Personal Note

This week's article centers around a word I'm not crazy when it's associated with selling however, it's been used forever in the sales and marketing arena.

The word is HOOK...as in, a hook to grab your reader's attention.

To me, it has an air of manipulation about it.

If you know me, I'm all about creating relationships that are mutally beneficial.

However if you can't grab your prospect's immediate attention, your chances of making a sale pummet.

So let's go with hook!

   Feature Article

How to Create Effective Sales Hooks 

Creating a "hook" to instantly grab your prospect's attention doesn't have to be a crapshoot.

In fact, the process I'm going to walk you through below will explain how you can create a compelling hook that helps you achieve your sales objectives.

So what, exactly, does a hook look like?

Here's an example:

The following headline was written by the legendary John Caples. It was an ad he wrote for the US Music School back in 1926.

“They laughed when I sat down at the piano — but when I started to play…”

Now, even though this was written almost a hundred years ago, its structure is still wildly effective and widely modeled today.

Why is that?

Well, upon closer inspection, there's A LOT going on. 

In any effective hook, there's almost always a proven psychology and copywriting principle behind it.

Curiosity: You want to know what happens next.

Conflict: There’s ridicule and redemption — a story forming instantly.

Empathy: The reader can relate to being underestimated.

Payoff: You anticipate transformation — emotional satisfaction.

This sets the stage by giving the reader a clear pattern to follow. (which many of us find irresistible)

Ok, how can you use the same concept with YOUR business?

Here's how:

Formula:

Start with tension or disbelief. can you use the

Add an emotional trigger (envy, curiosity, pride, fear).

Promise resolution or reward.

Here's an example of the formula in action using a modern offer:

"They said I was crazy to quit my 9-5...UNTIL I replaced my income in 60 days..."

Now, here's the "other half" of the hook...a strong call-to-action (CTA).

Like this: 

"Download your 5-minute Hook Builder" 

Why it works: It's specific, low-risk and implies an instant reward. 

You can use different types of CTAs:

Urgency (“Join before midnight”)

Specificity (“Get your 7-step checklist”)

Curiosity (“See what you’re missing”)

Reversal (“Don’t click this if you’re easily offended”)

Now, YOU try it!

Here's a challenge...

Write a hook that starts with "They told me I couldn't..."

Email it to me at gerry@marketingwriter.ca - and I'll feature my favorites next week.