Using "Micro-Hooks" In Copywriting
Author: MillionDollarMikeMorgan Total views: 13 Word Count: 465
Okay, now I'm going to tell you something about hooks that you'll be hard pressed to find anywhere else.
The "hook" or the "Big Idea" is one of the ways we get people to read our ads.
And since you know the more people read, the more they buy, you'll want to sprinkle "micro-hooks" in your advertising to jack up your readership, your conversion rates and your bottom line.
Since humans are a curious lot... leaving things temoprarily incomplete is a secret weapon I use to keep them engaged with my copy.
Curiosity will keep people digging to find answers... that means they will read more of your salescopy.
Sure... it's pretty basic psychology, but it's a great weapon in your copywriting arsenal.
Mark Joyner really brought this concept to Internet Marketing called the Zeigarnik Effect. Mark is a real master of this powerful concept.
When I wrote his copy for the 7 Day Business Turnaround... I used this technique a lot.
Wany an example?
In one section of copy, I needed to write about the precise 4 steps for a turnaround.
Then I said
"That's it. Pretty simple... at least on the outside. With that strategy alone, you could engineer a turnaround. If you know the tactics to accomplish each step, my work is done here. Go forth and execute. If you don't... keep reading to uncover your answer. Okay, seems pretty simple doesn't it?"
But the beauty of that micro-hook was the fact people didn't know the details to execute the strategy.
So I told them to continue reading the letter if they wanted more info.
Do you think that made people uncomfortable?
Oh yeah. They HAD to find the answer.
Here's one more example.
A little ways down in the copy, I explained the mechanism behind turnarounds.
Then I wrote:
"That's the process for your 7 Day Turnaround. It's the same thing a Fortune 500 would do, just made so bloody simple a 2nd grade teacher could do it (more about that in a minute)"
How about that?
How in the world could anyone resist something that simple?
Using "more on that in a minute" hooked readers into reading more copy so they could find the answer.
If you can Google the letter and read it... it's a great tutorial on these "micro-hooks".
There's at least a half dozen of them. It's a virtual clinic on writing and implementing these sneaky little hook tricks.
Now, one more thing you need to know.
If you're utilizing this tactic, you need to make certain you CLOSE THE LOOP.
You don't want to keep people too uncomfortable. If you tell them "More on this in a minute" you need to fulfill that promise.
If the loop remains open, not only will they view you as a liar... you've ruined the buying climate.
But of course, you do want them to feel like the whole answer cannot be fulfilled until they buy your product
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