hook-path-persuasion.pdf

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The HOOK
• Good Hooks create Emotional Curiosity
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Example Hooks
In October of 1994, three student filmmakers disappeared in
the woods near Burkistville Maryland while shooting a
documentary. A Year later their footage was found
In 1991, Mike Utley of the Detroit Lions broke his neck during a
monday night football game. He was paralyzed from the chest
down. In 1996, he returned and walked back onto the field.
How I went from Zero to $16,000 a Day in Sales
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You've got between 8-15 seconds to deliver your hook.
• How to create a Hook
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Unique Perspective (Examples)
You're doing it wrong
This is how professionals do it
This Navy Seal turned professional Ballet Dancer...
Former General Contractor reveals....
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Unique Achievement (Examples)
Paraplegic walks onto the field where he sustained his injury
$16,000 a day
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Created by NASA, now available to you
After Climbing Mt. Everest with no oxygen...
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Unique Curiosity (Examples)
"A Year later, their footage was found"
"The Hidden Benefits of..."
Imagine eating Deliciously Rich Dark Organic Chocolate and
losing weight!
o
Sensory Stimulation (Examples)
The Wiz-Bang OPEN
• Feature Film Trailers often overwhelm the viewer with
sight and sound
o
Unique Powerful Promise (Examples)
Free
Risk Free Results
Profound Change to their Problem
Profound Improvement to their Situation
Exceed their Goal
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Note: Combination Hooks are very powerful!
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The Path
• The Path delivers the promise of the Hook
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That’s why everything starts with the Hook
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What is it?
"Here's how you avoid the 7 Deadly SEO Mistakes"
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Why does it work?
"The anti-oxidants contained in this dark chocolate cause your
body to burn fat..."
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How can I do it?
"With this comprehensive check list..."
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When can I have that experience?
"No experience necessary - start today"
"Delivered to you instantly"
"No parts to buy, plug it in and turn it on"
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What do I need to do to get it?
CALL TO ACTION
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The Persuasion
• TELL THEM WHAT TO DO
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Don't be shy - Ask for Action
• Restate the "Goal Match"
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"With more qualified traffic, you will increase your sales"
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"Deeper, more rejuvenating sleep"
• Remind them
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Action = Achieve Ideal Outcome
• Be Specific
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When you do this, you will get this
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Demonstrate what to do
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