Okay, now I’m going to tell you something about hooks that you’ll be hard pressed to find anywhere else.

You likely know about using a hook in salescopy… that’s one of the ways we GET prospects to read.

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.

Curiosity will keep people digging to find answers… that means they will read more of your salescopy.

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

Mark Joyner talkes about this phenomena in his book Mind Control Marketing. It’s called the Zeigarnik Effect.

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 I didn’t give them all the details… but enough to give some real information.

I told them if they didn’t know the strategies… they would be revealed in the letter.

Do you think that made people uncomfortable?

You bet it did, because if they were in need of a business turnaround, they HAD TO KNOW THE ANSWER.

Here’s one more example.

Later, I showed the mechanism that made turnarounds work.

So 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)”

Heh heh heh…

How in the world could anyone resist something that simple?

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

That leter is a clinic on “micro-hooks”.

It’s a fantastic lesson on keeping people engaged in your advertising.

Oh yeah. One more thing worth noting.

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

If you make people too uncomfortable, they will leave. So make sure you fulfill the promise for more… or you are just another “lying marketer”.

If the loop remains open, not only will they view you as a liar… you’ve ruined the buying climate.

But don’t give readers ALL the answers in your copy… or they won’t buy your product.