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.
Sure you know about hooks… but how about “mico-hooks”? That’s how we get people reading our ads.
And since the more our prospects read… the more often they buy… you need to KEEP them reading. One way is using “micro-hooks”.
People are by and large curious. And I like to use that fact to my advantage when writing salescopy.
It makes people slightly uncomfortable… at least until they get the answer. But most importantly, it keeps them reading until they do.
Sure… it’s pretty basic psychology, but it’s a great weapon in your copywriting arsenal.
My pal Mark Joyner is a master of this. He calls it the Zeigarnik Effect.
I wrote the copy for Mark’s 7 Day Business Turnaround and used many of these powerful devices.
Here’s a sample:
In a section of the copy, I was explaining the exact steps involved in a business turnaround. I explained the 4 step process that made any turnaround work.
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 I didn’t give them all the details… but enough to give some real information.
So I told them to continue reading the letter if they wanted more info.
Do you think that got a few people curious?
Oh yeah. They HAD to find the answer.
Here’s one more example.
Later, I showed the mechanism that made turnarounds work.
Then 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)”
Heh heh heh…
Who in that target market could resist a process so bloody simple a 2nd grade teacher could do it?
And writing “more on that in a minute” ratcheted up the curiosity to the point where readers HAD to find out.
That leter is a clinic on “micro-hooks”.
There’s at least a half dozen of them. It’s a virtual clinic on writing and implementing these sneaky little hook tricks.
Oh yeah. One more thing worth noting.
You gotta close the loop on the curiosity!
You don’t want to keep people too uncomfortable. If you tell them “More on this in a minute” you need to fulfill that promise.
If the loop remains open, not only will they view you as a liar… you’ve ruined the buying climate.
One more thing. Don’t give readers ALL the answers in your salescopy. That’s an itch only the product should scratch.
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Tags: Copywriting, Copywriting
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