It’s taken me a while for me to write this blog because I didn’t want you, my reader, to think I was easily taken in. But I just love this mailing.
It arrived on my doormat some months ago and I knew exactly what it was; someone was trying to sell me something. In fact I put the envelope, un-opened, straight into the recycling. As I say, I knew exactly what it was. But something at the back of my brain was nagging me. ‘You’re not average’, it was saying. But I knew it was just a ploy. ‘Forget it!’ I told myself.
I did forget it for a while but finally succumbed, retrieved the envelope from the re-cycling and opened it. And, of course, I was right. I was trying to be sold something I didn’t want.
But, that’s the point of great marketing – or, more importantly, a great ‘hook’.
You have to get opened whatever it is that you are sending out. You have to get the next paragraph of a letter read or the line in an advert. And the way you do that is with a brilliant ‘hook’. Be it a Subject Line of an email, the Headline in an advert, the title of a letter, the first words on your website, and yes, the words on an envelope.
Your most important job is to get people to read about whatever it is that you are selling and the better your ‘hook’ is, the more enquiries, and therefore sales, you will get.
Do this right and people will just have to open (read) and see what comes next. Almost against their will!
One tip, write your copy first and then work on the headline until you get it right.