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