BUSINESS EDU To Stop the Scroll - Use a Strong Hook to Create Marketing Messages that “Click” – by Cathryn Castle Garcia, Owner, ClearStoryCoach.com, The Azores Cathryn Castle Garcia is a writer, business strategist, & co-owner of C2G2Productions.com, a multimedia production company.
3, 2, 1. That’s it. You’ve got about three seconds to capture a potential customer’s attention. If you include video, you might gain another few seconds before your post gets lost in the scroll. Social media users create an estimated 1.1 billion pieces of content daily. This is why your tiny grain of
Attention-Getting Hooks The good news is you don’t need a psychology degree to write compelling marketing copy. Try using one or more of these hooks that are proven to provoke the brain’s limbic system and capture your customers’ attention. Curiosity. Curiosity creates an information gap that psy- chologically compels people. Our brains are hardwired to find answers, to solve problems, to seek closure. Examples of hooks that stimulate curiosity and compel your cus- tomers to pause and click include: “This one simple trick will make [x] easier.” ▪ “Learn the hidden benefit of [x] our customers rave ▪ about.” “Discover the real reason we sell out of ▪ [product/trip/course] within minutes.” “Want improved air consumption? Try this habit ▪ hack.” Authority. Expert validation is a shortcut to trustworthi- ness. Get your customers to accept and trust you, and they’ll feel comfortable doing business with you. Key elements of
sand on a vast stretch of beach – your brand’s marketing message – must sparkle and shine so it stands out. In addi- tion to captivating visual elements, your social media posts and email blasts need to lead with attention-grabbing head- lines that will stop the scroll. Simply put, you need a strong hook. What’s a Hook? A marketing hook is a compelling element within your marketing message, usually the title or main text, that cap- tures attention. It must generate interest and make potential customers pause and engage with your brand. The most ef- fective posts communicate their core message or hook at first glance. Remember, you’ve got three seconds. How Do Hooks Work?
authority hooks include spec- ifying expertise or relevance; suggesting the information challenges conventional wis- dom; focusing on actionable items rather than theory. Ex- amples of authority hooks in- clude:
We humans are fascinating creatures. Our complicated brains boil everything down to support our most basic in- stincts – to survive and thrive. What does this mean to mar- keting? Every social media
“Our pros share the mistakes you must avoid.” ▪ “We know what to look for – and what to avoid – ▪ when choosing a liveaboard.” “Learn proven tips for better buoyancy control.” ▪ “Marine biologist shares the truth about sharks.” ▪ Urgency. Time-bound opportunities trigger the brain’s limbic system to send out a scarcity warning which prompts a call to action. Sending your customers a time-sensitive message with a specific deadline is a compelling hook. It’s a
click we make is a direct result of a psychological stimulus that triggers the limbic system of our brain, the region that controls emotions, behavior, and survival instinct. The lim- bic system plays a big role in our purchasing decisions, which are rooted in how we want to feel – which is always “better” – healthier, more attractive, wealthier, smarter, and so on. If my articles only ever teach you one thing, let it be this: an effective marketing message must in some way answer the question, “How will you make my life better?” The job of marketing is to hook into our customers’ emotions. We’ve got to grab their hearts by the throats and give a gentle squeeze – because once they open their hearts, they open their wallets.
classic, but it works. Examples include: “Time’s running out. Buy now.” ▪
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