This hook reels the prospect in by teasing a unique mechanism “magical tool” and implying the benefit that the unique mechanism gives “access to your prospects wallet” + “print money”.

Here I am making my sales argument and selling the reader on the idea that research is a crucial fundamental tool that they need to leverage in order to make great money in this skill we call copywriting.

This part of the copy is where I close the email and give the reader a call to action.

Now, since the reader is sold on the idea that research is a power tool that can help them get good at the skill of copywriting and make them great money, they are much more likely to click through to the copywriting course.

When they click, they are more warmed up to accepting the offer because they are now more informed and understand how the offer can help them.

If you just tell a prospect “Hey, click here and check out my copywriting course!“ they will throw your email in their trash bin. You need to sell prospects on ideas and outcomes.

And whatever you offer to the prospect is just a vehicle or a tool that helps them achieve that outcome.

This is the teaser for the next email. I make sure to mention the outcome or the benefit of reading the email so the reader can know what the information in the next email will do for them.