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When selling feels hard. When customer acquisition is slow. When doors don’t seem to open or deals don’t seem to close. When entering a crowded space or chasing after a new crowd.
–
–
For over 25 years, I have helped new brands go to market—and established brands enter new verticals, territories, or demographics.
My best advice:
Don’t overcomplicate it.
When you have a product, service, or initiative the world needs, one of the biggest factors for gaining momentum is really quite simple.
A compelling 6< word hook. Targeting a narrow 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?
meet ideafrau
For Traction
Idea Partner
Your Strategic
You need a
6 < word hook.
Lead with your competitive advantage (while following a few creative rules) and the market will respond.
FIVE RULES of a successful hook
Hook
The
6< Word
A brand hook is a slogan or campaign concept used to steer every piece of communication.
Its superpower? Pulling all tactics and conversations straight to how you are uniquely different.
The following idea criteria is based on over 2 decades of brand communication work.
These guidelines ensure you land on a hook that gets you noticed, gets you quickly understood, and gets you action.
When your hook meets all criteria, test it. Refine it. And use it with abandon.
—Make it your lead, or your support, depending on the communication.
—Have it guide your full narrative. All content should flow back to your hook.
—Use it to box in your creative.
Consistency
The range of human emotion is vast. From discouraged to encouraged. Confident to second-guessing. Full of joy to full of worry. Connected. Lonely. The list is endless.
When targets FEEL your value rather than just KNOW it, they are more likely to respond.
04
Create Emotion
Tension keeps buildings standing, keeps relationships growing, and keeps your message from blending in.
When there is something just a bit off—perhaps your hook physically doesn’t make sense or it uses some type of juxtaposition—heads will turn.
03
Create Tension
Translate your competitive advantage into 6 words or less.
By forcing the message to be short, you create a catchy and compelling teaser to your narrative—to the exact thing that makes you unique to the market.
Being short also makes your brand value easier to remember and to repeat. And without giving your entire story away, you encourage intrigue and conversation.
01
You entered the market because you have something unique to offer. Let the market know what makes you different. Up front and center.
Your USP
05
Be Concise
Connect To
02
Use With
Hook
Of A
5 Rules
Successful
You need a
6 < word hook.
For over 25 years, I have helped new brands go to market—and established brands enter new verticals, territories, or demographics.
My best advice:
Don’t overcomplicate it.
When you have a product, service, or initiative the world needs, one of the biggest factors for gaining momentum is really quite simple.
A compelling 6< word hook. Targeting a narrow 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?
meet ideafrau
For Traction
Idea Partner
Your Strategic
–
–
When selling feels hard. When customer acquisition is slow. When doors don’t seem to open or deals don’t seem to close. When entering a crowded space or chasing after a new crowd.
Lead with your competitive advantage (while following a few creative rules) and the market will respond.
FIVE RULES of a successful hook
Hook
The
6< Word
A brand hook is a slogan or campaign concept used to steer every piece of communication.
Its superpower? Pulling all tactics and conversations straight to how you are uniquely different.
The following idea criteria is based on over 2 decades of brand communication work.
These guidelines ensure you land on a hook that gets you noticed, gets you quickly understood, and gets you action.
When your hook meets all criteria, test it. Refine it. And use it with abandon.
—Make it your lead, or your support, depending on the communication.
—Have it guide your full narrative. All content should flow back to your hook.
—Use it to box in your creative.
Consistency
The range of human emotion is vast. From discouraged to encouraged. Confident to second-guessing. Full of joy to full of worry. Connected. Lonely. The list is endless.
When targets FEEL your value rather than just KNOW it, they are more likely to respond.
04
Create Emotion
Tension keeps buildings standing, keeps relationships growing, and keeps your message from blending in.
When there is something just a bit off—perhaps your hook physically doesn’t make sense or it uses some type of juxtaposition—heads will turn.
03
Create Tension
Translate your competitive advantage into 6 words or less.
By forcing the message to be short, you create a catchy and compelling teaser to your narrative—to the exact thing that makes you unique to the market.
Being short also makes your brand value easier to remember and to repeat. And without giving your entire story away, you encourage intrigue and conversation.
01
You entered the market because you have something unique to offer. Let the market know what makes you different. Up front and center.
Your USP
05
Be Concise
Connect To
02
Use With
Hook
Of A
5 Rules
Successful
THE 6< WORD HOOK
For Traction
Your Strategic
Idea Partner
meet ideafrau
For over 25 years, I have helped new brands go to market—and established brands enter new verticals, territories, or demographics.
My best advice:
Don’t overcomplicate it.
When you have a product, service, or initiative the world needs, one of the biggest factors for gaining momentum is really quite simple.
A compelling 6< word hook. Targeting a narrow 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?
You need a
6 < word hook.
FIVE RULES of a successful hook
Hook
The
6< Word
A brand hook is a slogan or campaign concept used to steer every piece of communication. Its superpower? Pulling all tactics and conversations straight to how you are uniquely different.
Lead with your competitive advantage (while following a few creative rules) and the market will respond.
–
–
When selling feels hard. When customer acquisition is slow. When doors don’t seem to open or deals don’t seem to close. When entering a crowded space or chasing after a new crowd.
For over 25 years, I have helped new brands go to market—and established brands enter new verticals, territories, or demographics.
My best advice:
Don’t overcomplicate it.
When you have a product, service, or initiative the world needs, one of the biggest factors for gaining momentum is really quite simple.
A compelling 6< word hook. Targeting a narrow 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?
meet ideafrau
For Traction
Idea Partner
Your Strategic
You need a
6 < word hook.
The following idea criteria is based on over 2 decades of brand communication work.
These guidelines ensure you land on a hook that gets you noticed, gets you quickly understood, and gets you action.
When your hook meets all criteria, test it. Refine it. And use it with abandon.
—Make it your lead, or your support, depending on the communication.
—Have it guide your full narrative. All content should flow back to your hook.
—Use it to box in your creative.
Consistency
The range of human emotion is vast. From discouraged to encouraged. Confident to second-guessing. Full of joy to full of worry. Connected. Lonely. The list is endless.
When targets FEEL your value rather than just KNOW it, they are more likely to respond.
04
Create Emotion
Tension keeps buildings standing, keeps relationships growing, and keeps your message from blending in.
When there is something just a bit off—perhaps your hook physically doesn’t make sense or it uses some type of juxtaposition—heads will turn.
03
Create Tension
Translate your competitive advantage into 6 words or less.
By forcing the message to be short, you create a catchy and compelling teaser to your narrative—to the exact thing that makes you unique to the market.
Being short also makes your brand value easier to remember and to repeat. And without giving your entire story away, you encourage intrigue and conversation.
01
You entered the market because you have something unique to offer. Let the market know what makes you different. Up front and center.
Your USP
05
Be Concise
Connect To
02
Use With
Hook
Of A
5 Rules
Successful
Word Hook
The 6<
FIVE RULEs OF A SUCCESSFUL HOOK
A brand hook is a slogan or campaign concept used to steer every piece of communication.
Its superpower? Pulling all tactics and conversations straight to how you are uniquely different.
Lead with your competitive advantage (while following a few creative rules) and the market will respond.
6< Word Hook
Create Your
We do it together
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I do it, with target immersion
We do it together
I do it, no target immersion
I do it, with target immersion
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