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. 

Does It Create Emotion?

Just as tension is necessary for buildings to stand and relationships to grow, it is a key factor in keeping your message from blending in. 

When something just a bit off—perhaps your hook physically doesn’t make sense or it uses some type of juxtaposition—heads will turn. 

Does It
Create Tension?

Translate your competitive advantage in 6 words or less.

Forcing your hook to  be short often creates a catchy and compelling “Why You” teaser that encourages intrigue and conversation.

And, of course, the shorter and catchier your hook, the more likely your audience will remember and repeat your brand value.

You entered the market because you have something unique to offer. Let the market know how you are uniquely different. Up front and center. 

Is It Concise?

Does It Connect To Your USP?

Can It Be Used
Consistently?

In the creative world, we call this ”having legs.” Meaning, there is enough of a concept in your hook that you can carry the idea across all forms of  communication.

—Make it your lead. The first slide on your pitch, top of your website, bottom of your business card, headline or tagline on socials, broadcast, out of home, etc.

—Make it the consistent thread through your full narrative. All content should flow back to your hook.

—Make it the creative guide for all of your tactics.

When you’ve landed on a hook that meets all of the idea criteria, test it. Refine it. Then go for it!