Here’s the first part of our discussion about writing killer copy that makes money
In this lesson and four that follow you will learn How To Boost Your Sales Conversions And Make Your Sales Letters And Web Copy More Profitable. The number of books and ebooks written that promise to make your sales soar number into the thousands. But do you need to read all that crap to produce good copy? No. You only need to identify five copywriting principles and how to use them as a foundation for good copy. In this lesson we will speak about the first of those elements: a unique “hook”. No I don’t mean captain hook or a hook you hang your bike on in the garage or a hook you use to catch fish with. I’m talking about a hook that grabs people’s attention and make them curious, angry, afraid, or greedy so they keep reading your copy.
Help! I have a tax problem and I want you to be the beneficiary instead of the IRS… Let me ask you something, would you read the very next sentence after that? Most likely yes.
The reason is because that opening leaves you wondering 1) what problem did this fool get himself into that the IRS is after him and 2) how can you ‘get something for nothing’ at this person’s expense.
Curiosity is a powerful hook.
For men who want the energy to be a super man in bed (and their lovers who long for the man of ‘steel’)… That’s a hook I wrote for a health product for men. Tasteless? Maybe a little. Effective? Definitely. If you’re a guy not using Viagra (which this isn’t) I’m certain you’re at least curious about that product. This hooks builds curiosity and also plays against a man’s inborn fears of not being good enough in the sack.
Any monkey ad writer right out of high school can be taught how to format a sales letter in Microsoft Word. But only you know what really keeps your prospects up at night — whether you realize it or not. Here’s how to use your unique knowledge and experience to create sales copy that leaves your competitors dangling from trees. How is this a hook?
Think of a hook as a theme to your message.
The ‘monkey’ hook is used throughout my copywriting sample page. I speak of monkey and things associated with monkeys throughout that page. Not just at the introduction.
I even call a few people monkeys. :-)
Why? Because ad agents are not trained to write good copy. They are only trained in two things.
- Closing techniques so they can shake money out of you
- How to edit pre-designed generic corporate templates in Quark Express, so they can claim they ‘wrote an ad for you’ and then keep your money.
That is the extent of their copywriting knowledge. I’m not kidding. This is not an exaggeration.
Andre strives to help marketers discover the near-immediate impact of honest ethical marketing practices. He has advised hundreds of business owners on how to keep their dignity as they implement direct response marketing methods that work. Andre is one of only a handful of remaining professionals who can boast having become an online marketer a decade before the World Wide Web came into existence. And as a serial entrepreneur Andre launched his first direct mail business around the age of 12-years old. He has been building and advising ever since.