You need a 6< word hook.
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 going after a new crowd.
A hook is a concise, compelling slogan used to lead every piece of communication. Your deck. Your website. Your poster boards. Your socials. Perhaps broadcast or guerrilla. Even your employees. 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
For over 25 years, I have been helping new brands go to market—and established brands break into new verticals, territories or demographics.
It doesn’t matter your type of company. From global to local. Startup to starting over. Made for the girliest of girls or focused on the manliest of men. Deeply scientific or deep into dirt and grime.
When you have something the world needs, the biggest factor for success is simple. A strategic 6< word hook. Geared toward 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?
four c’s of a successful hook
meet ideafrau
A hook is a concise, compelling slogan used to lead every piece of communication. Your deck. Your website. Your poster boards. Your socials. Perhaps broadcast or guerrilla. Even your employees. 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.
4 C’s Of A Successful Hook
There are three big, hairy goals of a brand hook: Get noticed. Get understood. Get action.
To ensure these goals are met, I help you develop a slogan that communicates past the facts, Simon Sinek-style. Once you have your hook, everything else falls into place. In fact, bringing your hook to life becomes an absolute joy because the front-running message is strategically sound and provides a concept to guide all other creative.
The following idea criteria is based on over two decades of communication work. When these four C’s are met—and when the resulting hook is used consistently, with full conviction—great things happen. Fires start. Momentum turns into self-perpetuating growth.
Connects to USP
You entered the market because you have something unique to offer. Your hook must point to this which sets you apart. Tip: If anyone asks, “But why you? What makes you different?,” it's time to rethink your communication hook.
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
Where there is tension, there is attention. Catch targets off guard by making sure your hook has something just a bit off. One of my faves: Apple's "10.000 songs in your pocket." All those songs in a space so tiny my hand often gets stuck.
Concise
Six words or less makes sure you have distilled a complicated message into something easy to say and remember. And, above all, easy to understand. It is often much harder to say something in 6 words than in one paragraph. But it is worth it.
See results
For over 25 years, I have been helping new brands go to market—and established brands break into new verticals, territories or demographics.
It doesn’t matter your type of company. From global to local. Startup to starting over. Made for the girliest of girls or focused on the manliest of men. Deeply scientific or deep into dirt and grime.
When you have something the world needs, the biggest factor for success is simple. A strategic 6< word hook. Geared toward 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?
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SEE THE hook behind the result
SEE THE hook behind the result
