Update: I've gone to YouTube to watch Allen Iverson's crossover dribble. Why? Because I want to expand my game. So why is this important to you?

Simple. If you want to get good at something, it's ideal to learn and model from the best. The nice thing is you get to choose whom you want to model.

One alternative is to take the most inspirational ideas or skills from a couple of coaches or mentors. Then run with it. You will have something totally organic.

Feature Article: The Hook or More Gobbledygook

Resource: National Enquirer

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Possibility Thinking...

I recently became a new member of a specialized skill group. They are holding their 20-year anniversary at one of the founding member's home. There will be many former members making impromptu appearances.

Would I attend?

At first I had doubts. I wouldn't know anyone. I barely knew the current members. It would mean sacrificing an entire afternoon.

Then I thought about the possibilities and in an instant: I was cured.

The only question I asked was, "Where and when?" Because I get to mix and mingle with people who have, and are doing their life's work. And I get to interview them about what they've done to rise to where they are today. Besides, how many times will I get to attend a 20-year anniversary?

If you're not already doing so, think about all the possibilities before making decisions. Avoid clinging to negative beliefs that have a tendency to keep you stuck. Invite and embrace new circumstances as great opportunities to grow. (Clue: If it makes you a little uncomfortable—that usually signals an excellent opportunity to grow.)

The Hook or More Gobbledygook

Dear Associate,

"I will sell your home in 60 days or less—or I will buy it! At a price acceptable to you. Guaranteed!"

If you were selling a house, wouldn't you take this realtor up on his offer? If you wanted to put your house on the market, wouldn't you call him first? But more importantly, wouldn't you want to continue reading the rest of his message?

This was the headline on a 14" by 11" yellow/orange flyer printed and/or photocopied with black ink. It was found wedged in the front doors of all the homes in the neighborhood. This got my attention even though I'm not a homeowner. I found myself wanting to read more.

Why?

Because the flyer hooked me in the headline. It made a big promise of what I will get in return if I go with this realtor. And that's the only thing I'm concerned about: What I will get in return.

If you think I'm going to call a realtor because she has a pretty logo, a pretty face, shows me the photos of the houses she's sold or gives away pens and calendars—let me make this real clear: NOT!

But it doesn't end there...

If a realtor tells me, "Call me with all your real estate needs," or "You get a no-cost estimate of your property," or "We're the A-team sellers in this area," or gives away a colorful flyer with all the homes she's sold—I'm going to run as if from a fire.

But I'm getting ahead of myself:

Because I want to talk about your hook. The single, most-important attention-grabbing element in your marketing promotion. And the element most businesses fail to spend significant time on.

Your hook has to immediately get your prospect visualizing and experiencing a big granddaddy benefit. A benefit is simply what your prospect will get. If you're selling a 5-bedroom/3-bath house, some benefits might include:

1) Moms get to stroll their baby carriage in a safe neighborhood;
2) There's a park nearby to walk their dogs;
3) There are no prostitutes, dope dealers or drive-by shootings;
4) Enough room for starting a family;
5) A nice backyard to entertain friends and hold barbeques;
6) Save a ton of money by setting up a home office; and,
7) Make extra money by renting out a bedroom.

Or the hook can warn your prospect of a huge, impending loss. Financial and health newsletters frequently use this method. However you word it, your hook's main job is to get past your prospect's force field and entice her to continue reading.

Your hook must not be dry. It has to excite some deep emotion in your prospect. Its duty is to grab them by the collar and not let go.

Why is this important?

We're assaulted with so many daily messages that most people will disregard them if it doesn't connect on a deeper level. If you walk through the aisles of your local supermarket there are thousands of messages vying for your attention. It's the same in your mailbox, on radio, television and the Internet.

If you want to engage your prospect with your marketing message, then you must produce a thermo-nuclear hook that will push their hot buttons. Otherwise your sterile message gets deleted, by-passed or ends up becoming more landfill.

Warm Regards,

Some of the master hook writers have to be from the gossip rag: National Enquirer. Their headlines are shocking, unbelievable and downright disturbing or delicious. Browse over their headlines, write them out and see if you can come up with your own hooks for your business or project.