When you land on a strategic hook that meets all of the above idea criteria, don’t stray. Use it on every single piece of brand communication for full effect.

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

Use it to guide your full narrative. All content should flow back to your hook.

And finally, 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