Writing for Conversion: The Hook, Line & Sinker Method

This is a guest post by Melanie Lundheim.

In today’s Digital Age, people, products, and information are a single click away. With such convenience, we tend to get sucked in to email, blogs, news sites, forums and social networking groups that compete for our time. Before we know it, minutes – even hours – can pass and we have little to show for our efforts. We call this phenomenon “time suck.”

Time suck is time wasted, because trying to meaningfully take in and act upon too much information, or “TMI,” that bombards us online is like drinking water from a fire hose: impossible.

Cut Through the Clutter

So what does TMI have to do with writing content that converts website visitors into buyers? For starters, we need to understand before we write to our target audience that there is no shortage of information in this digital age. What’s truly scarce today is our attention.

Face it. Your audience doesn’t have time to read your sales pitch! It doesn’t mean they won’t. Your job is to make your audience believe they don’t have time NOT to read your sales pitch.

Hook, Line and Sinker Conversion Method

How? Follow my “Hook, Line and Sinker” method to writing web content that cuts through the clutter online and converts your website visitors into paying customers.

Hook:
First, you need to hook your audience with a title that grabs their attention, or piques their curiosity. If you know your audience well enough, you’ll understand what they care about the most, as well as what motivates them to keep on reading.

For example, I’d quickly bypass a headline that said something that’s too hard to grasp at a glance, like:

“Marketing Industry Findings on Strategies to Optimize Annual Revenue”

In contrast, I’d jump at the chance to learn:

“How to Double Your Revenue in 12 Weeks”

Your hook doesn’t stop with a strong title. You need to follow it up with an opening paragraph, or “lead,” that manufactures need among members of your audience. A classic example of manufacturing a need on a national scale is when Listerine® popularized the term “halitosis” during a bold ad campaign in the 1920s. Introducing the term put halitosis, or bad breath, on the forefront of consumers’ minds, creating unprecedented demand for the mouthwash.

This brilliant tactic of manufacturing need also accomplished two other important objectives of your lead: to invoke a strong emotion among members of your audience, and to strike on their pain points.

Line:
Next, once you have your audience’s attention, the “line” step in my method is to string them along with engaging, benefit-oriented copy. You want to convince your audience how effective your solution is, and how much it will benefit them – usually in the form of saving money, effort or time.

The “line” portion of your website copy is a good place to include statistics, figures and facts to prove your points. Weave in testimonials as well from established customers who rave about and quantify the before-and-after difference your solution made in their lives. For example, a testimonial could read:

“Before we implemented the XYZ system, we were barely breaking even, with $320K in annual revenues that matched our annual expenses. Within months of following the XYZ system, our company grew more efficient in managing time and resources, as well as adept in identifying and seizing new opportunities. As a result, our annual revenues reached the $2 million mark, and they continue to climb!”

At this point in the copy, and throughout your entire pitch, be sure to break up your content with good design, making it easy for busy consumers to scan with:

• Bold headlines and subheads
• Bulleted lists
• Photos with captions
• Pullout quotes
• Plenty of white space

Sinker:
Toward the end of your web copy, end with a sinker, which is your compelling call to action. Here, you want to overcome any objections your audience may have by reassuring them that your solution is effective. A money-back guarantee also helps to establish a sense of trust among members of your audience.

In the sinker section, tell your audience exactly what to do. Inject a sense of urgency to entice them to take the bait and act now. Keep your instructions simple and clear, so nothing distracts them from making the decision to buy. An example call to action:

“Your days of lost revenue and missed money-making opportunities end today. Simply press the green ‘Buy’ button for instant access to the XYZ system, follow the 12-week program, and watch your revenues increase, fast. Buy now and receive $297 worth of bonus materials on how to ____. With our money-back guarantee, you have at least double your annual revenue to gain … and nothing to lose. Press the green ‘Buy’ button now to get started.”

Go Fishin’

There are a lot of fish in the sea. As an Internet marketer, your job is to convert as many of them as possible from casual website visitors into paying customers. So here’s my call to action for you. Gear up with my Hook, Line and Sinker method before you craft your next sales pitch. Then share a link to it with us in the comments section below. For inspiration, keep this old fishing adage top of mind: “A reel expert can tackle anything.”

Image: scottchan / FreeDigitalPhotos.net

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About the Author

Melanie Lundheim is a corporate freelance writer and founder of Good Copy Fast. She has been helping Fortune 500 companies convert prospects into buyers since 1998.

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