At Hook PR & Marketing, we love hooks — and we don’t just mean those fishing devices. As storytellers, we’re into the “hooks” that grab attention and bring more people to action.
To be sure, hooks aren’t just slogans. They are ideas, notions, identifiers. They are catchy. They lure people in. Hooks are memorable — and they’re very different from your brand story.
Your story explains your why and how you make a difference. You hook is that additional detail that people remember.
Most successful businesses have a hook, an identify or slogan that is immediately known as that product. The easy ones include the name: “Like a good neighbor, State Farm is there.” “Maybe she’s born with it. Maybe it’s Maybelline.” Or that classic, “A Diamond is Forever.”
Less-obvious hooks work, too. Say “Just Do It” and people know the product. Or “I’m Lovin’ It.” Or “You’re worth it.”
Even the military uses hooks to bring in recruits: Army Strong or The Few. The Proud. The Marines.
Some hooks take on a life of their own. Consider “Got Milk?” Not long after this question was raised in ads, it spawned imitators. Soon the question “Got (——)?” was everywhere.
Hooks take a life of their own outside of business.
A narrative hook is a literary technique in the opening of a story that grabs readers’ attention so they keep reading.
A musical hook, often a short riff, passage or phrase, is used to make a song appealing and catch the listener’s ear.
A journalistic hook makes the story relevant right now.
So how can you develop your organization’s hook? Think about:
Surprising facts about your organizations or services
Emotional results about the transformation your organization creates
Promises that help you stand apart
Extraordinary details about your origin story
Out-of-the box approaches and ideas
Catch the drift? Call our marketing storytellers at 302.858.5055 for compelling messages and content.