How to Find a Creative Hook for Your Advertising - dummies

How to Find a Creative Hook for Your Advertising

By Gary Dahl

You need to find a creative advertising hook that will grab your business’s potential customers’ attention. A creative hook is an emotional trigger in your advertising that attracts buyers; it appeals to their self-image and affirms that you provide what they’re looking for.

You can always find a creative, memorable, unique way to get your advertising message across. Your idea doesn’t need to be earth-shattering in its creativity — just different, clever, and memorable enough to grab the eye or ear of the consumers and motivate them to at least consider giving you a shot.

No matter the hook you choose, make sure it’s memorable and unique. You can make the task of creating the hook easier with the help of colleagues and peers:

  1. Gather all the people who will be working on a particular account in one room.

    This list of people may include owners and creative directors, or you may work with friends and family.

  2. Provide as much information as possible about the account, the product, and the primary market.

  3. Begin tossing out ideas.

    The initial ideas beget more and more ideas, which will, eventually, result in the perfect creative answer to the problem at hand.

  4. Write all the ideas down.

  5. Have the entire group study the ideas and then refine, change, and resubmit them.

    Eventually, the creative hook — your new advertising message — begins to take shape.

  6. When everyone in attendance agrees that a certain concept is the best answer to the problem, focus on that superlative idea and begin to massage it into the final product.