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Want to catch a fish?
Then use the right bait!
If landing a sale is your ultimate goal, first, you must entice people to take a closer look. Effective marketing strategies often involve a “hook,” which is a short phrase, jingle, or attention-grabbing device.
Sales hooks bridge the gap between prospects and customers as they focus people’s attention on your message, set the tone of your presentation, and provide something of value. Whether it’s a special offer or an amusing tagline, hooks should arouse interest in your product or service while encouraging further interaction between the customer and the company.
Looking to start your presentation on a strong note? Here are four ingredients you might add to your next ad:
1. Paint an Incredible Vision
Human beings are selfish, and they are never satisfied with their present situation.
Anything that offers people an appealing future is intriguing and attractive. When you want them to give your product a second look, paint a vision of how it can change their experience for the better.
Here are a few samples:
- Save $500 a month and buy your next car with cash
- Own your own little piece of paradise
- Rock that bikini this July
2. Press the Pain Point
It’s true. People make buying decisions based on emotions.
Whether you elicit alarm or compassion, appealing to people’s fears, insecurities, or guilt is a great way to pique interest.
How do these examples impact you?
- Three million children die of hunger each year. Be part of a simple solution.
- You can never outrun your fork. We have a better way.
- Put a stop to this before it puts a stop to YOU.
3. Demand a Response
Sometimes the best approach in sales is an aggressive stance.
Short, clear commands can allow you to be blunt, relay a benefit, or convey an authoritative tone. This dictatorial tone helps resolve urgent situations or address a problem that needs immediate attention. Here are a few bossy lines to consider:
- Hackers steal 75 records every second. Build a security wall around your future!
- Stop wasting money on hearing aids that STINK.
- Recycle. Because there is no “Planet B.”
4. Let Others Brag About You
A testimonial headline is one of the best ways to grab attention.
Testimonials are appealing because people connect through stories, and they trust the opinions of others. Pictures of real people are irresistible, so a great photo combined with a stellar review is a surefire win.
Here are some easy taglines to plug into your print and photo testimonials:
My money’s on _______________
My ________________ guarantee
I was there when ____________
I’m obsessed with my new ________________
I chose _____________ because _____________
I discovered _____________ that _______________
I made an extra _________________ because _______________
Here’s how I ______________ in just ________________
They laughed when ________________. Until I _______________
Here’s what it feels like to __________________
Here’s how I beat _______________ by _____________
Appeal to Their Unique Interests
When you want to connect with your target audience, appealing to their unique interests is key.
Formats give your ad a structure, but a hook gives it character! Bring your ads to life with emotions, commands, testimonials, or a compelling vision, and you will arouse interest and drive demand.