There are several layers of what makes up a great sales letter.
Three of those include….
● The Hook,
Let me explain each one so you understand why all 3 are important.
The Hook.
You know how ----when you’re trying to catch fish----
………..you first get a hook, put a bait on it, fix your net…… then cast it into the river hoping that fish will bite and get hooked.
And mostly, if you get your hook right, the fish will bite, and you'll go home with lots of fish.
This concept is also applicable when it comes to writing for money.
So where should your hook be in your sales letter?
It’s simple ---- at the beginning of your sales letter.
Your hook could be something you say in your headline or in the first paragraph of your sales letter.
And the primary job of your hook is……
To keep the prospect interested in the rest of the information in your sales letter…..
So that ---as they read……. And when they get to the end and it’s time to order….. They just can’t wait to lay their hands on your product.
Examples of Hooks you Can Use When Writing Copy!
FERTILIZER FOR YOUR BRAIN! ----selling a memory-boosting product
● The Hook: Using “Fertilizer and brain” in the same sentence is a
powerful way to get your prospects interested in the rest of your story.
THE ISRAELI SECRET OF AGELESS BEAUTY ----selling an anti-aging serum which has one of its components found in Israel. Like a plant or something.
● The Hook: What’s this Israeli secret of beauty? And how can it help me retain the youthful glow of my feminine looks?
HOW RETIRE EARLY AND TRAVEL THE WORLD EVEN IF YOU EARN LESS THAN 50K A MONTH ---- selling a newsletter for international living
● The Hook: Wow! So I can retire early and travel the world, even if I’m not rich?
DO YOU MAKE THESE DANGEROUS MISTAKES WITH YOUR FACEBOOK ADS? ----selling a killer course on how to write Facebook Ads that convert ----without Getting your Ad account banned!
● The Hook: What mistakes am I making with my Facebook Ads that I may not be aware of?
A 40-SECOND TRICK TO 8-HOURS OF REFRESHING SLEEP 7-DAYS/WEEK.
The Hook: What’s this 40-minute trick that can give me 8-hours of refreshing sleep every day?
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Are you beginning to see the importance of “hooks” in selling?
Putting a hook in your headline boosts readership by as much as 80%...
And the truth is…..
The more people read your sales letter ---- the higher the sales response --- and the more money you’ll be making for yourself or your client.
Remember, whatever hook you use in your headline must be true.
Your sales letter must reflect the message/promise in your headline ---starting with the first paragraph….
EXAMPLE:
DO YOU MAKE THESE DANGEROUS MISTAKES WITH YOUR FACEBOOK ADS?
Dear friend….
If you have a business that you promote on Facebook…..
What I’m going to say will probably shock you….
But as you read on, you’ll finally begin to understand why 90% of businesses are getting their ad accounts banned every day…..
…….and you’ll quickly learn the simple tactics used by the successful 10%
who make as much as 1million every week using Facebook Traffic.
Now….. here;s what this is about:
___________________________________________________
Do you see what I did there?
I started by making a very obvious guess ---- If you have a business that you promote on Facebook…..
If you dont have a business that you promote on Facebook (for self or a client) then you wouldn’t be reading that sales letter would you?
Plus….. “What I’m about to say will probably shock you” carries some element of curiosity doesn't it?
Now…..
From the first sentence….
You’ll see how I’m deliberately leading my reader by hand…..
From one line to another…..
One paragraph to another…..
Every word I used was deliberately put there to keep the reader reading on.
That’s it about hooks.
Let’s proceed to something a bit more diabolic….
How to Use “The Sweetspot and The Hell Fire Effect” to Write Sales Letters That Almost Force People to Buy What You’re Selling!
I’ll try to keep this short.
What’s the sweet spot?
It’s simple…..
The Sweet spot is a strong desire or a combination of desires your customer has for something she hopes to achieve.
Maybe I’m a 32-year-old woman in search of a husband.
And I’m surfing the internet when I see something like….
“HOW TO SUCCESSFULLY ATTRACT A LOVING HUSBAND IN 2020, EVEN IF YOU’RE ABOVE 30!”
The headline alone has touched a sweet spot in our customer’s head.
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If you think you need to be in your 20s to get the perfect man who’ll love and treat you right….
Then the story I’m about to tell you will really open your eyes to an amazing truth.
Because believe it or not……
There’s a truly simple way to attract the man of your dreams even if you’re above 30 and even if all your previous attempts at marriage have failed.
Best part?
There’s no special secret involved….
It’s probably something you already know…..
And don’t be surprised that you may have even thought about it RECENTLY…… and brushed it off as silly or too good to be true.
But as you read the rest of this message…..
You’ll begin to feel a surge of excitement and hope that you’ve not felt in a long time.
And here’s why…..
Bla bla bla……
____________________________________________
What I’m doing here is called…
The subtle art of romancing the sweet-spot!
I am building desire for my dating course by making her believe that finally, maybe this time, she’ll get her dream husband with the information she’ll get from me.
I hope this helps.
Now….
Let’s Do The Twist…..And talk about….
The Hell-fire effect!
People are more inclined to act when you use fear and pain as a motivator.
That is…..
When you make them picture the consequences of not acting now….. Or the misery of their current situation.
EXAMPLE:
Remember now more than ever……. You have a real reason to do something about your weak erection and premature ejaculations……
If you do nothing now…. It only gets worse….. And You may lose your ability to impregnate a woman forever!
Think about all the women who left because you couldn’t satisfy them in bed……
Think about what they could have said to their friends about you…..
Think about all the women you’ve avoided because you were scared you’d screw things up in bed...
Think about the disappointment you could avoid in your future relationships……
The 2-minute man?
The guy who doesn't do well in bed?
The guy who can't keep up his erection long enough?
The guy who gives up after the first round alone?
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See?
We are deliberately exploiting his emotions…..
Magnifying his woes and making him see ---in high definition----
---The misery that awaits him if he doesn't act now! (That is, If he fails to do something about his existing problem.)
In the words of John Carlton…. We are lighting fire under his ass!
Please spend some time going over this chapter as many times as possible until it becomes part and parcel of your thought process.
NOTE: The major lesson here is very clear isn't it?
Copywriting is a game of emotions --- you’re not in the writing business, you’re in the business of exploiting emotions and channeling desires.