{"id":1428,"date":"2021-12-10T06:04:00","date_gmt":"2021-12-09T19:34:00","guid":{"rendered":"https:\/\/primeresults.co\/?p=1428"},"modified":"2021-12-25T00:11:56","modified_gmt":"2021-12-24T13:41:56","slug":"captivating-hook-marketing-message","status":"publish","type":"post","link":"https:\/\/primeresults.co\/captivating-hook-marketing-message\/","title":{"rendered":"How to Write a Captivating Hook for Your Marketing Message"},"content":{"rendered":"\n

Marketing is a lot like fishing. You need different kinds of bait to lure different kinds of fish\u2014you use earthworms to catch trout, and nightcrawlers (not the musical group) to catch bass. Similarly, you\u2019ll need different marketing messages for different people, guided by their interests and personalities. <\/p>\n\n\n\n

And just like fishing, you can\u2019t always catch something every time you throw your hook in the water. Your reader sees over 360 ads every day, but only registers 153 of them in her brain. And out of those 153 ads, she\u2019s only aware of 86\u2014the rest are filed in the trash can. Then only 12 of these 86 ads she\u2019s aware of leave an impression enough to compel her to engage in some way. <\/p>\n\n\n\n

\"\"
Photo by Ron Lach<\/a><\/strong><\/em><\/figcaption><\/figure><\/div>\n\n\n\n

Each time you promote something, keep in mind that your ad or marketing message could get lost in the sauce of messages your audience is exposed to every day. You need to bait your audience with something interesting and do it repeatedly. The key to marketing messages that stand out is to use hooks that trigger curiosity. <\/p>\n\n\n\n

In this article, you\u2019ll learn how to write a hook that captures your reader\u2019s attention and drives them to the action you want them to take. <\/p>\n\n\n\n

Let\u2019s begin by understanding exactly what a hook is. <\/p>\n\n\n\n

What\u2019s a hook?<\/strong> <\/h2>\n\n\n\n

This is the angle that content or advertising uses to grab attention, create interest, and make an audience receptive to the marketing message\u2014the words that leave an impression in your customer\u2019s mind. <\/p>\n\n\n\n

Quick point of caution:<\/strong> Don\u2019t confuse a hook with a unique selling proposition (USP) though\u2014USPs are for products or services; hooks are for advertising and marketing content. <\/p>\n\n\n\n

You\u2019re probably already following your own process for crafting the marketing messages you send out. But when you don\u2019t get results, you may doubt whether you\u2019re doing the right thing.  <\/p>\n\n\n\n

The formula I\u2019m going to show you will help you generate desirable results\u2014and it works with any niche, in any industry, no matter the size of your business, brand, or audience. It\u2019s a formula we use for our clients\u2019 and our own marketing\u2014in different formats (social media posts, blog articles, etc.) and for industries like career coaching, co-working spaces, even fintech. <\/p>\n\n\n\n

And because it works in any format, you can use it for your website, landing pages, sales pages, funnels, webinars, and pay-per-click (PPC) ads among others. <\/p>\n\n\n\n

How to write a hook<\/strong> <\/h2>\n\n\n\n

Let\u2019s examine how to write that attention-grabbing hook. <\/p>\n\n\n\n

In marketing, like in the real world, the goal of a hook is to grab the attention of your target audience\u2014this is how you distinguish your brand from thousands of other brands fighting for the same audience every day. When you hook your audience, you win the opportunity to share the rest of your message. <\/p>\n\n\n\n

But what does a good hook look (or sound) like? <\/p>\n\n\n\n

The very best hooks have four features in common\u2014they are short, bold, shocking, and (most importantly) relatable. For your message to draw the audience in, your hook must connect with them both personally and emotionally. If your hook doesn\u2019t relate to your audience, they\u2019ll ignore your message and move on to your competitors. <\/p>\n\n\n\n

Here\u2019s one example of a well-written hook adapted from one classic sales letter ran by the Old American Insurance Company: <\/p>\n\n\n\n

\"\"\/
Adapted from The Greatest Direct Mail Sales Letters of All Time<\/a><\/em><\/figcaption><\/figure><\/div>\n\n\n\n

