Using "Micro-Hooks" In Copywriting | Copywriting

By MillionDollarMikeMorgan
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Word Count: 478

Nobody really talks about them.

The "hook" or the "Big Idea" is one of the ways we get people to read our ads.

And since the more our prospects read... the more often they buy... you need to KEEP them reading. One way is using "micro-hooks".

Human beings are a curious species as a group. And there is a phenomenon that surrounds incompletion in us all.

In fact, when things are left incomplete, people feel downright uncomfortable at least until the loop is completed and closure is brought about.

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.

In the ad I wrote for Marks 7 Day business turnaround, there were hooks galore in the body copy.

Here's a few examples of these "micro hooks' from that letter:

In a section of the copy, I was explaining the exact steps involved in a business turnaround. I explained the 4 step process that made any turnaround work.

Then I said

"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 got a few people curious?

You bet it did, because if they were in need of a business turnaround, they HAD TO KNOW THE ANSWER.

Let me give you one more example from that salesletter.

A little ways further down in the salescopy, I explained how turnarounds worked.

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)"

Heh heh heh...

How in the world could anyone resist something that simple?

And writing "more on that in a minute" ratcheted up the curiosity to the point where readers HAD to find out.

I suggest you all go get that letter and read it through and look for all of the tiny little "micro hooks."

It's a fantastic lesson on keeping people engaged in your advertising.

Oh yeah. One more thing worth noting.

You gotta close the loop on the curiosity!

You don't want to keep people too uncomfortable. If you tell them "More on this in a minute" you need to fulfill that promise.

If the loop remains open, not only will they view you as a liar... you've ruined the buying climate.

One more thing. Don't give readers ALL the answers in your salescopy. That's an itch only the product should scratch.

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