Hook Point: How to Stand Out in a 3-Second World

by Brendan Kane

Hook How to Stand Out in a 3-Second World by out-of-the-box thinker Brendan Kane breaks down the most effective strategies to generate new opportunities, innovate and scale your business, and create a compelling brand—both online and off—so you can thrive in the new micro-attention world in which we live.

A lot of people know who they are, what they do, and a few even know why they do it—but even when brands or individuals have clarity in these areas, they often struggle to grab a potential audience’s attention for long enough to get them to learn about their attributes. Others have amazing products or services that fail to achieve great success because they don’t know how to talk about what they do effectively. This is because digital and social media have reshaped our world into one of micro-attention.

There are more than 60 billion messages shared on digital platforms each day, and the average person is exposed to between 4,000 to 10,000 ads a day. This bombardment of stimuli has changed the way we communicate and market content both online and off. In fact, research shows that you have less than three seconds to capture a person’s attention. With such a short window of time, we need to hook audiences quickly, efficiently, and consistently if we want to successfully fuel brand awareness and growth.

Luckily, Brendan Kane, a thinker and strategist who’s built platforms for celebrities like Taylor Swift and Rhianna and worked with Fortune 500 companies like Paramount, Viacom, and MTV, has mastered the art of standing out. In Hook How to Stand Out in a 3-Second World, he reveals the power of hook points—a communication tool that helps marketers package their messages in a succinct, attention-grabbing way that leads to better opportunities both online and off. Whether you’re promoting a brand, product, or service, this book is the essential guide for making it in our three-second world.

Genres: Business, Nonfiction, Social Media, Communication, Writing, Psychology, Self Help

Audible Audio

Published August 4, 2020

Reviews

[Tapio Tuomola · Rating 1 out of 5]

Maybe the worst business book I have ever read. If you think about reading a book to understand more about hook points and learn how to make a good hook point, don’t waste your time on this.
If you want to read about name dropping, why hook points are essential, the author’s self-praise, or the author trying to sell his services, then this is great for you.

[Ariel · Rating 1 out of 5]

Intriguing idea that went absolutely nowhere. Definitely should've been a 25-page ebook for Kane to share with his potential clients. (But he should get an editor because the typos and repeated sentences are horrendous.)

If you're brand-new to marketing, copywriting and digital design, it's a place to start talking about reaching your audience authentically. Kane brings up a lot of different marketing campaigns and his take on them, so if you're looking for one uninformed person's opinion, go ahead. It would be better, though, to find someone who's actually done their research on what they're referencing.

This is a book that doesn't deliver on its promises of actually teaching you how to grab someone's attention, so don't waste your time trying to find meaning in this dribble. If you want to know how to hook an audience, go to some real authors who don't oversell their services with click-baity pleas.

[Austin Lugo · Rating 1 out of 5]

An 8 hour sales pitch about how you should use their services to gain followers. Of course, absolutely none of this is backed by research or even case studies. And while the author is what he claims to be, a successful content creators, he is one of those creators whose entire fan base is built on the idea of making you famous. Just one of those hundreds of people who get famous by promising to make you famous. Not only a waste of time, but a hinderance and shame to a profession that deserves better

[Joanna Bucur · Rating 1 out of 5]

Be prepared to be sold something every 3 minutes. Why read the book if the actual information is on his website? No practical advice.

[Antonio · Rating 4 out of 5]

To actually stand out and capture attention, you need an effective Hook Point or you’ll get lost in the noise. So what is a Hook Point? A Hook Point can be comprised of text (e.g., a phrase, title, or piece of copy), an insight (from statistics or a professional’s point of view, a philosophy, or a person’s thought), a concept/idea or a format (e.g., an image or video), a personality or performance (e.g., music, sports, acting, or a cadence), a product/service, or a combination of some or all of these elements.

The topic is good but as one reviewer mentioned it could fit in 20 or less pages. But then again it could any idea and topic in almost all books. So I think it's important to read this book if you want to learn about marketing in the era of extensive noise of your competitors...

