Pick the angle that fits the people you talk to, then use one of its hooks as your subject line, the first line of a post or the opening of a video. Each angle shows the page your link should go to and the ready-made swipes that go with it.
Hooks work best when the next line keeps the story going, so let the email, post or video answer the question the hook raises.
You haven’t created your hoplink yet. Make it once and every email, banner and image on these pages will carry it automatically.
Broad personal-development and money-mindset audiences. Works for email lists, bloggers and YouTube channels.
The idea
Dr. Steve G. Jones ran a clinic in Beverly Hills with a list of wealthy clients, yet he had $80,000 of credit-card debt and slept on his office couch. A year after one afternoon with a friend, he was a millionaire. He tells the whole story himself in the video.
Three opening lines
A hypnotherapist with a clinic in Beverly Hills was sleeping on his office couch at night because he couldn't afford a room to rent.
The bank gave Dr. Steve G. Jones three weeks to find $30,239 or be sued. What happened in those three weeks changed his life.
Dr. Steve G. Jones treated wealthy clients all day in Beverly Hills, then slept on the couch in his office because he owed $80,000 on his credit cards.
Sends to: 45-minute sales video
The video tells Steve's story in his own words, so it carries on exactly where your hook stops.
Story lovers: podcast hosts, mindset Facebook groups and email lists that like a personal note.
The idea
When Steve was in trouble, his friend Dan, an entrepreneur, refused to lend him any money. He sat him down in a Starbucks instead and talked to him in a slow, sing-song voice until the fear in his head cleared. Steve walked out with an idea for his small online business that netted $59,920 in three weeks. That figure is Steve's own story, so keep it for email and organic posts and leave it out of paid ads.
Three opening lines
Steve asked his friend for a loan. His friend said no, sat him down in a Starbucks and started talking to him in a slow, sing-song voice.
“You had the brain of a poor person. So I gave you a new one.” That is what Steve's friend Dan told him after one afternoon in a coffee shop.
The best thing a friend ever did for Dr. Steve G. Jones was refuse to lend him a cent.
Sends to: 45-minute sales video
Dan's words only make sense once people hear the rest of the story, and the video is where Steve tells it.
People who already work long hours: nurses, shift workers, small-business owners, parents juggling two jobs. Good for bloggers and Facebook pages.
The idea
Steve was already working sixty-hour weeks when he was deepest in debt, so effort was never his problem. Total Money Magnetism starts with the way the brain handles money, then moves on to the five fundamentals and the ten principles the ultra-wealthy live by.
Three opening lines
Steve was working sixty-hour weeks and still couldn't afford a room to sleep in.
If long hours made people rich, every nurse and every cleaner would be a millionaire.
Two people work the same sixty-hour week. One is still broke at sixty, and Dr. Steve G. Jones says the difference starts before either of them gets to work.
Sends to: Written sales letter
Readers who arrive from a blog post usually prefer to read, and the written sales letter lets them do that instead of sitting through a 45-minute video.
Cold traffic of every kind: social followers, solo ads, quiz and personality-test fans, new email subscribers.
The idea
The free quiz takes 60 seconds and gives a personalised assessment plus a free video presentation from Dr. Steve G. Jones. It is the easiest first click in the whole funnel, because nobody is asked to buy anything.
Three opening lines
Answer a few questions for 60 seconds and Dr. Steve G. Jones will tell you how closely your brain matches a millionaire's.
Some people are wired to hold on to money and some are wired to lose it. A free 60-second quiz shows which way your brain leans.
Before you read another money book, find out what your own brain does with money. It takes 60 seconds.
Sends to: 60-second quiz
A quiz is a small, fun yes for someone who has never heard of Steve, and the results lead straight into his video.
Self-help, journaling and affirmation communities. Strong on Instagram, Pinterest and blogs.
The idea
Chapter 9 of the manual explains that saying “I don't want to be in debt” drills the word debt into your mind. Steve's fix is to flip each fear into a specific picture with a number in it, such as always seeing at least $5,000 sitting in your everyday account. Sharing the exercise gives your audience something useful before they ever click.
