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