Show Notes

What is a hook?

Effective marketing strategies often involve a hook, which is a short phrase or jingle designed to entice a customer to purchase a product or sign up for a service. Join me as I discuss valuable insight on how to get your audience engaged.

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Hey there. Thanks for listening and welcome to the marketing matchmaker podcast. If you're looking to grow your business, increase your revenue and scale your impact all while staying true to who you are and the people you serve. This is the show for you. I'm Jennifer Tamborski, digital marketing strategists, fractional CMO, and founder of Virtual Marketing Experts. My team and I work with six and seven figure coaches, consultants, and online entrepreneurs who are tired of playing the guru game of one size fits all marketing. They're ready to create a business and marketing strategy that actually builds relationships with their ideal clients creates massive shifts in their business and rapidly increases their revenue. As your marketing matchmaker, I'm going to help you find the perfect marketing match for you. This show will teach you how to reach your ideal client, connect with your audience, build that perfect relationship and generate more revenue. All through a process I like to call dating your ideal client. Now let's go have some fun!

What is a hook?

Effective marketing strategies often involve a hook, which is a short phrase or jingle designed to entice a customer to purchase a product or sign up for a service. Some hooks are also designed to arouse interest in a product or service and elicit further interaction between the customer and the company.

A hook is similar to your elevator pitch in concept but VERY different in execution in your marketing. Hopefully you’ve all networked before and understand what your elevator pitch is, just in case you haven’t here’s a very brief explanation: In networking a good elevator pitch should be the 1 to 2 lines in your introduction that grabs peoples attention. It should be interesting, memorable and succinct. It also needs to explain what makes you – or your organization, product or idea – unique.

Your hook is very similar in that we want it to. It should be grabs attention, create interest, and most importantly speak to their problems what your solution dones for them. In other words, it gets your foot in the door.

Your hook should attempt to answer to your ideal client's biggest problem. It’s the reason they want to sign up for your lead magnet or your product/services. it’s the one thing that makes your business stand apart from the competition.

A powerful hook will substantially increase the number of people who do what you ask them to do. Not just in your ads, but also in your posts and emails.  Basically, anywhere you communicate with people.

Understanding your audience’s needs, wants, characteristics, habits and preferences is incredibly important when it comes to developing your hook. Reality its often your hook is the your audiences first impression of your brand. It needs to matter to them to get them to continue on down your funnel. 

• Hooks can announce new information.
• Hooks should be surprising. Catching a prospect off guard gets attention.
• Hooks can be emotional or exclamatory.
• Hooks can promise a benefit or a solution.

Some things to avoid when you are developing your hook. Avoid being too clever. Seriously, it’s really fun to come up with interesting phrasing in you marketing, however if your audience doesn’t understand in 3 seconds what you are talking about, they’re going to bounce off your page, or scroll right past your ad.

Think about it this way, we all know there is a TON of noise out there. And because most of us are growing our business using social media, we have to be able to complete with that noise. How we do that is the important thing. Understanding that we have a very short period of time to capture someone’s attention and get them interested in our product, service or solution is critical when it comes to growing our business and our audience. 

When developing your hook remember Clarity is key! 

When in doubt, use simple and concise copy. Your want to to create interest for your audience while avoiding making them work to understand it. Tell them in a sentence or less why they should care about your ad, your landing page, your product/service or solution.

One way to create clarity is to give the viewer a simple and concrete concept to latch on to. Some examples of good “anchor points” include:

• A problem that your product solves.
• A new model or feature that’s different or unique.
• A strong, single-sentence customer testimonial.
• A short phrase that uses active, exciting language.
• Remember to use images to help support your hook. Humans are extremely visual, so those images are just as important as your copy

It takes practice to develop your digital advertising strategies in a way that’s assertive about demanding the customer’s attention, so it’s key to use A/B tests and focus groups to continually refine your approach. This is where we get to become scientists when it comes to our marketing. Creating a hypothesis, testing it and then modifying based on the data we get. To capture our audience attention, it’s critical that your content is engaging, authoritative, and thought provoking. It needs to spark emotions from readers, so that they feel a deeper connection to your content.  

Finding your hook can take time, and in the end it’s time well worth spending. Investing your time here can help to accelerate your business grow, increase your revenue and scale your impact.

Thank You for listening to the Marketing Matchmaker podcast. If you enjoyed this episode, I would love to hear your feedback. Please head over to iTunes and leave a review so we can hear from you. And if you are a coach, consultant, or online course creator who are looking to grow your business, increase your income, and scale your impact connect with me at yourmarketingmatchmaker.com. I look forward to hearing from you.