| Author |
Topic |
Eric Louviere |
 Posted - 07/30/2007 : 02:36:00
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Do you have a way you come up with "hooks"
for your letters/products? Is there any
kind of strategy, ritual, etc you use?
Me, I usually look for that one big thing,
that one major take-away... that one big
selling point.
Then, I just ponder on it, to find an angle,
a differential point, a unique spin/angle.
Your thoughts?
~Eric
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Jag82 |
Posted - 07/30/2007 : 04:55:40
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Eric,
Yes I go for the same exact approach as you.
What I do is that I look at what the product can give. The various kind of benefits. Then I look at the target audience the product is aimed at.
From there, I choose the one BIG and MOST RELEVANT benefit and attack from that angle. I will shape and sell that product from that perspective.
What about the rest of the benefits and features? I position them as MORE value-added bonuses, elaborate and play it up, and make the whole package more valuable than it actually is.
Jag |
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Eric Louviere |
Posted - 07/30/2007 : 13:36:33
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Yeah Jag, I do the same thing with the rest of the benefits, as well. I figure by the time they get to the 3rd one, "It's buying time!"... :)
I know in "face-to-face" selling that technique worked extremely well for me. I sold advertising packages to small businesses, and I would hit them up on the "Distribution and ROI on their investment". I'd hammer that home at the beginning of my presentation, get them interactive, asking questions -- then I'd start closing them with the rest of the benefits.
Example:
"Yes, you multiply the exact distribution by 2.3 and that's how many folks you'll reach (household). Plus, you'll blow your competition away because you're in full color at the front of the publication, and the first bank listed in bold! <-------- dropping the next benefit"
"Lets go ahead and get the art work set up <------ close"
By the time I'd get to the 3rd benefit (or closing attempt) I usually had them sealed.
But, another major key to the success, was warming the prospects up ahead of time --- before the presentation --- during the prospecting period. I think that's another golden concept a lot of marketers miss the boat on.
Often times, it's best (in my view) to warm up the prospects before you sell them. We see a form of that when marketers start building anticipation for their launch. And, that's why (in my view) a lot of marketers preach how important the back-end is...
The reason the back-end is so powerful in our industry is because the prospect/customer has already been warmed up.
~Eric |
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Jag82 |
Posted - 07/30/2007 : 14:28:40
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Hey Eric,
You raised a few powerful points.
The part of giving all the benefits and then....CLOSING! We should reaffirm the desire for them and not let them slip away.
I remember when I was a young teenager selling television programme package, I used to utilize the same trick - emphasize the benefits and then close for them. I will go, "So when can I send the technician down to your house to install the television coder?"
Haha...works well for me on many occasions!
Oh yes...the importance of warming the prospects up.
This is what I do too!
Whenever I negotiate a deal, I don't talk about asking the client to pay first. Instead, I will shower him with as much value as I can. Feed them silly even.
Sometimes when they ask me a simple question, I will send a very long and detailed reply. Simply put --> underpromise and over-deliver.
After that, the closing of deal is easy.
Adding value is just sooooooooo important! Cannot emphasized that point enough!
Cheers,
Jag |
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Daniel E Taylor |
Posted - 07/30/2007 : 15:56:49
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I may have a different approach to my copywriting. This is a technique I use to do when I was selling door to door. Before I start writing any copy, I think of what character, angle, and/or gimmick I'm going to use. I always use some sort of angle that will separate my sales pitch from the other 1000 in the same niche. After I do that I think of the key benefit I'm going to exploit. I try to find the one that will provoke emotion in most of my customers. Also I want it to quickly answer the question "And I care because?". Then I do the rest of whats on my copywriting checklist like gaining commitment, Call to action, etc...
There is more to it than that but thats an overview.
Daniel Taylor |
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rmsalesmasters |
Posted - 07/31/2007 : 01:14:48
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Hi this info is great, I am in the process of writing a sales letter and was just about to start and this certainly sent me of on the right path. Thanks
Rich |
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slashman |
Posted - 07/31/2007 : 13:58:55
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This really helps me out. I usually advertise my services on craigslist and I always get compliments because, I guess, I really know what people are looking for in an SEO service, but when I write a sales page for other products, they are not as good. But, now that I read that my sales letter should be like my face to face ads like when I call them and speak with my clients, then I can really improve my letters.
