Using the right sales hooks to convert leads

David Ogilvy was an Advertising Executive acclaimed as “The Father of Advertising”. He believed that to become an excellent advertiser, one had to understand his customer comprehensively. He worked on big campaigns with the likes of Rolls-Royce and Shell, and always managed to turn each campaign into a success. This propelled his famous quote, “The customer is not a moron, she’s your wife”.
The same applies to any interaction you may have with your clients. You need to know your clients just as well as you know your family and friends. This means getting into the mind of each client.
David used the right sales hooks because he understood the language his customers were speaking. When one wants to grab the attention of a customer in any campaign, they must understand the customer’s main problem. What is it that your customers struggle with?
A sales hook is a tease, an attention-grabbing line or phrase. Something that will cause the audience to beg for more. A hook should be used in the beginning, during and at the end of an interaction with an audience.

In the beginning

“When you advertise fire-extinguishers, open with the fire,” -David Ogilvy.
Begin your campaigns with a hook that will open up a can of worms. A thought-provoking line or surprising statement.
Here are some examples of captivating opening hooks:
• Did you know that…
• Recent study shows…
• Improve your business in 30 seconds…
• Here’s how you can make one million…

These hooks entice the audience to want to hear more of what you have to say. Stay away from boring opening lines and long-winded statements. The opening hook should be short and succinct. This is where most marketers go wrong and spoil the entire campaign.


During the campaign, keep your audience captivated with hooks of emotion and exclamation. It’s important to elaborate on your opening hook at this point. Go deeper with your story by telling your audience why they should care about the statistic or fact you mentioned in your opening line.
Using emotional words can help you to connect with your audience because people make decisions based on their emotions. Think about it, how many times have you made a purchase simply because you felt happy or sad? Or because the speaker’s words evoked empathy within you?
Here are some words that touch emotions:
• Must
• Proven
• Freedom
• Independence
• Guaranteed
• Effective
• Remarkable
• Exciting
• Limited

At the end

When your campaign comes to a close, use hooks of promise coupled with calls to action. You want the audience to buy into your campaign and take action without having to say, “I’ll think about it.”
Here are some hooks of promise:
• Enter competition and win a free….
• The first 10 people to buy get a free coupon…
• Get 50% off if you purchase by tomorrow…
• Sign up to our newsletter and get a free consultation…
• Download the free podcast and stand a chance of winning…

There are much more to sales hooks than can be written in an article and therefore we invite you to a free consultation to learn more about how you can improve your business by using the right hooks (see what I did there?) Contact us now to learn more how you can do the same!

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