This is my assessment of this book Hook Point: How to Stand Out in a 3-Second World by Brendan Kane according to my 8 criteria:
1. Related to practice - 4 stars
2. It prevails important - 3 stars
3. I agree with the read - 4 stars
4. not difficult to read (as for non-English native) - 3 stars (I read it through TTS app)
5. Too long (more than 500 pages) - concise (150-200 pages) - 4 stars
6. Boring - every sentence is interesting - 4 stars
7. Learning opportunity - 3 stars
8. Dry and uninspired style of writing - Smooth style with humouristic and fun parts - 4 stars


Total 3.625 stars



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◆ CHAPTER 2 Tesla, the Blair Witch, and Your Guide to Creating a Perfect Hook Point

▪ FIVE STEPS TO CREATING AN EFFECTIVE HOOK POINT

▪ A great Hook Point:
Uses as few words as possible (envision a magazine-cover headline)—that is, “Zero to a Million Followers in 30 Days.”
Remains true to who you are and why you exist as a brand. If it’s unrelated, it will come across as clickbait and inauthentic.
Makes people think differently and subverts expectations. For example, in a successful social video I created, the Hook Point was “WARNING!! Safety is Dangerous.” This challenges the commonly held belief that acting safely is a good approach to life.
Doesn’t make people think very hard—it’s presented in a simple-to-understand manner.
Doesn’t make people think too little—if someone doesn’t think at all about your hook, then it’s probably being ignored.
Has an element of curiosity that leaves audiences wanting to learn or view more—that is, “Elon Musk Made the Cybertruck Ugly on Purpose—and It’s the Smartest Thing He’s Ever Done.”45 This article’s Hook Point makes you want to understand why creating an ugly car was a smart decision.
Stands out with originality. If you’ve seen your Hook Point used somewhere else, it probably won’t work.
Combines a common/relatable element with something that is unique, and that draws your audience in. An example is the Away Travel suitcase with phone-charging capabilities. Suitcases have been around for decades, but a suitcase that can charge your phone is a novel idea.
Can be grasped quickly. Make sure your Hook Point can be understood in three seconds max.
Offers a solution to your audience’s pain points. Legendary copywriter Eugene Schwartz used pain points in his headlines all the time. For example, “Begin your middle years at 70, 80, even 90!” which addresses the pain point of aging, or “How to Stroke Wrinkles Right Out of Your Face,” which again addresses another pain point related to beauty and aging.46

▪ Step 1: Study What Works

▪ Hooks can be pulled from:
Book titles
Social content:
°Meme cards (text caption boxes that appear at the top or bottom of a video on Facebook or Instagram—they’re explained more in depth in the next chapter)
°Headlines
°Concepts
Launch campaigns
Article headlines
TV commercials
Social media ads

▪ Step 2: Learn from What Doesn’t Work

▪ Hooks are generally ineffective because they’re:
Too wordy
Confusing
Vague
Overused: hooks that have been copied thousands of times by other individuals or companies
Not relevant to a specific audience
Outdated—not relevant to today’s society/culture
Created with the assumption that people are already interested in a particular topic
Inauthentic
Not unique enough
Unappealing, or use language that doesn’t catch the eye

▪ Step 3: Create Your Own

▪ which headline/Hook Point could you create to grab your prospect’s attention enough to make her stop, actually buy the magazine or newspaper with your headline

▪ Step 4: Compare Your Hook Points

▪ Take the original Hook Points you’ve just created and compare them to the successful hooks from Step 1. To do so, create a combined list with all these Hook Points on the same page.

▪ Step 5: Test, Reiterate, and Repeat

▪ After you’ve come up with Hook Point options that you feel pass the test, show them to your friends and colleagues to discover which ones attract the most attention. You can also A/B test your Hook Points on social media, with your email list, and on search-engine advertising platforms.

