katrina@ideafrau.com
When selling feels hard. When traction is slow. When doors don’t seem to open or deals don’t seem to close. When you’re entering a crowded space or chasing after a new crowd.
You need a 6< word hook.
A brand hook is a short, compelling slogan used to steer every piece of communication. Its superpower? Pulling all tactics and conversations in the same direction: straight to how you are uniquely different.
Lead with your competitive advantage (while following a few creative rules) and the market will respond.
The 6< Word Hook
Brand Communication
For Market Traction
meet ideafrau
four c’s of a successful hook
For over 25 years, I have helped new brands get to market—and established brands expand into new verticals, territories, or demographics.
My best advice: Don’t overcomplicate it.
When you have something the world needs—a product, a service, an initiative—one of the the biggest factors for gaining momentum is really quite simple.
A strategic 6< word hook. Targeting a very specific group of early adopters. It’s like a match to kindling. And it’s my work’s passion. Are you ready to get a fire started?
Connects to USP
You entered the market because you have something unique to offer. There are many names for this. Your unique selling proposition. Your brand value. Your competitive advantage. Whatever term you use, use it to reel in your target.
Conjures emotion
Many people think of emotion as sad or sappy. But the range of emotion is endless. To feel confident. Fearless. Full of joy. Frustrated. Relieved. Connected. When you tap into an emotion, you tap into authenticity. Magnetism. Power.
Creates tension
Catch targets off guard by making sure your hook has something, well, just a bit off. Or use a juxtaposition of some sort. Because where there is tension, there is attention.
Concise
Six words or less makes sure you have distilled a complicated message into something easy to say and easy to remember. It's also a sure-fire way to turn a complicated message into one that’s immediately understood.
04
03
02
01
create your 6< word hook
4 C’s Of A Successful Hook
The following idea criteria is based on over two decades of communication work. These four guidelines ensure we land on a hook that gets you noticed, gets you quickly understood, and gets you action.
INQUIRE
CHF
I do it,
with target immersion
Six words or less makes sure you have distilled a complicated message into something easy to say and easy to remember. It's also a sure-fire way to turn a complicated message into one that’s immediately understood. Six words or less makes sure you have distilled a complicated message into something easy to say and easy to remember. It's also a sure-fire way to turn a complicated message into one that’s immediately understood.
4-week turnaround
CHF
We do it together
Six words or less makes sure you have distilled a complicated message into something easy to say and easy to remember. It's also a sure-fire way to turn a complicated message into one that’s immediately understood. Six words or less makes sure you have distilled a complicated message into something easy to say and easy to remember. It's also a sure-fire way to turn a complicated message into one that’s immediately understood.
4-hour workshop
CHF
I do it,
no target immersion
Six words or less makes sure you have distilled a complicated message into something easy to say and easy to remember. It's also a sure-fire way to turn a complicated message into one that’s immediately understood. Six words or less makes sure you have distilled a complicated message into something easy to say and easy to remember. It's also a sure-fire way to turn a complicated message into one that’s immediately understood.
1-week turnaround
INQUIRE
INQUIRE
Create Your 6< Word Hook
INQUIRE
Create Your 6< Word Hook
About Ideafrau
Conversation starter. Idea starter. Fire starter.
Executive creative director and communications strategist focused on the intersection of key target insights and creativity to help new or expanding brands gain traction.
Born and raised in the US, I spent most of my agency career in the heart of America. In 2020, I moved to Basel-Stadt with my husband, Holger.
A brand hook is a compelling slogan used to lead every piece of communication. Its superpower? Pulling all tactics and conversations in the same direction: to how you are uniquely different.
Lead with your competitive advantage (while following a few creative rules) and the market will respond.
The 6< Word Hook
four c’s of a successful hook
meet ideafrau
For over 25 years, I have helped new brands get to market—and established brands expand into new verticals, territories, or demographics.
My best advice: Don’t overcomplicate it.
When you have something the world needs—a product, a service, an initiative—one of the the biggest factors for gaining momentum is really quite simple.
A strategic 6< word hook. Targeting a very specific group of early adopters. It’s like a match to kindling. And it’s my work’s passion. Are you ready to get a fire started?
Brand Communication For Market Traction
The following idea criteria is based on over two decades of communication work. These four guidelines ensure we land on a hook that gets you noticed, gets you quickly understood, and gets you action.
A narrative is a structured account of a series of related events, experiences, or stories, whether fictional or non-fictional It organizes events in a meaningful sequence.
04
03
02
01
create your 6< word hook
Concise
Creates tension
Conjures emotion
Connects to USP
4 C’s Of A Successful Hook
A narrative is a structured account of a series of related events, experiences, or stories, whether fictional or non-fictional It organizes events in a meaningful sequence.
A narrative is a structured account of a series of related events, experiences, or stories, whether fictional or non-fictional It organizes events in a meaningful sequence.
A narrative is a structured account of a series of related events, experiences, or stories, whether fictional or non-fictional It organizes events in a meaningful sequence.
Work
Clients
