The Hook: How to Share Your Brand's Unique Story to Engage Customers, Boost Sales, and Achieve Heartfelt Success

The Hook: How to Share Your Brand's Unique Story to Engage Customers, Boost Sales, and Achieve Heartfelt Success

by Richard Krevolin

224 pages· 2015· ISBN 9781632650122
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About
Corporations can no longer just worship the bottom line. Consumers and customers want to be associated with brands that align with their values. For business success today, your company needs to tell a compelling story that creates engagement, word-of-mouth, and brand loyalty.

The Hook gives you a proven methodology to create a compelling narrative, then shows you how to share your story with the world and get consumers and customers to listen to and remember your message.

More specifically, The Hook will teach you how story-selling can be used as an incredibly powerful instrument to:

  • Create an emotional connection between your organization and its target market, or between a product and consumers.
  • Generate interest, enthusiasm, and support for a person, company, or product.
  • Demonstrate the benefits and potential of any product, service, company, or individual.
  • Create a culture of inclusion for any company or product.
  • Enhance staff commitment to mission and objectives.
  • Improve the power, tone, and texture of speeches, proposals, presentations, and printed materials.

    • Discussion questions for The Hook: How to Share Your Brand's Unique Story to Engage Customers, Boost Sales, and Achieve Heartfelt Success

    Bring these to your book club — or discuss them with readers on Readfeed.

    1. 1

      How does Krevolin’s concept of "The Hook" challenge the traditional ways you have seen businesses or personal brands communicate their value?

    2. 2

      In what ways have you personally chosen to support or abandon a brand based on whether its values aligned with your own?

    3. 3

      Krevolin emphasizes moving beyond the bottom line to create emotional connections; what is an example of a brand that currently does this exceptionally well in your opinion?

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