Today, someone in our office played the chorus to the Pina Colada song (Escape, by Rupert Holmes):

If you like pina coladas, and getting caught in the rain…

I knew as soon as I heard it I’d be singing in my head for the rest of the day.  It’s a song with a super catchy, memorable hook.

Stars Wars fans will never forget this plot hook:

Talk about a brilliant set-up.  Just as Luke is lamenting his place where “if there is bright center to the universe, you’re on the planet it’s farthest from”, he stumbles across a message that changes his destiny.

“Help me Obi-wan Kenobi, you’re my only hope.”

A musical hook is the catchy combination of melody, lyrics, and rhythm that stays in the listener’s head.  The opening to “Bittersweet Symphony” or “Back in Black”.  The melody to “Piano Man” or “I Wanna Hold Your Hand”.  You like it the first time you hear it.  It’s easy to remember.  Listen a few times, and it gets stuck in your head.

In movies, the hook is a moment that captures the audience’s attention and gets them thinking “Oh, this is getting good.  What’s going to happen now?”

For example:

“It’s the question that drives us Neo…what is the Matrix?” (The Matrix)

“Of all the gin joints in all the towns in all the world, she walks into mine.” (Casablanca)

“The Italian Stallion? I’m gonna give this chump a shot at the title.” (Rocky)

And then there is chilling hook from “The Shining”, where the ominous story of cabin fever and the psychic power of Danny jolt our attention :

These musical and movie hooks draw the audience in, capture attention, and evoke emotion.  Without the hook, there would be no pop songs and no hit movies.

So what is a hook in digital marketing?  How can you draw your buying audience in with memorable, enticing content that leaves them wanting more?

 

The Heart of Brand Storytelling

In traditional advertising, a hook was usually a tagline and/or jingle that had the main objective of getting stuck in people’s heads – much like the musical hook.  For example:

Coke, it’s the real thing. 

I’m lovin it – McDonald’s

Like a good neighbor, State Farm is there. 

Nationwide is on your side. 

Others are a bit more specific to the product:

$5, $5, $5 Footlongs – Subway.

There in 30 minutes or less or it’s free – Domino’s. 

Coors, the world’s most refreshing beer. 

Mentos, the freshmaker. 

However, we would argue that with a digital marketing audience, these taglines and jingles are somewhat outdated.  You might use them to gain attention and brand awareness, but they’re not going to generate business on their own.

Instead, the digital marketing sphere is one of storytelling.  Often, you’re seeking to make a connection to the consumer’s lifestyle and create a mental hero shot where they visualize themselves experiencing your product.

In this regard, the hook is more like that of a movie plot.  You don’t just want them humming a melody all day, you want them to experience your branded story and start to build your product into their life.

Freakers uses an excellent story hook on their homepage.   After a quirky intro, they hook you:

They aren’t just selling you their fit-everything product, they’re giving you an invitation to their party – a starter kit for a new lifestyle.

A “starter kit for a new lifestyle”.  That’s a powerful hook.  I want to know what these guys are about.  Hey, they’re just selling drink insulators and socks, but their story hook suggests to me there is way more going on here.  I want to know how this will affect my life, my style, my view of myself.

Saddleback Leather uses both a tagline and a story hook:

They link this into their hundred year guarantee and the story of travel adventure that builds the case of why you’d want such a durable backpack or suitcase.  The story is continued in chapters with every product description, using hooks like:

The second time I killed my dog was on December, 15th 2002 at 2 a.m.

The hook draws you into a story that puts the product into a context that goes beyond its features and benefits.

If ever there was a company that uses a hook (Stanley Kubrick, director of The Shining would be impressed) it’s The Mysterious Package Company.

Their value-proposition itself is a hook:

Are you ready to abondon the mundane?  We specialize in remarkable deliveries which intrigue, befuddle, and delight.

If you are “dying to know more”, you read on to see their unique gift experience.  This product itself shows the powerful effect of a structured story with a hook, tension, voice, and a unique point of view.

Social media is great place to use hooks as well.  This post, which is a question that everyone can relate to, does a great job of hooking people’s attention.  They read comments and then comment themselves.  Great engagement for this brand.

Hooks don’t always have to be emotionally compelling or dramatic.  In a PPC ad, the promise of a low price is an effective hook:

 

Tips On Developing a Marketing Hook

A strong hook does two things:

1. It gets people attention.
2. It makes them want to learn more and motivates them to take the next step.

Getting people’s attention in the digital world is no easy task.  Here are some elements you can use in ads, social media posts, and website headlines that will hook people’s attention.

Numbers & Lists

One of the most popular hooks for blog titles and articles are listicles.   These are the 10 things you won’t believe…, 9 ways you can save… titles you see on the internet, usually as sponsored, native advertisements.   For example:

Numbers, in general, work well in titles and headlines to hook people in.

Questions & Curiosity

Arousing curiosity is at the heart of a marketing hook.  Ask an open-ended question or promise enticing information (like the man with 5.3 million).  Frame your statement so there is an irresistible urge to learn more.

Fear

Inciting fear is one of the most well-known hooks in storytelling or marketing.  People are often more motivated by fear of losing something they have than they are by gaining something new.

Surprises and Secrets

A fact or idea that is surprising or unexpected can make for a powerful hook.  This classic ad, for example, makes you want to learn more.

Have a Cause

With today’s consumers, having a cause or social purpose is an enticing hook.  Take Oliberte Shoes, for example:

The purpose they integrate into this headline is intriguing.  You need to buy shoes, so why not buy a pair that supports a worthy cause?  It draws you into their story.

 

Conclusions

One of the most valuable things a digital consumer can give you is their attention.  With so much media coming at us all the time, only the most interesting, intriguing, important topics get our attention.

This is why the marketing hook is more important than ever.  A dull ad or brand message just won’t get it done with today’s skimming, swiping, clicking digital natives.  You have to reach out and grab their attention – then you have to hold it.

When you think about your story, voice, and hook, think about why you got into business in the first place.  Why do you do what you do?  What are you like to deal with?  What adjectives describe your company?

How can you make people laugh or cry?  How can you shock or surprise them?

Why should your customers care?  What will hook their attention and draw them into your world?  How will you get the kind of investment that motivates them to build your product into their lives?

Create a strong hook, lead them into the right story, and you’ll have a customer that will become part of the story itself, told to their friends – and more of your future customers.