If I had to pick one technique that’s made me millions, it’s news-style copywriting.
The great Gary Bencivenga calls it “The Trojan Horse” because it sneaks past your reader’s
defenses, builds trust, and delivers the sale before they even realize they’re being pitched.
You see, it's not about hype or hard-sell tactics. It’s about telling a story so compelling, so credible, that your reader wants to buy.
My iconic promotion, The Great Retirement Betrayal, used this approach to become one of the most mailed campaigns of the 1990s, generating $250,000 in royalties for me and millions in
subscriptions for my client.
Here’s how you can capitalize on its success.
Why News-Style Copy I So Damn Effective
Fact is, people don’t trust ads.
They skim past banners, mute commercials, and toss junk mail.
But they do trust news.
A
well-crafted news-style promotion feels like an exposé in their favorite magazine or a breaking story on X. It’s not screaming, “Buy this!” It’s saying, “Here’s something you need to know.” By the time you introduce your product, they’re already hooked.
The secret is both simple and powerful:
That's because you’re not selling—you’re informing.
You’re a reporter uncovering a problem, sharing a discovery, or warning about a crisis. This builds credibility and lowers resistance.
When I wrote The Great Retirement Betrayal, I didn’t lead with the newsletter’s stock picks. I led with a story about retirees losing their life's savings to the people they were supposed to be trusting.
Readers felt like they were getting the inside scoop, not a sales pitch.
That’s the Trojan horse: the sale hides inside a story they can’t stop reading.
The Anatomy of a News-Style Promotion
My news-style copy follows a proven structure, but it’s not rigid. Think of it as a conversation with a friend over coffee, as my mentor taught me, where you’re sharing urgent news. Here’s my simple four-step formula:
Headline That Grabs Attention: Your headline should feel like a front-page story, tapping into fear, curiosity, or hope. For The Great Retirement Betrayal, I used The Great Retirement Betrayal, Half Truths...Damned Lies... and Just Plain Bull! Whey they Never Tell You About Retirement..." That included a list of common lies that we've all been told.
Lead That Sets the Scene:
Open with a vivid story, statistic, or question that pulls readers in. Make it personal and urgent.
The lead on The Great Retirement Betrayal did just that: “I suspect that I’m a lot like you, my retirement is serious business. Every dime I invest is for my future, so I don’t take it lightly. I’ve worked hard to get where I am, and just the thought of getting blindsided gives me chills. I don’t need a bank failure, an
insurance company bankruptcy, or a risky investment messing up my retirement—and I’m sure you feel the same.”
Body That Builds Credibility: Share facts, anecdotes, or expert insights to prove the problem is real and solvable. Use subheads to keep it scannable. A few examples; What Social Security Doesn't Want You to Know, What Medicare Won't Tell You, What Your Insurance Agent Won't Tell You, What the Government
Doesn't Want You To Know.
Transition to the Offer: As you'll see, I would slowly and seamlessly shift from story to solution in virtually ever section, introducing the newsletter I was selling as the the s the logical answer to their retirement problem.
For example: “In your free copy of "THE RETIREMENT WEALTH-BUILDING GUIDE" I'll show you how to
get Medicare to pay your twice-denied medical claim, and other ways you can safeguard your health and wealth against skyrocketing medical costs too. What to look for in health insurance now, and other important cost cutting information you should have at your fingertips"
A Real-World Example
Let’s break down
The Great Retirement Betrayal. The
headline grabbed retirees’ attention by calling out a “crisis” tied to their biggest fear: losing their savings. T
The lead introduced a man leading thousands of Americans to confront the betrayal of their retirement, fighting for a better lifestyle after watching their nest egg vanish due to “Washington’s betrayal.”
The body backed this up with hard data—how bankers, brokers, and stock gurus were conspiring to steal their
wealth. .
How to Write Your Next Trojan Horse Promotion.
You don’t need to be a journalist to pull this off. Here’s how to craft your own news-style promotion:
Find the Story: Look for a problem, trend, or discovery in your niche. Check X for hot topics or read industry blogs. For a health supplement, you
might find: “New study reveals why 80% of adults over 50 lack energy.” That’s your hook.
Craft a Headline: Write 10 headlines that sound like news, not ads. Example: “Did you know that you can lose your life savings in ‘safe’ municipal bonds?” Test them with friends or on X to see which gets the most clicks.
