A MacGuffin is a device whose sole existence is to drive the plot forward.
You seen it in movies from time to time
Starting with Alfred Hitchcock’s The Maltese Falcon
The ark in Raiders of the Lost Ark
The briefcase in Pulp Fiction
The necklace in Titanic
Even the ring in Lord of the Rings (!)
Macguffin’s are seemingly important plot elements
But in the end are simply there to catch the audience’s attention and maintain suspense
Or in your case:
To convince your prospect to click on your call to action button.
See if this helps:
When you’re developing the first 7 seconds of your website
To say who your prospect is
How you help them
And the outcome of that help
Keep in mind that your ultimate goal is to
Provide just enough value
And earn just enough trust
That your audience invites you into their inbox
On a regular basis.
P.S. George Lucas was the first to cleave from Hitchcock’s rule and maintains that the Macguffin must have meaning (R2D2 in Star Wars) Personally, I’m on Team Lucas. If the purpose of the first 7 seconds is to persuade your prospect to approve your request to darken their digital door, your 7 seconds must have undeniable meaning if they’re going to continue to welcome you.