Hook of the Week: Starbuck’s Paper Bag

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hook-of-the-week bookHave you noticed that once you get to know the KLT (know, like and trust) sales hook formula, you start to see it everywhere?

I was in Orlando masterminding with the great Dean Jackson last week. Incredible privilege it is. The only downside is having to forego my Bulletproof coffee for subpar Starbuck’s.

However the compromise paid off when I saw the KLT winking at me from this paper bag:


Don’t you feel so close to that croissant now? Wish I’da had that instead of the cookie.

If you see the KLT out in the streets or on a website, I’d love to see it. Grab a screenshot or a photo and send it to me. I’ll be happy to mention you and link your site.


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Kevin Rogers
Kevin Rogers
Kevin Rogers is a stand up comic turned copywriter and now a copy chief. Kevin is also a best-selling author of The 60-Second Sales Hook. He created Copy Chief to bridge the gap between biz owners eager to improve their sales conversions and copywriters eager to show off their hard-won copy chops.
Showing 9 comments
  • lawton chiles

    Great find man!

    Now i want one too. And i have never see a straight croissant.

    • Kevin Rogers

      They’re the frumpy ones that can’t dance.

  • Taheerah

    Thanks Kevin,

    This is a great and tasty example. And you know what I never new that only straight croissants were made with 100% butter. I’ve had them a few times and they are fantastic. And the ones filled with chocolate are even better. Damn, now I’m hungry.

    Thanks again Kevin.

    • Kevin Rogers

      Oh, Taheerah… now you’ve done it.

      There’s a place here in downtown St. Pete that serves fresh chocolate filled croissants and I won’t rest until my next bite. I can smell them baking right now.

      Pure evil, I tell ya.


  • Alvin

    The “culinary law” of a French born croissant.

    Just great.

    If a 60 second hook can be written so effectively
    for a bit of pastry, we should be able to breathe life
    into our own.

    Also, I tell you something… the best croissant I’ve
    ever tasted was baked in the last country you’d
    ever think baked them.


    Yeah I know, but man this creation was gorgeous.
    Minutes from the oven with a vanilla flavour.

    And I believe that my reaction to tasting thy first Ethiopian
    Vanilla Croissant was the same way Adam reacted
    when he first met Eve.

    • Kevin Rogers

      Nice, Alvin.

      Also love the line, “leaves just a little shine on your fingertips” … gets you into the moment.

      Thanks for weighing in.


  • Troyann Williams

    Hi Kev,

    LOVE LOVE LOVE the 60-Second Sales Hook!!!

    THANK YOU for sharing such a valuable tool with us – and especially for giving us example, after example, after example!!!

    YOU ROCK!!!

    Your Fan,
    ~ Student of the 60 Sec Sales Hook since Nov. 2012 ~

    • Kevin Rogers

      Hi Troyann… you know how to make a fella’s day 🙂

      Thanks for being here.


  • Collin

    Hi Kevin,

    Just one word…..Neat!

    Nicely done, beautifully wrapped up and promptly delivered!

    This one turned the lights on for me.


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