Week Commencing 2010-12-20: If I Can't Think Of A Hook, Does That Make Me A Bad Copywriter...

8 replies
...Or Does My Product Stink?

Hi All,

So, once again (hence the timestamp) I'm ramping up to write some copy...with a lot of help from my friends (Mal and Judy -- thanks a million).

I sometimes like to "buy" copy, but then take some time to make it "my own" (groan)...which I've done with a new thing...but this time I'm really struggling for a hook. The "why".

For what it's worth, I haven't figured out exactly *who* I should be aiming my product at...which is probably a big part of the problem (if I don't know the "who", how can I know the "how"...and therefore position the "why")...?

Any time-worn tips would be gratefully accepted as always. And Mal -- cheers, mate!

Best wishes,
#bad #commencing #copywriter #hook #make #week
  • Profile picture of the author Darius.Chase
    What do you believe the market is missing?

    Do they know theyre missing it?

    Do you have a list to ask?

    Ask them:
    What have you tried with X so far?

    What's the biggest reason its worked or not worked?

    What do you believe is missing for that magic touch?

    How do you FEEL it would make things better for you?

    I cant be more specific as it varies market to market.

    I work as a copywriter with some major clickbank publishers and finally decided to get a warrior forum account, so im more than happy to help out..if you'd like more advice, just shoot me a PM.
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    • Profile picture of the author dorothydot
      Here's my approach to find the right hook - the USP:

      First, what is the problem that your product solves?
      Let's take a pencil. It has lead in it - instead of ink. So you can delete (erase) what you've written easily and rewrite over it. Saves paper. Saves messy scratch-outs. And it even comes with its own "deleter" on the opposite end of the writing tip.
      Second, who cares?
      People who need to think on paper. People who often make mistakes and want to be able to correct themselves without having to start completely over again.
      Okay, there's a real good start for finding a hook. Now think generally of headlines/outlines:

      "Do you get tired of messy scribbles and confusing cross-outs?"

      "How to Get the Right Answer and Hide All The Trauma You Went Through To Arrive At It!"

      Spark the creative juices? Now you're off on your very own rough draft.


      "Sell the Magic of A Dream"

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  • Profile picture of the author The Copy Nazi
    Steve, this checklist from Bruce Wedding might help - http://www.copywritingmaniac.com/
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    • Profile picture of the author Jag82
      Originally Posted by Metronicity View Post

      Steve, this checklist from Bruce Wedding might help - Copywriting Maniac - The Affordable Internet Marketing
      To add on to this...

      You will find very good checklists and pointers
      from these 2 excellent resources:

      - Tested Advertising Methods by John Caples
      - Ca$hvertising by Drew Eric Whitman

      - Jag
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      • If I'm completely stuck in finding the "hook" - or creating a brilliant headline.

        Or the ones I think of don't quite hit the mark.

        And the deadline is fast approaching...

        I use a "How to..." type headline (there are lots of different varieties and you can easily use subheads that fit in well).

        It's remarkable how often they work.

        In fact they've never bombed.
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  • Profile picture of the author sethczerepak
    Close your eyes and picture your ideal customer suffering from the issue which the product will solve, then picture them AFTER they've bought and used the product.

    What's the END RESULT benefit? What state/lifestyle are they enjoying because of it. Drill down until you get there, forget every step in between that it took to get them there...customers don't care about that...they care about the end result. That's the easier way to find the hook for any product or service...been using it for over ten years and it's never failed.
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  • Profile picture of the author Nick Brighton
    Steve, here's some of the steps I take with clients...

    1. Why did you create the product? What was missing from the market already? What was the story behind creating it?

    2. Who are you, and how did you get here? Who are you fighting against? Who's on your side?

    3. How is your product better? Is it faster, less hassle, more streamlined, more intuitive, solves deeper problems, solves different problems, etc?

    Usually from those questions, you'll find your hook, every time.

    P.S - For what it's worth, I actually think you answered your own question... you need to get a crystal clear target customer before you try and sell anything. And as you said yourself, you can't craft the hook if you don't know why or who.
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