Article Advise

submitted: Jun 24th 2008 | by: MillionDollarMikeMorgan | Total views: 1 | Word Count: 456 | |

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.

In fact, when things are left incomplete, people feel downright uncomfortable at least until the loop is completed and closure is brought about.

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 few examples of these "micro hooks' from that letter:

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 here's the brilliance of this tiny little hook. Most people don't have a clue of the tactics they need to implement to excecute the strategy.

So I told them to continue reading the letter if they wanted more info.

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.

How about another sample...

Later, I showed the mechanism that made turnarounds work.

So 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)"

How about that?

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!

If you can Google the letter and read it... it's a great tutorial on these "micro-hooks".

It's a fantastic lesson on keeping people engaged in your advertising.

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 you don't, they'll still be mentally processing the open loop, and that kind of mind isn't ready to buy, because those little things will drive them crazy.

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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