The Secret Of “Micro-Hooks” in Salescopy
June 24, 2008 – 5:53 amOkay, 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 you know the more people read, the more they buy, you’ll want to sprinkle “micro-hooks” in your advertising to jack up your readership, your conversion rates and your bottom line.
Since humans are a curious lot… leaving things temoprarily incomplete is a secret weapon I use to keep them engaged with my copy.
In fact, when things are left incomplete, people feel downright uncomfortable at least until the loop is completed and closure is brought about.
It’s psychology 101… but it’s something you can use to keep the odds in your favor.
Mark Joyner really brought this concept to Internet Marketing called the Zeigarnik Effect. Mark is a real master of this powerful concept.
In the ad I wrote for Marks 7 Day business turnaround, there were hooks galore in the body copy.
Wany an example?
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 I said
“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.
But they were told that if they didn’t, they should just keep reading and the answer would be revealed.
How many people were hot to find out the answer?
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.
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)”
Whoa nelly!
How in the world could anyone resist something that simple?
And the words “more on that in a minute” literally hooked them into reading until they found out!
I suggest you all go get that letter and read it through and look for all of the tiny little “micro hooks.”
It’s a great lesson in sucking in your readers continued attention.
Now, one more thing you need to know.
You gotta close the loop on the curiosity!
If you make people too uncomfortable, they will leave. So make sure you fulfill the promise for more… or you are just another “lying marketer”.
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.
Tags: Advertising
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