Sometimes, a picture is worth more than a ten thousand words\u2014and that\u2019s exactly the case with the hook from Old American above. There are times when the point a picture makes is so strong that it makes for the perfect launching pad for your marketing message.  <\/p>\n\n\n\n

A hook like this could really hit home for people who want to ensure the financial security of their families when they\u2019re no longer around to take care of them. It holds the attention of the reader and compels them to read the rest of the letter. <\/p>\n\n\n\n

You\u2019re going to need a dash of creativity with a pinch of out-of-the-box thinking to write a truly engaging hook. Don\u2019t worry if you\u2019re the paint-by-the-numbers type. Here are three techniques you could use to find your hook: <\/p>\n\n\n\n

Technique #1: The hook no one else is saying explicitly<\/strong><\/h2>\n\n\n\n

A hook that nobody else is using can be very effective\u2014it highlights a desire your target audience has or hits a pain point they face and speaks to them in a way that nobody else has thought of doing. You\u2019ll need to have a clear picture of your target market if you\u2019re going to create a hook like this\u2014this is where your customer avatar comes in handy. <\/p>\n\n\n\n

What are the problems, pain points, needs, wants, and desires of your audience? Brainstorm messages you think will appeal to one of those interests. Then research your existing customers, competitors, and other authorities in your industry\u2014what are they saying or not saying as relates to products or services like yours? What may they be implying and not saying outright? <\/p>\n\n\n\n

Find that one very interesting thing they\u2019re not saying<\/strong>\u2014that\u2019s your marketing hook. <\/p>\n\n\n\n

Technique #2: Use a weakness in yours and competing products or services<\/strong> <\/h2>\n\n\n\n

It pays to be smart with your messaging as a marketer. Sometimes you\u2019ll have to flip things on their head and approach problems in unexpected ways. And that\u2019s exactly what turning your weaknesses\u2014or those of your competitors\u2014into hooks helps you achieve. <\/p>\n\n\n\n

A weakness in your own product or service might stick out like a sore thumb. You probably need to fix it if that\u2019s the case. But for argument\u2019s sake, we\u2019ll assume your solution is airtight. <\/p>\n\n\n\n

\"\"\/<\/figure><\/div>\n\n\n\n

To find weaknesses in competing solutions, you need to be objective. Slide into your competitors\u2019 website, social media pages, forums, and review sites that mention them. Parse through the reviews, testimonials, or case studies for customer pain points, objections to buying or desired outcomes. <\/p>\n\n\n\n

Your hook will be a statement that overcomes a strong customer objection. When you position your product or service as the salve, bonus, or add-on that neutralizes that objection, you lead your audience to an \u2018aha!\u2019 moment. Your solution will appear as an enhancement that makes customers feel like they\u2019re getting more value for their money. <\/p>\n\n\n\n

When you use a hook that addresses a perceived weakness of similar solutions in your industry, you elevate the status of your solution. You could even charge a higher price for your product or service and customers will think of it as a \u2018premium\u2019 price for a \u2018premium\u2019 solution. Your price turns from an obstacle to a desirable element. <\/p>\n\n\n\n

Technique #3: The big gain<\/strong> <\/h2>\n\n\n\n

A \u2018big gain\u2019 hook aims to tempt prospective customers into buying your solution by painting a picture of what they could have\u2014it\u2019s the ultimate bait. <\/p>\n\n\n\n

\"\"
Photo by The Lazy Artist Gallery<\/a><\/strong><\/figcaption><\/figure><\/div>\n\n\n\n

Think about the current state of your target customer. Where are they now? What problems do they currently have to deal with? Where would they rather be? An effective \u2018big gain\u2019 hook should align your product or service with the desired state of your target customer.  <\/p>\n\n\n\n

Say, you\u2019re a fitness coach. Your target customer might be someone who ate way too much unhealthy food over Christmas. Now, they\u2019re concerned about their weight and overall health. This customer would like to look slimmer and feel healthier. You\u2019ll want to position your fitness coaching services to help such a prospect shed the extra pounds\u2014and get a smokin\u2019 hot bod they can feel proud of. <\/p>\n\n\n\n