Three opening lines
“I don't want to be in debt.” Dr. Steve G. Jones says this sentence, said with the best intentions, keeps people exactly where they are.
Tell someone not to picture a pink elephant and the elephant is all they see. Steve says money worries work the same way, and he has an exercise that turns them around.
Write down the money worry you repeat most often. Then read what Chapter 9 of Steve's book asks you to do with it.
Sends to: Free eBook page
People who enjoyed one free exercise usually want more of them, and the free eBook gives them six steps in exchange for an email address.
Change your money habits while you lie back and listen
Who it suits
Busy people, audio and podcast listeners, and hypnosis, meditation and sleep audiences. Good for YouTube, podcasts and email.
The idea
The program has six guided hypnosis sessions of 33 to 40 minutes each, with binaural beats that play a different tone in each ear. You listen to one track a day for 21 days, then move to the next, over 18 weeks. They were recorded by a clinical hypnotherapist with over 20 years in practice who founded the American Alliance of Hypnotists, and Steve says they still work if you fall asleep halfway through.
Three opening lines
Put your headphones on, lie back for about 35 minutes, and let a clinical hypnotherapist work on the way you think about money.
Most self-help needs you to remember to do something. Steve's sessions still work if you fall asleep halfway through them.
The man who founded the American Alliance of Hypnotists recorded six sessions for one problem: the way people think about money.
Sends to: 45-minute sales video
Hypnosis fans want to hear Steve's voice before they buy, and the video gives them 45 minutes of it.
Readers of personal-finance and budgeting blogs, book reviewers and money podcasts.
The idea
Most money advice hands a list of tactics to a brain that treats anything new as a threat. The advice was fine, but the brain receiving it never changed. Total Money Magnetism changes the brain first with the manual and the hypnosis sessions, then gives the tactics.
Three opening lines
Plenty of people read a great money book on Saturday, feel fired up all weekend, and are back to their old habits by Monday.
The budgeting advice was fine. Dr. Steve G. Jones says the problem was the brain it was given to.
In over 20 years as a clinical hypnotherapist, Dr. Steve G. Jones kept seeing the same pattern in clients who wanted more money.
Sends to: Written sales letter
Book readers like to read, and the written sales letter suits them better than a long video.
List builders and cold audiences, Pinterest and Facebook groups, and anyone who would rather start with something free.
The idea
“The Skill of Money Magnetism” is a free 39-page eBook in six steps: turnaround statements for negative money thoughts, five questions to answer before sleep, an hour-by-hour look at your day with five jobs to hand off, learning from people who have made it, finding your peak hours, and beating procrastination. It comes with Steve's newsletter series, which carries on the conversation for you.
Three opening lines
Five questions, five minutes, just before you fall asleep. Dr. Steve G. Jones puts them near the start of his free eBook.
When Dr. Steve G. Jones was $80,000 in debt, he used a handful of positive lines to push the old money thoughts away. He has written them down in a free eBook.
There's a free eBook that asks you to go through a normal day hour by hour and score every task. Try it once and you'll look at your week differently.
Sends to: Free eBook page
A free download is the gentlest first step for cold readers, and Steve's newsletter series follows up for you.
Side-project, work-from-home and career-change audiences. Good for YouTube, blogs and email.
The idea
Part Two of the manual covers passive versus active income, passive income models and 7 steps to a “Golden Nest Egg”, and the last hypnosis session is called Passive Income Creation. One of Steve's own fear-flip examples turns “I can't afford to leave this job” into a picture of side income covering the rent. Sell the thinking and the methods, never an amount of money.
Three opening lines
“I can't afford to leave this job.” Dr. Steve G. Jones asks you to cross that sentence out and write a different one, with a date in it.
Steve's program spends fifteen weeks on your thinking before it plays its final session, Passive Income Creation.
Chapter 17 of this book is called “How a broke hypnotherapist sleeping in his patient chair was freed from the 9-5 slog forever”. The hypnotherapist is the author.
Sends to: 45-minute sales video
The video joins Steve's own escape from the 9-to-5 to the method, which is what a side-project audience wants to hear.
Broad everyday audiences: family and budgeting groups, parenting pages, Facebook and Instagram.
