There’s a video on YouTube from a guy named Adam Ragusea. It’s got 19M views. The title?
“Why I Season My Cutting Board, NOT My Steak.”
The video did so well that Adam has used the title format successfully many times since.
There’s a reason this title works so well—and it’s an easy copywriting framework you can use, too.
Why it works: The formula for Adam’s title goes something like this…
[Counter-intuitive solution] + [Counter-narrative statement]
The first part of his title presents a new, intriguing, uncomfortable solution, while the second part of his title challenges something we currently believe to be true.
Here’s how to use it in your marketing: Presenting your copy this way can be quite effective.
For a quick example, imagine we’re selling non-toxic cleaning products. We could write a line like:
“Toxic chemicals poison you every day—and most of them come from your cleaning products.”
Now, maybe that’s not true, but it’s just one example of how you can use this in action.
Lead a landing page or a sales letter with a hook like that… And people won’t be able to resist reading on.
Alex Lim
Alex Lim is a certified book reviewer and editor with over 10 years of experience in the publishing industry. He has reviewed hundreds of books for reputable magazines and websites, such as The New York Times, The Guardian, and Goodreads. Alex has a master’s degree in comparative literature from Harvard University and a PhD in literary criticism from Oxford University. He is also the author of several acclaimed books on literary theory and analysis, such as The Art of Reading and How to Write a Book Review. Alex lives in London, England with his wife and two children. You can contact him at [email protected] or follow him on Website | Twitter | Facebook
