How to write a really great hook pt. 2

Maybe you saw my email from last night, "How to write a really great hook."

In a nutshell, over the past few weeks, I sent four emails to my list in the following chronological order, all promoting the same offer, with the response from my audience in parentheses below:

#1 "Where to buy crack" (26 responses)

#2 "Taking credit for your rock star clients' results" (14 responses)

#3 "You're probably creating too many products" (7 responses)

#4 "Really great price on coaching" (40+ responses and counting)

... the surprising thing being that the last of four emails drew by far the biggest response (there was no deadline in place, so this was due to the email content alone).

About that,

@Danvir Gangadayal

wrote me to say:

===

I thought for sure "Where to buy crack" would be the winner.

It looks and feels like a far better hook, and maybe it even is - at least for me (I did tell you that was one of my favourite emails from you.)

But perhaps it's not as specific as “Really great price on coaching,” because it doesn't have the word "coaching" in it.

In fact, I noticed that none of your other subject lines had the word "coaching" in it.

Except for "How to sell a $1k+ coaching program without testimonials" but you weren't offering the overview there. You did mention specificity in that email though...

Would you say that “Really great price on coaching” got the most replies because it was more specific than the others?

===

I think specificity can be a part of the answer.

But like I wrote in my email about this... I frankly had little idea why the last hook did so well compared to the others.

But then I accidentally looked over my journal from the day before... and I noticed that I wrote that last email after telling myself to make a specific change.

I put it to myself as the following four-word phrase:

"L____ I____ T____ P____"

If you read my "Really great price on coaching" email, do you have any guesses about what I was trying to do in that copy?

Or for extra points, do you want to guess what my L-I-T-P phrase stands for?

I'll give you a hint: It's not something you can figure out from the subject line alone. It's about the entire hook, pretty much the entire body of the email until I get to the offer.

It's not complicated, but I promise you, it pays to spend a bit of time trying to figure it out for yourself right now.

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