Finding your 7-figure hook

Following is a story about how I go about finding marketing "hooks."

These are what you can use in your ad campaigns to stand out, get noticed, and get tons of people chasing you down…

Even in hugely crowded markets.

Enjoy!

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Recently, a woman reached out to me to run her ads.

She and her sister had tried some things in the past, but it never converted.

A very common story.

And, typically it’s an outright "no" when someone wants me to run ads who doesn’t have a campaign that’s already converting.

The reason being, I want to make sure they can pay my monthly fee (which is definitely not cheap), plus…

It’s much easier to get results for someone who’s already got something going.

However, after asking her a few questions about her market and offer, I felt different.

I felt she had something quite unique that I’d never seen in the investment space

This is important because, if you want to be successful in a saturated market, you need something unique to stand out.

And she had this.

Problem was - she didn’t know how to communicate that difference.

I did.

So I agreed to run her ads.

Here’s what happened…

Over the next couple of weeks I didn’t even log into her ad account.

Instead, I just asked her lots (and lots) of questions about her market and her offer.

I wanted to know:

Everything about how the investment strategy works…
All the all the associated benefits…
All the the drawbacks…
All the objections…

I wanted to know about her market’s biggest fears, struggles and desires.

And I wanted to know all these things so I could explain their offer in a way that the market understood, and most of all…

In a way that made the market want to work with them.

But there was also one more reason for all the back and forth questions…

I was trying to find the right "hook".

You see…

When you’re in a broader market, you need something special to stand out.

You need a headline so different and so unique that it stops people in their tracks and makes them pay attention.

Not an easy thing to do when most see thousands of marketing messages per day.

So I knew that no matter how well I wrote the ad, or explained the offer, none of that would have made a difference without the write headline/hook.

And the not-so-funny thing is…

This is the hardest part when researching.

You would think coming up with one headline or angle would be pretty simple.

But it’s not.

Because with a hook you’re trying to say why a particular offer is so amazing, but you only have a few words to do it.

(Particularly in a Facebook ad where the headline is limited to only 6-8 words or so)

It’s a struggle.

And I was finding it a struggle with this client.

I knew they had a great offer I just couldn’t find the right headline to communicate their offer.

Everything I had come up with was OK, but I knew after spending millions of dollars across many saturated markets it wouldn’t be good enough.

So what did I do?

I kept asking questions.

I kept digging.

And one of the other questions I asked was…

"Can you please provide some credibility points I can add to the ad I.e. how many apartments you've invested in, the average return you have got, how many deals you've helped others get, the average return they have got, any media you've been featured in (magazines, tv, podcasts etc), any awards you've won, total revenue you've generated, portfolio size, total revenue you've helped generate all clients combined etc etc"

And that’s when she replied with something magical…

"We are part owners of over 2,400 apartment units."

And the first moment I read that I thought…

"Holy crap! That’s amazing!"

Then immediately right after I thought…

"That’s my hook!"

I knew no one in the investment space had that hook.

So I knew it would stand out.

And so I took that little quote and turned it into this headline…

"How We Went From Zero to 2400 Properties in 3 Years"

The result?

An ad that’s been so successful it’s completely filled their calendar.

They’re absolutely swamped with calls.

And we literally have to reduce their ad spend at the moment while they train up a sales person.

And the reason why I tell this story is to share with you the process it takes to find the right hook.

Many Coaches (even so called "advertising gurus") will just sit down for a few minutes and bang-out the first headline that pops into their head.

Big mistake.

If you want to be successful in those bigger markets you’ve got to put in the work.

You’ve got to dig dig dig until you find the right hook you know will get attention.

It takes work.
And, unfortunately, many just aren’t willing to do that work.

But it’s worth it.

With that being said…

If you’re a Coach who just wants some clients there’s a much easier way than what I described above.

It still requires work, but not as much.

And you don’t have to be experienced with marketing like yours Hermity to get results with it.

That way?

Pick a niche.

The first thing I do with Coaches is help them get clear on their niche.

The reason being…

When you niche down, you stand out because you’re speaking to a very specific group.

You don’t need a hook.

Instead, you simply call out the target market in your ad…

Ie "Are you a female executive in the insurance industry?"

This is what cuts through the noise.

What gets you noticed.

And what gets clients chasing you down.

To know when spots are open next in my 15 Minute Client program, put yourself on the waitlist here:

https://The15MinuteClientWaitlist.com

-Luke Charlton
The Man Cave, Canberra