I’ve sold $3,000+ deals with a simple Google Doc.

And I've done it with ZERO objections.

If you’d like to do the same (so you don't have to constantly “convince” people of your offer), then this email is for you.

Because I’m about to share with you ONE little-known (but very simple) copywriting trick I use in all of my offers.

And it’s something I call “missing link” copy.

Did I make this name up?

You bet.

Is there a proper name for it?

Maybe.

But I don’t care about nomenclature.

I care about semantics - the understanding behind the name.

And when I explain what “missing link” copy is, you’ll see exactly why I named it that.

But first, some background...

A lesson in Direct Response Marketing

I read a lot about Direct Response Marketing:

Gary Halbert’s "Boron Letters".
Claude Hopkins’ "Breakthrough Advertising".
Zarak’s "DR Files" (which I pay $99/month for).

These guys are the true greats of copywriting.

Because I refuse to get my copy strategies from Twitter like 99% of other brands do.

And that’s why I can sell $3,000+ offers from simple Google Docs while 99% of brands can’t.

(I’m not trying to brag here. I’m saying it because I want you to improve your own offers. And to do that, I need you to actually read this email. And to get you to do that, I need to first establish my own credibility. Which, FYI, is a free copy tip in-and-of-itself).

But back to DRM…

Studying DRM has been one of the best things I ever done for my own brand.

Because it made me aware of missing link copy.

And I’ll illustrate what "missing link" copy is it with an example...

An example of “missing link copy”

Let’s suppose you’re trying to sell a weight loss program to someone with one too many spare tires round their midsection.

You notice this person struggling.

You can see they’re trying their best.

You can see they're giving it their all.

But they’re stuck.

And so you do one VERY important thing:

You don’t look for the REAL reason they’re struggling to lose weight (you already know it’s because they mainlined sugar, butter and Reese's Pieces for the past 5 years). That is largely irrelevant right now.

Instead, what you ask is this:

Why do they THINK they’re struggling to lose weight?

Because why they THINK they can’t lose weight and why they ACTUALLY can’t lose weight will be vastly different.

They will say something like:

“I’m stressed at work”.
“Just bad genetics, I guess.”
“Fuck man, I hit 30 and my metabolism just ground to a halt.”

All completely false, of course.

But that doesn’t matter.

Because at this stage if you try to explain the real reason behind their Jabba the Hut gut (nice rhyme there tbh), then you will INSTANTLY lose the sale.

Their defenses will kick in.

Their ego will get triggered.

And they will tell you exactly where you can stick it.

So you need be a little more cunning.

What you do instead is this:

You DM them and ask them what they THINK their problem is (“slow metabolism”).

You then empathise with them (“yeah man, can’t tell you how many guys I work in their 30s in the same boat. Not like your 20s when you can live on an IV drip of Snicker's Ice cream and Doritos and still stay shredded, right!!!”)

And then you kick into “research mode”.

You start looking for a “missing link”.

A reason WHY someone's metabolism might slow down at 30.

Some weird enzyme.

Some strange metabolic phenomenon.

Some “secret” to weight gain that’s been causing their issues this whole time.

Because what do you think will happen when they read this in your copy?

Their brain will instantly go “FUCK. This is it. THIS is what I’ve been missing! This is what’s going to fix me!”

And we’ve all experienced this before.

You’re struggling with a problem.

You’re looking for a silver bullet.

Someone shows it to you.

And what do you do?

You spam that “Buy” button faster than the dude sitting on the Fruity machine at Ladbrokes at 8pm on a Sunday night.

And that’s the EXACT response you need to trigger in your prospects.

Make them feel like you're what they've been searching for.

Like you’ve got the secret.

Like you’ve got the answers.

Like you've got the missing link they've been searching for this whole time.

And, to be clear - you do.

You are NOT deceiving this person.

This is NOT about manipulation or lying to your prospects.

You ARE going to fix their problems.

I do not advocate deceit in the slightest. (And if I hear of any of you guys actively trying to do that to your prospects, you will be unsubscribed from this list INSTANTLY).

What I AM a big advocate of however, is playing the human psychology game, using this to get people in the door and THEN showing them the true path to success so that you can actually improve their lives.

Because let me share a sad (but true) fact with you…

If you aren’t using “missing link” copy right now, then you are doing a MASSIVE disservice to your community.

Because let me ask you this.

If you TRULY believe you can help your clients, then which of these is the lesser of two evils:

Option 1: Using a little human psychology to get them in the door and then gradually re-educating them on how to improve their lives (via better health, in this instance).

OR 

Option 2: Letting them spend the next 12 months struggling with their weight, feeling shit about themselves and, ultimately, bringing themselves closer to an early grave. All because you didn’t know how to tap into their psychology properly.

I’d argue that door number 2 is the far worse outcome.

And that's why I'm 100% OK with using this tactic to get customers and clients in the door.

Because I know how to improve their lives (and I've proven this with the results I get them).

Which brings me to sum up the whole game of online business in 3 lines:

Step 1: Sell people what they.

Step 2: Use "missing link copy" to get them in the door.

Step 3: THEN give them what they need.

If you try to do it the other way round, you will forever remain stuck where you are right now - unable to land clients and unable to improve people's lives.

Now, I know very few (if any) are selling weight loss programs.

So I have a challenge for you on this fine ass Friday morning...

Try to apply the above lesson to your own offer.

Figure out how you tap into human psychology, present yourself as “the missing link” in your client’s mind and then use this to get them in the door so you can begin improving their lives.

That's all from me today.

Talk soon,

Harry

PS. I built a $10k/month personal in under 4 months.

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