Why is this hook empty? I'll tell you why. It's because some savvy copywriter let their prospect off it. That copywriter is destined to make a lot of money. I know, I know. You're thinking of your prospect as a fish, and you're thinking you need to get him on the hook, get the hook deep into his gills, and then reel him into your bucket. Nope. That's not what I'm talking about. I'm talking about the emotional hook of guilt, that was already there before the prospect ever read your copy. The reality of life is, most people have guilt feelings they're barely aware of, and the feelings are like a sore spot. In that when those feelings get aggravated, there's a sharp pain... and the person moves far away from the source of that pain. (At least emotionally.) But the crafty copywriter... ... does the opposite. Instead of making the customer feel more guilty, this copywriter makes the customer feel less guilty... or, relieves the customer of their guilt altogether. It all boils down to the phrase "it's not your fault" ??? stated, or implied. Though many won't admit it, most people blame themselves for not living up to one or more of the many impossible standards we set for ourselves. You might reject the blame of others, but it's pretty darned hard to reject blame that you generate inside your own head. So, you end up feeling guilty. Often, this is not a totally conscious process. Here's where the opportunity for the crafty copywriter comes in. This is especially helpful when you are selling information. You can tell the prospect he's an ignoramus, and add "but it's not your fault" ??? and come up smelling like a rose. Let me give you my favorite example -- one that I fell for myself, and feel very good about doing so. It's the copy from the cover of Robert Kyosaki's Rich Dad, Poor Dad. The phrase is: What the Rich Teach Their Kids About Money -- That the Poor and Middle Class Do Not! I??ve got a detailed breakdown in the original blog http://bit.ly/29oREgb Now... what about you? Are you going around shaming your prospects? That'll work, you know. It's a poverty strategy compared to letting them off the hook, but you'll always find a certain number of people ??? usually people without a lot of money ??? who will buy because you tell them they're wrong and stupid and should do something about it. On the other hand... ... let people off the hook, and the size of your market expands. So does its level of disposable income. Hey, either way is OK. It's not your fault if you don't want to make more money with your copy. You gotta do what you feel is right. But if you want to shoot those sales numbers into the stratosphere... you know what to do. Cheers, David