The Secondary Promise Technique
Back up every big promise with a smaller, more believable promise that sells on its own
When your primary promise is so large that skeptical readers might dismiss it, Bly prescribes pairing it with a secondary promise. The secondary promise is a lesser but still compelling benefit that (a) is reason enough to buy on its own and (b) is small enough to be easily believed. This creates a psychological safety net: readers who believe the big promise are sold by it, and readers who are skeptical about the big promise can still be sold by the secondary promise. The result is that you capture both the optimistic and the skeptical segments of your audience.
- A secondary promise captures skeptical readers who dismiss the primary claim, expanding total conversion without diluting the main offer.
- When your headline claim is large, pair it with a smaller claim that is independently sufficient to justify the purchase.
- Credibility at the secondary level borrows upward to make the primary level feel more believable.
- Covering both optimistic and skeptical audience segments with different but compatible promises is more effective than targeting one mindset.
- The best copy sells the skeptic and the believer simultaneously by giving each a distinct and honest reason to act.
- Craft the biggest truthful promise your product can supportLead with the most dramatic, attention-getting benefit your product genuinely delivers. Do not water it down out of fear of skepticism. The big promise is your headline and primary hook. It must be large enough to stop readers and make them want to know more.
- Identify a secondary benefit that is independently valuableFind a second benefit of your product that is (a) desirable enough to justify the purchase on its own merits and (b) modest enough that most readers will believe it without extensive proof. This benefit should be a natural consequence of the product, not a stretch.
- Feature the secondary promise prominently in the subhead or leadPlace the secondary promise immediately after the big promise, typically as a subhead or in the first few paragraphs. Frame it explicitly as a fallback: 'Even if [big promise doesn't fully materialize], you'll still [secondary benefit].' This creates the can't-lose logic that overcomes skepticism.
An investment promotion had the headline: 'Crazy as It Sounds, Shares of This Tiny R&D Company, Selling for $2 Today, Could Be Worth as Much as $100 in the Not-Too-Distant Future.' This 4,900% gain claim was extraordinary and potentially unbelievable. The secondary promise subhead read: 'Even if the company's treatment is a total failure, the stock could still earn early-stage investors a 500% gain on their shares within the next 24 months.' The reasoning: even without FDA approval for the main treatment, the company's technology had other profitable applications.
When your primary promise is so large that skeptical readers might dismiss it, Bly prescribes pairing it with a secondary promise. The secondary promise is a lesser but still compelling benefit that (a) is reason enough to buy on its own and (b) is small enough to be easily believed. This creates a psychological safety net: readers who believe the big promise are sold by it, and readers who are skeptical about the big promise can still be sold by the secondary promise. The result is that you cap