THE HOOK (AND PATTERN INTERRUPT)

THE HOOK
(AND PATTERN
INTERRUPT)
MIKE THOMAS
MENTAL JUDO
“People resist unwelcome attempts to persuade them” –
Blair Warren
“People can’t resist what they can’t detect” – Blair Warren
TWO CHOICES
• The Hook
• The Pattern Interrupt
THE HOOK
• Capturing Attention
• Your Big Promise
• Unusual Element
• Incongruent Juxtaposition
• Example) “Amazing Secret Discovered By One-Legged
Golfer Adds 50 Yards To Your Drives, Eliminates Hooks
and Slices…And Can Slash Up To 10 Strokes From Your
Game Overnight!”
PILSNER LANGUAGE VSL
“Hi, This Is Sarah…And In This Short Video, I’m Going To
Reveal A Weird Little Secret That Will Let You, Start Speaking
Any Language You Want In Just 10 Short Days… While
Practicing For Just 30 Minutes A Day…With No Text
Book…No Grammar Drills No Classes…No Flash
Cards…And Without Studying Any Vocabulary At All!”
TEXT YOUR WIFE TO BED
VSL
THE PATTERN
INTERRUPT
• A Pattern Interrupt is an interruption to someones normal
thought or behavior patterns
• Normal pattern is “this is probably a sales pitch”
• Throws our views off so that they consume the video
• Flies under the radar and disarms defenses
THE DIET SOLUTION VSL
THE TAO OF BADASS VSL
ACTION STEP
• Watch the examples video
• Write your pattern interrupt