The Hooklines™ Brand Messaging Foundation
Win the yes you want from contact to contract with a compelling story and the tools to tell it everywhere.
Crafted by human writers for human buyers.
The Shift
A lot.
Have a unique story only you can tell, and that you can back up with confidence.
Spend less to get results because everything you put out there is landing.
Compel prospects to stop, read and respond by talking about them instead of yourself.
Reinforce the outcomes people care about instead of the features they can learn later.
Drop confident, natural answers to every version of "what's in it for me?" everywhere.
Inspire them with benefits to dramatize so they can come back to you with gold.
What's Included
A practical playbook anyone can use.
A less frustrating AI experience.
Case Studies
A story that piques prospects.
Executive Summary
They couldn't use traditional marketing, so all they had were their Hooklines. They went from zero to double-digit clients in less than a year.
Hooklines in Action
Executive Summary
They were entering an unfamiliar market. Their Hooklines helped them open previously closed doors.
Hooklines in Action
Executive Summary
They were bringing big-city brand strategy to suburban businesses. Their Hooklines helped them attract the right clients.
Hooklines in Action
Executive Summary
They were positioning their treats specifically for training. Their Hooklines have them sitting pretty.
Hooklines in Action
Who It's For
If your offer is intangible, considered or relationship-driven, a strong, prospect-focused story is among your most important assets.
Signs You Need Hooklines
Prospects have trouble understanding how you can help them.
Creating quality content feels like a slog.
Marketing efforts fall flat more often than not.
Is Hooklines for you?
A touch of self-reference is okay,
but only after you've established value.
Less is better.
More is a sign that Hooklines is for you.
The Hooklines Journey
01
A friendly chat and a thoughtful intake form.
02
Your complete narrative, delivered for approval.
03
The full playbook delivered, followed by the GPT.
Why Can't AI Set Your Story?
If you use it too, the chance of going to market with the same story is high.
What if they get there first?
Humans write Hooklines. Always.
Get in Touch
You'll hear from us within one business day.
FAQ
A brand story is a description of a prospect's future state after becoming a customer or client. It explains how the products and/or services fit into the prospect's life, and how their life will become better the day after choosing to buy.
Brand messaging is the many ways a brand story is told over the course of a sales cycle. At the beginning of the cycle, the brand messaging is focused more on the overall benefits of becoming a customer or client. As the cycle continues, the brand messaging becomes more granular, while still focusing on the overall brand story.
Brand language is the contextual and syntactical style of a brand. Brand language conventions can include punctuation preferences, verbiage preferences and approach preferences — anything your audience should recognize about your brand voice.
Brand voice is what your audience hears when they read your content or think about your brand. Strong brand language doesn't need typography or design to be instantly recognizable.
A value proposition is the first reason to believe that a product or service will improve your life starting tomorrow. Value proposition development involves digging deep into a business to find the answer to the first question a prospect will ask: why should I give you another second?
Having Hooklines is better than having a value proposition because you'll know what to say after delivering it. Most prospects need more than one value proposition to say yes.
A brand messaging framework is the way a brand story, message and language are codified so everyone associated with the brand knows it and can use it. Hooklines is the easiest brand messaging framework to have because it tells the story, establishes the message and uses the language. Rather than a description, Hooklines is a demonstration.
Your brand story should start with a set of Hooklines because they're answers to the many iterations of "what's in it for me?" your prospect will ask. Together, your Hooklines will make up the brand story your prospect wants — because it's about them.
Hooklines improves brand messaging by giving you talking points for every stage of the sales cycle, all laddering back to the original question: how will your prospect's life be better tomorrow if they choose you today?
Brand language is important because it's a big part of how your clients, customers, employees, investors and supporters know you. Strong brand language doesn't need typography or design to be instantly recognizable.
At the end of the day, your words are all you have. When your prospect is weighing their options, it will be your words against your competitors' words. Your brand story shows them how their life will be better tomorrow. Your brand messaging shares the right part of your story at the right time. And your brand language is how your prospect can recognize you in a crowd.
Every business should have a set of Hooklines so every new employee can sound like a founding partner, and anyone in the company can close a sale when the opportunity presents.