What HOOKS the prospect like a helpless fish to bait?

28 replies
I'll be short....

I've noticed some pretty good copywriters preaching about USP (unique selling point) and how important it is to slap it across the opening to gain attention and completely stand out-

With your experience, what makes a hook push that button?
#bait #fish #helpless #hooks #prospect
  • Profile picture of the author Cam Connor
    There really isn't one specific thing, it really depends on your product, your audience, etc. etc.
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    • Profile picture of the author wishfulsuccess
      Originally Posted by Cam Connor View Post

      There really isn't one specific thing, it really depends on your product, your audience, etc. etc.
      So the hook would be "What the audience is searching for" and not something that gives them curiosity?
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  • Profile picture of the author Stack Bundles
    I've had most of my success with tapping in to a specific emotion related to a specific ailment for health related issues. Mentioning something that only a person with that ailment would understand. That convinces the person that you know what you are talking about.

    That works for almost anything. What if you saw this headline,

    "Tired of reading success stories about others in forums, coming close to the big one but never hitting the big money, not afraid of putting in hard work to make good money - Come Check Out my Internet Marketing Blog"

    I am tapping into emotion that only internet marketers can relate too. In fact only a person that has been doing it for awhile, and going through the same emotions as you are so you feel at least this person knows as much as me and has finally cracked the code I've been close to cracking myself.

    Then you shell out $10 for the WSO. lol.

    -Stack Bundles
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  • Profile picture of the author spotwing
    Originally Posted by wishfulsuccess View Post

    I'll be short....

    I've noticed some pretty good copywriters preaching about USP (unique selling point) and how important it is to slap it across the opening to gain attention and completely stand out-

    With your experience, what makes a hook push that button?
    I like Appsumos way of doing copy. Check them out.. Looks awful, but works. I read in an interview
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  • Profile picture of the author Alex Cohen
    Originally Posted by wishfulsuccess View Post

    I'll be short....

    I've noticed some pretty good copywriters preaching about USP (unique selling point) and how important it is to slap it across the opening to gain attention and completely stand out-

    With your experience, what makes a hook push that button?
    John Carlton explains it this way...
    It's something about the product... that should challenge, titillate or shock the reader. It's that very special moment of connection, where the reader's brain says "Hey, wait a minute..." and is sucked in whole.
    The entire article is here: Fishing For Hooks | The RANT

    Alex
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  • Profile picture of the author Mark Andrews
    Banned
    Originally Posted by wishfulsuccess View Post

    I'll be short....

    I've noticed some pretty good copywriters preaching about USP (unique selling point) and how important it is to slap it across the opening to gain attention and completely stand out-

    With your experience, what makes a hook push that button?
    http://www.warriorforum.com/search.p...rchid=11124092
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  • Profile picture of the author lenlatimer
    One way to look at it, is taking away the prospect's "PAIN".

    If you visited your doctor, and while he's looking at your x-ray, he says
    "tsk..tsk..afraid you have a real problem here..."

    You would be ready and willing to spend any amount you had to fix it, wouldn't you? Even though you didn't have a thought about it before hearing it from the doctor.

    You could say the same, in different degrees, of getting rid of male baldness... to losing weight . The old formula of "problem-agitate-solve" is such a great formula for writing copy.
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    Len Latimer
    Copy-In-A-Box, an amazing Word Add-in Tool that adds Dazzle & Personality to your copy. My WSO

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    • Profile picture of the author ThomasOMalley
      The key to finding the hook is to really understand your market.

      It's the basic type of homework that most copywriters just won't do. This gives a big competitive edge to those copywriters who will do their homework.

      When you truly understand your market and do your research, write down all your ideas and let them percolate in your mind.

      The right hook will often pop in your mind when you are involved in another activity, such as playing with your kids.

      Best,

      Thomas O'Malley
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  • Profile picture of the author John_S
    I cheat.

    The USPs I formulate make good on the broken promises of an industry.

