Yet, when you have a hook, technique becomes secondary. There are several standard techniques you can employ to position your product as the best price-for-value on the market. When selling a product, you should always minimize price and maximize value. I don’t have permission to share the numbers, but Jay told me how much this campaign pulled on the front end and what it lead to on the backend. The result is that Jay will, for a limited time, honor this low price. Jay wants to raise the price to what it should be… but (1) several thousand people have already bought it at the low price and (2) many became great clients for Jay.
The problem is he charged less than $500 for it. X” did a better job of teaching Jay’s material than Jay ever had. X’ had done turned out to be a brilliant articulation of Jay Abraham’s life work.” “Jay saved this ex-client a nasty legal battle by seizing his inventory, claiming back all the rights and negotiating a huge, out-of-court settlement. X’ pirated $50,000 worth of Jay’s closely guarded secrets & proprietary materials, then revealed everything to the public for much less than $500…” See how a great hook can spin countless marketing campaigns from it? Before you market anything, put a strong effort into coming up with a hook. “The Film that discolors the whitest teeth.”.“FILM, a dangerous coating that robs teeth of their whiteness.”.Here are some headlines Hopkins used to sell Pepsodent Toothpaste using the “film” hook: Before Hopkins, the only references to tooth film I could find were in archaic medicine journals. The hook that started it all was around tooth “film”. When Hopkins was done, an entire nation was sold on dental hygiene and a new word entered into the public vernacular where it has stayed to this very day. Few brushed their teeth regularly, and fewer still used toothpaste. Shortly before World War I, dental hygiene was becoming a national epidemic in the US. Headlines will easily flow from hooks, but a headline without a hook is mediocre at best.Ĭlaude Hopkins understood hooks better than any other marketer. While I’ll show you headlines that are examples of good hooks, a hook is not “just” the headline. What Is A Hook?Ī hook is an impossible-to-ignore, attention-getting device which simultaneously starts the selling process. Marketing campaigns vanish as quickly as they appear but hooks can live on for generations. Where are hooks like that today? A great hook with mediocre copy will crush a good hook with world class copy. I never read the book but I knew it well – I had read the ad for it dozens of times. Somehow we got off topic and began talking about his legendary “Mr. Jay wants to ideate with me over the marketing for his new documentary. It’s Sunday night when my phone lights up with this text: The Lost Art of Marketing Hooks …And How One Good Hook Can Make Even The Lousiest Marketing Effective