In the world of B2B sales, hooks are not just mere conversation starters; they are the catalyst that determines whether a prospect is intrigued or indifferent.
Each word, punctuation mark, and statistic must be viewed as a crucial piece of a meticulously constructed puzzle, designed to foster engagement. The goal is clear: to captivate, capture, and convert. With the right hook, your message transcends being merely seen — it's felt, remembered, and acted upon.
A hook is more than just a preamble. It’s a tool to distinguish yourself, pique curiosity, and set the tone for the rest of the content. Astute writers invest considerable time in crafting the hook, and you should too. So without further ado, here are some effective tips and techniques for writing hooks, peppered with real-world examples for inspiration.
1. Speak directly to the reader
The most effective copy engages the reader. However, many writers fall into the trap of being overly self-focused. You know, copy that’s all about them and not about the audience.
Whether you’re penning a blog post or a sales letter, it needs to feel like it’s tailored for the reader. This can be achieved by swapping words like “us” and “we” with “me” and “my,” for instance. A whopping 80% of marketers concur that personalised content is more effective.
It’s all too easy to become fixated on performance, KPIs, and forget that you’re communicating with real people.
2. Incorporate an intriguing or shocking statistic to keep readers hooked.
This is a technique I frequently employ in my personal and client projects. According to a study by McKinsey & Company, using data to make smarter marketing decisions can boost marketing productivity by 15-20%. It’s one of the most effective ways to engage readers and substantiate the points you make.
3. Ask a question relevant to the audience
Engaging readers is paramount to good content and copy. Otherwise, they won’t be compelled to read the entire message. A relevant question signals to people that they have found the right resource, which helps them absorb the content better.
Ask the audience a question about the problem they’re experiencing, the symptoms of the problem they have, the solution they want, or the values or beliefs they hold.
4. Tell a personal story
We’ve used them to communicate since we were cavemen painting wall art and hunting with spears. Despite our advancements, stories still play a pivotal role. They evoke emotion, stimulate key parts of the brain, and establish a connection with others.
And, what’s one of the best stories to tell? Your own. Think of a story that relates to what you’re writing about. Was there inspiration for your brand or product? How did you get the idea for the topic?
Stories are also capable of helping readers see themselves in the story, giving the audience hope, or creating an emotional investment in your brand. You’re revealing a personal side that many don’t in business, which will make you stand out for the better.
5. Make an analogy or use a metaphor
A dash of creativity can go a long way in writing. Whether you’re writing a blog post or landing page, a little linguistic flourish never hurts. One way to do so is with an analogy or metaphor.
You've probably heard the analogy, “Life is a marathon, not a sprint.” A metaphor, on the other hand, might be something like “The calm lake reflected like a mirror.”
6. Go against the grain
Be a contrarian and say something that challenges the norm in your industry. Dare to be different. Say something unexpected. Challenging the status quo with a different viewpoint will require data or case studies to substantiate your idea. You would need to be equipped with several concrete reasons why this is the case.
7. Leverage recent news stories and ride the wave of their popularity.
Newsjacking is a term coined when marketers use the latest news to gain traction for their own material; the benefit of newsjacking is that you ride the news like a wave, thereby generating extra traffic for your own niche.
You can start by looking up industry news by searching for things like:
Industry + news
Industry + breaking news
Industry + breakthrough
8. Make your hook benefit-oriented
Highlight what's in it for them. How will reading your email or taking your offer benefit them? Be crystal clear.
You can also try writing compelling hooks by utilising strong emotions like curiosity, urgency, intrigue, humour, or social proof. These emotions are not just buzzwords; they are backed by compelling statistics that underline their effectiveness in engaging readers.
For instance, a study by the Journal of Marketing Research found that curiosity-evoking headlines generated 150% more click-through rates than their non-curiosity counterparts. Similarly, according to a report by Outbrain, headlines that incorporated elements of intrigue or mystery had a 14% higher click-through rate and a 12% boost in subsequent conversions.
Moreover, the power of humour should not be underestimated. A study published in the Journal of Marketing found that ads with a humorous slant had a 50% higher recall rate among viewers.
Finally, the concept of social proof is backed by compelling data. According to Nielsen, 83% of consumers trust recommendations from their peers over advertising, underlining the power of social proof in influencing decisions.
These statistics underscore the importance of leveraging emotions when crafting your hooks, demonstrating that they are not just effective, but essential tools in engaging and converting your audience. The hook is one of the most crucial elements of good writing. It reels readers in like a fish and keeps their eyes glued to the page until they’ve devoured every word.
Remember: your hook is a filter. You filter attention towards you.
Get it wrong, and you filter the wrong attention.
Get it right, and you filter the right attention!
Now, let's shift gears and talk about a game-changer in the B2B sales landscape - Benji. Benji is not just a tool; it's a partner in the sales process, tirelessly working to ensure every prospect is reached at the right time with the right message.
Imagine having a personal assistant who could take the stress out of keeping up with every prospect, crafting the perfect subject line, and identifying the right moment to reach out. That's Benji for you. This innovative SaaS product is revolutionising the sales process by automating personalised email outreach and lead nurturing.
Benji is a staunch advocate for the end of spam and the beginning of value-driven, personalised communication. With its ability to scrape trillions of data sources and identify real-world triggers, Benji ensures timely and relevant outreach that builds trust and rapport with prospects.
Benji does all the heavy lifting, freeing up salespeople to focus on what they do best - building relationships and closing deals. But Benji is not just about automation; it's about personalisation. It understands that in the world of B2B sales, every word, punctuation, and statistic matters. It crafts email hooks that are not just seen, but felt, remembered, and acted upon.
So, if you're looking to transform your B2B sales process, give Benji a try. It's not just a tool, it's a philosophy. It's a commitment to value-driven, personalised communication that resonates with your prospects. With Benji, you're not just sending emails; you're building relationships.
In the world of B2B sales, that makes all the difference. So, are you ready to take your email outreach to the next level with Benji?
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