    People are pissed off during the normal course of most businesses standard operating procedures. Just remind them how much.

    Don't try to be clever. Try being smart and doing your research. And by that I do not mean looking at the mediocrity of how everyone runs their business and copying it -- get close to customers.
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    • Yes, the "right" hook can lead your promo to fame and fortune.

      Leaving aside Carltons' "One legged golfer" cos I think we all know it.

      What are the best hooks you've ever read?
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    • Profile picture of the author BrianMcLeod
      Originally Posted by John_S View Post

      I cheat.

      The USPs I formulate make good on the broken promises of an industry.

      People are pissed off during the normal course of most businesses standard operating procedures. Just remind them how much.

      Don't try to be clever. Try being smart and doing your research. And by that I do not mean looking at the mediocrity of how everyone runs their business and copying it -- get close to customers.
      I agree $100MM.

      Brian
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    • Profile picture of the author The Copy Nazi
      Banned
      Originally Posted by John_S View Post

      I cheat.

      The USPs I formulate make good on the broken promises of an industry.

      People are pissed off during the normal course of most businesses standard operating procedures. Just remind them how much.

      Don't try to be clever. Try being smart and doing your research. And by that I do not mean looking at the mediocrity of how everyone runs their business and copying it -- get close to customers.
      I had to read this three times. Pure brilliance. Especially this bit - "People are pissed off during the normal course of most businesses standard operating procedures. Just remind them how much."
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    • Profile picture of the author ewenmack
      Originally Posted by John_S View Post

      I cheat.

      The USPs I formulate make good on the broken promises of an industry.

      People are pissed off during the normal course of most businesses standard operating procedures. Just remind them how much.

      Don't try to be clever. Try being smart and doing your research. And by that I do not mean looking at the mediocrity of how everyone runs their business and copying it -- get close to customers.
      I did exactly that when I had a lawnmowing business.

      Found out what was the biggest peeve of the prospects, [not hard]
      and named them in my advertising.

      Not only did I guarantee it would never happen with me, I would pay out $1,000
      should it ever happen.

      They would be the sole judge and jury.

      It produced 2 things...

      #1 I made damn sure my business was run so I delivered

      #2 The franchise owner for all of Auckland came to me for help with their advertising because it wasn't working at all well.
      He bought me out in the end.

      I paid out once when I first started running that payment for non-performance guarantee.
      It was $100 guarantee...the guy said he'll take $50.

      There's one in action and the results.

      Best,
      Ewen

      P.S. I learnt the payment for non-performance of the most desired outcome from Jay Abraham.
      It was in a case study of a pest control company.
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  • Profile picture of the author marcusalphaeus
    Something I abide by and has been helpful too in addition to market research and homework, "Never do unto others what you don't want to be done to you"
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  • Profile picture of the author John_S
    "Never do unto others what you don't want to be done to you"
    This is nice sentiment. However I find it faulty -- it leads to not looking outside yourself. The big mistake is pretending you are the customer and to know without ever testing some (often very poor) assumptions about what motivates the target.

    Quite the contrary "I am the customer" is wildly popular thinking which leads directly to ignoring the customer. Because why on earth would you seek to know customers when they're just like you ...and you already know everything about you.

    Finally, not doing what you don't want done leaves you with few ideas as to what should be done. I do not want to be left in the vacuum and cold of outer space. That leaves few clues as to what a target customer wants out of a can opener.

    A minor philosophical quibble: There are infinite ways to screw up, but very few for getting things right for a target customer.

    Try the Platinum Rule instead: "Treat others the way they want to be treated." This forces you to shift focus off yourself, how clever you're being with copy, ... and the me, myself, and I of the Golden Rule.

    As a marketer looking to hook the prospect, always search for niches with competitors who've fooled themselves with golden rule thinking.
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  • Profile picture of the author Greg Jacobs
    Originally Posted by wishfulsuccess View Post

    I'll be short....

