We’ve emphasized the importance of inviting people into a story because your customers think in terms of narrative, even if they don’t realize it. We’ll cover this component next in greater detail.
First, every story begins with a strong hook — a statement that makes customers respond, “Whoa. I have to know more.”
Here are three important things to keep in mind when you’re working on a hook:
1. The hook does not increase the value of the product or service — that’s the job of the story and the offer.
Remember, a hook’s main job is to pique curiosity. A hook is usually a short, bold statement that grabs attention.
2. The hook shows the target audience you understand their problem.
Even though a hook is short, it should still communicate empathy and mention the prospective customer’s pain point. The first sentence of this blog is an example of a hook that demonstrates empathy.
3. Different hooks will catch different customers.
When you’re fishing, you use hooks with different shapes and sizes depending on the kind of fish you’re hoping to catch.
This concept extends to digital marketing too. You should have an ideal customer or client — we’re not advocating that you try to market to everyone. But the individuals that make up your target audience are also unique and will respond to different hooks. Have fun with hooks and “cast” different ones. Test different ways to catch the attention of your target audience and take note of what works best.
Once you’ve answered these questions, you’ll be able to tell a better story prospects will want to sign up for.
This content was originally published here.