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Why Selling is all about
Hooks?
By Yeo
Feng,
http://www.NakedCopywriter.com
I just
came back from a night stroll along the beach. I'm fortunate enough to be
living near such a wonderful stretch of beach which looks equally
beautiful at night.
The jetty
was lined with anglers holding on to their fishing rods. But something
else caught my eye...
I noticed
an elderly gentleman moving along the entire length of the jetty with a
fishing net fitted with a long handle. Unlike the other anglers who were
sitting or standing at a stationary spot, he was moving up and down the
jetty, plunging his net into the somewhat murky waters.
Curious,
I could not help but ask what he was doing. When he said that he was
catching fish, I looked down at the waters (it was past 10 o'clock at
night) but could see nothing. It was almost dark short for the dim lights
that came from the lamps on shore.
He told
me to concentrate and look harder. True enough, I could see shadows moving
beneath the murky waters.
Just as I
was transfixed on a spot of moving shadows, he plunged his net down right
at that same spot and made another catch. And boy did he go back that
night with more than those other anglers who merely stayed at one spot.
Selling
works very much the same way.
A good
copy, a good salesman will be able to find just the right "hook" to get
you interested. If you look just as hard as everyone else, all you will
see are the murky waters. But look a bit harder and you will start to see
what lies beneath.
Once you
have a good hook, work to get it and work on it! It won't just come to you
if you do not actively seek it yourself.
Not long
ago I received an email from fellow copywriter Dan Lok who was promoting
his product that teaches people how to write sales copy. Obviously he is
going to have a hard time trying to sell a copywriting product to a
copywriter.
But he
found just the right hook. These are the exact words he wrote:
(I think
you'll agree it's not a bad idea to offer a do-it-yourself
resource for your prospects who want to hire you but maybe can't afford it
at the moment, right?)
They were
just the right words, the right "hook" needed to get me interested and
believe in his product. He basically got rid of my resistance with
that one effective line.
In fact,
I did not even go on to read the remainder of his email which said how
much money I could get out of it.
Find the
right hook and milk it. Take as much time as you need to find it and you
will be a great salesman!
---
Yeo Feng
is the world's first Internet-only sales letter expert who guarantees
sales with every letter written. He is also the author of what has been
called the "ultimate guide" to Internet Marketing and an independent
technology consultant.
His
website is at
http://www.NakedCopywriter.com
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