A few weeks ago, I was promoting a caramel product.
After some quick digging, I found two different hooks.
* Talk about the royalty behind caramel—how it was only available to the wealthiest Arabs and Europeans for hundreds of years
OR
* Talk about the health benefits behind caramel—backing up my claim with mechanism and science
The health hook won by 20%.
This was a small test, and it’s not a definite conclusion.
But looking at the data…
It’s because the health hook meets what people where they’re at.
People already KNOW caramel is sweet—too sweet.
The little voice in the back of their head continues to whisper:
“Yeah, this product looks great… BUT…”
So… if I cannot first overcome the existing health objection, I can’t stimulate their desire.
Something to think about.
Talk soon,
– WYH
PS – The next test I’d like to experiment with would be…
To switch the order:
If I answer the objection first… and return to spike the desire… would I have even better results? We shall see.