SHOCK

Good for

Persuasive sales copy, landing pages, and trust-driven marketing

What it stands for

S – Surprise ➡️ Open with a shocking fact, bold statement, or unexpected truth.

H – Hidden Issue ➡️ Expose the hidden issue or consequence they may not have considered.

O – Offer the Solution ➡️ Present your product or idea as the answer to the problem.

C – Convince with Proof ➡️ Use stats, testimonials, or sources to reinforce your offer.

K – Kick into Action ➡️ Deliver a call to action with urgency or exclusivity.

Example Use Case

Cybersecurity Software

Example Implementation

Surprise: “Every 39 seconds, a hacker attacks someone online. Odds are pretty good - you’re next.”
Hidden Issue: “Most passwords aren’t safe and can be cracked in under a minute.”
Offer the Solution: “With our software, your data is protected by military-grade encryption.”
Convince with Proof: “We tested it by letting the top hackers try to break it.”
Kick into Action: “Act now and get 6 months free.”