Is there a Hook for any offer?

9 replies
Hi guys,

I'm wondering this because currently I'm setting up a campaign on paid traffic (ppc) where I promote a quiz offer, however I'm wondering how can I present the offer into my little ad space so people click and act the way I want them to act...

The offer is just a quiz, kinda "How well do you know this?", "Are you smart?" and so on...should I write something like "Are you smarter than you friends?" or something like this?

What would you write in this case?

Regards.
#hook #offer
  • Profile picture of the author Alex Cohen
    Originally Posted by tayuyaa View Post

    Hi guys,

    I'm wondering this because currently I'm setting up a campaign on paid traffic (ppc) where I promote a quiz offer, however I'm wondering how can I present the offer into my little ad space so people click and act the way I want them to act...

    The offer is just a quiz, kinda "How well do you know this?", "Are you smart?" and so on...should I write something like "Are you smarter than you friends?" or something like this?

    What would you write in this case?

    Regards.
    Competition can be a good persuasion trigger.

    Many other persuasion triggers work well in PPC ads too. Depends a lot on the particulars of your offer.

    It's best to go into a PPC campaign with at least two ads, so you can split test. And then keep trying new ads against the latest winner until you're happy with the CTR and conversion rate.

    Alex
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  • Profile picture of the author CopywritingTony
    There's always a hook. Rather it's how you came up with the product or it's a unique guarantee... It just depends on how you craft your story.

    Best Regards,
    Copywriting Tony
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  • Profile picture of the author davesghostwriting
    I like the competition idea. I know with Facebook, they send out these items saying someone challenged (even though they didn't) and its always tempting and I probably would except with FB you get tangled up. Perhaps an angle might be "Are you smarter than me?". Some won't care, some will want to see what's that about, I would. Might not be the greatest idea but might be worth a test.

    Dave
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  • Profile picture of the author Toniy
    There is always a hook for anything.

    Sometimes though, you gotta find the hook yourself.

    Other times... you kinda gotta 'make' one

    But in this instance... I think competition would work well for a quiz... since, you know, that's why people do them

    Now I don't involve myself in PPC, so I don't know 'the rules'... but I'd be tempted to go with something like 'Are you smarter than Justin Bieber?' (people still hate him right? I don't care about the kid, but my hate list is way too extensive)

    People like to win quizes for bragging rights mostly, they feel like smart, valuable people and feel they'll be viewed by others as being smart and all that too...

    However if you take a celebrity that your target audience (or the general public) hates just... so much, they'll want to take them on. They'll want to DEFEAT that celebrity they hold so much ill will towards...

    And there's your hook... here's your chance to be BETTER than this celebrity... here's your chance to BEAT them.

    I won't suggest 'celebrity' ideas because again, I hate.... so, so many of them I'd just be wasting both our time.

    Go with competition, but as always, test

    OH... wow... you might even be able to work out who the most hated celebrity is this way!

    Let me know, I'll see if I agree :p
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  • Profile picture of the author Mike P Robinson
    I would agree with Toni completely on this - getting the reader to compare themselves to a celebrity will work very well. I personally would go for someone who is supposed to be smart, though - "Are you smarter than David Cameron?" or "Are you smart enough to be Prime Minister?"

    And as everyone has said, with PPC, you've got to test!
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    • Profile picture of the author Toniy
      Originally Posted by Mike Robinson View Post

      I would agree with Toni completely on this - getting the reader to compare themselves to a celebrity will work very well. I personally would go for someone who is supposed to be smart, though - "Are you smarter than David Cameron?" or "Are you smart enough to be Prime Minister?"

      And as everyone has said, with PPC, you've got to test!
      I might be biased here, but I think that was an excellent first post :p

      I like the idea of choosing someone like David Cameron (he's on my hate list ) and I see where you're coming from... but I'm wondering about the type of people who are likely to take the online quiz.

      I can't help but think it's generally younger folks... and it's the unfortunate state of society today that many of them won't know who David Cameron is... or anyone considered to be reasonably intelligent.... because they aren't bright enough to be entertained by people like Stephen Fry, David Mitchell etc. whose focus is more on higher thought than 'shock' factor.

      And of course there's the US to appeal to as well So you can't be too culturally specific e.g. Celebrities generally only known to one country, instead of those with a more extensive global appeal.

      That's just the quiz-takers avatar I've come up with though.

      I think the psychology of taking the quiz is more focused on 'I think they're an idiot and I want PROOF!' ... because once they inevitably 'beat' them in the quiz they'll feel superior. Whether they brag about it to friends or not, they'll feel it.

      David Cameron is a prick, to many people, but he isn't as ANNOYING as many others. I think annoying celebrities instil that 'action taking' mindset.

      Bear in mind I have no data to back this up...

      So easy answer is to try David Cameron out alongside a split test with... someone else :p
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  • Profile picture of the author tayuyaa
    Thanks Toniy I was going to do that actually haha, because celebrity traffic is cheap on PPC platforms (because hard to monetize) but with a little creativity like this you can make some cash.

    Also why I asked this is because I read something couple weeks ago where a guy said that sometimes the product is so bad that he had to come up with false benefits, imagine them, so the reason why I asked this and also because I wanted to know how to promote those kind of entertainment offers.

    Thank you all.

    Best regards.
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  • Profile picture of the author Toniy
    Hey glad to help buddy

    One thing I would note though... you never want to 'make up' benefits... it will kill the business in the long run. Even the short-medium term thinking about it...

    Sure you'll get plenty of sales... but the refund rate will be through the ROOF. That's assuming it's a product you were talking about.

    If the offer is really that bad... just get out. Jump ship and go with something else.

    'You can't polish a turd' as they say...
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  • Profile picture of the author tayuyaa
    Thanks for the advice my friend but no I dont think the offer is that bad, it has been a "best seller" for couple of weeks now so I think it's ok It gives people fun, entertainment, it makes them feel happier, smarter and so on....at least that what I think and that why those kind of offers work so well.

    Thanks again!
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