VidSkippy 2.0 Review –The Most Powerful Software for Earning
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Theáhook is a copywriting term for the overarching concept or element that
pulls them into your copy by playing on their curiosity. A good hook makes
them slow down to look, like a car crash on the other side of the highway.
They can't help it. Satisfying their sense of curiosity is hard to resist.
The most oftenquoted example of this in the copywriting world is that of
John Carlton's “one legged golfer” hook, forming the basis of a pitch for a
golfing product that started with this headline:
Sure, a golfer was no doubt interested in adding 50 yards to their drives,
slashing up to 10 strokes from their game and so on (i.e. the benefits)... but
what particularly caught their attention was the “onelegged golfer”. In their
mind, it made them go... “Say... what?”
Most golfers probably imagine that two legs are needed to play golf to a
decent level... so for a
one¡legged golfer to discover an “amazing secret”,
combined with all those benefits... it would be hard for a golf player to resist
reading, just to find out what's going on with the onelegged golfer!
Of course, if you're not a golfer, you're likely to pass this headline by... but if
you ARE a golfer, the headline sucks you in with its compelling human interest
story, combined with an implied promise of some big benefits for the reader. It
suggests, “ifáonlyáYOUáknewáhisásecret...”
John Carlton didn't find this hook in the vidskippy 2.0 review . He found it while
interviewing the product creator, who happened to mention, almost in
passing, that he was watching a onelegged golfer play, and noticed how much
better he was at golf. While the product creator didn't see the significance,
Carlton knew he'd found his hook... the thing which would get his target
audience curious.
That doesn't mean you need to use a onelegged accountant, or a onelegged
internet marketer. “Onelegged” created curiosity in the context of golfing,
where two legs are seen as necessary, but doesn't really matter as much in
other vidskippy 2.0 review like dating, weight loss or making money.
The hook is often hiding somewhere, you just need to draw it out. This is
especially true, the more distinctive your product is. Here are some ideas for
finding it: • Isáitáináyourástory?
Did you work for Google for 3 years, and got to discover fragments of
their algorithm for determining search engine ranking? That could be
your “hook”. You're the “Google Insider” who “cracked their secret code”
and is now “spilling the beans”.
I recently came across an intriguing book with the title:
“Heaven is for
Real: A Little Boy's Astounding Story of His Trip to Heaven and Back”.
The title includes an incredibly powerful “hook” that, whether you
believe in heaven or not, makes you do a doubletake.
Think about your story, and see if you can find something that your
target audience would be intrigued by. Maybe it's the story itself, or just
a certain part of the story.
• vidskippy 2.0 review?
You may be able to take what your product does or is all about, and
create an intriguing concept out of it.
A while back I developed a piece of software that could get feedback
from readers of a page, and then give a reply based on their feedback
After a bit of thinking, I realized it was almost like “reading their
minds”, and being able to answer their objections or concerns
immediately. I used the idea of reading a visitor's mind, and responding
automatically to their thoughts, as the hook to get them curious. My
software was like reading your visitor's mind! This was the hook, upon
which the headline and beginning of the sales material was based.
•
Isáitáináaádistinctiveáaspectáofátheáproduct?
If your product contains some fairly unique or distinctive tips and
techniques, or features that your competitors don't have and that give
your customers an advantage, you might be able to find the hook in
there. If a hook doesn't come to you, don't worry. You can still write a compelling
sales letter, based on the ideas I'll share with you in the coming chapters.
However, as you continue to develop your sales pitch, keep your mind open to
new ideas and thoughts. You might find the hook as you go through the
writing process.
7.áTheá“MagicáHeadlineáGenerator”á¡áHow
ToáWriteáHeadlinesáThatáYouráProspects WilláFindáAlmostáImpossibleáToáIgnore
The
headline is your key tool for stopping prospects in their tracks, getting
their attention, and dragging them, kicking and screaming, into your copy.
A headline is especially important in a magazine, when your ad is competing
for attention with other articles and ads. However, it's still important even if
your sales pitch is online, and you've already got your prospect to click the ad.
That's just the start. Now you've got to follow through on any promises you
made in the ad.
Human beings form an initial impression of a person in less than a second.
The same is true of websites and sales pages. First impressions matter. Your
headline will form their first impression of you and what you have to offer,
and maybe their last. If it doesn't immediately grab them, perhaps appeal to
something they really want or need, or ignite a burning curiosity within them,
there's no guarantee they'll even read past the headline.
Professional copywriters will often spend
days just on the headline alone,
because a good headline can give you a chance of hooking in the reader and
compelling them to read the rest of your sales pitch.
Of course, you probably don't have the luxury of spending that kind of time on
a headline, so in the next few minutes I'm going to give you several pointers
for coming up with great headlines quickly and easily. (And you want things to
be quick and easy... right?)
When it comes to your headline, don't try and get “clever” or “cute”. Madison
Avenue advertising agencies can “afford” to throw money away. You don't
have that luxury. Don't bother trying to think up catchy slogans and wordplays. Assume your prospects are only ever going to read your headline and
pitch once, so you have one chance with each new reader.
Take a piece of paper, and use the following seven ideas to write down
thoughts and phrases for your headline. You don't have to come up with a
complete headline just yet. Just write down every idea that comes to you.
You're going to do a “brain dump” on paper or your computer screen, and then
use those ideas to put together a good headline. Let's go:
(1)áWriteádownáwordsáandáphrasesáthatáspeakádirectlyátoáyouráprospects.
In your headline, you want to use words and phrases that wave to your target
audience and say, “Hey... look here... this is for YOU!”
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