How do you engage a prospect when your product or service is too good to be true?


While they love the promise, they could get blinded by scepticism.

One of the best ways is to address the issue head-on, via the “what if” technique…

It works a treat when you want to introduce something which nobody believes is possible.

For example…

“What if there was a Cure for Alzheimer’s, and No One Heard About it?”

You want to know what’s next, right?

Although you’re sceptical, it’s piqued your interest.

Likewise, let’s say you sell courses on real estate investment like Jon Giaan at Knowledge Source.

How about…

What if There was a Way to Find Positive Cashflow Properties in the Middle of Sydney… and No One Had Heard About it?

Or if you sell dog food like William Wiadrowski

“What if There was a Food that Made Bad Dog Breath Disappear and No One Heard About it?”

See how this works?

What’s something which is considered virtually impossible in your industry, but you know you can do?

Now use this approach to turn it into a hook for your next ad.

P.S. Enjoy this post?

Hit the 🔔 icon on my profile here -> Scott Bywater to see this content as it is posted.

And if you received value from this headline hack…

There are 100 more in my 101 Headline Hacks report, which is based on real experience from writing over 9,127 subject lines for emails – and seeing split-test results over a period of over 14 years.

Leave a Comment

Your email address will not be published. Required fields are marked *

Scroll to Top
Call Now Button