Online Business Freedom

If there is one technique that will almost force your prospects to read your entire sales pitch, from the first word to the last, and leave them breathless and wondering how to buy your product or service, this is it.

Are you ready? Okay here it is:

The Power of the Bucket Brigade!

Let me explain:

In older and simpler times there were no formal fire departments. Instead, when a fire broke out the townsfolk would create a line from the nearest water source to the fire. They would then pass buckets of water at breakneck speed, without interruption, until the fire was put out.

What does this have to do with magnetic copywriting? Everything! You see, your copy must flow, smoothly, magnetically, and without interruption, or you will risk losing a prospect’s attention, and therefore, lose the sale.

To ensure this doesn’t happen, great copywriters have been using “Bucket Brigade” phrases and words to reach out and grab their readers by the eyeballs and not let go until

the letter ends and the reader is foaming at the mouth and ready to buy.

So what are some of these “magical” words and phrases, how do you use them, and what’s the big stinkin’ deal? Good questions. Here’s what it’s all about:

Bucket Brigade words are “keep reading” power phrases that usually come at the beginning of a key paragraph and give a very important promise. It promises the reader “the payoff is just around the corner” and “you’re going to miss out if you stop now!”

What do we call this on TV and in movies? That’s right, a CLIFFHANGER!

People can’t stand to hear an incomplete story or idea and will read on despite themselves just to gain closure. Your job as a copywriter is to jam your sales letter full of these cliffhangers, of varying degrees and sizes, in order to keep the Bucket Brigade going.

In fact, here’s an example of a mini Cliffhanger you can use at every important paragraph.

Better yet, use THIS example to ensure your reader keeps reading.

By now, you’ve probably figured out what I’m doing here. And if you haven’t let me just tell you.

Paragraphs that start with phrases like, “In fact,” “Better yet,” and “By now,” are examples of the Bucket Brigade. They entice the reader into completing the thought the phrase has begun. Here’s a partial list of these phrases:

1. Here’s why

2. Meanwhile

3. Nevertheless

4. No wonder

5. On the other hand

6. What’s more

7. You see

8. Think about it

9. As if that’s not enough

10. As it turns out

But here’s an extremely important point you must keep in mind for the Bucket Brigade to work… You must have something good to say!

You cannot bait the reader into believing you have some useful bit of information then not deliver. You must keep your end of the bargain. Which is why when you have an

exceptionally good point to make you can use…

A Paragraph Break or Subhead to Drive Your Point Home!

Not only are they easier on the eyes in terms of formatting but they will subconsciously stick out to the reader. When done correctly your website, sales letter, or whatever ad

copy you are writing should follow a slippery slope where the only job of the first sentence is to get you to read the second sentence, whose job is to get you to read the

third sentence, and so on and so forth.

Furthermore, great copywriters argue that many prospects are “skimmers” and will only read your subheads anyways.

As a result when you go back over your copy they should be able to get the main points of your message simply by skimming the headline and subheads, then going straight into your offer.

So use the powerful psychology of the Cliffhanger in your ad copy making sure it follows the “Bucket Brigade” type of format.

-James D. Lee

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