Thanks,
George |
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-RMH- |
Posted - 07/31/2007 : 14:27:12
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| I usually read a lot in advance... research... then let my subconscious mind go to work on a hook. Occasionally, when lacking inspiration, I just sit down and hammer it out. As John Carlton might say, I just "sell the damn thing." |
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Popstar |
Posted - 07/31/2007 : 15:15:53
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| I'm in agreement with Daniel on this one. Think of what the customer needs or wants that no one else is giving him and focus on that. |
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braver55b |
Posted - 08/01/2007 : 15:51:46
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 You might want to have a recorder and speak into it as if your customer were right in front of you and you were just having a conversation, only you have previously done the research and you
know the profile of your typical customer and what they like, so you can push their hot buttons by stressing benefits and how they'll benefit and compare the price to some activity that you know they'll be familiar with.
Say for example "That works out to the cost of a cup of coffee a day over a year's time"
Remember the (WIIFM) what's in it for me? philosphy, Consciously or unconsciously when your visitors hits your site, they want to know what you can do to solve their problem. |
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GrantFreeman |
Posted - 08/01/2007 : 21:57:43
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quote : Originally posted by Eric Louviere
Do you have a way you come up with "hooks"
for your letters/products? Is there any
kind of strategy, ritual, etc you use?
Me, I usually look for that one big thing,
that one major take-away... that one big
selling point.
Then, I just ponder on it, to find an angle,
a differential point, a unique spin/angle.
Your thoughts?
~Eric
I had a great hook when I first started selling my cover designs- 300dpi, and then that hook became less and less impactfull. I was learning from Yanik back then, and using his Instant Sales Letters.
I'm finding it hard to create a new hook without having the urge to rename the whole product (since it was recently rebranded). I might be at a place where I'm trying to hard, and making things complicated.
Feeling like a caveman right now:)
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trader_stuart |
Posted - 08/02/2007 : 08:26:15
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I think one of the best ways to learn about hooks is by example. Here's a sales letter by Peter Godfrey, it's very long and it's got more hooks in it than you can poke a stick at:
http://www.emotionaladwriting.com/bootcamp/
I've heard this guy speak about copy, he's brilliant. Really explains everything in very simple language. If his copy can't give you some ideas nothing will! |
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Richard Daniels |
Posted - 08/03/2007 : 17:32:56
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For the niches that we already have subscribers, or can tap into someone else's list, we conduct a simple survey so we are told the main hook and areas of interest by the potential customer.
The words they use, the emotions they mention and the questions they ask in the survey make a good start for a hook - it can sometimes write iteself.
We also like to try and create a personality in the heading.... I love some of the old "one legged golf player..." type headings. |
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nobodyspecial |
Posted - 08/03/2007 : 18:16:14
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Method for hooks? Simple, ask the target audience how they feel about the widget you are promoting then put those feelings into the sales copy.
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zapseo |
Posted - 08/05/2007 : 20:48:44
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2 words: deep research
That's where the best come from... |
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ndcole78 |
Posted - 08/05/2007 : 22:10:47
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Hey, Eric, I like using a story-telling hook. People related to stories better, espcially if the story sounds similar to what the reader is going through. I've even taken testimonials and used a phrase from the testimonial for a headline, followed by a gripping story, which is really affective.
But, I must warn people though. If you can't tell a good story, then this approach won't work. You might as well go with your normal routine.
But for me, a story-telling hook works wonders for my clients as well as for my own products. |
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Jason Moffatt |
Posted - 08/06/2007 : 14:17:47
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A 5th of Jack Daniels, Comedy Central, and
some trashy magazines!
Seems to work wonders. |
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katharina |
Posted - 08/07/2007 : 11:20:59
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I find that when it comes to hooks i generally think about what will catch a persons attention...you need to say something positive in your first and largest statement...I usually ask a question, such as..
Do you want to know the top 10 best-kept-secrets of the Wealthiest Internet Marketer's out there?
--thats just an example of what I mean, but you can relate it to anything, really...just find out what people want as a result of your product and formulate it into a question.
Once that is established, you will have their interest...why of course that is exactly what I want to know...
then you get onto selling your product...it goes on from there..
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rasheedali |
Posted - 08/07/2007 : 11:45:37
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Hi Eric,
For me it depends on the product as well as the age of the product.
