How To Pump Up Your Copywriting With "micro-hooks

Okay, now I'm going to tell you something about hooks that you'll be hard pressed to find anywhere else.

You likely know about using a hook in salescopy... that's one of the ways we GET prospects to read.

And since you know the more people read, the more they buy, you'll want to sprinkle "micro-hooks" in your advertising to jack up your readership, your conversion rates and your bottom line.

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

It makes people slightly uncomfortable... at least until they get the answer. But most importantly, it keeps them reading until they do.

This is basic human psychology and in marketing, you use this psychology to your advantage.

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.

Wany an example?

In one section of copy, I needed to write about the precise 4 steps for a 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 the beauty of that micro-hook was the fact people didn't know the details to execute the strategy.

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

Do you think that made people uncomfortable?

No doubt many were intensely curious... and searched for the answer.

Here's one more example.

A little ways down in the copy, I explained the mechanism behind turnarounds.

Then 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!

How in the world could anyone resist something that simple?

Using "more on that in a minute" hooked readers into reading more copy so they could find the answer.

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

There's at least a half dozen of them. It's a virtual clinic on writing and implementing these sneaky little hook tricks.

Now, one more thing you need to know.

If you're utilizing this tactic, you need to make certain you CLOSE THE LOOP.

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

If you don't, they'll still be mentally processing the open loop, and that kind of mind isn't ready to buy, because those little things will drive them crazy.

But don't give readers ALL the answers in your copy... or they won't buy your product.

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