Secrets and Surprises: How I Generated Over $100 Million in Sales

If you are seeking effective strategies to enhance sales, two key elements you should consider are Secrets and Surprises. Here’s an in-depth analysis of why these elements are impactful:

1.   Secrets: The allure of hidden knowledge.
 

2.   Surprises: The human aversion to unexpected events—particularly negative ones.

In the following analysis, I will elucidate the mechanisms behind these elements and provide guidance on their application in copywriting.

Three Reasons Why Secrets Work:

1.   Curiosity  

Humans possess an innate curiosity. When a secret is hinted at, it engages this fundamental drive to uncover concealed information.
 

2.   Exclusivity  

The concept of a secret suggests that the information is not widely known, thereby making the individual privy to it feel special and privileged. This is particularly potent in contexts such as “The Secret Stock that Will Make You Rich.”
 

3.   Engagement  

 The anticipation of learning valuable, hidden information increases the likelihood that prospects will engage deeply with your content.

How to Use Secrets in Your Copy:

1. Tease the Secret  
   
   Avoid revealing everything immediately. Utilize phrases such as "little-known tips" or "industry secrets" to arouse interest. This technique can be likened to the "McGuyver" approach, drawing from the TV show known for its clever problem-solving.
    
2. Deliver Value  
   
   Ensure that the secret you disclose holds genuine value and is not already common knowledge. This approach builds trust and credibility. Examples include “What Never to Eat on an Airplane” or “What Credit Card Companies Don’t Want You To Know.”
    
3. Create Anticipation   
   
   Develop a narrative that builds up to the revelation of the secret, either through compelling storytelling or by presenting a problem that the secret will address.  "Tap the Hidden Wealth Inside Your Paycheck" was another big winner for me. 

Three Reasons Why Surprises Are So Powerful

Similar to secrets, surprises can be highly engaging—particularly negative surprises.

The rationale is straightforward: An unexpected twist or a hidden catch can have significant adverse effects.

Three Reasons Why Bad Surprises Are Particularly Effective:

1. Fear  
   
   The fear of financial loss, for instance, commands attention. An example is the common fear of running out of money in retirement, which often surpasses the fear of death.
    
2. Urgency 
   
   Negative surprises can create a sense of urgency. When individuals feel compelled to act quickly to avoid an adverse outcome, they are more likely to make immediate decisions. An illustrative example is the “Tax Bomb to Blindside U.S. Investors.”
    
3. Engagement
   
   Bad surprises can drive significant engagement as individuals seek to understand and mitigate negative impacts. This increased engagement can foster a deeper connection with the product or service. For example, consider “The Great Inflation Surprise.”

How I Used Secrets and Surprises to Make a Ton of Money

By strategically leveraging secrets and managing surprises, I was able to generate over $100 million in subscription sales. The following points illustrate how these principles were applied:

1.   Teasing Secrets

In one campaign, The Two Day Trader,  we alluded to a "breakthrough method" for doubling your money in just two days.  The strategy and results in this promotional effort proved it!  
 

2.   Delivering Value

If everyone likes secrets, they also like to make money! My "The Only Stock that Will Make You a Marijuana Millionaire" did just that!
  

3.   Turn Bad Surprises into Positive Ones. 

Over the years I used the theme "Boom or Bust Ahead for US Investors" over and over and over.  The copy highlighted where the smart money would be lost but how the smart money would be made.  Combine with "The shocking answer could make you 50% richer or poorer depending on what you do now" was MONEY.
 

THE BOTTOM LINE IS THIS

Secrets and surprises were potent tools in my repertoire--they can be for you too. No matter what you are selling.  

Consider secrets as enticing rewards for your prospects—they seek them out and will engage eagerly to obtain them.

Conversely, avoiding negative surprises, can be just as powerful as nobody likes to lose. 

By simply mastering the art of revealing secrets and surprises, you can elevate your copywriting and achieve greater success. 

Let me know how this works out.

Sincerely, 

Doug D'Anna 

P.S. One Final Note: Pain Points 

Both your secrets and surprises should address your prospect's pain points.   

Which is why I started writing this e-letter for copywriters. 

 

To address the pain points that you may be suffering with in your copy.  I hope you are benefiting from them.   

If you would like help on personal coaching level, I've created a weekly mentoring program that is designed to not only help you on the copy side of your life, but on the business and motivation side as well. 

Here's the link to see if this is right for you.