How to hook new customers

I recently came across the following quote, which beautifully illustrates the importance of knowing your ideal customer and how best to “hook” them in:

Personally I am very fond of strawberries and cream, but I have found that for some strange reason, fish prefer worms. So when I went fishing, I didn’t think about what I wanted. I thought about what they wanted. I didn’t bait the hook with strawberries and cream. Rather, I dangled a worm or grasshopper in front of the fish and said: “Wouldn’t you like to have that?”

Dale Carnegie

Keep your bait both interesting and relevant to your target audience, appealing to their specific needs and wants. Make it irresistible. Your audience should be left in no doubt as to how or why their life would be so much better if they buy.

Your hook must be convincing and memorable, enticing your customer to purchase your product or sign up for a service. A short phrase or catchy headline can be an effective way of getting your message across.


Here are a few ideas for a catchy hook:

  • Announce new information about your company or its products
  • Describe certain positive traits, such as reliability, that customers should associate with the business
  • Offer something of value
  • Surprise your audience
  • Promise a benefit or a solution

Having decided on your hook, the next step is to decide where best to place it so that your customers are most likely to see / hear your message, e.g. 

  • Press advertisement
  • Direct mail
  • Printed / digital newsletter
  • Leave behind brochure / leaflet
  • Exhibition

Always remember to keep it simple. Separate marketing hooks for each of your major products or services will be more effective than trying to combine several together.

Finally, you’ll need to really catch the attention of your customer, to make sure that the hook does its job. This is of course where your designer comes in! 


If you have a project you’d like to discuss, please call me today for a no obligation chat, on 01473 744884 or email me at