Are you in a competitive market?
Personally I hope so.
A market is generally competitive because it’s profitable. People are buying. Money is flowing.
I get worried when I see a ‘wide open’ market without any competition. In most cases, that means anyone who has tried to enter the market has failed.
My personal preference would be a niche that’s overloaded with competitors doing a poor job of marketing. That’s almost a dream scenario!
When you enter a market like this, you’ve got to have a hook.
You need something that grabs people’s attention, holds it, and takes them all the way to the sale.
What is your hook?
Watch the news media. They have to come up with ways to grab your attention daily.
They have a saying, “If it bleeds, it leads.”
A terrorist attack is a much easier hook for the media than figuring out how to get you to watch another story about eating healthy.
The media loves tapping into fear.
What this demonstrates is the importance of EMOTION in your hook.
But it goes beyond this. Stats and numbers are a good way to back up a hook with proof, but the strongest hooks are often connected to a story.
And it can’t be just any story. It needs to be an emotional story that’s easy to understand.
You want to combine all these pieces together in your hook.
“Share a Simple, Unexpected, Emotional Story With Clear Imagery That’s Backed Up With Proof!”
Here’s an old example from John Carlton…
“Amazing Secret Discovered By One Legged Golfer Adds 50 Yards to Your Drives, Eliminates Hooks And Slices…And Can Slash Up to 10 Strokes From Your Game Almost Overnight!”
That’s definitely an unexpected emotional story. It has clear imagery as you can see it happening. It’s simple to understand but tough to believe.
That’s why the ad immediately followed up telling more about the story in the introduction. It backed up the story with proof.
Here’s a headline I used very successfully on one of my membership sites for years…
“Why Almost Everyone Is Dead Wrong About Internet Marketing… Including How to Create An Instant Flood Of Cash-In-Hand Traffic To Your Site (Which You Can Have Up And Collecting Orders In Under Two Hours From Scratch)!”
It was a contrarian story with a strong promise and imagery (flood of cash-in hand traffic).
Seth Godin says, “When you Find a Story That Works, Live That Story, Make It True, Authentic, and Subject to Scrutiny. All Marketers are Storytellers. Only the losers are Liars.”
Focus on your hook.
Look at the story you’re telling.
Compare it to the competition.
Does your hook stand out from the competition? Is it unexpected? Or is it saying the same thing everyone else is saying?
Does your hook tap into the emotions of your target audience?
And do you back up the story with proof immediately on your page?
The success or failure of your promotion may occur simply because of your hook.
Research your audience.
Come up with a specific avatar you’re speaking to.
Write dozens of potential headlines.
And TEST your offer.
Too often we waste time testing minor issues such as the color of your order button.
The most important aspect of your promotion is connecting the right offer to the right audience.
November’s issue of the Monthly Mentor Club is all about tracking, testing, and remarketing.
The secret to success online is not going after the cheapest traffic. That’s a never-ending treadmill you can never win.
Instead it’s about telling the right story to a listening audience.
And you can’t win online unless you’re tracking your results, testing the right approach and following up on a warm market.
The November issue will be mailed out November 2nd.
Plus, you’ll receive “Fast Start Profits” instantly where Dr. Glenn Livingston and I analyze the most common conversion cracks on your website…and how to fix them.