a single source, nothing corroborates it
Leave the sentence unfinished on purpose
An open loop is uncomfortable and readers close it by continuing. Name the specific thing held inside the product without giving it away, and start an edition inside a scene rather than with the topic, so the reader is a participant before they have consciously decided to keep reading.
The method
- 01
Write bullet copy that names a specific secret held inside the product and stops short of revealing it, so buying is the only way to finish the sentence.
- 02
Open the edition by putting the reader inside a scene rather than stating the topic, so there is an open question they have to keep reading to close.
What it returned
Welsh calls this curtain language. His bullets promise things like the three traits behind a devoted audience, the single flaw common to every LinkedIn profile, and a way to earn weekly income without alienating followers.
Why We Buy frequently starts with an invitation to picture a situation, which makes the reader the protagonist and leaves a loop open.
Sources
- 4 Tips to Convert Visitors Into SalesJustin Welsh · justinwelsh.me · Tip #4: Use "Curtain Language" to Entice. · 2022-04-09
- Friday Feature: Why We BuyKatelyn Bourgoin · sparkloop.app · 🙋♀️How Why We Buy does it: · undated
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in copy
- Keep the personality that drives some people off7 unconnected
- Interview buyers and write the page in their sentences6 unconnected
- Re-aim one durable claim at today's worry5 unconnected
- Answer the predictable objection with a specific4 unconnected
- Say the thing only you could have said4 unconnected
- Tighten the headline until only your segment fits4 unconnected