Primary Promise: Earn 30-40 times more interest on your money.
Proprietary Solution: The bankers’ “secret account.”
Intellectually Interesting Appeal: What is this “secret account”… why has it been kept from the public… and how do I get one for myself?
This big idea taps into the injustice and victimization people feel when things are hidden from them.
In this case, rich bankers are hiding a special type of bank account that gives 30-40x more interest than a regular bank account, but they won’t share the information with the public.
This big idea is an “expose” of previously secret information, which is always a compelling angle because all humans have a deep desire to know more than others and hate being kept in the dark.
Also, notice how the pre-headline packs an incredible credibility punch…
It was said by the former accountant of two global banks “under oath” indicating that what he said MUST be true.
Notice how very few words pre-frame the headline with an enormous amount of credibility.
[ Back to Table of Contents ]
