Hook, Line & Sinker
Welcome back to the Business Witch Academy! If you’re just joining us for the first time, this is Step 3 in the Quick Sell Mastery Course, but if you missed the previous steps you can get caught up here:
A Sudden Sense of Enlightenment: The Art of the 30 Second Elevator Pitch
Step 1: Who Are You? How to Clearly and Concisely Self-Identify in Sales Pitches and Social Bios
You’re about to join me in the classroom with Ophelia and the other students where they are finishing up their homework from last week to clearly and concisely define who their target market is.
If you don’t want to miss a thing, you can subscribe to The Library at the Business Witch Academy here and to the Magically Thriving Business weekly recap newsletter here. If you’d like to get your hands on the 7 AI prompts, 2 Canva Whiteboards to organize your thoughts and 2 free bonus eBooks you can either purchase the full course from the Business Witch Emporium right now, or you can become a paid subscriber to my Substack where you’ll receive each lesson as they are published plus the bonuses. Don’t worry, you don’t have to decide right now, I’ll give you these links again at the bottom of this story. Right now, it’s time to join Ophelia in the classroom…
Quick Read Snapshot for Those in a Hurry
Crafting the perfect hook for your sales pitch is essential to capturing your audience's attention and drawing them in. By using techniques like statistics, questions, stories, objections, stakes, and offers, you can create a compelling opening that makes your message stand out and engages your listener right from the start.
Mastering the Art of the Hook - Six Ways to Capture Attention
Ophelia, finished crafting a clear description of her occupation, was occupying herself by practicing her levitation spells, her focus was as intense as a cat stalking a laser dot.
"Ophelia," I called, causing her to almost drop the stack of enchanted books she was balancing mid-air. "Do you know how to make someone listen to every word you say, even in a bustling marketplace?"
Ophelia, regaining her composure and the altitude of her books, replied, "Yell louder than everyone else?"
"Not quite," I chuckled, gently pressing the books back down to her desk top. "It's about crafting a perfect hook for your sales pitch. Much like the opening cords of a song, the hook in a pitch grabs your listener’s attention and pulls them into your magical world."
Sitting on the edge of a polished oak desk, I continued, "Without a strong hook, your message might just fade into the background, unnoticed like a whisper in a bustling crowd. Start with something bold, something unexpected, or something that directly addresses a concern they might have."
Mastering the Art of the Hook - Six Ways to Capture Attention
Hooks can be broken down into 6 main types.
1. Statistics
"Statistics are like secret passageways to hidden truths," I started, drawing a series of numbers on the chalkboard. "For instance, did you know that companies with high employee engagement see a 21% increase in profitability? Such a statistic not only surprises but also establishes a foundation of credibility and authority, sparking interest in the 'how' and 'why.'"
2. Questions
Next, I drew a large question mark. "Questions are the lanterns that light up the dark corners of our curiosity. They should evoke thought, spark engagement, and can help your target customer self-identify.
"Imagine asking, 'Have you ever wondered how much of your brain you actually use?' It’s a simple question, but it beckons the listener to delve deeper into the discussion with you."
"Like asking if anyone has seen a dragon in London!" Ophelia chimed in excitedly.
"Or how about, "Show of hands. How many of you have ever spent an hour or more searching Google for an answer to your business question?" This sort of question immediately gets the listener interacting with you, and self-identifying as your target audience.
3. Stories
"Stories," I said, opening an old, leather-bound book, "are the portals to other realms. They transport your audience right into the heart of the action. Start with something gripping—'The day I quit my corporate job, I found my true calling in the chaos of a city market in Morocco.' Immediately, your listener is transported there with you, eager to hear more."
4. Objections
Addressing a drawing of a defensive shield, I explained, "Directly tackling objections can powerfully align your listener’s perceptions with reality. Say you're selling a premium-priced coffee maker. A hook could be, 'Think premium coffee at home isn’t worth it? What if you could save over $1,000 a year on coffee shop expenses?' You’ve acknowledged their skepticism and countered it with a tangible benefit."
5. Stakes
I then drew a ticking clock. "Highlighting the stakes involves showing what’s at risk if no action is taken. For instance, 'Every day you delay your investment decisions, inflation could be eroding your savings potential by up to 3.5%.' It’s urgent and compels immediate attention."
6. Offers
Lastly, a treasure chest appeared on the board. "Offers need to be irresistible, like hidden treasures. A compelling offer might be, 'Join our course today and get exclusive access to tools that others pay hundreds for, all included in your membership fee.' It promises value that’s hard to overlook."
As Ophelia pondered the information, a light of understanding flickered in her eyes. "Oh, I see now," she said with a gentle smile. "It’s called a 'hook' because it’s like the hook on a fishing line, isn’t it? You cast it out into the water hoping to catch the fish’s attention and draw them in."
"That’s exactly right," I responded warmly, pleased with her insightful analogy. "Just as a fisherman uses a hook to catch fish, we use intriguing words to catch the thoughts and interest of our audience, pulling them into the story we want to share."
"I'm not going to ask you to craft your hook just yet. You'll do that when we pull all the elements together into our final pitch, but you should skim over the cheat sheet I'm handing out. Ophelia, please make sure your virtual study buddies receive their cheat sheet next time you see them.”
Ophelia nodded and started giggling as she read the title out loud, “‘69 Hook-Ups: Starters to Grab Attention and Reel In Audiences’. I see what you did there! Your title itself is a hook, isn’t it?”
I just smiled. "These will give you a jump start to crafting amazing hooks and will help to speed up your final writing process. Keep them handy."
Unlock the power of engagement with “69 Hook-Ups: Starters to Grab Attention and Reel In Audiences”. Specifically designed for small business owners, this 21 page, full color, graphic ebook provides you with the tools to not only grab attention but to hold it, transforming passive scrollers into active followers and customers.
If you’re already a subscriber, keep an eye out for a message from Ophelia. She’ll have your free copy of 69 Hook-ups.
If you don’t want to miss a thing, you can subscribe to The Library at the Business Witch Academy here and to the Magically Thriving Business weekly recap newsletter here. If you’d like to get your hands on the 7 AI prompts, 2 Canva Whiteboards to organize your thoughts and 2 free bonus eBooks you can either purchase the full course from the Business Witch Emporium right now, or you can become a paid subscriber to my Substack where you’ll receive each lesson as they are published plus the bonuses.