Write a Gripping Lead: Start with a story
(real or composite), a shocking stat, or a bold question. Keep it under 100 words. Example: “Why are millions of seniors too tired to enjoy retirement? A new study has the answer—and it’s not what you think.”
Back It Up: Use data, quotes, or anecdotes to make your case. Cite credible sources (e.g., “Harvard study shows…”). If you’re selling a course, introduce the creator’s credentials.
Make the Pitch: Transition smoothly. Example: “That’s why [Product Name] was created—to give you the energy you deserve, backed by science.” Keep the tone helpful, not pushy.
Three Pitfalls to Avoid
Sounding Like an Ad: If your headline screams “Buy Now!”, you’ve lost the news
angle. Keep it editorial.
Overloading with Facts: Too many stats bore readers. Balance data with stories.
Weak Transitions: Don’t jump from story to pitch abruptly. Use phrases like “Here’s the good news” to bridge the gap.
How to Take My Blueprint and Run With It.
You’ve got the blueprint, study it.
However, nothing beats seeing the real thing in action.
That’s why I’m giving you a chance to get your hands on my Great Retirement Betrayal FREE (reg. $99), as part of my Million-Dollar Copywriting Swipe File, packed with my best news-style promotions, including the legendary The Great
Retirement Betrayal.
This campaign didn’t just make me $250,000 in royalties—it showed the world how a Trojan horse promotion can dominate.
You’ll see not only the headline that made millions, the lead that hit their fears head-on, and the entire pitch that sealed the deal. But that’s not all—nine more of my my winning "trojan horse" campaigns, each one a
masterclass in grabbing attention, building trust, and closing the sale.
Here’s a taste of what you’ll get:
One Nation Under China: One of my best Trojan horse examples, written like a high-stakes news article, using fear and greed to guide readers straight to the
order form.
Tap the Hidden Wealth Inside Your Paycheck: A conversational gem for everyday folks trying to get ahead—I beat an A-list writer with this one, and it mailed for two years.
The One Stock That Will Make You a Marijuana Millionaire: A masterclass in using undeniable proof to sell a
newsletter with a single stock story—another two-year control.
The New Science of Getting What You Want: My self-promotion for a book, showing how to leverage credibility and a no-risk guarantee to close the sale.
The Fast Money 2020 $1 Million Giveaway: A two-person webinar/VSL transcript that keeps viewers hooked with a conversational
style while revealing a secret trading strategy.
Oil Time Bomb to Blindside U.S. Investors: A three-year control using my “either-or” news approach—readers devoured every word to see if they were right.
The Lightning-Fast Profits Summit: Another VSL
that proves the trading system works, so powerful you might forget it’s an example and subscribe yourself!
The Retirement Club: A legendary email promotion that ran for a decade, transforming a publication into a club with a simple e-vite and landing page.
The Master Key to Marijuana
Profits: A relaunch that turned a struggling publication into a hit by zooming out to the macroeconomic view, then drilling into stock picks.
Individually, you’ll see my headline formula for grabbing readers by the throat, how I use subheads and bullets to keep them hooked, how I drop “cookies” to build desire, and how I close with time-proven calls to action that work.
Together, you’ll get 233 pages filled with dozens of headline, subhead, landing page, and call-to-action ideas to keep your copywriting fresh and engaging. My hope is you’ll use these as a step-by-step guide to write your next big email, landing page, or VSL.
My Special Welcome Offer Saves You $100
When I started sharing my winning campaigns 15 years ago, I promised to make them affordable for copywriters like you. I’ve kept that promise, even as running a website has risen.
The regular price for my Million-Dollar Copywriting Swipe File is $350—that’s just $35 per swipe.
But with this special offer, you’ll pay only $250.
That's a steal of a deal consider this promotion made millions, and that you'll be not only able to study it word by word and paragraph by paragraph but also see the transitions and how I have weaved the calls to action through out the promotion.
YOU'LL ALSO GET THIS SPECIAL BONUS
Full credit toward my one-on-one copywriting coaching program when you sign up—it’s almost like getting these swipes for free!
When you consider you’re getting top-performing emails, landing pages, and VSLs, plus coaching credit, that’s a steal of a deal.
P.S. I
can't stress this enough: When you add my swipe file to yours, you’ll also get a full credit toward my one-on-one coaching program—so it’s practically free.
As a seasoned direct response copywriter, Doug has created hundreds of profitable
direct mail packages, emails, and video sales letters for the world's largest specialized information
publishers—generating over $100 million in direct sales.
