I'm reading Hook Point: How to Stand Out in a 3-Second World by Brendan Kane.
Kane says you need to be able to differentiate your business in three to five words.
Give it a try.
I'll wait...
Need a hint?
How about The 4-Hour Workweek?
The 4-Hour Workweek is a book that teaches you how to outsource and delegate work tasks.
I doubt you would be interested in a book titled "How to Outsource"
If you have trouble sleeping at night, would you like to meet The Sleep Doctor?
Does 1 Million Followers in 30 Days grab your attention?
Or How to Stand Out in a 3-Second World?
I was just on Brian Kurtz's Titans Xcerlator mastermind call and the presenter, Jeff Giagnocavo, is Changing the Way You Feel About Mattress Stores.
Jeff runs a very successful mattress store that does things very differently than his competitors.
There's more competition than ever and we're constantly bombarded with marketing messages.
Most of us access the internet via our mobile phones so grabbing your attention is harder than ever.
Back in the day when I was running Google Ads, we had very limited space for the ad headline.
The sole purpose of the ad was to entice people to click on the ad, so you had to be very creative.
Many advertisers make the mistake of trying to sell their product in the ad.
Focus on "selling the click" as Perry Marshall teaches.
This is why Google and Facebook earn most of their revenue from online advertising.
Most ads are horrible.
The hook in your ad headline has to be so compelling people will stop scrolling and click on your ad.
Be unique but credible.
When you are standing in line at the grocery store, look at the magazine covers.
They are masters at creating headlines that grab your attention (not the "I was abducted by aliens" headlines).
Cosmo does an amazing job at creating attention grabbing headlines for women.
Once you grab their attention they will click on your ad, and you start the sales process on the landing page.
When you post on social media use the same approach.
How are you different than your competitors?
Why should I stop scrolling and read your content?
Respond to this post and describe your unique hook in three to five words.
I'll let you know if you grabbed my attention.
