Good Bait - No Hook

"You know, like submarine sandwiches?" The blonde lady asked me how I am in front of a car wash on a busy street in La Jolla Walking.

"Yes I do" I replied. When it comes to sandwiches, I'll never forget those who made the delis in San Francisco with their unique sourdough bread. While the sandwiches are delicious, is the bread that makes it stand out. I still very sourdough bread that comes close in flavor and texture come.

"Well," he said. "The new submarine space justopen road. It is not a chain, but owned by the family. Here's a coupon for $ 4.99 on their specific sub Hero with soda and a bag of chips. "

"Okay, thanks," I replied.

She handed me a beautiful four-color brochure, which has inserted in the menu. It was placed inside a coupon card with their logo, a map of their location, phone number, web address and a first floor of a cool sub. It 'was amazing, like most of their restaurants to go in a print-menu color inkLight colored paper.

I looked across the street from their windows, and basically it was a sandwich between a Mexican Taqueria, and a locally owned chain Taco embedded. It looked clean and inviting, but nothing stopped to catch my interest. No fireworks, no media, no stars and no pleasure for the eyes.

The card said "Open it!" I got a new business. Their main task was the man to get in the door. And the distribution of vouchers for pedestrians wasa proactive way to stand out and drum up business.

I was not hungry, so I went. During the following week, postponed the beautiful brochure and postcard. Although I liked their offer, there was nothing that compelled me to want to go there to place an order.

"... Prepare high-quality salads, sandwiches and soups ..." for me means little. And, "Perfect in California." This is vague and unimportant.

The dull chatter ... continues

"HandHandmade sandwiches, soups, hot and ready, ready to-go salads. "When you think about it is not - is not the same standard message given by the rest of the sandwich shops? Definitely. This shop is an important element:

The hook.

The problem is that special cut of designing your immune system that alone can bring in a gusher of customers. It knocks all forms of resistance. Creates a mad rush. He persuaded the balances light Spender, to open their wallets, whileThrow all logic and reasoning. Got a miser, he is always a lucrative business.

For example: to advertise a casino, "We have loosest slots in town." A restaurant can say: "Best Steak House voted in the province." Or, a dealer can offer, "Save an additional 20% discount on the discounted price for all products Red Dot".

The hook is located a shopping paradise priority. He gestures to spend, instead of windows. And he does off the road ahead in order to satisfy his lust. There may be aSalivation consumers.

One night in Las Vegas, a colleague and I read a sign in a decent restaurant "Steak and eggs breakfast for $ 2.99." I started to dribble in. For California, that was a ridiculous bargain. We had to try. We were so determined, the next morning - nothing we can get in his way. In this case, the offering hook.

You are losing revenue that should be yours?

If so, you may want to create your own hook. Consumers can go to themSo, if love and providing not offer a promise of your opponents. Do this for the time and offline increase sales.