Walter Block is the most prolific libertarian and economic scholar alive today. He’s now published over 500 scholarly articles in peer-reviewed, refereed journals covering a vast array of topics in the areas of libertarian political philosophy and Austrian economics. He’s written over a dozen different books, his most famous being Defending the Undefendable.
It seems the average attention span these days is quite abysmal, so whatever message you’re able to get in front of a potential customer better be short, sweet and informative. These are known as hooks and are described by Kaufman as, “a single phrase or sentence that describes an offer’s primary benefit.”
Kaufman really threw me a curve ball in this section. I assumed this topic would be pretty straightforward. You want to craft marketing copy or narratives that elicit desire from your potential customers. Turns out, trying to create a desire for your product or service is a huge waste of time.