INQUIRE ABOUT SPEAKING
bring your hook to life
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 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
Brand Communication
For Market Traction
meet ideafrau
four c’s of a successful hook
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?
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.
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
A brand hook is a short, compelling slogan used to lead every piece of communication. Its superpower? Pulling all tactics and conversations in the same direction: 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
I do it, with target immersion
4-week turnaround
CHF
I do it, no target immersion
1-week turnaround
CHF
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
We do it together
INQUIRE
Create Your 6< Word Hook
Bring Your Hook To Life
I was born and raised in the US and spent most of my agency career in the heart of America. In 2020, I moved to beautiful Basel, Switzerland with my German husband, Holger. We have no kids. No pets. But some really beautiful plants.
I work both locally and abroad with multinational clients that have included Roche, Lilly, Elanco, Weston Foods, P&G, Cummins, and others.
I also work with visionaries, founders, and family-owned brands.
It’s not your size, stage, or industry that matters. It’s your courage to do something different.
Hi, I’m Katrina. An Executive Creative Director and Brand Strategist. For over 25 years, I have helped new products get to market—and established brands expand into new verticals, territories, or demographics.
See results
About Ideafrau
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.
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.
I was born and raised in the US and spent most of my agency career in the heart of America. In 2020, I moved to beautiful Basel, Switzerland with my German husband, Holger. We have no kids. No pets. But some really beautiful plants.
I work both locally and abroad with multinational clients that have included Roche, Lilly, Elanco, Weston Foods, P&G, Cummins, and others.
I also work with visionaries, founders, and family-owned or mid-sized companies.
It’s not your size, stage, or industry that matters. It’s your courage to do something different.
Hi, I’m Katrina Bayer. An Executive Creative Director and Strategist. With over 25 years of experience helping new brands get to market—and established brands expand into new verticals, territories, or demographics.
See results
About Ideafrau
INQUIRE
Create Your 6< Word Hook
4-week turnaround
CHF
1-week turnaround
CHF
4-hour workshop
CHF
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
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.
Say it creatively. Say it in rhyme. Say it with a pun. However you say it, communicate your key differentiator.
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.
Catch targets off guard by making something about your hook a bit off. Or use juxtaposition. Because where there is tension, there is attention.
6 words or less makes sure you distill a complicated message into something easy to understand, remember and repeat.
04
03
02
01
create your 6< word hook
Concise
Creates tension
Conjures emotion
Connects to USP
4 C’s Of A Successful Hook
Create Your 6< Word Hook
About Ideafrau
see results
I was born and raised in the US and spent most of my agency career in the heart of America. In 2020, I moved to beautiful Basel, Switzerland with my German husband, Holger. We have no kids. No pets. But some really beautiful plants.
I work both locally and abroad with multinational clients that have included Roche, Lilly, Elanco, Weston Foods, P&G, Cummins, and others.
I also work with visionaries, founders, and family-owned or mid-sized companies.
It’s not your size, stage, or industry that matters. It’s your courage to do something different.
I am an Executive Creative Director and Strategist. With over 25 years of experience helping new brands get to market — and established brands expand into new verticals, territories, or demographics.
Work
Work