▪ Quick Tips and Recap
When creating Hook Points, think about what makes you and your product or information unique and relevant to other people’s lives: What pain points are being solved? What is the ultimate outcome your product or service is providing in someone’s life?
Subverting expectations with your Hook Points is a good tactic for capturing people’s attention. Take commonly held beliefs or phrases and flip them on their heads.
People will stop and pay attention if you associate your brand with timely, interesting topics that meet your audience’s needs.
Think about your prospects and the conversations they may be having in their own minds—tap into the issues that keep them up at night. Provide solutions to the problems they’re trying to fix.
Find ways to package your information that makes you more accessible. Break down your information into bite-size chunks, and test it out in the form of Hook Points.
Figure out the new next. Be culturally aware, follow the latest trends, and try to stay ahead of them.
Refer to the “Five Steps to Creating an Effective Hook Point” in this chapter to help you create Hook Points.
Remember that if your audience has to think too hard or too little about your Hook Point, it’s not a good choice. Make sure your concept doesn’t take more than three seconds to grasp.
When creating Hook Points, start with a broad list and pare it down to the three best choices. Then repeat the process—that is, create, narrow down to three, and repeat.
Get Hook Point inspiration by going to a magazine stand or bookstore, looking on social media, or checking out other places with lots of hooks to study.
It’s essential to continually test your Hook Points. It will help you get more clear about which ones are the absolute strongest. You can A/B test to your email list, on social media, or on search-engine advertising platforms.

◆ CHAPTER 3 60 ,000,000,000 Messages a Day: How to Fight Your Way Through the Noise

▪ THE 3-SECOND RULE
When I was a kid, we often talked about the “3-Second Rule.” It meant that if you dropped a piece of food on the floor, you had three seconds to pick it up and eat it before it was considered contaminated. Well, now the same principle applies to social media video consumption. Within three seconds, viewers have determined if they’ll continue to watch or scroll past a video in their social channel’s feed (and oftentimes they’ve already decided within one second).

▪ The first three seconds of an effective social video are:
Satisfying to watch. They hook the audience and convince them to invest their time in watching the rest of your content.
Moving at the right pace. Viewers need to know they can follow the video.
Linear in delivery (that is, don’t make viewers work for you).

▪ Quick Tips and Recap
Choosing the right Hook Point and packaging content is highly important for getting people to watch, share, click, and purchase your content, products, and services.
Set clear expectations for your content through the use of headlines, meme cards, or captions.
The first three seconds of your digital videos make a promise to your viewers. Make sure that promise is clear and intriguing.
Your desired audience can do a myriad of other things with their time, so present your content in a way that appeals to their needs and provides them with value.
Each time you create a piece of content, ask yourself, “What effect is this going to have on my viewers?”
Do a competitive analysis of other content creators in your space. Pay attention to what’s out there so you can learn from other people’s successes and failures.
Make sure the first three seconds of your videos are satisfying to watch, move at the right pace, and are delivered in a way that doesn’t make viewers think too hard or play catch-up.
There are an infinite number of ways to package your content. Use trial and error through A/B testing to find the methods that make the most sense for your product or brand.
Meme cards are important tools that help you set the expectation for how you’re going to communicate with your viewers and help introduce your videos.
Let social analytics guide you in monitoring your success and in deciding what to create next.
Use Reddit, Tubular Labs, and YouTube to find content, Hook Points, and story ideas.

◆ CHAPTER 4 Become President and Save the Planet: Master the Art of Storytelling

▪ Let’s try an exercise where we create copy to advertise a car. Using the PCM, King explains how he would construct the content to make sure that he communicated the clearest message about the car, wrapping it in a way that makes sense for each of the personality types. King suggests writing something like this:

▪ Think of a car. This car model gets 50 miles per gallon. The car’s miles per gallon are at the highest rate compared to other models in its class. We believe that this car provides more value to our customers in regard to what you’re going to pay for. Bottom line—it’s the best car on the market. It feels good, it looks nice, and you’re going to be so comfortable driving this car. All your friends are finally going to want to hang out with you, because this car is awesome.

▪ These sentences use LOGIC and speak to Thinkers: “Think of a car. This car model gets 50 miles per gallon. The car’s miles per gallon are at the highest rate compared to other models in its class.”
This sentence uses VALUE and speaks to Persisters: “We believe that this car provides more value to our customers in regard to what you’re going to pay for.”
This sentence uses CHARM and speaks to Promoters: “Bottom line—it’s the best car on the market.”
This sentence uses FEELINGS/COMPASSION and speaks to Harmonizers: “It feels good, it looks nice, and you’re going to be so comfortable driving this car.”
This sentence uses HUMOR and speaks to Rebels: “All your friends are finally going to want to hang out with you, because this car is awesome.”

