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Marketing in 1 woord en 3 stappen

22 augustus

Marketing is terug te brengen tot 1 woord: boodschap. Want marketing gaat over het verzenden van een boodschap en hopelijk zijn er genoeg mensen geïnteresseerd in wat je te zeggen hebt. Want het doel van de boodschap is om de aandacht van potentiele klanten te trekken. En dan wel op een dusdanige wijze, dat ze bereid zijn te luisteren naar wat je te zeggen hebt en… tot actie overgaan!

Een uitdaging die steeds lastiger wordt omdat langs een enorme hoeveelheid en diversiteit aan kanalen, mensen wel meer dan 100 keer per dag (…) worden benaderd. Om in deze enorme stroom van boodschappen toch de juiste boodschap bij de juiste mensen te laten landen, is een systematische aanpak een absolute noodzaak.

Volgens Dan Todd, een ervaren adviseur van startups dient een systematisch aanpak te bestaan uit de volgende 3 stappen:     

  • Stap 1: Hook
  • Stap 2: Story
  • Stap 3: Offer

Stap 1: The Hook

A physical hook is designed to grab something, and this is also how it works in our marketing. Hooks are designed to grab your target audiences’ attention; separating yourself from 100s of other companies trying to advertise to the same audience each and every day.

By hooking somebody in, you have a unique opportunity to give more of your message through your story and offer in steps 2 and 3. But what makes a good hook?

Hooks are typically short, bold and often shocking statements at the very beginning of your marketing. But in order to really hook your audience in, the hook must relate to your audience in a personal and emotional way. It needs to really connect with them, otherwise it won’t hook them in and they’ll carry on with their day.

Stap 2: The Story

The story is the bulk of your marketing and message. It’s called a story because that’s exactly what it is. It’s designed to tell a story that will really relate to your audience even more personally than the hook, ultimately leading to the offer.

Stories can come in one of two forms; It can either come from the perspective of the business owner and founder, who had the same problem the audience has now, but overcame it because they had an epiphany. Or the story can be about other people who had a problem that audience has now, but you were able to help out, because of a previous epiphany you had.

Stap 3: The Offer

Up until now, you have hooked your audience in with a very bold statement that relates to them. Then you told them a story which, again, relates to them and shows you’ve been there before. Or helped others who have.

This all sets you up to make an offer, in other words, a proposal whereby they purchase or take an action. Offers can include:

  • An actual sale
  • Signup to your emails / newsletter
  • Signup to a free event / webinar
  • Literally anything whereby they need to take an action.

The length of an offer depends on how much you’re asking of your audience. If you’re trying to get them to sign up for something free, your offer can be short. If you’re asking them to hand over thousands of dollars, your offer needs to be long enough to justify that spend.

Conclusion

There you have it: hook, story, and offer. As I say, these 3 steps can be applied to any and all industries and niches, in any forms of marketing. And it absolutely works!

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