How to Write a Great “Hook”

The hook comes after your opener and before your bridge. It's the bit that catches the callers attention and
makes them want to hear more about your product. Ideally it would be linked to the person you're calling or
their business - but ultimately it should be about the value you bring and how that appeals to them.

Consider this progression:

1. ”I'm calling from Audi! We make cars!" - Yawn.
2. We’ll get you from A to B - Yawn.
3. We’re made by Germans so we're really high quality - OK that's mildly interesting.
4. We have something called Quattro which means you can floor it in the rain like it's a summers' day - OK
I'm hooked!

Ideally your Hook joins seamlessly onto your Intro/Opener. For example:
I'm calling from Audi (opener), we make German engineered cars (intro), and we have something called
Quattro... etc (hook)

A few examples:
5. We provide IT support that takes the business goals into perspective (intro) so that your IT roadmap
reflects your business roadmap and you can achieve your goals faster! (hook)
6. We provide IT solutions (intro) and I spotted in the news you've recently gone through a merger, we
specialise in the helping merged business integrate seamlessly and thus minimise lost productivity
(hook)
7. We manufacture car chassis for off road cars (intro) and we only use UK sourced steel to ensure quality
and maximise the life of the vehicle (hook)
8. We sell ergonomic office chairs to businesses in the US (intro) and we utilise our market position as the
largest reseller to ensure we have the lowest prices (hook)

A bonus point!
It is also worth noting that the FAB (Features / Advantages / Benefits) should be considered so bonus points
for explaining why those hooks are worth it to the customer.
• ... to ensure we have the lowest prices and thus our customers are able to spend their saved capital on
further office improvements OR they look great to their FD!
• ... we have Quattro so you can drive really fast, even if it's raining!
• ... to ensure quality and maximise the life of the vehicle meaning your customers are happy OR you have
less wastage OR you can sell your off road car for more money etc

Write some ideas for your hook here:

Master Cold Calling By Miles Croft