The Secret Of “Micro-Hooks” in Salescopy

Nobody really talks about them.

Sure you know about hooks… but how about “mico-hooks”? That’s how we get people reading 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”.

Since humans are a curious lot… leaving things temoprarily incomplete is a secret weapon I use to keep them engaged with my copy.

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

Sure… it’s pretty basic psychology, but it’s a great weapon in your copywriting arsenal.

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.

and after that I wrote:

“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 here’s the brilliance of this tiny little hook. Most people don’t have a clue of the tactics they need to implement to excecute 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?

Oh yeah. They HAD to find the answer.

Here’s one more example.

Later, I showed the mechanism that made turnarounds work.

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)”

How about that?

Who in that target market could resist a process so bloody simple a 2nd grade teacher could do it?

And the words “more on that in a minute” literally hooked them into reading until they found out!

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

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.

When loops are left open, it’s a sales-killer.

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