What's The Best Way To Find Your Hook?

18 replies
I read a few ways copywriters use to find their advertising or sales letter hook. Do you have a favorite process or method that works best for you? Thanks for sharing.
#find #hook
  • Profile picture of the author shawnlebrun
    so... when I write copy, I first think of my market and who it is I'm selling to.

    I think of their biggest problems, their fears and frustrations, what they want fixed so they can be happy again...

    Everyone is already motivated. The only question is “By what?”

    My job is to find out what it is that motivates this market.

    Then I show the reader how he/she can get what he/she wants through your product or service.

    in other words, i find the main motivations of the market... then i line my copy up so it gives them exactly that... answers to their problems and motivations.

    My job as a copywriter is to find the prospect’s motivation and demonstrate that the product will help them get what they want.

    And honestly, just doing this will usually set you apart from other writers who focus on all the stuff THEY think is important, which may not be what the market thinks is important.

    and to top it all off, I try to think of the most pressing/urgent, most overwhelming problem in this market... and I use that throughout the letter and try to position my client as the expert/go-to person and logical choice to go to in order to solve that problem.

    and in my digging, i'll usually find a nugget of info that really does separate my client from all the others... but again, it has to line up with the prospect's motivations.

    if someone wants to lose weight and fit back into a bikini, everything i write will target those motivations and then my hook will be showing them why my client is different/better/unique and can help them with their motivations.
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  • Profile picture of the author Mark Pescetti
    Totally depends...

    I tend to create hooks that really activate people's imaginations or tap into what they wanted BEFORE life got its claws in them.

    My hooks almost always aspire to not just trigger hope, but a deep, repressed desire for FINALLY giving themselves permission to go after what they really want.

    Of course...

    That means I need to be selling a product or service that gives me that opp.

    Mark Pescetti

    P.S. Combining the brand message and the hook is always a good method to aspire for. It allows you to keep repeating the brand ideal to the audience and bring them deeper and deeper into your world.
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    • Profile picture of the author WinstonTian
      The customers.
      Well, sometimes it can come from your client.

      Inner conversations are really unreliable. All it can
      take is a deep interview with a prospect or past
      customer to find the hot button.

      Winston Tian
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      Cheers,
      Winston
      The Beginner's Doctor

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      • Profile picture of the author arfasaira
        John Carlton says the hook can come from a place you least expect - like the process involved in your product, the back story or something that makes you sit up and think:

        'you gotta be kidding right?' or 'You did what?'

        That's the point at which you've found your hook.

        It's something that arouses curiosity, surprises, shocks, titillates or provokes you in some way. This is why his one-legged golfer hook worked so well (and is still working) because it came from a story the product creator mentioned in passing.

        Moral of the story? To find the best hook, you have to research and ASK people about it the background, the processes, the stories etc etc...
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      • Profile picture of the author Dex88
        Originally Posted by WinstonTian View Post

        The customers.
        Well, sometimes it can come from your client.

        Inner conversations are really unreliable. All it can
        take is a deep interview with a prospect or past
        customer to find the hot button.

        Winston Tian
        Totally have to agree with this one. Spending some time with a client will help you know what they are really looking for (or looking to hear or see in a product)
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  • Profile picture of the author Raydal
    The "hook" of "lead" for your copy can come in a few different flavors:

    1. You can make it 'newsy' so you tell the prospect something that
    is in the "man bites dog" department.

    2. Use an interesting story.

    3. Make a prediction, such as "the death of the Warrior Forum".
    (This is commonly used in the investment/financial field.)

    4. Challenge a commonly held "truth", such as "eat what you want and
    still lose weight", "David beat Goliath".

    5. Make a promise for reading the copy.

    The hook you choose would depend on what Schwartz call the
    "market awareness" of the prospect, and can be broadly centered
    on the product, the desire or the problem to be solved.

    -Ray Edwards
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  • Profile picture of the author Colin Theriot
    If you know the answer to these 4 questions, you have everything you need to make your hook:

    1. Why Me?
    2. Why You?
    3. Why This?
    4. Why Now?
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    • Profile picture of the author BrianMcLeod
      Originally Posted by Colin Theriot View Post

      If you know the answer to these 4 questions, you have everything you need to make your hook:

      1. Why Me?
      2. Why You?
      3. Why This?
      4. Why Now?
      I like this a lot, Colin... and it's great to see you posting here, amigo.

      Brian
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    • Profile picture of the author WinstonTian
      Originally Posted by Colin Theriot View Post

      If you know the answer to these 4 questions, you have everything you need to make your hook:

      1. Why Me?
      2. Why You?
      3. Why This?
      4. Why Now?
      Lol I got to take that down now...Short & sweet.

      Though sometimes, the hook can also be based
      off an implicit benefit.

      Like the 'one-legged golfer' ad by John or the
      'desperate nerd' ad by Gary.

      It's also awesome if your solution is really so
      good that you can ride the edge of impossibility.

      Almost unbelievable, but realistic.

      Winston Tian
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      Cheers,
      Winston
      The Beginner's Doctor

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    • Profile picture of the author The Niche Man
      Originally Posted by Colin Theriot View Post

      If you know the answer to these 4 questions, you have everything you need to make your hook:

      1. Why Me?
      2. Why You?
      3. Why This?
      4. Why Now?
      This breaks it down to the bone. It's almost so simple you're tempted to overlook it.
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    • Profile picture of the author infinityplr
      Originally Posted by Colin Theriot View Post

      If you know the answer to these 4 questions, you have everything you need to make your hook:

      1. Why Me?
      2. Why You?
      3. Why This?
      4. Why Now?
      Well done!

      this is the very simple way to put it. give them all the answers or the right reasons to go for your products or services, and give them the answer as to why right now is the right time. This will surely work!

      great advice!
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  • Profile picture of the author Robert_Rand
    Originally Posted by The Niche Man View Post

    I read a few ways copywriters use to find their advertising or sales letter hook. Do you have a favorite process or method that works best for you? Thanks for sharing.
    Yes, absolutely.

    It's called testing.

    You think of 3-5 - the logical ones that come naturally.

    Then you test each one and gather data. The one that generates the
    best response is your hook.
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  • Profile picture of the author Eldon
    Excellent information here for those of us who are struggling.
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  • Profile picture of the author antac
    Banned
    Its full of amazing ideas!
    I chose forums and masjid announcements. I don't really feel like going to a second source or a whole bunch of links/social networking sites to get my information. I'd rather just go to the source. But I might be biased, that's my own personal feeling.
    ALSO, I'm sure if this poll was made on fb pages, it would gather a much larger response.......we may just steal your idea if you don't mind.
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