    I've noticed some pretty good copywriters preaching about USP (unique selling point) and how important it is to slap it across the opening to gain attention and completely stand out-

    With your experience, what makes a hook push that button?
    doesnt matter what you are selling.. just hire a midget to read your sales script and flash some boobs inbetween the unrealisitic screenshots once in a while and your sales will increase %300 </truth>
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  • Profile picture of the author Elle Davies
    I see the 'hook' as whatever it is that grabs your prospect's attention and sustains their interest using the AIDA model (Attention, Interest, Desire, Action).

    Each of these four stages are vital, but that initial click to view your page is the first step in getting a potential buyer for your product.
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  • Profile picture of the author Jamesgregory
    Just wanted to say I love your headline!!

    Fantastic..
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  • Profile picture of the author ChartTraderZ
    It differs from the audience and niche ...

    Some people are hooked by good and solid proof. Some like social proof (testimonials, videos). Some like that you have a toll-free number that they can call (creates trust).

    Everybody reacts differently ... See Kilstein's 'NLP Copyrighting', it's very interesting and gives you good insight about copyrighting that you rarely see in use and are powerful.

    And another thing: any trick you use will eventually become boring. Those lame IM pages you see today that convert on 2%, used to convert on 6%, 3 years ago. Why? Because they were unique, and people still believed them.
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    • Profile picture of the author Azarna
      Might I humbly add to avoid making ridiculous claims.

      Once someone start the old 'this product is like a never-ending stream spewing from an ATM' then I just think 'ah, scam' and move on.

      If something sound like it could actually be achievable/work then I am far more likely to be interested than if I am thinking 'hmm, reallly? really really?'
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  • Profile picture of the author Raydal
    You learn in public speaking that your audience is preoccupied
    with their own thoughts and you must break into that preoccupation
    in a number of ways.

    The same applies to a sales letter hook. One of the most effective
    ways to do this is to "read the prospect's mind" by stating a truth
    that they will agree with.

    What are they thinking about at the point of intersection with
    your marketing message?

    If it's a PPC ad then they are SEARCHING for information.
    If it's a magazine they are READING what interest them.
    If it's a WSO they are LOOKING for a deal ...

    So all hooks wouldn't work in all circumstances as effectively.

    -Ray Edwards
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    The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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  • Profile picture of the author BarryADensa
    There is a hook that will work 100% of the time in all markets and for all products -- without fail.

    It's not a tactic or an element that can be attached to a sales letter. It's not a USP. It's not a headline. It's not a theme, or angle. It's not NLP, or emotion or a story.

    All of which must be present in a sales letter.

    The one and only hook that will compel them to bite ... firmly, irrevocably ... is hunger.

    They must be hungry -- starving -- for what you're offering.

    Gary Halbert said it best, and I'm paraphrasing, I can make a million dollars in one day selling hamburgers from a pushcart, if standing in front of my cart is an endless line of hungry customers.

    Understand what your target market hungers for -- then, feed them.

    That's the only hook you need -- the smell of beef on an open grill. And you'll sell all the hamburgers you can dish out.

    Find the hunger.
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    Barry A Densa - Freelance Marketing & Sales Copywriter - WritingWithPersonality.com

    Download a FREE copy of my new eBook, containing 21 of my most outrageous rants, when you visit my blog: Marketing Wit & Wisdom

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    • Profile picture of the author thehorizon
      Awesome thread! I learnt some stuff here while trying to do up a sales vid
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  • Profile picture of the author BartsTreasures
    When it comes to creating a 'hook' for your prospect, I often think of "FIGS".
    F=Fear of loss
    I=Instant Gratification
    G=Greed
    S=Sense of Urgency

    Appealing to one or more of the above emotions creates your hook.

    Many times you can do a hook in the form of a warning...

    Don't Spend Another Dime On PPC Until You Read This!!

    Or the hook can be a question...

    Can You Really Lose 30 Pounds In 30 days and Keep It Off Without Starving?

    Both forms create curiosity and makes the reader want to read further.
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