Crafting Killer Hooks, step by step methodology?

This statement itself is a judgement.

I'm calling it as I see it. CopyMonster is exactly right - it IS corporate-speak and "clever" is the last thing you want in your copy. Halbert used to say -


Which means don't try and be too clever. And don't use words that most people don't understand. You're not writing The World's Greatest Novel or a piece for The New York Times. Use simple, short, everyday words in short, simple sentences. In words a 5 year old understands.

What you have written above is, quite frankly, meaningless drivel.

But to address the original issue...finding the hook comes down to doing proper research. I would never, ever suggest people farm out their research (as you suggest in one of your blog posts). Writing the copy is the easy part. Once you understand the product it kinda writes itself. Understanding the product and the pitch ...getting to the essence...comes from finding out ALL you can - from proper research. Sometimes the hook comes out of left field - from reading Amazon reviews or what (gasp) people are saying in forums.

And yes, as usual, I'm being provocative (and I note your "bubba" comeback). I take exception to people that come in here and try to position themselves as experts - without having the chops to back it up. It's a disease in this forum and it doesn't do anyone any favors. You don't know what you're talking about and you're trying to cover your ineptitude with a bunch of corporate speak.

I just ran your line "verbaige you can weave throughout the copy - bringing prospects back to your inevitability" through Unsuckit and even it couldn't translate it.

Since you asked sincerely Mark -

Seems you object to the tone of my remarks. I get it. Maybe I was a bit strong and could have worded it differently.

I still stand by the content though. The big words are more corporate-speak than what you find in plain speak power letters. You know... the ones that jump up above the others and sell product by the truck load.

Just the other day I was listening to Drayton Bird speaking about one of the many successful letters he has written. This one sold a high priced course to senior corporate executives - the types that had been around the block and had pretty much seen it all. The challenge - since they'd seen it all, what was the value of some course to them? All previous attempts to sell the same course even though it was offered by a highly prestigious institution had been unsuccessful. What struck me was less the words themselves. They were simple, everyday words. It was the psychology and appeal that was masterful.

The reference to college types finding "big word" communications appealing was not to you. It was actually to corporate suit types. It was in no way a reference to you or your education. And given the details you've offered in your post, I'll admit that I'm closer to the suit than you. I've got more than a few letters I can add to my name from having spent enough time in higher education. And you can add to that quite a bit of time in glass and concrete towers.

As to your value-add here. I agree.

And just for fun
UN-plain language
Plain language