Open loops in copywriting are a great technique to keep your reader glued to your copy.
In this blog post, we will talk more about open loops in copywriting, what it is, and how to use them.
Table of Contents
What is an open loop?
“An open loop is a concept that, in the telling of stories, drives our brains to naturally want to seek out some sort of conclusion.”
It’s also known as a cliffhanger or a nail-biter.
TV scriptwriters use it all the time.
The point of using open loops is to get the reader to keep reading until they get to the end of the copy where they’re prompted to take a specific action.
What does open loop mean in copywriting?
In copywriting, an “open loop” refers to a writing technique where the copy leaves an unresolved question or tension in the reader’s mind.
This creates a sense of anticipation or curiosity that makes them want to continue reading or take action.
The idea behind open loops is that they can capture the reader’s attention and motivate them to take the next step. Whether that’s reading more of the copy, signing up for a newsletter, or making a purchase.
An example of an open loop in copywriting might be a headline that reads; “Discover the shocking truth about the food industry that they don’t want you to know,”
Or a lead-in sentence that starts,
“Imagine having all the energy you need to power through your day, without feeling jittery or anxious…”
These types of open loops create a sense of mystery or intrigue that can be powerful motivators.
Note that using open loops in copywriting can be a powerful tool.
It’s also important to be ethical and transparent with the reader.
Overused or misleading open loops can lead to disappointment and lost trust from your audience.
2 examples of open loops
Here are examples of open loops and how you can use them to boost sales and conversion.
Look for the areas with open loops.
Hint: They’re the areas that piqued your interest but didn’t deliver the closure your reader wants.
Below is another example of an open loop.
Understand that your open loops don’t have to be bulleted points like this.
You can also place them in your normal content.
Because the one thing that people respond to most is…
(Did you notice I just used an open-loop technique in the last two lines?)
If you did, you’re getting a hang of this. But if you didn’t, here’s the open loop.
“Because the one thing that people respond to most is…”
It made you eager to know what that ONE THING is.
More examples of open loops in copywriting
Here are a few more examples of open loops in copywriting:
- “Are you tired of living paycheck to paycheck? Discover the secret to financial freedom.”
- “Do you want to lose weight without giving up the foods you love? Our new program makes it possible.”
- “Are you ready to double your sales in the next 30 days? Our proven strategies will show you how.”
- “Do you ever feel like you’re not living up to your full potential? Our coaching program can help you unlock your true potential.”
- “Do you have a dream of starting your own business, but don’t know where to start? Our step-by-step guide will take you from idea to launch in no time.”
In all these examples, the copy presents a problem or question that is likely to resonate with the reader but does not immediately provide a solution.
This creates a sense of curiosity and anticipation.
This can be an effective way to keep the reader engaged and interested in the message.
Also, note that open loops can be used not only in headlines or subject lines.
They can also be used throughout the whole message.
This could be in the form of questions that get the readers thinking.
Scenarios that describe a problem and how it’s affecting them. Or, a statement that portrays a challenge.
This can also be used to make the message more personal, by encouraging readers to relate to the situations described.
How to create an open-loop
One way to create an open loop is to provide a bit of information at the beginning of the copy but omit the answer. You’re deliberately being coy.
For instance, in your email campaign, after a subscriber joins your list, you can tell them about a result you provided for the client without revealing who the client is.
And you’ll mention at the end of the email that you’ll reveal who the client is in your next email.
Using this method, people will be eager to open your emails.
The main thing with open loops is this:
Provide a bit of information, but not all.
Let them know that you’ll provide the information at the end of the copy, or in the next email.
The idea behind open loops
The idea of using open loops is to present a problem, question, or challenge in the copy, without immediately providing a solution, answer, or resolution.
This leaves the reader in a state of uncertainty, which can be an effective way to keep them engaged and interested in the message.
For example, an open-loop headline for an article about a new weight loss supplement might be “Are you tired of trying every diet and still not seeing results?”
This headline poses a question that many people can relate to but doesn’t immediately provide an answer to.
The reader is likely to be curious about what the article has to say about the problem and may be more likely to read on.
Another example would be in a marketing email subject line that is Open-ended. something like “Have you ever wondered why you are not able to achieve your Goals?“.
This creates a sense of intrigue and entices the readers to open the email to read more.
Open loops are also a good way to create a sense of urgency, by hinting at an impending deadline, event, or opportunity.
An example would be something like “Only 3 days left to claim your free trial!”
When using open loops in copywriting, it is important to be aware of the balance.
Open loops can be a powerful tool to grab attention and keep readers interested.
But if you leave the loop open for too long or don’t provide a satisfying resolution, it can also create frustration and cause readers to lose interest.
How to use open loops when writing a sales letter
Using open loops in a sales letter can be an effective way to keep the reader engaged and interested in your product or service.
Here are a few tips for using open loops when writing a sales letter
1. Identify the pain point
The first step in using open loops in a sales letter is to identify the problem or pain point that your product or service solves.
This will be the starting point of your open loop.
