Finding the hook - What are your methods?

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What are your methods for finding a good hook within a product, service or market? Do you even have a method for doing this or do you just wing it?

I remember reading about John Carlton who interviews his clients and finds the hook from that. At least that's how he found the hook for the One-Legged Golfer.
#copywriting #finding #hook #methods
  • The one-legged golfer is sort of a curiosity-driven thing,
    which is appropriate for a hobby market. It's an interesting
    story and a grand headline and story, but it's also sort of
    a lightening-in-the-bottle copywriting situation.

    Sure, try to learn all about the product and write as many
    "fascinations" as you can come up with about it. One of
    these fascinations may emerge as the basis for a strong
    headline appeal.

    Also, Carlton and Robert Collier used the term "hook" differently,
    at least to my reading.

    Generally, I search for the "dominant resident emotion" - the
    strongest emotional problem that prospects have on the issue
    the product promises to fix. In the case of sucking at golf,
    it may be frustration and maybe feelings of inferiority to peers.

    In financial and health matters frustration and fear of decline
    are common ones.
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    • Loren,

      Thanks for contributing your insight to my question. The "Dominant resident emotion" is a good way of looking at it and now I can relate to what the "hook" is meant to be.

      Would you agree that the "hook" is really an emotional attachment to a reader that will stand up and say "me too"? Or in the way of the one-legged golfer headline where people reading that would think "If a one-legged golfer can do that then surely even my game could be improved".
      • [1] reply
  • Fear, greed, envy, pride, vanity, laziness, lust, security...

    All basic emotions. Figure out which one is likely to be dominant with your audience and you've probably got your hook. It always comes back to knowing who you're writing for.

    Once you identify your hook, then visualize someone like that either from personal experience or maybe a celebrity. Charlie Sheen might be one who fits them all except for maybe laziness and security. (I know, his real issue is likely to be insecurity but he's not accepting that at the moment) So in a case like his you'll want to speak to the most dominant one.

    Maybe someone could write a copywriting report on "The Many Hooks Of coocoo Charlie" Good luck.
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    Finding the hook - What are your methods?

    What are your methods for finding a good hook within a product, service or market? Do you even have a method for doing this or do you just wing it? I remember reading about John Carlton who interviews his clients and finds the hook from that. At least that's how he found the hook for the One-Legged Golfer.