Month: August 2023

The Attention Game Starts Here

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Hooks that snag your reader instantly

Some days it seems like an impossible task, but…

Before you can accomplish ANYTHING with your copy, you have to win your reader’s attention.

Once you pull him in, you can take him wherever you want him to go.

With email, the subject line starts the attention-seeking mission.

On social media, you start with an arresting hook.

(As you may know, this falls under the category of Instigation, the first “I” in my 4-I Formula.)

Great hooks focus your attention, sparks strong curiosity and makes it hard for you to NOT invest a little time to find out what’s going on.

I recently did a training on copywriting for social media for a high-ticket coaching group.

I’d like to share the segment about writing hooks with you.

In the video, you’ll discover 12 hard-to-resist hooks ideas.

The training was specifically geared towards social media, but the ideas also work for email copy, articles, videos, etc.

I hope you find some inspiration – and that your engagement increases when you use these hook ideas.

Have a productive day!!

This Copywriting Mistake Will Cost You

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If you want to sell more of your product or service…

Stop focusing your copy on the thing you’re trying to sell.

For most audiences, that’s the wrong approach. To be persuasive, you have to:

  1. Quickly help them decide if this is for them or not
  2. Highlight transformation they’ll experience when they say “yes”
  3. Appeal to emotion, not just intellect.

Take a quick look at the copy example below…

Screenshot of emotional email copy with arrows pointing to sections focused on escape/excitement, desire and aspiration.

112 words and not a single detail about the product.

It describes the kind of people whose lives have been changed (so the ideal client can self-identify) and paints a picture of HOW their lives changed (to build up desire)

It doesn’t matter what the product is at this point. Buyers aren’t after the product. They want the result.

People don’t buy things just so to have them sitting on a shelf.

They’re buying a better life (in whatever way the product makes that happen).

Caveat: this is less true when you’re selling to people who are very familiar with your product or service. They know how amazing it is, so you’re free to use their positive experience as a launch pad for your new copy.