🪝🏴‍☠️ Captain Hook > Peter Pan 👶🧚

Hi ,

I hate newsletters.

Yeah, this is a newsletter as well, but I like to think I do things a bit differently than most.

What do I like?

I like interesting things that excite me; those usually involve a strong hook, which newsletters typically lack.

We had the Industrial and Knowledge Revolutions and are now in the Attention Revolution. To grab attention, you need a strong hook.

What’s a hook?

A strong hook is the first thing the person sees in a video, the first thing they hear on a podcast, or the first thing they read in an email.

The hook needs to be interesting enough to get attention, and hopefully, the remaining content is interesting enough so you don’t lose the attention.

The picture above summarizes 90% of how the emails I receive start. I hate it.

If you look back at my emails, I do my best to open with a strong hook.

A title about Captain Hook and Peter Pan, along with “I hate newsletters”, might not be the best hook, but hey, it got you thus far. The goal is to do anything that’s out of the ordinary and makes the other person want to know more.

Why is this important?

Developing strong hooks is today's most critical skill set for business owners and any employees who are remotely involved in marketing.

Your content can only be as good as your hook.

This means that if the hook is not interesting enough, no one will read the rest of the piece.

The hook might be less interesting than the rest, but the hook is 10x more important.

Why am I telling you this?

You should be obsessed with your main image on Amazon; that’s your hook.

Customers won’t see the rest of your content if they don't click on your main image. In many cases, the main image does the selling as well.

You have a limit of the things you can control on Amazon to get the click:

1. Main Image

2. Price

That’s it. They click because of your reviews, but that’s out of your control. Other things, such as title/SEO, mainly affect impressions, not clicks.

The main image and the price are critical to get right, not only because of the clicks you’ll be getting (CTR), but both also heavily affect the conversion rate of your product (CVR).

Here’s how to look at it:

• The main image is a 2 out of 10, and the rest of the images are a 10 out of 10, your listing is still a 2.

• On the other hand, if the main image is an 8 out of 10, and the rest of the images are also an 8 out of 10, your listing is a 8 out of 10.

This is why we’ve created a tool that allows sellers to effectively A/B test the main images and price; it’s only available within Alpha Pack.

This is not by running polls.

The tool switches your image or price inside Amazon, depending on what you’re testing. It runs at different times to measure which one works better. We have our own way of calculating this, but generally speaking, we can agree that if CTR, CVR, and total revenue go up, the change is for the better. Here’s an example shared by one of our members:

In this example you can see how the sales increased by over 40% from $4,428 to $6,268, while the CTR and CVR both went up. All by changing the main image. This is over a 2-week period.

The Alpha Pack program is designed to help sellers increase their revenue from 7 figures to 8 figures, all by creating better systems, working less, and gaining more profit. We do this by offering different tools, content, and other successful sellers to brainstorm with.

If you’re making at least $1M a year in revenue and want to learn more about Alpha Pack, reply with the word ALPHA, and I’ll send over more details.

To sum up, these days, It’s not about the features and benefits as much as it’s about attention and your hook.

It’s not about what you say; it’s about how you say it.

Stop living in the past. It’s time to grow up.

Don’t be Peter Pan.

Be Captain Hook.

Tomer

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