The idea
Before he was wealthy, Steve's own words were “Money comes in. Then it's gone. Every time.” He was six when his mum died, and much of the family's money went on alcohol after that, so he grew up certain that money is hard to come by. The Kickstart Guide begins with the money you grew up with, because that is where the beliefs start.
Three opening lines
“Money comes in. Then it's gone. Every time.” That was Dr. Steve G. Jones, years before he became a millionaire.
What did the adults around you say about money when you were seven? Dr. Steve G. Jones thinks the answer still shapes what happens to your pay.
Steve was six when his mum died, and soon most of the family's money was going on alcohol. He grew up sure of one thing about money, and it followed him all the way to a clinic in Beverly Hills.
Sends to: 60-second quiz
People who recognise themselves in this angle are curious about their own habits, and the quiz answers that question for them first.
Every publisher in late December and January, and again at any natural new start such as a birthday, a new tax year or the start of a month.
The idea
The program runs for 18 weeks, one track a day for 21 days per step, and the Kickstart Guide clears out old money beliefs before day one. That gives a New Year audience a real plan with a start and an end date. Keep the promise to the plan, never to a figure by December.
Three opening lines
Start Steve's program on 1 January and the last session plays in early May. The first three sessions have nothing to do with money tactics.
Before you write “save more money” on your New Year list, take 60 seconds to find out how your brain handles money.
Write this year's money goal as a picture with a number in it, never as a fear. Dr. Steve G. Jones explains why the wording matters so much.
Sends to: 60-second quiz
In January people are in the mood to assess themselves, and the quiz turns that mood into a first click.
Warm audiences who already know the product: email follow-ups, review sites and people who watched part of the video.
The idea
Total Money Magnetism is one payment of $47 for the manual, the six hypnosis sessions, the Kickstart Guide, the audiobook and three bonuses. It is covered by a 60-day, no-questions-asked, 100% money-back guarantee, and one email to support gets the money back.
Three opening lines
Dr. Steve G. Jones gives you 60 days to try his whole program, and if it isn't for you, one email gets your $47 back.
For $47 you get 60 days to see whether your thinking about money really changes, and a full refund if it doesn't.
If you have been on the fence about Total Money Magnetism, this is the part of the offer I would read twice.
Sends to: Written sales letter
People who have already decided want the price and the guarantee in front of them, and the written letter lets them scroll straight there.
Online business, affiliate marketing and entrepreneur audiences. Good for YouTube business channels and business email lists.
The idea
Bonus 1 is a 49-minute interview with self-made millionaires Winter Vee and Mark Ling about their route from up to $100k in debt to millions in the bank. Bonus 2 is Mark Ling's 30-minute whiteboard class on the three fastest ways to make money online, in plain English, with no need to be good with computers. These are their own stories, so present them as what they did, never as what the buyer will make.
Three opening lines
Two self-made millionaires sat down for 49 minutes and explained how they went from up to $100,000 in debt to millions in the bank.
Mark Ling stands at a whiteboard for 30 minutes and draws three ways to make money online. You don't need to be good with computers to follow it.
Most money programs give you one voice. This one comes with a recording of two self-made millionaires describing the “financial rut” they had to think their way out of.
Sends to: 45-minute sales video
Business audiences want to see the whole package, and the video ends with the offer and its bonuses.
Productivity, student and small-business audiences. Good on YouTube, blogs and Instagram.
The idea
Bonus 3, the Platinum Millionaire Mind Makers, is three hypnosis tracks of about an hour each: Stop Procrastination, Unlimited Creativity and Unlimited Motivation. Step five of the free eBook covers procrastination too: a to-do list ranked by importance, the hardest task first and 90 minutes of uninterrupted work.
Three opening lines
Plenty of people know exactly which job they should do first in the morning and still open their email instead.
Dr. Steve G. Jones recorded an hour-long hypnosis session for the days when you know what to do and can't make yourself start.
Ninety minutes, phone in another room, hardest task first. Step five of a free eBook adds one more habit to that list, and it's the pleasant one.
Sends to: Free eBook page
The free eBook's procrastination step gives this audience a quick win, and the newsletter series introduces the full program later.
