Your Marketing Hook
Posted on November 14, 2008
Filed Under Site Promotion |
At the beginning of every novel you read you’re going to see the hook. At the beginning of every movie you watch there is going to be a hook.
You might not be fully aware of what that hook is when you first see it. Figuring it out isn’t too difficult, though. Just ask yourself what the exact moment was that you just had to keep reading or keep watching? Was it an event, something a character said, or something else entirely that made you want to see what comes next.
The best hooks are the kinds that come as early as possible. I’m sure you’ve seen a number of movies with some kind of action or plot element in the first few minutes of the movie. It might not be huge, but it’s going to be there, because without the hook, why is a person going to keep watching?
Now ask yourself when it comes to your marketing what your hook is? This is the reason why a person should take notice of your store. Once they become aware of you they’ll begin to consider coming in to learn more. They have enough interest to find out what you’re all about and why you might be the best place for them.
A very common hook is used with color postcards. The reason is because the best hooks are going to be short. All it will take is a few seconds for a person to see and have their interested piqued. Color postcards work well with this because they’re so out in the open, and lend themselves well to simple messages.
What makes them even more effective is that with direct mailing you can get those postcards right into a person’s home and hook their eye right away. Remember that a hook doesn’t mean that they’re going to want to come into your store right that instant. A hook is about gaining their attention more than anything, which will help them remember who you are down the line.
But what are these hooks? What do you say or do to hook them? I wish I could give you an answer, and if I did have some universal hook, I think it would be pretty well known by this point.
Each industry is going to have a different hook. Each company is going to have a different hook. Even each group of people or niche market is going to have its own interesting and unique hook. Be aware to that you might not have a single hook for every kind of customer out there. Many companies are going to take advantage of multiple hooks they can use on different parts of their customer bases, because each person will connect with something different. Only you can figure out the right hook for your business, and your industry.
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