The Importance of the Hook

"Like a good neighbor, State Farm is there."

"You deserve a break today."

"I am stuck on Band-Aid 'cause Band-Aid is stuck on me."

"Join the Pepsi People."

"Grab a bucket of chicken, have a barrel of fun."

Barry Manilow wrote all of these and more.

When asked about his secret, he spoke about the "hook": the memorable, emotional line that gets repeated. It's the thing that sticks in the mind long after the commercial, presentation, or conversation is over.

How about all of us? What is the hook for our next presentation, conversation, or even our next argument... the one we want to resolve?

• "I want to work this out with you."

• "We can do this."

• "I have confidence in you."

These hooks can be simple reminders about kindness, listening, and working things out. They can also be personal mottos that define who we are and how we serve our clients.

• "I'm the one you call when ________ happens... and here's my personal cell phone."

• "I'm your best friend when your plumbing isn't."

One of my best professors, Dr. Westley of Loyola Chicago, had a family motto: "Do what love requires."

He chuckled as he told the story of a frantic search for a transition home for his mother-in-law. One of his children finally said, "Don't you think we should do what love requires, Dad?" and then offered up their own room for Dr. Westley's mother-in-law.

So, what is your hook?

Consider how you can creatively frame yourself and your message with a hook that is as memorable as Mandy, Copacabana, or "You deserve a break today."