Hooks emotionally grab the attention and capture the imagination of your ideal prospect.
The challenge is finding the hook. It’s usually hidden and has to bedug up.
The following 8 insights will put you on the road to delivering the words your clients need to get theircustomers to take some desired form of action.
1. What did your client’s customers want before life got complicated? Your hook is in there somewhere. Ignite the customer’s imagination.
2. Unmask your target market’s motivation and demonstrate why your client’s product or service will help them. Line up your copy so it achieves the exact objective.
3. What’s the most pressing, urgent problem your target market has? Use that problem throughout the copy. Position your client as the logical choice to eliminate their crisis.
4. Find a sliver of information that really does separate your client from its competition but lines up with your customer’s motivations.
5. Have a conversation with your client. Ask him or her open-ended questions about the product, about their brand, about their concerns and about themselves.Hot buttons have a way of revealing themselves this way.
6. Stumble upon that shocker, that provocative piece of information that arouses you. Have your client show you the ropes of the business. Take a tour of the plant, the production room, the cutting floor, the back office, the showroom, the factory - anywhere behind the scenes. Get the history of the product, its evolution and how it came to be what it is now. . . . And there’s your hook.
7. Got something newsy about the service or product. Trot it on out. Hooks abound in “the scoop.”
8. Take a commonly-held “truth” and challenge it, like “Achieve Enormous Success Without Effort.”
For more compelling copywriting tips, stop by and see me at Stacey Mathis Copywriting or call (800) 862-0361.Stacey Mathis Copywritingwww.staceythewriter.com244 Fifth Avenue, Suite S 208New York, New York 10002 Images: http://www.freedigitalphotos.net/