A lesson in grabbing your prospects attention – The series (Part 1)

Today’s content about grabbing your markets attention comes from Guillermo Rubio.

—————————————-

Curiosity is a powerful way to make your prospect stop dead in his tracks and read your sales message from top to bottom. Human nature makes it hard to resist a desire to find out more.

Think about it …

Have you ever been driving down the road, when you encounter a couple of police cars with lights flashing near a huddled group of curious bystanders? Chances are, you really wanted to know what was going on.

Or think about your favorite TV show …

How strong was your desire to learn more after watching the first part of a two-part series … especially after a really good cliffhanger?

No doubt about it, curiosity works.

Claude Hopkins, considered to be the “Godfather” of direct-response advertising, once said, “Curiosity is one of the strongest of human incentives. We employ it whenever we can.”

And as a copywriter, you’d be wise to follow his advice.

The most critical place to use curiosity is in your headline.

Here’s why …

If your promo’s headline doesn’t grab your prospect’s attention, your sales message is headed for wastebasket city.

Here’s an example of an attention-grabbing headline from a classic control that was responsible for bringing home the bacon:

What never … ever to eat on an airplane!

Even if you don’t fly, the curiosity this headline builds is irresistible. You can’t help but want to read further.

Here’s another one:

Outlawed for 41 years,
now legal again,
this investment launched the largest family
fortune the world has ever seen …
and could return 665% in the next 12 months.

If you’re an investor, you’d dive straight into the letter to figure out what this newly legal investment is.

And finally …

How to Get FREE Health Care Anywhere in America!
What Hillary Isn’t Telling You!

Back when this promo ran, the timeliness – and the promise of FREE health care – was enough to get even the biggest skeptic to keep reading out of sheer curiosity. Plus, who didn’t want to find out what it was that Hillary wasn’t telling them?

The second-most important place to use curiosity is in your lead.

Within the first two or three sentences, you’ve got to hook your prospect and make him think, “Wow, I need to keep reading this to find out more.”

Here’s an excerpt from one very successful lead:

Many of the world’s wealthiest families have used this “secret currency” for generations to grow dynasties. Let me show you just one example …

In this case, the prospect wants to keep reading to find out what this “secret currency” is.

Here’s another example:

This is very urgent, so I’ll get right to the point.

Starting tomorrow, just after 12 noon EST, you could begin skimming $5,250 per month from Wall Street’s banking coffers. If you want, you’ll be able to transfer this money straight into your personal bank account … free and clear.

This promise creates an itch the prospect must scratch. He wants to find out, “How is this even possible?”

And finally, from a health promotion:

I want to warn you about a serious hidden health threat that’s likely targeting you and your loved ones.

Wow. How could you NOT keep reading to find out what this health threat is?

The headline and lead are the two most important places for using curiosity, since they form the critical portion of the letter that hooks your prospect and forces him to keep reading.

———————————————–

Stay tuned for part two of this series in which you wil learn the “How” of using curiosity to grab attention.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: