I'm fascinated by loops.

A loop is repetition, continuity, cycles.

• The bus drives a loop every day.
• Music loops different notes over and over again to make a song.
• Computer programming loops repeat code until conditions are met.
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In marketing, we talk about loops as curiosity and closure. We open a loop with an idea that gets attention, and then close the loop with an offer or solution for a customer to buy.

You might also hear people say they love to "close loops".... finish projects, complete tasks, check off boxes.

Much to these close-loopers exhaustion, there are also "open loopers..." who love to throw an idea out, open up the possibility, and just leave things... hanging.

Going to generalize and stereotype here a second... (don't come for me)

I find that introverted experts, overthinkers, perfectionists, anxiety driven folks love to close loops because it helps them feel useful, safe, secure, helpful.

I find that extroverted experts, visionaries, experimenters, and risk driven folks love to open loops because it helps them feel alive, engaging, relevant, and inspiring.

Depending on what category you're in, you'll lean heavily in your copy and marketing with your natural bias.

I tend to coach more of the first group of people -- which means, I have to push them to be okay opening loops.

When I coach more of the second group of people -- we have no trouble with curiosity and intrigue and attention, we need to focus more on delivery, systems, etc.

Interesting right?

Okay so yesterday I was coaching a classic closed looper expert.

She sent me over some copy for her upcoming offer (which is going to be fantastic by the way). She's been working hard on this product. It'll really help people.

Here was her pre-headline, headline, and tagline.

This is a classic example of closed loop copy. All the descriptions, the symptoms, the solution, the offer... all scrunched in one top section header.

It's not bad copy, but what it does to the reader is give them everything. And they can basically read the top, decide whether it's for them, bounce or keep going.

The headline area is where you want to focus on OPEN LOOPS. It doesn't mean frustrating the reader, but it does mean creating just enough of a gap or discomfort that they MUST keep reading.

Here's what I came up with...

The first headline fully resolves the curiosity immediately. The reader gets:

• The problem (chasing trends)
• The solution (adapting faster)
• Even the framework (90-Day)
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...all upfront. There's no pressing reason to keep reading because all curiosity has been satisfied right away.

The second version is an open loop headline. Notice the difference:

• It highlights a relatable emotional state ("always reacting") but doesn't resolve it immediately.
• It creates curiosity and a bit of discomfort, making readers question: "Why am I always reacting? How can I start leading?"
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It intentionally leaves questions unanswered, compelling the reader to keep scrolling and engage deeper with the message.

She and I went back and forth and tweaked the headline a little bit more, but you can see the difference between an open loop headline area and a closed loop headline area?

I hope this was helpful. Now I'm going to make it EVEN more helpful for you (and I hope you share this email, my name, etc. with friends & followers - it's the best thank you I can get).

​Use this GPT prompt to help make your headlines better!

My 1:1 clients get this kind of treatment every day. I help them workshop, I teach them why, I rewrite snippets, and I give them prompts and teach them how to use AI to help their marketing.

If this is the kind of coach you'd like, I'm just a "email reply" away.

xx Julie

P.S. Don't forget I'm doing a "Second Brain" class next week. You might want to sign up for it!

P.P.S. Speaking of loops, I did a podcast episode on overthinking and perfectionism...which is a loop actually. You can listen to it on Apple or a browser. I even built a GPT for a client who was looping (trust me I know this well).

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