It seems the average attention span these days is quite abysmal, so whatever message you’re able to get in front of a potential customer better be short, sweet and informative. These are known as hooks and are described by Kaufman as, “a single phrase or sentence that describes an offer’s primary benefit.” He goes on to explain that “Sometimes the Hook is a title, and sometimes it’s a short tagline. Regardless, it conveys the reason someone would want what you’re selling.”
The hook I created for my own business is, “Curated pipe tobacco, delivered.” Now there’s more information that a customer may want to know before signing up, but this gives him the main benefit of a Tin Society subscription. It’s important to remember that the hook is just used to get your foot in the door, other strategies like free giveaways and email campaigns can be used to close the sale.
I think the hook of any business is huge, and it goes beyond marketing strategy. It’s about you as an entrepreneur being able to summarize what your business is all about. If you can’t figure out a way to describe your business in 30 seconds or less, then you need to spend more time thinking about the vision and mission of your company.