| When's the last time you went fishing? Think back | | | | without a hook. Fish may look at the bait, they |
| to that day. What did you use to fish? A pole, | | | | may nibble the bait, they may even eat the bait - |
| fishing line, bait, maybe a sinker and a bobber. Oh | | | | but you will never catch a fish without a |
| yeah...and a hook.You wouldn't go fishing without | | | | hook.Customers may hear your message, they |
| the hook, would you? The hook is probably the | | | | may think about your message, but they are |
| most important part of the fishing process.The | | | | very unlikely to take a desired action unless you |
| same is true in your advertising. If you want to | | | | give them a STRONG INCENTIVE to do so, |
| be successful in advertising you have to resign | | | | something they see as valuable.If your ad doesn't |
| your position as general manager of the universe | | | | ask your target to take action you are totally |
| and realize that your ad is not a personal soap | | | | wasting your money. Your ads need to provide |
| box to speak your mind, hype accolades, | | | | an undeniable reason focused on relieving your |
| regurgitate philosophies, spout jargon and blab | | | | target's pain that incites them to take a desired |
| about anything else.The people who see your ad | | | | action.Next time you go fishing, be sure to bring a |
| really don't care about you, your personal agenda | | | | few hooks. Next time you advertise, try throwing |
| or that you've spent good money to talk to | | | | a few hooks in there too.Have you spent money |
| them. As you know they only care about one | | | | on advertising and afterwards you wonder if it |
| thing...themselves. Likewise your advertising should | | | | was effective. It's tough to know right? You |
| focus on only one thing...them!You have already | | | | should have learned how to avoid this in science |
| identified that "YOU" is the most powerful word in | | | | class. In Jim and Travis' small business marketing |
| any advertisement. That is why a hook works so | | | | secret #3 we'll tell you how.Jim and Travis are the |
| well. A hook is something of value you offer your | | | | authors of "The Ten Tall Tales Of Traditional |
| target, which they can't live without.It's something | | | | Advertising That Cost You Tons" and their |
| that provides them with a solution, a cure, an | | | | newest release, "The Small Business Owner's |
| answer to a daunting problem. A hook incites | | | | Guide To The Galaxy: Jim & Travis's Super-Stellar, |
| them to take the desired action your | | | | Out Of This World, Step-By-Step Guide To |
| advertisement was designed to evoke.An | | | | Generating Leads, Attracting Customers and |
| advertisement without a hook is like a fishing pole | | | | Making Sales. |