We want you to develop the perfect slogan for your business. We know that a great marketing plan starts with an attention-grabbing, emotionally stimulating message and ends in consumers taking action on what they’re promised so we’ll walk through these steps together to help you to craft your own powerful attention-getting message!
You’ve mastered the fundamentals.
Ready to put what you’ve learned into practice? Let’s build your framework now so that all of the information from this course can be applied in real life.
Developing the Hook Of An Attention Getting Message
With the rise of technology and social media, it’s not just about being heard anymore. You need to be seen too!
In this tutorial, we will talk about how you can promise something unique for your pitch or marketing campaign to stand out from others. It all starts by understanding what makes an emotional appeal as well as one based on intellectual interest so people take notice – especially these days when everyone has access to information at their fingertips…
Now it’s time to get creative and connect everything together with your hook.
The marketing hook is a powerful tool that can help you capture the attention of your prospects. It’s an idea or phrase designed to entice them and draw their interest so they’ll spend more time listening in on what else we have going for us, like our great value pricing!
In certain cases, your hook might be a simple restatement of your key guarantee and unique service.
There are times when you need to buy your prospect’s time for them to hear about the main reason why they should work with YOU. In these situations, a hook phrase or statement must be included at first so as soon as we start talking through our offers and products/services – THEY KNOW WHAT WE’RE TALKING ABOUT!
The best way to get your point across is by using a powerful and captivating opener. The opening paragraph should be brief, but it’s aimed at piquing people’s attention enough for them to want more information about what you have planned next or how they can help out with whatever project needs doing next!
An excellent technique to achieve you powerful attention-getting message would include an appetizer-style teaser that’ll leave readers wanting just one taste before delving into the main course (your content).
Consider the case of a well-known company:
“Amazing secret discovered by one-legged golfer…”
“What is this person talking about?” You ask yourself as your curiosity builds. “Mysterious Secret,” and a one-legged golfer who discovered it – what could they possibly know that we don’t?” you think to yourself, anticipation setting in for where the article might go next..
The prospect’s interest has been captured by these words; now read on!
As you might imagine, there are a variety of ways to pique your audience’s interest in your landing page or via your viral video. This is your opportunity to share your powerful attention-getting message!
Here are some of the most common ways to draw attention to yourself.
Offer Something New:
The Modobag is a unique carry-on bag that can be ridden like a scooter. This feature makes it stand out and catches people’s attention, making them exclaim in surprise, “I’ve never seen anything like it!”
Some people think that the three missing film students from The Blair Witch Project were actually real. People were scared because it made them think that the movie was actually happening.
The campaign’s name, “A Dumb Way to Die,” is a reference to the metropolitan railway’s “Dumb Ways To Die.” This example catches people’s attention and makes them want to know more. The only way for them to find out is by watching the film.
Samsung’s “Do bigger things” is a great phrase. This phrase encourages people to do something amazing and accomplish something great.
Evoke Your Primary Promise and/or Unique Delivery System:
E.G., Dollar Shave Club’s promise, “Our blades are f—ing great!”
For example, “Elf Yourself.” This play on words was funny, but also a bit startling. The hook was funny, and the result was funny too. That’s because this was all about turning yourself and your friends into an animated holiday card featuring elves.
Shock Your Audience:
Poo-Pourri is a company that openly talks about a topic that many people feel uncomfortable discussing. The company’s target audience wants to learn more about the product and how it can help them.
Create a Visual Image:
Seth Godin’s book, “Purple Cow: How to Transform Your Business by Being Remarkable” is about how you can make your business stand out from others. You can do this by doing something different and being remarkable.
There are many different ways to pique people’s interest. This will allow you more time to explain your main promise and how you intend to fulfill it.
Now let’s finish building your message…
Polishing Your Framework
There are a few things you need to remember when sending out your marketing message. This will help make sure that your message is effective.
Make it Believable
The most important thing to remember about your primary promise is that it needs both bold and believable qualities in order for the listener or reader of this statement not only hear what you’re saying, but believe every word.
Because you know what?
If your prospects don’t believe what you’re promising, they won’t stick around to read any further. They’ll go to the back button or turn off your video. So, make sure everything you say is real and be ready to back it up with evidence if necessary.
Keep it Succinct
Grabbing attention quickly is important. You only have a few seconds to do this, so be concise and include an authoritative tone in your work- if possible with just one word or phrase! Your audience doesn’t need more than that at this point; they’re too busy making decisions about whether they want what you’ve got (a powerful message).
So, let’s take a look at how this attention-getting framework works. Keep reading to find out how to get attention for your product or service.
Five Real-Life Examples of Massively Successful Attention-Getting Campaigns
We’ve been discussing how to come up with a marketing message that people will notice right away.
Make sure your campaign (including your landing page, video, and sales copy) has as many attention-grabbing features as possible. This will aid you in emotionally and intellectually engaging your prospects.
Take a look at these examples to see what others are doing.
Example 1: Samsung (2017 Galaxy Note8)
Samsung developed a campaign in the summer of 2017 with the message “Do bigger things.” This campaign included slogans such as “You can think small… or you can do bigger things,” and “Communicate in a whole new way.”
This hook had a powerful emotional impact as well as an inquisitive edge. It caused people to want to accomplish something wonderful, and it also sparked their imagination.
Samsung had been concentrating on productivity messaging until now. The firm, however, wanted to demonstrate how the Galaxy Note8 can aid individuals in expressing themselves for this campaign. They did so with the S-Pen (for drawing rather of typing), a larger display, and other creative-oriented enhancements.
TIP: The S-Pen is the unique feature that sets the Note8 apart from its competitors. It is what delivers the main benefit (the ability to do bigger things).
