One of the things that are missing from many sales letters and videos is a strong hook.
A “hook” is something that reaches out to your target market, grabs them by the lapels, and forces them to read your ad. If you were flipping through a magazine or surfing the web, the hook is the thing that’s going to stop whatever they’re doing and read your advertisement.
The best hooks are the ones that are extremely unconventional, defy logic, and when you read about them, they make you say to yourself, “You’ve gotta be kidding me!”
Here’s an example headline from John Carlton, who wrote the following for an ad that ran in Golf Digest for 8 years:
“Amazing Secret Discovered By One Legged Golfer Adds 50 Yards To Your Drives, Eliminates Hooks and Slices… And Can Slash Up to 10 Strokes From Your Game Almost Overnight!”
This headline has a perfect “hook”…a one legged golfer is absolutely unconventional and people who flipped through Golf Digest during the time this ad ran literally stopped in their tracks to read what it’s all about.
You see, finding your hook is probably one of the hardest things to do. You’ll have to do a lot of research to figure out what’s going to knock your target audience’s socks off when they read your ad.
But the good news is once you find your hook, writing the copy is a piece of cake. You have a unique angle you can use in your copy that’ll literally write itself.
So what in your business or story “unconventional” that would hook people to reading your ad? The more unconventional and crazier the better.