Believe it or not…
They key to creating a compelling HOOK for your marketing funnel lies in just two things Aristotle taught many moons ago.
He said these two things are at the foundation of all persuasive messages.
Ironically, one of these things are almost always left out of the majority of online marketing funnels.
That’s why I spent a good chunk of time covering it at last week’s Big Idea Bootcamp.
Here’s what Aristotle said (paraphrase)…
All truly persuasive messages are both emotionally AND intellectually compelling.
In other words: They are both emotionally stimulating and intellectually interesting.
The most powerful marketing funnel hooks do the same — they appeal to your prospects emotions AND intellect.
And it’s that last part that most marketers neglect.
You see… the emotional stimulation comes from a big, audacious promise powered by a Unique Mechanism (the unique piece, part, component, system, process, etc., of your product that delivers the result).
While the intellectual stimulation comes from presenting something the prospect has never heard before… something that is new, different, unique, fresh, and easy to grasp.
Here’s a great little example of a brand new headline sent over to me from copywriter extraordinaire, Lawton Chiles (who was in attendance at the Big Idea Bootcamp).
BREAKING: The World’s Richest Tech Company Set To Make Millions Of Websites Disappear From The Web. Is Yours Next?
In this particular case, the promise is implicit — how to make sure your website isn’t one of the ones that goes bye bye.
The intellectual stimulation comes from the perception of a breaking story about a company making a move to remove websites.
Who is it?
Why do they want to do this?
How can they do it?
How does it impact you?
And, what can you do to make sure you’re not on the receiving end?
You see what I’m sayin’?
All of your hooks… and the “ideas” behind your marketing funnels… should meet these two criteria.
Sidenote: The Big Idea Bootcamp was truly one of the highlights of my decade-plus career in direct response marketing.
We had the dudes behind Agora Financial share their secrets to coming up with multi-million-dollar marketing ideas…
(Plus, the authors of The 12 Week Year right in the front row.)
We had email marketing wizard, Andre Chaperon, (among many others) on the hot seat…
And we even had Rich Schefren share how he orchestrated multiple multi-million-dollar ideas for his different marketing campaigns…
As of now there are no plans to do another Bootcamp or sell the recordings.
But, who knows.
Anyway, if you’re interested in learning more about this topic, here’s a little blog post I wrote some time back that gives some more insight.
