One of the areas that we do quite a bit of work in is the coaching, consulting, and training industry. Marketing is certainly hard regardless of the industry, as it operationally requires a lot of attention to detail in terms of execution, channel expertise, and data analysis.

But the coaching, consulting, and training industry might just be another level of difficulty for small businesses. That’s because the upfront strategy and branding decisions you make are also hugely important. One of these key pieces in this industry sector involves finding the right “hook” that can attract audiences to you. Let’s explore this a bit more.

What Is a Marketing Hook?

A marketing hook is the unique and compelling element that sets a small business apart in a crowded marketplace. In many ways, it’s a kind of middle ground – it’s operational in that it can be part of the foundation for a core set of products and services. But it’s also strategic in the sense that it’s a tool that supports your overall brand narrative as a company. More than a tagline or mission statement, it’s typically rooted in some kind of emotional trigger or is a creative pairing of concepts/ideas/words that people come to know you for.

Authenticity is the linchpin of a successful hook, ensuring that it genuinely reflects the business’s values and resonates with the beliefs and desires of its audience. Ultimately, a well-crafted marketing hook answers the question, “Why you?” in a way that captivates and engages customers, setting the business apart from the competition.

Examples of Marketing Hooks

At Marketing Nice Guys, we often see marketing hooks used most successfully within the Consultant / Training / Coaching Industry, where finding the perfect ‘hook’ can be the difference between a successful business and a not-so-successful one. Here are some we love, all of which happen to come from books written by consultants or coaches:  

• • The Genius Zone (Originally developed as a book by Gay Hendricks, it’s a state where creativity flows freely when individuals can find that overlap between what they’re good at and what offers them fulfillment and satisfaction.)
    • Reason it works: It empathizes with its audience and resonates with people who get stuck laboring in something they don’t like and want to find energy.
  • The Blue Ocean Strategy (Originally developed as a book by Chan Kim and Renée Mauborgne, it posits that businesses should think about creating and capturing uncontested market space, thereby making the competition irrelevant.)
    • Reason it works: “Blue ocean” as a metaphor perfectly captures the visual of being uncontested and wide open. It’s a creative visual element that people can identify with.
  • Embrace the Suck (Originally developed as a book by Brent Gleeson, a Navy Seal, it basically tells audiences in a frank way to thrive on adversity.)
    • Reason it works: It’s contrarian and, in that way, creative. Most advice people get is to avoid pain. But Gleeson says pain is part of life and worth embracing to grow.

Do you have to write a book as a consultant or coach to succeed? You don’t. But you do need something that attracts people to you – uniquely. Books are a great way but they’re not the only way. Here’s how you can get started.  

A Process for Understanding the Emotions of Audiences

The foundation of a successful hook lies in a deep understanding of your audience’s emotions. Start by identifying the pain points, desires, beliefs, and motivations that drive your potential customers. Are there particular things that stand out to you? What elements might be hurting or harmful to them? This is where you can conduct surveys, interviews, and market research to gather insights into the emotional triggers that resonate with your target audience. Recognizing these emotions will provide the groundwork for crafting a hook that genuinely connects with your customers.

Being Creative in Coming Up with a Unique Hook

Creativity is the lifeblood of a distinctive hook. Think outside the box and consider unconventional approaches that align with your brand and values. Brainstorm ideas that reflect your business’s personality, and don’t be afraid to take risks. Look at successful businesses and analyze the hooks that have made them memorable. Whether it’s a catchy slogan, a book that made someone famous, a unique offering, or a remarkable concept, find a way to stand out authentically. Here are a few ways you can think of your own.

• • Visual metaphors. Similar to the “blue ocean” idea is there a visual that can help your audiences understand the concepts you’re trying to convey. Regan Hillyer, the now-famous guru on the art of manifestation, often discusses the idea of spiraling up/spiraling down to talk about life. Can you do something similar?
  • Emotional metaphors. An emotional metaphor is something like light and dark. It’s used extensively in the visual arts especially. (Example: Did you know when the great Dutch masters such as Rembrandt painted, they saw a dark world? So, what they did was they started with a dark canvas. With each layer of painted, they added a light color. So, where the paint was thickest, it was lightest. Their goal: Pull the light from the dark. This could be used in all sorts of ways, no?
  • Social currency. We often talk about this concept. It’s the art of telling audiences something or providing them some sort of special access that they end up passing along to others to seem cool or interesting. That “currency” means so much to them that they will forever look at you as the authority on a particular topic. A lot of “Did you know…?” questions are really forms of social currency.
  • Historical parallels or quotes. Is there an historical figure that faced similar circumstances or adversity? It’s often said that Thomas Edison was famously quoted “I have not failed. I’ve just found 10,000 ways that won’t work.” If some of your work involves persistence, what kind of hook could you create with this?
  • Contrarian thinking. Conventional wisdom is often wrong. Do you have something that can help people that cuts against traditional thinking? A great example here is the wellness coach, Dr. Paul Saladino, who promotes an animal-based diet. Whether you believe him or not – the guy eats liver for breakfast – he has carved out a unique space for himself, arguing that plant-based diets may not necessarily be good for you.

There are lots more examples you can mine here too. If you need help getting started, don’t hesitate to contact us at Marketing Nice Guys and we’ll be happy to have free consultation.  

Testing Out the Hook with Your Network

Before unveiling your hook to the world, test it within your network. Share your ideas with friends, acquaintances, and potential audience members to gather feedback. Pay attention to their reactions and gauge whether the hook resonates with them emotionally. This initial testing phase is crucial for refining your hook and ensuring it has the desired impact on your target audience.

Building a Strong Story Around Your Hook

A memorable hook is more than just a catchy phrase – it’s the cornerstone of a compelling story. Take inspiration from successful individuals like Brent Gleeson, whose “Embrace the Suck” encapsulates the challenges of life and business. One thing: Make sure whatever stories you tell, or whatever hook you create continues to reinforce the central narrative around you that you want to project.

Conclusion

In the competitive landscape of small businesses, finding the right ‘hook’ is a critical step toward success. But it has to be authentic to you – authenticity, after all, is really the secret sauce that transforms whatever you create into a powerful connection with your audience. So, when you ask yourself: ‘Why me?’ you now have your answer.