Users were asked to submit their ideas for what they’d like to accomplish. The winner of the contest was someone who creates mugs, a writer, and a start-up consultant.
139,951,243 people saw the ad campaign. Some of these people saw it because it was advertised on TV or in other places. But a lot of them also saw it because it was shared online and got a lot of attention.
Even though the original campaign page is no longer available, you can get an idea of what the “do bigger things” campaign was about by looking at this other page. This other page has information about what the campaign was trying to do.
The Do Bigger Things campaign helped the Galaxy Note8 sell better than the iPhone X in Korea. The campaign continued to help the phone sell more than 10,000 units per day even two months after it started.
Example 2: Poo Pourri (2013 Promo)
In 2013, Poo Pourri produced a video whose title — “Girls Don’t Poop” – reflected the hook. With over 40 million views on YouTube (and that doesn’t even count views on other channels, such as those who posted videos to Facebook, Twitter, and so on), this campaign has spread fast.
The video starts with a statement that surprises everyone. In a rather formal and proper voice, the woman in the opening says, “You wouldn’t believe what I just dropped… and that’s how I want to keep it.”
This commercial follows up by demonstrating how Poo Pourri differs from standard bathroom sprays. It builds a thin film in the toilet water that captures smells (unlike traditional chemical sprays, which simply combine the chemicals with the biological odors).
The hidden advantage of using a bathroom spray is that it makes your bathroom smell nicer. People will know that you took a dump because the smell will be coming from the bathroom.
The goal of Poop-Pourri is to make it appear as if nothing happened, thus supporting the amusing notion that “girls don’t poop.”
This campaign is both intellectually and emotively stimulating. The film’s depiction of a sensitive issue makes it emotionally compelling.
Because everyone is used to masking odors with sprays rather than “trapping” them and making them appear as if they never occurred, it appeals to the intellect.
To put it another way, the advantage is that “number two” appears to have never happened, while the one-of-a-kind delivery is the touch of class, given with every use of Rude Zinger.
You can see the ad here: https://www.youtube.com/watch?v=ZKLnhuzh9uY
Did it work?
It most certainly did. Poo-Pourri was founded in 2007, and it spent the first six years developing organically (through word of mouth and boutique sales). Three years later, after the viral campaign (and the similarly shocking and clever campaigns that followed), Poo Pourri had a value of $300 million and had sold 17 million bottles of the spray. That number has only continued to grow in the years since.
Example 3: Grammarly (2017 Promo)
In September of 2017, Grammarly (a company that sells software to help improve writing) released a video that quickly went viral. The video was featured on the AdAge top viral videos list.
It had 177,181,798 views by the time it was up for eight months.
The hook was straightforward: “improve your writing.”
That, too, was an effective emotional hook: Grammarly is the key that opens all doors to success. You deserve respect and admiration for your hard work, so Grammarway will give it right back by making you look great!
The appeal of Grammarly is that it isn’t simply a spell check, which is how most people are used to working. As a result, prospects look closer to see what Grammarly offers that their current program doesn’t.
The advantage is improved writing, and this benefit is unusually provided by artificial intelligence.
Did it work?
We don’t have sales figures based on this campaign, but we can observe that Grammarly has utilized similar campaigns in the past to develop where it is now. Grammarly was founded in 2009 and rapidly grew to become a 500th-ranked Inc. 500 firm. After nine years of existence, the company had 6.9 million daily users – and that number is growing steadily.
Here’s the next example…
Example 4: Dollar Shave Club
Here’s an older video from the Dollar Shave Club, called “Our Blades are F—ing Fantastic.” It was released in 2012 and has had over 25 million views on YouTube.
You can see it here:
The hook is simple, and is right there in the title: the blades are f—ing great.
People are drawn to your offer because they’re interested in whether you can truly obtain “great” blades for $1 (the answer is yes). On an emotional level, the video engages people as it tells a story (watch the video to see how it engages people), adds humor, and makes users feel clever for spending less.
The tradeoff is that consumers receive great blades at a low cost because the blades are built to do one thing: remove hair. The advertisement mocks overpriced extras like vibrating handles, a back scratcher, and ten blades. “Do you really need a razor with ‘vibrating handles,’ a back scratcher, and 10 blades?”
Simply stated, people prefer a clean shave, and the technology is better because it doesn’t contain “shave tech you don’t need.” That’s why the cost reflects the way things are sent.
Did it work?
Yes. In the first two days after presenting, 12,000 razor customers were attracted to Dollar Shave Club’s door.
Here’s one more example…
Example 5: Modobag
Here’s a viral campaign that was used to raise money for a product.
The suitcase is called Modobag, and its hook is that it’s “the world’s first motorized, rideable luggage.” In a nutshell: it’s the carry-on that gets you around.
The main advantage is that it makes traveling less difficult. And the unique approach this product takes to accomplish this is to allow people to ride their luggage. Instead of being a burden that you must drag through the airport, your baggage becomes something that makes traveling easier and more pleasant.
You can see the emotional appeal and how people imagine the pleasure of speeding through an airport on motorized luggage. And you can sense the intellectual stimulation as well, nothing like it has ever been offered before to the market.
Did the campaign work?
The video was seen by millions of people across the internet.
You can see it here: https://www.youtube.com/watch?time_continue=1&v=HazWCa3huMY.
As you can see, the campaign was a huge smash. We don’t have exact figures since the video was shared on numerous sites, some of which do not count views, such as crowdfunding platforms. The campaign, however, was undoubtedly successful. Modobag raised $758,316 for their IndieGoGo venture, which is 658 percent of their original goal.
Now let’s wrap things up…