The Foundation is a six month online program for starting a software business from nothing…without an idea, coding skills, or funding. The program has been...View More praised by tons of well-known marketers & entrepreneurs & many of the program's students come out of it with full-fledged, profitable software businesses. There website is here: http://thefoundation.com Below, I'm focusing on a specific hook founder Dane Maxwell & The Foundation team have been using since 2013 to collect email opt-ins.
It's based around a "word" proven to effectively generate curiosity. That word is "dangerous". Their headline reads "Do You Know The Most DANGEROUS Word In Business?". Notice how how it's in all caps. They understand that the word commands attention. People want to ensure that they're not endangering themselves & therefore become curious as to whether or not these hidden dangers are currently harming them. They also will feel more comfortable moving forward knowing that they can better avoid these dangerous paths.
To make this Swipe Study more interesting I've included their original hook from 2012, "Do You Know The Most Important Word In Business?". Notice how this is positively-focused instead. The Foundation team actually continues to test one against the other today. Although "Dangerous" clearly worked for them, positively-driven messages should not be counted out as being just as worthy.
Landing Page & Opt-In Hook from The Foundation Swiped in July 2015 Ran 2013-2015 (Now)
If they had the same landing page since 2012, I probably wouldn't have given their copy as much value. However, if you go through their history, it's clear that they test on a continuous basis. When you notice testing is going on, that's when you can better infer that their decisions are strategic. Yours should be as well. Test, test, test.
Try using your video cover as an area to put a subhead or more compelling copy. That's what they do in the examples above. Treat it like an image on the page. It should serve a purpose.
Although the opt-in is driven by a "dangerous" hook, remember that the sale always moves towards a solution that will solve the person's problems. You don't linger on the "dangerous" stuff. You use it to grab attention, assess what to avoid & than point out what direction is better (your product, your content, your newsletter etc.)
One of my favorite takeaways was how they refined their message/USP over the years. Pay attention to how they got more specific, cut the fat and became more concise.
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
Visit the archives of this swipe's source URL or view past screenshots of thefoundation.com below.