To find your hook, ask yourself: <\/p>\n\n\n\n

  1. What are the biggest problems or pain points your prospects face? <\/li><\/ol>\n\n\n\n
    1. Is there an end-all solution for those problems or does it take a few steps to solve them? <\/li><\/ol>\n\n\n\n
      1. What are your prospects\u2019 goals as relates to those problems or pain points? <\/li><\/ol>\n\n\n\n
        1. Why is it important that they achieve those goals? <\/li><\/ol>\n\n\n\n
          1. What will they gain from achieving their goals? <\/li><\/ol>\n\n\n\n

            Craft specific answers to these questions\u2014put as much flesh on the bones as possible because this is where your \u2018big gain\u2019 hook will emerge from.  <\/p>\n\n\n\n

            Following the fitness coach example from before, your hook might hint at helping the customer go from bulging belly to six pack, turn heads wherever they go, get a bikini body\u2026 you get the gist. <\/p>\n\n\n\n

            Final Thoughts<\/strong> <\/h2>\n\n\n\n

            Steal any of the three techniques you just learned here and you should be well on your way to writing fascinating hooks\u2014hooks that draw your reader in and compel them to dive into the rest of your message where you can sell them on your product or service. <\/p>\n\n\n\n

            These techniques apply to any niche, in any industry, and in any form of marketing. Next time you surf the interweb, see if you can\u2019t spot any of the techniques at work. I\u2019d love to see what you find so you\u2019re welcome to share your discoveries in the comments. <\/p>\n\n\n\n

            And that\u2019s a wrap. <\/p>\n\n\n\n

            Happy hooking \ud83d\ude09 <\/p>\n","protected":false},"excerpt":{"rendered":"

