Pat Millar

How I write open loops ↓ (If you don't know what an open loop is: read the RT first) 0️⃣ Internal Process + Preparation Here I'm just gonna assume you have some basic copy hygiene in place (which is very rare). And this applies beyond open loops, it's something I like to do before writing any piece of leveraged copy. Basically warm up by positioning yourself both logically and emotionally so you're aligned with who you're writing to. From understanding things like their awareness state, etc., to actually being able to feel their situation. And I'm also gonna assume that you already have a concept in place and your hook is ready to go. (won't talk about hooks here because that would make this an even bigger post) *LOW DOPAMINE WARNING* I know this stuff may sound boring and unnecessary to some of you, but no technique or strategy below will work if you don't have your fundamentals down. 1️⃣ Open Loop Position Now take another look at your hook. What we're looking for is how busy it is in terms of information. So we can decide where to place our open loop. If there's room to add an open loop in the hook directly: we're gonna tweak and/or extend the hook. If the hook is semantically packed: let's add the loop right after the hook (lead). 2️⃣ Strategies Your open loop can be pretty obvious but it always works better if it's not. Obvious ones require much less thought and are definitely better than no loops. Here are some pretty obvious strategies (with examples): • Teasing specific content later on in the video: "In the next 30 seconds I'm gonna explain why..." • Numbered lists with delays: "There are 3 reasons this works. Number 2 will surprise you" • Vague payoff: "If I knew what I'm about to share in this video, I wouldn't have to suffer with problem all these years" Less obvious ones require much more brainpower and finesse but make you more $. I can't really provide strategies for these, since they're based on creativity but here are some tools that'll help you come up with these: • Incomplete context. For example: dropping an oddly specific, intriguing detail without explaining it. • Use the unnamed 'thing' that opens the loop. The power of 'this' (example: this mistake, this outcome, this thing that did x). • Don't answer any questions that need answering right away. There's a balance between vagueness and specificity that is just right for them to drop through the loop. • Contradictions or paradoxes. Make two statements that seem to conflict. • Unanswered whys. State something counterintuitive without justification: "I'm a 40 year old woman from Alabama and I just shaved all my hair off." then continue talking about something else. Tons more other ways to go. Swipes, processes, etc. are always helpful but make sure you don't rely on them. Creativity will always be your best friend here. 3️⃣ Chiefing & Briefing Read the hook + loop a few times over to make sure it's solid. Sometimes there are some obvious things that can be fixed or improved. And sometimes you only spot them on a re-read. You also wanna be pairing the right visuals to support the loop, so make sure you clearly explain the vision to the editor. ✅ Open Loop Installed If you wanna study open loops in the wild, I'd look at: - Winners from other big DR brands. - VSLs (both in-platform and on-page, in ecom or other industries) - Viral organic content. Youtubers like Mr. Beast are pros at this stuff. But even viral Meta feed videos can be very useful. Yeah that's it. If you actually read this far 🤝 Now it's time to take this shit to the streets and write some bangers.

How static ad variations should be done. Concept work for FAST.