How to pump up your copywriting with "micro-hooks

Nobody really talks about them.

Sure you know about hooks... but how about "mico-hooks"? That's how we get people reading our ads.

To keep my prospect reading, I use lots of "micro-hooks" to keep them engaged with my salesletter.

People are by and large curious. And I like to use that fact to my advantage when writing salescopy.

It makes people slightly uncomfortable... at least until they get the answer. But most importantly, it keeps them reading until they do.

It's psychology 101... but it's something you can use to keep the odds in your favor.

My pal Mark Joyner is a master of this. He calls it the Zeigarnik Effect.

When I wrote his copy for the 7 Day Business Turnaround... I used this technique a lot.

Here's a sample:

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.

So I told them to continue reading the letter if they wanted more info.

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.

Then 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?

Now I know teachers are not stupid... but it still sounds irrisistibly easy!

Using "more on that in a minute" hooked readers into reading more copy so they could find the answer.

That leter is a clinic on "micro-hooks".

It's a great lesson in sucking in your readers continued attention.

One more thing....

If you're utilizing this tactic, you need to make certain you CLOSE THE LOOP.

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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