Writing’s Best Kept Secret
Hey…
A quickie here.
Read something lately, that superglued your eyeballs to the screen from start to finish?
You couldn't quite put your finger on why…it just completely absorbed your entire being.
You see, writing killer copy is both an art and a science.
While there are some easy-to-understand tactics, like the feature/benefit relationship in selling…
There's a deeper layer to copywriting which separates good, from world-class.
It's the intangible stuff – those slippery elements transforming bland copy, into magnetic missives.
Imagine this: You're writing sales copy for a product.
You know all its features inside out. You've listed every benefit you can and, you’re convinced you’ve finally nailed a winning pitch, or have you?
In your gut, you know there’s something special missing.
That’s because if you dig a bit deeper, you’ll discover lurking just below the surface, lies the holy grail of copywriting…
The Hook.
The hook is that magical element able to suck you in, grip your interest, and force you to keep reading (even when you want to stop).
If you’re a freelance writer, your client won’t hand it to you on a silver platter.
Nope.
Let me share a little secret – finding the hook is like going on a big-ass treasure hunt.
And guess what?
You're the only one who knows how to find it.
Yes you, the writer, the wordsmith, the person who can translate salesmanship into print.
There’s a common delusion sold by most “gurus”, to doe-eyed newbie writers.
While templates (and some ads) can help you create a decent offer, top-notch copy begins with uncovering the hidden hook.
And that's where your epic ad-venture starts.
Think of a hook as a chameleon, often hiding under your nose.
Sometimes it’s in the features list, and sometimes it's not even among the benefits.
A hook is the connection between the physical part of your offer, and the deep-seated needs of your prospect.
These needs include the craving for believability, a lust for the extraordinary, and a thirst to arouse their soul.
A great hook isn't a hand that reaches out and grabs your reader.
It's more like a vortex sucking them into your ad, then taking them on a whirlwind journey through your pitch, before leaving them panting for more.
Most readers are skeptics, with their BS meter hovering just below the red. They resist being sold. And they don't trust easily.
Your hook, when found, can smash resistance to pieces.
But enough teasing. Let’s give you what you came for…
8 Types of Hooks
Emotional
These appeal to your audience's emotions. Feelings like excitement, curiosity, happiness, worry, or even nostalgia.
Emotional triggers are powerful motivators when worked into your copy.
2. Unique Selling Propositions (USPs)
A hook can highlight the unique features, or benefits of your product or service, setting it apart from the competition.
Here lean heavily on exclusivity, special treatment, value and so on.
If you’re still completely clueless about USPs, follow this link to another post I wrote: “What’s Your USP - These 6 Hacks Will Blow Away Your Competition”
3. Storytelling
Telling a compelling story or narrative can draw readers, make your content more relatable and also stick in the stubborn minds of your audience. Remember the old adage: If facts tell…then stories sell!”
Use juicy tales of woe, triumph, despair, greed or whatever. Keep it pithy and moving. Don’t bore your reader to death with irrelevant tangents.
4. Problem-Solving
Identify a pain point that sends your audience into cold sweats. Then, promise a calming, simple, and easy-to-use solution, which they will only discover if they keep reading. Then, deliver on your promise.
5. Benefit-Driven
Focus on the benefits of your offer, answering the golden question“What’s in it for me”. No one wakes up, wanting to read ads throughout their busy day. They will, however, perk up if it’s something they want.
Pro-tip: Put a benefit-driven hook in your headline. This will call out your target audience from the beginning…and turn off time wasters (mostly).
6. Curiosity
Creating a sense of curiosity, or intrigue, can lead readers to want to learn more about your offer.
This can be a difficult hook to pull off, especially because most folks have been burned countless times by its use (think unscrupulous click-bait assholes).
Know thy audience…use with caution.
7. Social Proof
Use testimonials, reviews, or endorsements from happy customers to build trust and credibility with prospects.
This hook plays on group psychology. “If everyone is happy, and is talking about this, then it must work. Let me find out more…”
8. Urgency
People are busy, forgetful and easily distracted by the next shiny object. Leaving someone to think about your offer is a deal killer.
This hook demands quick action, emphasizing limited-time offers, or exclusive deals.
Yes, the world is crammed to bursting with products and services…
And your ability to fish and find hooks will be a game-changer.
It's what will transform your writing from ordinary, to extraordinary in any industry.
Instead of churning out mediocre, A.I.-generated copy, stuffed with keywords and zero emotions…
Become the Zen-like detective, willing to take the road less travelled.
You'll know it when you see it – that part of your product that challenges, intrigues, or even shocks your reader.
Once you start discovering hooks, your understanding of marketing and human psychology will never be the same again…
Happy Hunting!
