Damn that Ben Settle.
Every time I take a shower I end up thinking of him.
And no, it’s not what you think.
You see, about two years ago I discovered Ben Settle’s blog. At the time, he and I had never met or spoken with each other. But I loved his style and became one of his regular readers.
And so one day Ben wrote a post about showers. More specifically, he suggested taking showers anytime you needed a headline breakthrough… even if that meant taking multiple showers a day!
After I read that post, I started paying attention to my thoughts whenever I took a shower. Sure enough, I discovered I do some pretty serious thinking while relaxing under the hot water.
(Is it the hot water? The solitary space? The lack of interruptions from young kids? Probably all three.)
Anyway, ever since Ben made me aware of a hot shower’s unique “thought-enhancing” qualities, it seems he’s popping into my head every time I turn on the shower faucet.
There’s a Copywriting Lesson Here…
If you can take something completely ordinary (like taking a shower) — and put a totally unique spin on it — then you can reel in your readers, engage them, and practically force them to take action.
The reason why this works is because a good hook causes prospects to lower their natural sales resistance.
And when your prospect’s sales resistance is down AND he is genuinely interested in what you’re talking about, it’s that much easier to make the sale.
With that in mind, I encourage you to go hop over to Ben’s blog and check out this post:
Caution: If you read this post, you may have trouble taking showers without thinking of Ben Settle. Don’t say I didn’t warn you. ;-)
-Ryan M. Healy
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