulations Lee.
If you want to learn about pattern interrupts, my 4 week course is without compare.
You can sign up here:
Read more about the course here:
And of course, the most powerful technique in your NLP weaponry should be Therapeutic Metaphor.
I’ll be building a video for one of my clients using this technique. I’ll be sharing it soon.
Here’s where you can get the David Gordon video set
I have to agree that metaphors are one of the most powerful persuasive linguistic weapons someone can use.
I’m currently reading the book “Made To Stick” and one of the ingredients for a sticky (memorable) idea is concreteness.
Taking something abstract (such as “the book ‘The Secret’ is diluted and isn’t the true law of attraction”) and providing a concrete metaphor (“The Secret is as real as the blue mozzarella balls”) gives readers a more vivid image of how inauthentic the book is.