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The Secret Of "Micro-Hooks" in Salescopy PDF Print E-mail
Want to know a secret I've rarely revealed?
by MillionDollarMikeMorgan


Want to know a secret I've rarely revealed?

The "hook" or the "Big Idea" is one of the ways we get people to read our ads.

And since the more our prospects read... the more often they buy... you need to KEEP them reading. One way is using "micro-hooks".

People are by and large curious. And I like to use that fact to my advantage when writing salescopy.

In fact, when things are left incomplete, people feel downright uncomfortable at least until the loop is completed and closure is brought about.

It's psychology 101... but it's something you can use to keep the odds in your favor.

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.

Here's a few examples of these "micro hooks' from that letter:

I was explaining the exact 4 steps involved in a business turnaround.

then...

"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 I didn't give them all the details... but enough to give some real information.

I told them if they didn't know the strategies... they would be revealed in the letter.

Do you think that got a few people curious?

Oh yeah. They HAD to find the answer.

How about another sample...

Later, I showed the mechanism that made turnarounds work.

So 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)"

Whoa nelly!

Now I know teachers are not stupid... but it still sounds irrisistibly easy!

And writing "more on that in a minute" ratcheted up the curiosity to the point where readers HAD to find out.

If you can Google the letter and read it... it's a great tutorial on these "micro-hooks".

It's a fantastic lesson on keeping people engaged in your advertising.

Oh yeah. One more thing worth noting.

You gotta close the loop on the curiosity!

If you don't give them what you said you would... they won't trust you. And that kills your sales.

When loops are left open, it's a sales-killer.

One more thing. Don't give readers ALL the answers in your salescopy. That's an itch only the product should scratch.

About the Author:

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