When it comes to attracting new business, nothing beats a sharp hook. A hook, or catchy slogan, is the first thing a potential client sees when visiting your website or reading your promotional/marketing material. And this includes your business card.

In this, the first instalment of Promoting Yourself the Write Way, I’m going to reveal two simple secrets to creating a hook that will help you reel in fresh new business.

Keep It Simple Stupid! The foundation to a great hook is built by telling yourself that your potential customer knows nothing about who you are, what you are selling, and why they should buy it from you. You have to ask yourself these questions, then answer them before you even consider creating a hook. If the name of your business does not reveal the nature of your business (e.g. Red Inc, as opposed to Red Peppers Inc.), then a slogan like “We’re The Hottest” will not work.

A successful hook commands attention. It is entertaining as well as informative. It is short. It is focused. It is memorable. A powerful hook does more than grab attention - it brands itself in the reader’s subconscious. It promises more than a mere product or service. It holds the promise of adventure.

Case in point. Here are two hooks for a new line of international gourmet coffee. Which of these hooks would most inspire you to try this new brand of coffee?

a)    Delicious Coffee, So Many Flavors