When I ghost wrote Keyword Elite for another copywriter, I found my hook on the Discovery channel while feeding my then, infant daughter before bed. That was before the product had any real users, testimonials or "real-world" stats. Only the headline and testimonials has changed since then.
Normally though...
One of the ways I find hooks is to basically ask the questions...
What is my target market thinking?
What are they feeling right now?
Basically what are their paradigms?
What is the biggest problem this market is facing?
Then I find a basic route into their minds (headline)...sit on it for a while and revise until I find the best hook and a theme.
I use the TeeVee and my swipe files for more inspiration.
Warmest Regards,
Rasheed Ali
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Dave Ryan |
Posted - 08/07/2007 : 11:49:47
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quote : Originally posted by Eric Louviere
Do you have a way you come up with "hooks"
for your letters/products? Is there any
kind of strategy, ritual, etc you use?
Me, I usually look for that one big thing,
that one major take-away... that one big
selling point.
Then, I just ponder on it, to find an angle,
a differential point, a unique spin/angle.
Your thoughts?
~Eric
There's a million different ways to gain the unique hook that will make your product trample the competition...
One cool way of thinking about it is via soft-innovations as talked about in "Free Prize Inside" where you perform "edge-craft" to make a product or service unique and remarkable!
Dave
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mybluedog |
Posted - 08/07/2007 : 14:36:59
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As Carlton just blogged about...
1. Study Weekly World News
2. Study National Enquirer and the other rags.
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Bruce Wedding |
Posted - 08/07/2007 : 16:44:47
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quote : Originally posted by Jason Moffatt
A 5th of Jack Daniels, Comedy Central, and
some trashy magazines!
Seems to work wonders.
Switch the Jack for some Shiner Bock beer and you're in the neighborhood. It seems to me that a lot of people in this thread don't have a clue what a hook really is.
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Eric Louviere |
Posted - 08/07/2007 : 18:06:02
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quote : Originally posted by Bruce Weddingquote : Originally posted by Jason Moffatt
A 5th of Jack Daniels, Comedy Central, and
some trashy magazines!
Seems to work wonders.
Switch the Jack for some Shiner Bock beer and you're in the neighborhood. It seems to me that a lot of people in this thread don't have a clue what a hook really is.
You had me at "Shiner Bock".... :) |
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Paul_Short |
Posted - 08/08/2007 : 11:31:14
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To bring this thread even more off topic...
I like to think of a hook in terms of music, '70's & '80's classic rock to be precise (yes, I'm revealing my age).
Who can name the hook in Steppenwolf's "Born to be wild"?
What about Rush's "Closer to the heart"?
Dire Strait's "Money for nothin"?
See the connection?
The hook is actually the song title or a variation thereof.
Translate that to sales copy and you use the hook in your headline, throughout your sales letter in strategic places and of course right before the big finish!.
LOL!
Paul
(Paul checks his mullet & scurries off to youtube for a 20 year step back in time)
Edit:
Oh, the original question Eric presented was about coming up with hooks...
Quite simply, and in terms of music and the songs I listed above, the hook is the most exciting part of the song. It's the part that brings out the greatest emotion in the listener's (reader's) mind.
/Edit |
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Hobbitopoly |
Posted - 08/08/2007 : 11:54:50
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| I'd think for Rush's "Closer to the Heart", it would have to be the chimes. I hold my breath for that part every time. And yes, I am a 40 year-old Rush fan. I've loved them for years. |
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Bruce Wedding |
Posted - 08/08/2007 : 14:25:30
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Shiner Rules!
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Mangopork |
Posted - 08/08/2007 : 14:54:31
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quote : Originally posted by Jason Moffatt
A 5th of Jack Daniels, Comedy Central, and
some trashy magazines!
Seems to work wonders.
Bahahahahahaahah
God, This forum needs more colorful humor. |
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trader_stuart |
Posted - 08/10/2007 : 07:39:07
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Mal Emery Australian marketing guru swears by this method.
Research the market and find the number one most common area of pain experienced by people interested in the subject. Mold your headline around solving or relieving this pain. |
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Rien |
Posted - 08/11/2007 : 00:13:44
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| When I am stuck I use a technique that I saw on another forum that I am a member on. Magazines. Just reading headlines on magazine covers sparks my imagination. There are copywriters getting paid a lot of money to get people to buy these national publications. Just my 2 cents. |
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| Topic |
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How do you come up with "Hooks"?