▪ Lupinacci suggests that structuring your brand’s story like a fairy tale makes it more shareable. If he were to create a fairy tale for BMW, it would be:
Once upon a time, everyone aspired to drive a good domestic car, right? You know, you dreamed of owning a Cadillac. And then along came a dragon called Too Much Choice. It included inexpensive and expensive Japanese cars, super expensive European cars, and way too many domestic cars. All of a sudden none of the cars available seemed satisfying. Then a knight showed up named BMW—the Ultimate Driving Machine. Everyone who ended up driving that car lived happily ever after.

◆ CHAPTER 5 How to Avoid Prison Time: A Master Class in Authenticity, Trust, and Credibility

▪ Quick Tips and Recap
Authenticity helps your Hook Points stick, and without it, they fall flat.
Let your “why” be a guide to building trust and authenticity with your consumers.
“People don’t buy what you make, they buy what you believe.”—Ernest Lupinacci
If your Hook Points don’t support your underlying foundation, they can backfire.
Use Hook Points to quickly establish credibility with new businesses.
Be honest with yourself and your clients by setting clear expectations about what you can and cannot deliver.
Only take on work that truly speaks to you. Sometimes saying no can create more demand.
Success in sales comes from building trust-filled relationships.
Don’t be impatient and destroy future opportunities—always play the long game, because important opportunities may come down the line.
Listen to your clients so you can truly understand their needs.
When you consistently create meaningful, quality content, you have a better chance of earning an audience’s trust and viewer time.
Production value doesn’t dictate success on social platforms; success comes from telling authentic and compelling stories

[Luka Parac · Rating 5 out of 5]

Just what I needed as a digital creator and a freelancer working mainly online!
The book starts of a bit slow for my liking, but then becomes more and more interesting with every new page.

There are a lot of actionable tips backed up with real life stories and experiences. Would definitely recommend, ESPECIALLY if you're struggling to get yourself heard in this cluttered, loud world... :)

I'll give it 5/5 as it adresses my key pain points.

[Stewart Sternberg · Rating 3 out of 5]

Much of this is marketing 101 but that doesn't negate the important points set down. Well-organized, well-articulated, this book is a great book for remembering how to connect with a market and how to get attention in an attention deficit world.

[Devanshi Mehta · Rating 1 out of 5]

This book was more of a promo of his services and a place to boast about his achievements than self help. There were a few tips here and there but not worth reading the book.

[Jean Oram]

Great book. It has me thinking about what sort of hooks I can use for my low spice romance novels. I want to reread parts of it. Lots of great tips on how to build a hook and help your brand stand out as well as what kind of language types there are for resonating with your audience.

[Ietrio · Rating 1 out of 5]

stinks of spam. and the hungry influencer's need to have a book to get invited to high schools to speak.

[Nils Bautz · Rating 3 out of 5]

Grundsätzlich inhaltlich der richtige Gedanke, dass es einen gewissen „Haken“ braucht um die Aufmerksamkeit von Menschen zu bekommen. Aber im Kern ist das Buch dann leider doch nur etwas dass an der Oberfläche kratzt.

[Josh Macphee · Rating 1 out of 5]

Mostly name dropping clients, and mentioning campaigns that are considered hook points without ever really delving into why they are hook points or even what factors make a hook point. It's one of those books created to increase clout and use as a marketing tool as opposed to giving any real insight. In face if you check out Brendan Kane's Instagram he actually does a better job of breaking down hook points there. In the end I refunded the book. Only book I have ever refunded in fact. So yeah... For most part a pretty pointless read.

[Billy · Rating 5 out of 5]

Amazing book with too much to absorb in a single go through. It's really aimed at two different people 1) the person who needs to understand what an organizations needs to be doing.
2) the person who needs to be doing this for their organization or personal cause.

I highly recommend it. If you need to be building a digital presence that actually has impact. This is your scripture.

[Mr Shahabi · Rating 2 out of 5]

I wouldn’t dismiss it entirely because it has some valuable insights, the president here is that the greater majority of the information share in already aware of it, hence why it’s more beneficial for the next guy, still recommended.

[Wenfei · Rating 3 out of 5]

*3.5

[Stephen Lockyer · Rating 1 out of 5]

There were a few chapters where he didn’t advertise his services. Honestly, avoid. One of those ‘you could summarise this in a leaflet’ books.