            Each time you promote something, keep in mind that your ad or marketing message could get lost in the sauce of messages your audience is exposed to every day. In this article,\u00a0you\u2019ll learn how to write a hook that captures your reader\u2019s attention and drives them to the action you want them to take.<\/p>\n","protected":false},"author":2,"featured_media":1432,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[12],"tags":[],"yoast_head":"\nHow to Write a Captivating Hook for Your Marketing Message<\/title>\n<meta name=\"description\" content=\"Your ad or marketing message could get lost in the messages your audience sees every day. Learn how to write a hook that captures your readers' attention.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/primeresults.co\/captivating-hook-marketing-message\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Write a Captivating Hook for Your Marketing Message\" \/>\n<meta property=\"og:description\" content=\"Your ad or marketing message could get lost in the messages your audience sees every day. Learn how to write a hook that captures your readers' attention.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/primeresults.co\/captivating-hook-marketing-message\/\" \/>\n<meta property=\"og:site_name\" content=\"Prime Results Agency\" \/>\n<meta property=\"article:author\" content=\"https:\/\/web.facebook.com\/aimiekunyita\" \/>\n<meta property=\"article:published_time\" content=\"2021-12-09T19:34:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-12-24T13:41:56+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/primeresults.co\/wp-content\/uploads\/2021\/12\/How-to-Write-a-Captivating-Hook-for-Your-Marketing-Message-WP.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"628\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Aimie Kunyita\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"How to Write a Captivating Hook for Your Marketing Message\" \/>\n<meta name=\"twitter:description\" content=\"Your ad or marketing message could get lost in the messages your audience sees every day. Learn how to write a hook that captures your readers' attention.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/primeresults.co\/wp-content\/uploads\/2021\/12\/How-to-Write-a-Captivating-Hook-for-Your-Marketing-Message-WP.png\" \/>\n<meta name=\"twitter:creator\" content=\"@aimiekunyita\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Aimie Kunyita\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/primeresults.co\/captivating-hook-marketing-message\/\",\"url\":\"https:\/\/primeresults.co\/captivating-hook-marketing-message\/\",\"name\":\"How to Write a Captivating Hook for Your Marketing Message\",\"isPartOf\":{\"@id\":\"https:\/\/primeresults.co\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/primeresults.co\/captivating-hook-marketing-message\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/primeresults.co\/captivating-hook-marketing-message\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/primeresults.co\/wp-content\/uploads\/2021\/12\/How-to-Write-a-Captivating-Hook-for-Your-Marketing-Message-WP.png\",\"datePublished\":\"2021-12-09T19:34:00+00:00\",\"dateModified\":\"2021-12-24T13:41:56+00:00\",\"author\":{\"@id\":\"https:\/\/primeresults.co\/#\/schema\/person\/0703645f0cd113119bcbb382ca95607b\"},\"description\":\"Your ad or marketing message could get lost in the messages your audience sees every day. Learn how to write a hook that captures your readers' attention.\",\"breadcrumb\":{\"@id\":\"https:\/\/primeresults.co\/captivating-hook-marketing-message\/#breadcrumb\"},\"inLanguage\":\"en-AU\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/primeresults.co\/captivating-hook-marketing-message\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-AU\",\"@id\":\"https:\/\/primeresults.co\/captivating-hook-marketing-message\/#primaryimage\",\"url\":\"https:\/\/primeresults.co\/wp-content\/uploads\/2021\/12\/How-to-Write-a-Captivating-Hook-for-Your-Marketing-Message-WP.png\",\"contentUrl\":\"https:\/\/primeresults.co\/wp-content\/uploads\/2021\/12\/How-to-Write-a-Captivating-Hook-for-Your-Marketing-Message-WP.png\",\"width\":1200,\"height\":628},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/primeresults.co\/captivating-hook-marketing-message\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/primeresults.co\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How to Write a Captivating Hook for Your Marketing Message\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/primeresults.co\/#website\",\"url\":\"https:\/\/primeresults.co\/\",\"name\":\"Prime Results Agency\",\"description\":\"Your Lead Generation Partners\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/primeresults.co\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-AU\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/primeresults.co\/#\/schema\/person\/0703645f0cd113119bcbb382ca95607b\",\"name\":\"Aimie Kunyita\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-AU\",\"@id\":\"https:\/\/primeresults.co\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/88225b025dec984431a94374b585f62f?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/88225b025dec984431a94374b585f62f?s=96&d=mm&r=g\",\"caption\":\"Aimie Kunyita\"},\"sameAs\":[\"https:\/\/primeresults.co\/\",\"https:\/\/web.facebook.com\/aimiekunyita\",\"https:\/\/www.instagram.com\/aimiekunyita\/\",\"https:\/\/www.linkedin.com\/in\/aimiekunyita\/\",\"https:\/\/twitter.com\/aimiekunyita\"],\"url\":\"https:\/\/primeresults.co\/author\/aime\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"How to Write a Captivating Hook for Your Marketing Message","description":"Your ad or marketing message could get lost in the messages your audience sees every day. Learn how to write a hook that captures your readers' attention.