How To Create An Irresistible “Hook” In Your Marketing
What we’re going to go over in this video is How to Define an Irresistible Hook. This hook is going to be irresistible because it’s based on actual customer feedback. The first step is to…
1) Ask the #1 Challenge Question.
This is going to your ideal prospects and it’s simply asking them, “When it comes to X, what is your single biggest challenge?” Whenever I start with a new client, the first people that I always talk to are the sales reps, because I want to speak to the people who are on the frontlines. The people who are talking directly to the customers, who have the challenge, because they are going to know best in their words, and the words of their customers, what the challenges are. This is the best place to start: asking #1 challenge.
Once you have that information, what do you do with it? A big problem that a lot of companies face is that you have market research, but, what do you really do with it? It’s not necessarily actionable. So, with the formula that I’m going to share with you, what it will do is it will show you exactly how to take out that research information, put it into a formula and have an Irresistible Hook. Before we get into this, I should mention that this isn’t necessarily a headline that you would use per se, but it’s the ability to create a full encompassing statement that overcomes doubt and scepticism. From there, you can create numerable compelling headlines, but having this root, having this hook as your base will help guide your strategy. We’re looking for a few different elements in our research. In our responses, we’re looking to define:
- Customer Segment – how do they define themselves?
- Challenge – how do they define, in their own words, what their challenge is
- Desired Result – we may have to infer ourselves, and that’s okay. The number one goal is to define the challenge.
- Time – are they talking about any time frame? If my challenge is X, and I’m frustrated, not being able to get results back within six weeks (or whatever that might be). We want to take special note if they use time frame parameters. If not, that’s okay. Again, this is kind of a modular formula, so we can pull pieces in and out. If they do define a time frame, take special note of that, because this is going to be a very compelling piece of the formula.
- Past Frustration – this is a wonderful one. If you know this, a trend in the responses and the interviews that you can conduct, Past Frustrations is very important. It’s going to help overcome that scepticism of, “This doesn’t work. This isn’t going to work. I don’t believe you.” If you can identify the past frustration that they’ve felt, it’s gonna help overcome that obstacle.
- Self-doubt – this is even more nuanced in the last hurdle, the last objection that somebody needs to get through to take action is that they have to believe that not only that what you are promising works, but what you are promising works, is going to work for me. The last psychological barrier is, “That’s well, that’s great and all, you have testimonials, it has worked for lots of other people, but it’s just not going to work for me.” And that is self-doubt. That is the last piece that we can address to overcome that hurdle.
Let’s walk through the actual formula itself. How the formula is structured is, If you are a [customer segment] that [#1 challenge] there is a new/unknown/secret [method of delivery] that [result] in [time frame] without [past frustration] even if [self-doubt].
Now, that sounds like a mouthful. But how might that sound if we actually fill this out? An example could be (this is the example that we use in this video creation for us), “If you are a life science marketer that is struggling to increase conversion rates on your landing page, there is a new and relatively unknown conversion optimization formula, that results in average 240% increase in qualified traffic in less than 6 months, without increasing ad spend, even if you don’t consider yourself a ‘techy person’.”
The self-doubt is a very interesting one because you could believe that, yes, there is probably a method for doing this well, and there’s probably believable results in the certain time frame, sure, even without having to increase ad spend, that’s wonderful, but, it just all sounds too ‘techy’ to me and I don’t want to deal with it right now.”
Layering in that last bit of self-doubt, if you can uncover that, can be very powerful for increasing conversion.
In the next video, we’re going to talk about the Full Landing Page Optimization Formula, that’s going to increase conversion, revenue and profitability for your marketing campaigns.