Now that I have more free time on my hands I've been listening to it everyday now for a couple of weeks.
If you've ever snatched a copy of his "Copywriters Handbook" (which I highly recommend you do if you haven't), Killer Copywriting Secrets is 'somewhat' an audio version of his book, tightly packed into 3 hours of just pure tips and strategies.
In the first CD he quickly covers a strategy that I can't seem to find in his book called, Transubstantiation.
As he puts it, Transubstantiation is when you "begin with an idea that seems like an impossibility and is advertised by a claim that sounds like a lie."
He gave a couple of examples in a article I found from Early to Rise back in 2004 (link below).
For some reason I'm having a hard time wrapping my head around the concept.
I'd love to hear everyone chime in on the subject.
I provided a link to the article below.