Happy New year ‘n’ all that. 

While social media is awash with posts about round ups, wrap ups, goal setting and focus words for the year, I’ve enjoyed doing bugger all. 

I switched off from work this holiday season. 

I just enjoyed being with the kids (and scoffing their sweets).

Taking a step back allowed me to spot two groups of people…

The ones who use the quiet time between Christmas and new years to plan and be super productive, and the ones who use the slower pace to recharge, switch off, chill out and rest up. 

Neither are right nor wrong. 

Going into Christmas, I always planned to be the latter. 

Lucky for me, nothing kicked off work-wise. I had one client who wanted one tweak to a Facebook ad. Nothing major. Took me longer to fire up the computer than to tweak the copy. 

No biggie. 

But what if something had kicked off? What if a client wanted a last-minute promo, or something broke somewhere in a sales funnel, or we had to restructure a campaign pronto? 

My Christmas would have gone pear-shaped. I’d have been stressed. Annoyed that my plans had not gone to plan, right?

And that would have been because it clashed with my expectations and the anticipation of a break. 

It’s this anticipation and expectation that I find most interesting. 

In advertising terms, you might call it pre-framing. 

Or setting an expectation. 

When you’re marketing a book, every step in the chain helps to build and set the expectation for the next step. 

From the book title to the cover, to the hook and the book description. 

Every step needs to lead to the next. 

Which is why hooks are so important to get right. 

In this week’s Blurbology, I’ve broken down the psychology behind Morgan Horsel’s, The Psychology of Money. 

The opening hook uses three specific types of social proof to set an authoritative frame. A different type of book might lean towards different types of social proof, but when you’re teaching people something, building trust and authority is a good way to go. 

You can check out how they did it, and the rest of the breakdown here…

https://thebookfunnellady.com/week-24-morgan-housel-the-psychology-of-money/

Let me know what you think. 

Angie

If you spot any typos or run on sentences or dangling thingamies, please be kind and let it slide. Save your energy for something better.

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