Using “Micro-Hooks” In Copywriting
Okay, now I’m going to tell you something about hooks that you’ll be hard pressed to find anywhere else.
The “hook” or the “Big Idea” is one of the ways we get people to read our ads.
To keep my prospect reading, I use lots of “micro-hooks” to keep them engaged with my salesletter.
Since humans are a curious lot… leaving things temoprarily incomplete is a secret weapon I use to keep them engaged with my copy.
Curiosity will keep people digging to find answers… that means they will read more of your salescopy.
This is basic human psychology and in marketing, you use this psychology to your advantage.
My pal Mark Joyner is a master of this. He calls it the Zeigarnik Effect.
In the ad I wrote for Marks 7 Day business turnaround, there were hooks galore in the body copy.
Here’s a sample:
I was explaining the exact 4 steps involved in a business turnaround.
then…
“That’s it. Pretty simple… at least on the outside. With that strategy alone, you could engineer a turnaround. If you know the tactics to accomplish each step, my work is done here. Go forth and execute. If you don’t… keep reading to uncover your answer. Okay, seems pretty simple doesn’t it?”
But the beauty of that micro-hook was the fact people didn’t know the details to execute the strategy.
I told them if they didn’t know the strategies… they would be revealed in the letter.
Do you think that made people uncomfortable?
You bet it did, because if they were in need of a business turnaround, they HAD TO KNOW THE ANSWER.
Let me give you one more example from that salesletter.
A little ways down in the copy, I explained the mechanism behind turnarounds.
I wrote:
“That’s the process for your 7 Day Turnaround. It’s the same thing a Fortune 500 would do, just made so bloody simple a 2nd grade teacher could do it (more about that in a minute)”
Whoa nelly!
Who in that target market could resist a process so bloody simple a 2nd grade teacher could do it?
Using “more on that in a minute” hooked readers into reading more copy so they could find the answer.
If you can Google the letter and read it… it’s a great tutorial on these “micro-hooks”.
It’s a great lesson in sucking in your readers continued attention.
One more thing….
If you’re utilizing this tactic, you need to make certain you CLOSE THE LOOP.
If you don’t give them what you said you would… they won’t trust you. And that kills your sales.
If the loop remains open, not only will they view you as a liar… you’ve ruined the buying climate.
But don’t give readers ALL the answers in your copy… or they won’t buy your product.
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Tags: Copywriting