How to deliver a killer PR hook

24th March 2022

Creating that killer pr hook is an essential ingredient if you want to draw your audience into your brand’s storytelling. A common challenge that in-house marketers are often faced with is that the corporate, top-down message doesn’t really cut the mustard in terms of ‘newsworthiness’ so a little creative nous is needed. This can pose a challenge when you have other business to organise or creative writing might not be your cup of tea. But fear not! Oggadoon can help you create a hook that will always leave your customers wanting more and here is how…

There’s magic in a headline

It’s the first thing the reader will see and so making it captivating is a must. It’s essential that you give your reader the appropriate context through a short, yet snappy heading. The headline should trigger your audiences’ thought processes so they can see how it relates to their own problems. It’s particularly important for SEO purposes to use those keywords to grab attention for your case studies, articles, product videos, etc. Here are some quick tips for a good heading, 

  • Don’t complicate it; make it clear and concise
  • Use odd numbers (it’s a psychological fact that it works)
  • Use emotional and buzz words to help the reader engage (set a maximum of two per headline)
  • Do your research; having a good understanding of the media landscape is your key to success

 “Marketing is no longer about the stuff that you make, but about the stories you tell.” – Seth Godin

Digital storytelling is so important from not only a marketing aspect but also a branding one. Telling the reader exactly what they want to hear can be extremely difficult and can also be rewarding when you see that a piece of work that you have produced has made a difference to someone else or another company. An example of using marketing to tell a story would be via video marketing. Companies often use videos to show their journey or how they got to where they are today and using this type of process can help your customer feel more connected to a company/product/person. 

Use the “Fear of Missing Out” (FOMO) to your advantage

FOMO as a hook can be really useful for those who want to pull more customers in. More often than not when shopping, if you see that there’s an offer then automatically you are drawn to it. That kind of technique when applied to a PR hook works well too. People love anything free or discounted whether it is work-related or not. It is used mostly to generate leads and it is being seen more widely in sales emails. FOMO works amazingly well in:

  • A limited time offer page
  • Product deal pages 
  • For special events 
  • On social media 
  • Advertisement for products 
  • Sales pages 
  • Crowdfunding campaigns

Techniques to remember when using this strategy: 

  • Make sure you stick to a strict timeframe (e.g. 24hrs)
  • Use social evidence (e.g. influencer or celebrity endorsement)
  • Make it seem exclusive – use phrases like ‘limited stocks available’
  • Offer bonuses for a ‘right now’ decision 

Grab your audiences’ attention with the right words 

People see spark words and it’s like a moth to a flame, also known as power words they are great for SEO purposes and are used to add some curiosity to your work.

Examples of spark words 

  • Essential 
  • Guaranteed
  • Ground-breaking 
  • Wonderful 
  • Outstanding
  • Exclusive 
  • Instant 
  • Interesting 
  • Never 

Connecting to your audience with an emotional hook can help them engage with you and your content. After you’ve got them with the emotion, turn your readers into action takers so they are more invested in your brand/company. 

By using emotional words, you can build strong trust with the audience. Here are some examples:

  • Absolutely 
  • Facts 
  • Proof
  • Faith 
  • Reliable 
  • Scientific 
  • Trustworthy 
  • Proven 

These are some great words that have been proven to trigger excitement in the consumer’s mind. If you’re struggling for inspiration, this Headline Analyzer tool rates your proposed headers to give you the best one for grabbing users’ attention. 

At the end of the day, you know your audiences’ minds better than you think and creating that killer hook using these tips and techniques means you will begin to reach an even greater audience.

Need help with your PR and Marketing? Please email [email protected] or call 07779245709.


About OggaDoon

OggaDoon specialises in guerrilla communications and marketing to gain you reach.

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