The #1 secret to all great marketing campaigns is a bag of dirt.
Here's why π:
Here's why π:
1/ The "bag of dirt" has both a literal and figurative meaning.
But, most importantly, it just got every marketer out there to open this thread.
Let me explain...
But, most importantly, it just got every marketer out there to open this thread.
Let me explain...
2/ The literal bag of dirt comes from Gary Halbert's Boron Letters - a cult classic in the world of copywriting and direct response marketing.
The bag of dirt is one of Halbert's most famous marketing tactics (outlined in the letters).
Here's how it works:
The bag of dirt is one of Halbert's most famous marketing tactics (outlined in the letters).
Here's how it works:
3/ Halbert was an expert in direct mail marketing.
He would put together a target mailing list of prospective real estate buyers and send them a letter with a bag of dirt stapled to the letter.
The bag of dirt represented a piece of the land they could potentially own.
He would put together a target mailing list of prospective real estate buyers and send them a letter with a bag of dirt stapled to the letter.
The bag of dirt represented a piece of the land they could potentially own.
4/ The conversion rate of people who receive the bag of dirt will always be higher than those who don't.
Why?
As soon as they open that envelope, they're thinking:
"What the heck is this bag of dirt? I need to read this."
More fully engaged eyeballs = More conversions.
Why?
As soon as they open that envelope, they're thinking:
"What the heck is this bag of dirt? I need to read this."
More fully engaged eyeballs = More conversions.
5/ So why did the bag of dirt work at the beginning of this thread?
It immediately captures the attention of my target audience: marketers looking to improve their campaigns.
Every single marketer reads that hook and thinks:
"What is he talking about?" π *clicks*
It immediately captures the attention of my target audience: marketers looking to improve their campaigns.
Every single marketer reads that hook and thinks:
"What is he talking about?" π *clicks*
6/ If I had started this thread with "here's how to write a good hook," it would get half as many opens.
Why?
Lack of credibility. I have 225 followers and joined 3 weeks ago.
I need that bag of dirt to get fully engaged eyeballs (a sentence I never thought I'd write, lol).
Why?
Lack of credibility. I have 225 followers and joined 3 weeks ago.
I need that bag of dirt to get fully engaged eyeballs (a sentence I never thought I'd write, lol).
7/ So now you know the importance of a great hook; but, how does one write them?
Glad you asked!
Here are 4 quick tactics to help you write better hooks:
Glad you asked!
Here are 4 quick tactics to help you write better hooks:
8/ Tactic #1: Email Marketing
As someone that has sent over 100,000,000 marketing emails, I know my way around an inbox (another thing I never thought I'd write).
With every email you write or look at, there are 3 versions of hooks at your disposal:
As someone that has sent over 100,000,000 marketing emails, I know my way around an inbox (another thing I never thought I'd write).
With every email you write or look at, there are 3 versions of hooks at your disposal:
9/ Three hooks in emails:
1) Subject Line = The Main Attraction
2) Preview Text = The Supporting Cast
3) Headline in Email Body = The Main Event
All 3 of these hooks work together to grab your reader's attention and get that click.
1) Subject Line = The Main Attraction
2) Preview Text = The Supporting Cast
3) Headline in Email Body = The Main Event
All 3 of these hooks work together to grab your reader's attention and get that click.
10/ Go through your email inbox and make a note of the emails that pause you in your tracks and open.
The ones that made you open and click are even better.
You'll start to notice at least 1 of these 3 trends:
The ones that made you open and click are even better.
You'll start to notice at least 1 of these 3 trends:
11/ Three trends for engaging emails:
1) Personalized hook (like a bag of dirt)
2) Timely hook (urgency gets you to take action)
3) No hook needed. The sender has your trust, and you're going to open it no matter what. A perfect example of this π
1) Personalized hook (like a bag of dirt)
2) Timely hook (urgency gets you to take action)
3) No hook needed. The sender has your trust, and you're going to open it no matter what. A perfect example of this π
https://twitter.com/ShaanVP/status/1446128721941852173?s=20
12/ Tactic #2: Rewrite the best ads
Put together a collection of the best ads in history and rewrite all of the copy by hand.
This gives you the feel for excellent writing.
Put together a collection of the best ads in history and rewrite all of the copy by hand.
This gives you the feel for excellent writing.
https://twitter.com/SeanAnthonySays/status/1449059521167597578?s=20
13/ Tactic #3: Write the hook last.
Once you have the complete picture of the story you're telling, that's when you write the hook.
I learned this from @SahilBloom in his Audience Building course. Safe to say, he knows how to write attention-grabbing content.
Once you have the complete picture of the story you're telling, that's when you write the hook.
I learned this from @SahilBloom in his Audience Building course. Safe to say, he knows how to write attention-grabbing content.
14/ Tactic #4: Read your hooks out loud.
This is another gem from the Boron Letters.
When you read your copy out loud, you will verbally stumble over all of the parts that are not smooth.
This is another gem from the Boron Letters.
When you read your copy out loud, you will verbally stumble over all of the parts that are not smooth.
15/ *DISCLAIMER*
Writing a great hook is just the first part of the puzzle.
Yes, you could write an email subject line like "Thanks for your purchase!" that most will open.
But, the content after the hook MUST deliver the goods. Otherwise, you will come across as scammy.
Writing a great hook is just the first part of the puzzle.
Yes, you could write an email subject line like "Thanks for your purchase!" that most will open.
But, the content after the hook MUST deliver the goods. Otherwise, you will come across as scammy.
16/ To summarize;
1) Your hook makes or breaks your marketing campaign
2) Find your "bag of dirt"
3) Study the best emails
4) Handwrite the best ads
5) Write the hook last
6) Read your copy out loud
7) Deliver on your hook
1) Your hook makes or breaks your marketing campaign
2) Find your "bag of dirt"
3) Study the best emails
4) Handwrite the best ads
5) Write the hook last
6) Read your copy out loud
7) Deliver on your hook
If you enjoyed this thread, please:
- Retweet the first tweet and share with other marketers!
- Follow me @joe_portsmouth
I write threads that break down marketing strategies, interesting business cases, and more.
- Retweet the first tweet and share with other marketers!
- Follow me @joe_portsmouth
I write threads that break down marketing strategies, interesting business cases, and more.
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