EP07: Why You Suck At Hooks & Big Ideas

There is, in fact, a Big Idea for this very show: How hooks and big ideas actually work... ... and what the big secret is between merely grabbing attention... and turning your prospect into a cash-in-hand buyer, desperate for you to sell to them. John’s always been known as “The Hook King”, and oh boy: He dives in deep on how to identify, power-up, and carpet bomb your market with the kind of hooks that transform skeptics into eager fans. This includes the “origin story” for the most ripped-off ads in history... plus high-level insights to convincing clients to run with hooks that make them uncomfortable (the KEY to all the success enjoyed by the A-List copywriters). Also: The critical use of tabloids as a training tool for finding hooks (while learning why humans respond to such weirdness)... a much-needed Reality Check for any writer and especially for most biz owners, on who, exactly, you’re actually gonna sell on any list... plus some pro-level insight to dealing with lawyers (whose main job is to say “no” to any copy that might actually work). And tons more. This is like sitting next to the best copywriters in the biz, getting them wasted on truth-telling serum, and then grilling them for the REAL secrets to their long-lasting success and happiness...