2. Pose a question or challenge
Next, craft a question or challenge that will capture the reader’s attention and leave them in a state of uncertainty.
For example, “Are you tired of dealing with chronic pain? What if I told you there’s a way to get relief without relying on painkillers?”
3. Provide a glimpse of the solution
While you don’t want to give away the entire solution, provide a glimpse of what’s possible.
This creates anticipation and gives the reader a reason to keep reading.
For example, “Our new therapy has helped thousands of people alleviate their pain and regain their mobility. Imagine being able to play with your kids again, or take up a hobby you’ve always wanted to try.”
4. Use testimonials
Use testimonials from people who have already used your product or service.
This creates social proof and makes the open loop more personal.
This is also called the bandwagon effect.
For example, “Don’t just take our word for it, here’s what Jane had to say about her experience with our therapy: ‘I was skeptical at first, but after just a few sessions, I noticed a huge improvement in my pain. I can’t believe how much my life has changed.'”
5. Provide a clear call to action
While you want to keep the reader in a state of uncertainty, you should also provide a clear call to action.
This will give the reader a sense of urgency and a clear next step to take.
For example, “Don’t wait any longer, take advantage of our limited-time offer and try our therapy risk-free today.”
Be mindful of the balance in using open loops in a sales letter.
Keep the loop open just enough to create anticipation and engagement.
But not so long that it becomes frustrating and causes the reader to lose interest.
How to use open loops to write email sales copy
In email sales copy, open loops can be used to effectively grab the reader’s attention and draw them into the message.
Here are a few ways you can use open loops in your email sales copy:
Pose a question: Start your email with a question that relates to the product or service you’re selling. This creates a sense of curiosity and prompts the reader to keep reading to find the answer.
Share a problem: Describe a problem that your product or service can solve. This creates a sense of empathy with the reader and makes them more likely to be interested in your solution.
Use a teaser: Share a small piece of information or a benefit of your product or service, but don’t reveal the whole story. This creates a sense of intrigue and makes the reader want to learn more.
Offer a free trial or demo: Inviting the reader to try out your product or service for free creates a sense of urgency and prompts them to take action.
Remember that open loops should be used strategically.
The ultimate goal is to resolve the open loop by providing enough information to your readers to make a purchase decision.
Additionally, make sure your open loops are relevant to your product or service.
Also, deliver the information in a way that is clear and easy for the reader to understand.
Here is an example of using open loops in your email sales copy:
Subject: Unlock the secret to effortless weight loss
Are you tired of feeling stuck in your weight loss journey? Do you find yourself starting and stopping diets, only to end up right back where you started?
Introducing our new weight loss program that is scientifically proven to help you lose weight without feeling deprived. With our program, you’ll learn how to make small changes to your daily routine that will add up to big results over time.
And the best part? You can try our program risk-free for the next 30 days with our money-back guarantee.
Sign up now to unlock the secret to effortless weight loss and take the first step towards a healthier, happier you.
By using open loops and storytelling techniques in the email, you are inviting the reader to engage and find out the solution.
How to use open loops when writing a short social media ad
In the context of a short social media ad, using an open loop can be a powerful way to grab the viewer’s attention and entice them to learn more about your product or service.
Here are a few tips on how to use open loops in a social media ad:
Identify the key benefit or selling point of your product or service, and use it to create an open loop. For example, if you’re advertising a new workout program, you might use the open loop “Unlock the secret to shedding 20 pounds in just 30 days.”
Keep your ad short and to the point. Social media users have short attention spans, so you need to be able to convey your message quickly and effectively.
Use strong visuals and graphics to complement your open loop. This can help to further capture the viewer’s attention and make your ad more impactful.
Use a clear and compelling call to action (CTA) to encourage the viewer to take the next step. In this case, you might use a CTA like “Learn more” or “Sign up now” to direct viewers to your website or landing page where they can find out more information about your product or service.
Here’s an example of a social media ad using an open loop:
“Are you tired of the same old workout routine? Discover the revolutionary program that will change your body in just 30 days. Try it out now.”
In this ad, the open loop is “Discover the revolutionary program that will change your body in just 30 days.”
This is designed to create curiosity in the viewer and entice them to find out more about the program by clicking on the ad or visiting the website.
In conclusion, open loops are a powerful tool for copywriting and can be used effectively in a variety of contexts to grab the reader’s attention and create a sense of intrigue or curiosity.
They are a storytelling technique that leaves important information unresolved, making the reader want to find out more.
Open loops can be used in various forms of copywriting, including social media ads, email marketing, landing pages, product descriptions, and headlines.
They are especially useful for creating a sense of urgency and encouraging the reader to take action.
They can help to increase conversions and improve the performance of any written content.
When using open loops in copywriting, identify the key benefit or selling point of the product or service.
Keep the message short and to the point, use strong visuals, and include a clear and compelling call to action.
Also, ensure that the open loop is resolved in a satisfying way so that the reader doesn’t feel cheated or misled.
In summary, open loops are a powerful tool that copywriters can use to make their message more engaging and memorable, encouraging the reader to take action.
Do you want to boost online sales? Click here now.