"The Da Vinci Code" (2003) by @AuthorDanBrown has sold over 100M copies worldwide
The book is a MASTER CLASS in copywriting
Just the 1st page alone will teach you more about hooks than 99% of copywriting courses
Let's break it down ‡οΈ
The book is a MASTER CLASS in copywriting
Just the 1st page alone will teach you more about hooks than 99% of copywriting courses
Let's break it down ‡οΈ
1/ It starts with "FACT:"
That's brilliant.
How many movies have you watched b/c it's "based on a true story"?
We sit up for this. We think, "it's not just 'made up'".
(It doesn't matter how loosely Hollywood plays with it)...
That's brilliant.
How many movies have you watched b/c it's "based on a true story"?
We sit up for this. We think, "it's not just 'made up'".
(It doesn't matter how loosely Hollywood plays with it)...
2/ Then it introduces:
"The Priory of Scion -- a European secret society founded in 1099"
Damn.
Cool name.
European (therefore exotic/foreign). And "secret society"?
Those are 3 copy tricks right there.
Cool Name
Exoticness
Conspiracy
"The Priory of Scion -- a European secret society founded in 1099"
Damn.
Cool name.
European (therefore exotic/foreign). And "secret society"?
Those are 3 copy tricks right there.
Cool Name
Exoticness
Conspiracy
3/ Brown then emphasizes: "...is a real organization"
Y'know, just in case you missed the "FACT:" part.
Why is this so alluring? You can wiki it.
And you see it's REAL!
And it makes you wonder...
Y'know, just in case you missed the "FACT:" part.
Why is this so alluring? You can wiki it.
And you see it's REAL!
And it makes you wonder...
4/ The next bit ramps it up:
"In 1975 Paris' Bibliothèque Nationale discovered parchments known as 'Les Dossiers Secrets', identifying numerous members of the Priory of Scion, including Sir Isaac Newton, Botticelli, Victor Hugo, and Leonardo da Vinci."
Oh. My. Fucking. God.
"In 1975 Paris' Bibliothèque Nationale discovered parchments known as 'Les Dossiers Secrets', identifying numerous members of the Priory of Scion, including Sir Isaac Newton, Botticelli, Victor Hugo, and Leonardo da Vinci."
Oh. My. Fucking. God.
5/ That is genius level copywriting.
The first part is authority and story.
This respected national library found secret documents ID'ing their members.
And then...
The first part is authority and story.
This respected national library found secret documents ID'ing their members.
And then...
6/ Name drop, Name Drop, NAME DROP!
N A M E D R O P ! ! ! !
Isn't your curiosity tweaked to 11 now?
What the hell is this "secret society" that had so many luminary figures???
N A M E D R O P ! ! ! !
Isn't your curiosity tweaked to 11 now?
What the hell is this "secret society" that had so many luminary figures???
7/ Noticed also -- the name dropping is done deliberatively.
Leo is the headliner. You drop him last.
You want to escalate from cool, to cooler, to coolest.
This is building momentum in your writing.
Leo is the headliner. You drop him last.
You want to escalate from cool, to cooler, to coolest.
This is building momentum in your writing.
8/ BTW -- I talk about all these copy tools/tricks in a breakdown of my best sales letter: "The Salt Letter"
It's a free email series where you'll learn a TON
You can check it out here... crashcopy.com
It's a free email series where you'll learn a TON
You can check it out here... crashcopy.com
9/ OK -- next bit:
"The Vatican prelature known as Opus Dei is a deeply devout Catholic sect that has been the topic of recent controversy due to..."
So again, tons of "authority drops". Vatican. Catholic.
And then a lil something you haven't heard of before: Opus Dei
"The Vatican prelature known as Opus Dei is a deeply devout Catholic sect that has been the topic of recent controversy due to..."
So again, tons of "authority drops". Vatican. Catholic.
And then a lil something you haven't heard of before: Opus Dei
10/ This is a good copy trick
Name something FAMILIAR first (Vatican/Catholics)...
AND THEN name a SPECIFIC within it to create curiosity (Opus Dei prelature. What's that?)
Name something FAMILIAR first (Vatican/Catholics)...
AND THEN name a SPECIFIC within it to create curiosity (Opus Dei prelature. What's that?)
11/ I'll give you a quick example...
Everyone knows what D-Day is.
But can you name all five codenames for the beach fronts?
(Utah, Omaha, Gold, Juno, Sword)
It's the specifics of a familiar topic that drives curiosity.
Everyone knows what D-Day is.
But can you name all five codenames for the beach fronts?
(Utah, Omaha, Gold, Juno, Sword)
It's the specifics of a familiar topic that drives curiosity.
12/ Moving on...
"...due to reports of brainwashing, coercion, and a dangerous practice known as 'corporal mortification'."
And there you have it.
Scary scandalous and spooky stuff. Always gets attention.
But how does Brown put the nail in the coffin to hook us in?
"...due to reports of brainwashing, coercion, and a dangerous practice known as 'corporal mortification'."
And there you have it.
Scary scandalous and spooky stuff. Always gets attention.
But how does Brown put the nail in the coffin to hook us in?
13/ He writes:
"Opus Dei has just completed construction of a $47M National Headquarters at 243 Lexington Avenue in New York City"
OK - 2 things:
"Opus Dei has just completed construction of a $47M National Headquarters at 243 Lexington Avenue in New York City"
OK - 2 things:
14/ One - specific numbers.
That makes copy "real" We got $47M.
We got an address: 243 Lexington Ave.
You want specific numbers in your copy.
But the thing that caps it off?
That makes copy "real" We got $47M.
We got an address: 243 Lexington Ave.
You want specific numbers in your copy.
But the thing that caps it off?
15/ It's in NEW YORK FUCKING CITY.
It's right on our DOORSTEP (for American audiences).
So now it's not just some weird, scary foreign/exotic thing in Vatican City and Paris.
no.
It's here.
This scary thing has a building. In. Your. Country.
(again, caveat, for Americans)
It's right on our DOORSTEP (for American audiences).
So now it's not just some weird, scary foreign/exotic thing in Vatican City and Paris.
no.
It's here.
This scary thing has a building. In. Your. Country.
(again, caveat, for Americans)
16/ And to finish off the 1st page...
As if "FACT:" and "real organization" isn't enough...
"All descriptions of artwork, architecture, documents, and secret rituals in this novel are accurate"
Just to drive the point home that...
As if "FACT:" and "real organization" isn't enough...
"All descriptions of artwork, architecture, documents, and secret rituals in this novel are accurate"
Just to drive the point home that...
17/ This is real.
It's happening right now.
And it's in your country.
And that, my friends, is how you write a compelling hook.
It's happening right now.
And it's in your country.
And that, my friends, is how you write a compelling hook.
18/ Now -- can you do something similar for your sales letter, pitch, VSL, webinar, or whatever you use to sell your stuff?
Maybe not.
But look for it.
Look for things that shock, surprise, scandalize.
Those things get attention.
Maybe not.
But look for it.
Look for things that shock, surprise, scandalize.
Those things get attention.
That's a wrap. For more stuff like this...
1. Follow me @colinyjchung
2. Subscribe to osmosis.dev
3. RT the first tweet below to help others write hooks
1. Follow me @colinyjchung
2. Subscribe to osmosis.dev
3. RT the first tweet below to help others write hooks
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