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/primeresults.co\/captivating-hook-marketing-message\/","og_locale":"en_US","og_type":"article","og_title":"How to Write a Captivating Hook for Your Marketing Message","og_description":"Your ad or marketing message could get lost in the messages your audience sees every day. Learn how to write a hook that captures your readers' attention.","og_url":"https:\/\/primeresults.co\/captivating-hook-marketing-message\/","og_site_name":"Prime Results Agency","article_author":"https:\/\/web.facebook.com\/aimiekunyita","article_published_time":"2021-12-09T19:34:00+00:00","article_modified_time":"2021-12-24T13:41:56+00:00","og_image":[{"width":1200,"height":628,"url":"https:\/\/primeresults.co\/wp-content\/uploads\/2021\/12\/How-to-Write-a-Captivating-Hook-for-Your-Marketing-Message-WP.png","type":"image\/png"}],"author":"Aimie Kunyita","twitter_card":"summary_large_image","twitter_title":"How to Write a Captivating Hook for Your Marketing Message","twitter_description":"Your ad or marketing message could get lost in the messages your audience sees every day. Learn how to write a hook that captures your readers' attention.","twitter_image":"https:\/\/primeresults.co\/wp-content\/uploads\/2021\/12\/How-to-Write-a-Captivating-Hook-for-Your-Marketing-Message-WP.png","twitter_creator":"@aimiekunyita","twitter_misc":{"Written by":"Aimie Kunyita","Est. reading time":"7 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/primeresults.co\/captivating-hook-marketing-message\/","url":"https:\/\/primeresults.co\/captivating-hook-marketing-message\/","name":"How to Write a Captivating Hook for Your Marketing Message","isPartOf":{"@id":"https:\/\/primeresults.co\/#website"},"primaryImageOfPage":{"@id":"https:\/\/primeresults.co\/captivating-hook-marketing-message\/#primaryimage"},"image":{"@id":"https:\/\/primeresults.co\/captivating-hook-marketing-message\/#primaryimage"},"thumbnailUrl":"https:\/\/primeresults.co\/wp-content\/uploads\/2021\/12\/How-to-Write-a-Captivating-Hook-for-Your-Marketing-Message-WP.png","datePublished":"2021-12-09T19:34:00+00:00","dateModified":"2021-12-24T13:41:56+00:00","author":{"@id":"https:\/\/primeresults.co\/#\/schema\/person\/0703645f0cd113119bcbb382ca95607b"},"description":"Your ad or marketing message could get lost in the messages your audience sees every day. Learn how to write a hook that captures your readers' attention.","breadcrumb":{"@id":"https:\/\/primeresults.co\/captivating-hook-marketing-message\/#breadcrumb"},"inLanguage":"en-AU","potentialAction":[{"@type":"ReadAction","target":["https:\/\/primeresults.co\/captivating-hook-marketing-message\/"]}]},{"@type":"ImageObject","inLanguage":"en-AU","@id":"https:\/\/primeresults.co\/captivating-hook-marketing-message\/#primaryimage","url":"https:\/\/primeresults.co\/wp-content\/uploads\/2021\/12\/How-to-Write-a-Captivating-Hook-for-Your-Marketing-Message-WP.png","contentUrl":"https:\/\/primeresults.co\/wp-content\/uploads\/2021\/12\/How-to-Write-a-Captivating-Hook-for-Your-Marketing-Message-WP.png","width":1200,"height":628},{"@type":"BreadcrumbList","@id":"https:\/\/primeresults.co\/captivating-hook-marketing-message\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/primeresults.co\/"},{"@type":"ListItem","position":2,"name":"How to Write a Captivating Hook for Your Marketing Message"}]},{"@type":"WebSite","@id":"https:\/\/primeresults.co\/#website","url":"https:\/\/primeresults.co\/","name":"Prime Results Agency","description":"Your Lead Generation Partners","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/primeresults.co\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-AU"},{"@type":"Person","@id":"https:\/\/primeresults.co\/#\/schema\/person\/0703645f0cd113119bcbb382ca95607b","name":"Aimie Kunyita","image":{"@type":"ImageObject","inLanguage":"en-AU","@id":"https:\/\/primeresults.co\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/88225b025dec984431a94374b585f62f?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/88225b025dec984431a94374b585f62f?s=96&d=mm&r=g","caption":"Aimie Kunyita"},"sameAs":["https:\/\/primeresults.co\/","https:\/\/web.facebook.com\/aimiekunyita","https:\/\/www.instagram.com\/aimiekunyita\/","https:\/\/www.linkedin.com\/in\/aimiekunyita\/","https:\/\/twitter.com\/aimiekunyita"],"url":"https:\/\/primeresults.co\/author\/aime\/"}]}},"_links":{"self":[{"href":"https:\/\/primeresults.co\/wp-json\/wp\/v2\/posts\/1428"}],"collection":[{"href":"https:\/\/primeresults.co\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/primeresults.co\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/primeresults.co\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/primeresults.co\/wp-json\/wp\/v2\/comments?post=1428"}],"version-history":[{"count":0,"href":"https:\/\/primeresults.co\/wp-json\/wp\/v2\/posts\/1428\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/primeresults.co\/wp-json\/wp\/v2\/media\/1432"}],"wp:attachment":[{"href":"https:\/\/primeresults.co\/wp-json\/wp\/v2\/media?parent=1428"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/primeresults.co\/wp-json\/wp\/v2\/categories?post=1428"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/primeresults.co\/wp-json\/wp\/v2\/tags?post=1428"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}