[Swayambhu Ghosh · Rating 3 out of 5]

Well, the first thing that needs to be said that, the author may be very influencial marketer but lacks the basic concept of user's choice, though he has mentioned about that in his book. In every page, every chapter several times he has kept mentioning about his website and services he provides. It was feeling like people are paying to read advertisement of a website. He should have been a bit more genuine in this. Anyways, overall the concept that he has named hook point doesn't gives us any new insight- we all know grabbing attention is essential. But the way he has described or gave strategies are somewhat new. Being said that I woun't mean the book is very useful, at least 50% of the book doesn't resemble with the title nor the topic of the book. Most of the part he has mentioned about large corporation, branding with Taylor swift and blah blah.. which are absolutely meaningless for us. The book could be of 100 page easily. Thus if anyone wants to read, can do that with a lot of jumps.

[Saskia Kivi · Rating 2 out of 5]

2.5/5 This book should be titled Hook Point: An Exploration on How Cool Brendan Kane is and 50 Reasons To Hire His Agency.

The premise of this book is fascinating, as are a lot of the examples mentioned, but it took me 9 months(!) to finish reading and that should tell you something. I can swallow the name dropping and shoddy writing style, but at the 50th suggestion to hire Brendan and his agency I wanted to scream and get my money back.

Saw another review here that said this should have been a free lead magnet and I couldn't have said it better. A free 10-page lead magnet. ✌️

[William Bookman III · Rating 3 out of 5]

Oh, another business book on selling success as a formula. There is no formula. There are no rules is the only rule. For me, the joy is in having fun, creating a product with a decent social impact, and providing support to my community which consists of family and friends. This book may help. There are some tips that may be of us. I've read a lot of business books (follow me) and the most surprising thing I realize is many of them are just interpreting old ass advice. That's cool. I'm not mad at it. This is my review.

[Pudsey Recommends · Rating 2 out of 5]

While there are some great tips in Hook Point by Brenda Kane, it takes a lot of effort to sift through the unnecessary details to discover them. The author could have been more concise and gotten to the point quicker. The book definitely needs a strong editor's hand. I must say that the cover is gorgeous and the title is great. Perhaps I had great expectations for it, but I found the content rather disappointing.

[Cezar Halmagean · Rating 2 out of 5]

Dissapointing

I was expecting a lot more from this book since it recommended by a few great marketers. Not to mention the constant pitch to "work with me"; it feels like reading a long and boring ad.

Almost every chapter is like "some said this, and someone else did that". There is nothing new here... It's a waste of time.

[Ashlie · Rating 1 out of 5]

I wish I had read reviews before starting to read this book. Could have been condensed to 50 pages or less. A ton of name-dropping, self-praise, and sales pitches. Ironic that this book is supposed to be about grabbing attention, and I was falling asleep by page 5. Pass on this one.

[Kieren Lefevre · Rating 5 out of 5]

Amazing. An absolute MUST read for all business owners or aspiring entrepreneurs.

Thank you for writing this brilliant book!

[Aniket Patil · Rating 1 out of 5]

General book about the chosen topic. Nothing much to say. It seems a lot of research has gone into brainstorming the title of the book. :)

Avoid this one.

[Álvaro Hernández · Rating 3 out of 5]

In the rapidly evolving landscape of digital media, capturing the attention of audiences has become an increasingly challenging task. Brendan Kane's "Hook Point: How to Stand Out in a 3-Second World" addresses this challenge head-on, offering readers a comprehensive guide to making their message heard amidst the noise of social media and digital platforms. The book is a testament to the importance of creating compelling hook points—concise, impactful messages designed to grab attention and engage audiences within the first few seconds of encounter.

Kane, with his extensive experience in digital marketing and social media strategy, dives deep into the psychology of why certain content captures attention while others fade into obscurity. He underscores the significance of understanding the audience's mindset and leveraging that insight to craft messages that resonate on a personal level. "Hook Point" is not just about the mechanics of virality or the algorithms of social media; it's about connecting with people in a way that is both meaningful and memorable.

The book is structured around practical advice and actionable strategies, making it an invaluable resource for marketers, entrepreneurs, and anyone looking to elevate their digital presence. Kane offers a wealth of examples and case studies that illustrate the effectiveness of various hook points across different platforms, providing readers with a clear roadmap for applying these principles to their own content.

