The Hook and Hold Marketing Loophole - The Psychology Trick That Keeps Prospects CRAVING More...
In 1927, a psychiatrist named Bluma Zeiganik discovered something about the human mind that has created literal billionaires.
I call it the Hook-and-Hold Marketing Loophole (or Zeigarnik Effect). Let's explore how it works.
Remember those old-timey serials? Like "Breaking Bad or Lost"?
They'd end each episode at the most exciting part.
You HAVE to watch the next one.
We can use this same superpower in marketing.
A friend of mine had a big email list of past customers. But he had a problem…
People were opening his emails but they weren’t reading them.
They would scan the first few paragraphs and stop.
We tried a few things but nothing was moving the needle.
Then one day, while ordering a coffee for my wife at Starbucks I heard a simple comment from the girl behind the counter.
It was an epiphany! It changed everything.
And once we tried it, people started craving my friends' emails.
People would even email HIM when he didn't send an email for the day.
And it's not just about marketing or emails. It's about how we are wired as humans.
Now, you might be wondering, what did that person say? What was this game-changing revelation?
You might be feeling a tiny bit of curiosity ramping up in your brain.
That's the effect of an "open loop" – a cliffhanger.
TV writers are masters of this. They introduce characters, get you hooked, and then...
BAM! They hit you with a conflict and cut to the credits.
You're left hanging, needing to know what happens next.
Or when your partner sends you a text message with the words “We need to talk”… (talk about an open loop right there).
It's about closing cycles. Leaving them open feels uncomfortable, like a story without an ending.
You can use this same hack in your emails, ads, social media posts, videos…etc…
Ok. Let's close the loop…So, while I was in line at Starbucks, my cashier (I think they call them baristas)...
She was talking to someone else about an episode of "The Last Of Us".
The zombie show on HBO?
Anyway…
She said something about how she was ADDICTED to the show.
And she couldn't wait to get home to watch the new episode.
And it hit me.
The way they structured their stories was exactly what we needed for the newsletter.
Now let's see a real-life example of someone who has mastered the art of the Hook-and-Hold Loophole…
Case Study: How Mr. Beast Uses Hook-and-Hold Loops To Turn Viewers Into Addicts (And They Don't Even Know It).
You're watching Mr. Beast's latest video.
Something wild, like "Last to Leave the Circle Wins $500,000".
You're in. Hooked. But why?
It's all about the Hook-and-Hold loop.
And Mr. Beast is a master at this.
From the get-go, he drops hints. He teases the viewer. "Stick around to see who wins," he says.
Or "You won't believe what happens at the end."
He starts a story and adds hooks that leave us hanging.
And it drives us nuts.
But Mr. Beast doesn't stop there. He keeps layering these open loops.
Throughout the video, he's constantly tossing out little teasers.
"Wait till you see what I have planned for the last three people." Or "I've got a twist that no one will see coming."
It's not just the big prize at the end.
It's these little hooks all the way through.
They keep us watching.
Always waiting for that next thing he teased.
Here's the kicker. You're not just waiting for the end anymore. You're locked in for the whole ride.
Every twist, every turn. You can't look away because you need to close those loops.
You need to know how each little tease plays out.
And the best part? You're enjoying it. It's fun. It's exciting.
You're on the EDGE of your seat.
That's the magic of a good open loop. It's not just keeping you there; it's making you love every minute of it.
You can do the same thing with your emails, copy, video scripts, blog posts, etc...
Alright, I gotta go change my son's diaper ...
In the meantime, let me know if you noticed how I used some open loops in it.
Cheers,
Evelio
Ps. I’ll share a post soon that dives into how the Hook-and-Hold Loophole helped an unknown shy blogger make over $100 Million with a simple blog...(true story btw)...
Sorry, I couldn't help it lol...
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