Ever get a song stuck in your head for days? Why does that happen?
In most every good song there’s an element called a hook. It’s typically the part that gets repeated to “hook” you in. The hook is essentially the song’s “doggy bag” for you. It gives you something to take home with you from the song.
It doesn’t have to be a chorus or the main part of the song. The hook is simply the part that gets stuck in your head. Advertisers have historically used the same “hook” technique in ads. Usually it’s the slogan or tagline.
- Hungry? Why wait? (Snickers)
- 15 minutes could save you 15% or more on your car insurance. (Geico)
- Where’s the beef? (Wendy’s)
- The quicker picker-upper. (Bounty)
Even some books have that ability to give you a doggy-bag from the book. The first one that comes to me is “Who is John Galt?” from Atlas Shrugged. The second would be “Words, Words Words” from Hamlet. It’s one short concept or phrase repeated that sticks with you.
So how can you incorporate a hook into your creativity? What element, phrase, or concept can you repeat to stick with your audience?