One of the key strengths of "Hook Point" is its applicability across various types of digital content, from social media posts and marketing campaigns to personal branding efforts. Kane's approach is both versatile and adaptable, emphasizing creativity and originality in message delivery. This makes the book a versatile tool for anyone looking to stand out in the crowded digital landscape.

Something I didn't like it was the heavy references to his site and services, but that's a lesson learned I guess. So I would suggest to read the digital version to access the links, not the audible as I did.

In conclusion, "Hook Point: How to Stand Out in a 3-Second World" is a crucial read for those seeking to navigate the complexities of digital communication in the 21st century. Brendan Kane's insights into capturing and maintaining audience attention offer a blueprint for success in any digital endeavor. By focusing on the art and science of creating compelling hook points, Kane provides readers with the keys to unlocking the potential of their digital content, ensuring their message not only reaches but resonates with their intended audience.

[Spellbind Consensus]

**Hook Point: How to Stand Out in a 3-Second World** by Brendan Kane offers a guide to capturing attention in an age of overwhelming digital noise. The core premise is that individuals and brands now have only about three seconds to make a memorable impression—whether online, in marketing, or through personal branding. Kane breaks down strategies and mindsets necessary for crafting powerful “hook points” that draw people in instantly.

The book opens by highlighting the challenge of the modern attention economy. Every day, people are bombarded with massive amounts of information—social media updates, advertisements, news, and more. Kane emphasizes that success in this environment depends not just on content quality, but on the ability to grab attention immediately.

Kane explains what a hook point is: a concise, compelling message or idea that instantly resonates with an audience and encourages them to engage further. He argues that regardless of industry or platform, the most effective communicators and brands are those who master the art of the hook point. The book details the science behind why short attention spans have become the norm and how psychological triggers can be used ethically to spark curiosity and interest.

Practical frameworks are a major focus. Kane outlines how to brainstorm, test, and refine hook points using proven techniques. He provides examples from successful campaigns, viral videos, and personal branding efforts, dissecting what makes them work. The book offers exercises to help readers craft their own unique hook points, including ways to tailor messages for specific platforms like Instagram, YouTube, and LinkedIn.

Kane also covers the importance of authenticity, warning that gimmicks or clickbait can backfire. Instead, he encourages readers to build hook points on genuine value, relevance, and emotional resonance. He shares insights from his work with celebrities, media companies, and startups to illustrate how hook points can lead to significant growth in followers, engagement, and business outcomes.

Throughout, Kane stresses the necessity of ongoing adaptation. Trends, platforms, and audience preferences evolve rapidly, so he recommends continual testing and learning to stay ahead.

The book concludes with a call to action for readers to become intentional about how they present ideas in a noisy world. By mastering hook points, individuals and brands can rise above the noise, create real connections, and achieve their goals in the fast-paced digital landscape.

[Jarla Tangh · Rating 5 out of 5]

Hook Point: How to Stand Out in a 3 Second World by Brendan Kane

'Lo People,


Her Tangh-i-ness does not review books unless the writer's message appeals to her. Kindles, I must say, are a Book Hoarder's nightmare. They take you straight down the path of book addiction, but that is another topic altogether. Anyhoo, Her Tangh-i-ness read this book and now she has funny thoughts that Hook Point: How to Stand Out in a 3 Second World will help other writers she knows.

Writers are you listening? Actually, any Creatives in the house can take away Hook Point's actionable strategies. Her Tangh-i-ness believes as the book suggests "Think big." Up the Ante people. I have a feeling that Brendan Kane is a believer in the 100th monkey effect. There will be this explosion of writers building loyal followings because they have come up with their own interpretations of the techniques outlined in Hook Point: How to Stand Out in a 3 Second World.

But first I have some disturbing news for Writers/Creatives about the book.

Even Writing or Creating can be a business.

Gasp. Her Tangh-i-ness is a Creative and a Writer. I can't possibly be about business at the same time.

Her Tangh-i-ness will now launch into an imaginary conversation with Brendan Kane using quotes from the book.

Brendan Kane: "You provide your value by letting other people experience it."

Her Tangh-i-ness says: I must be ahead of the curve then. I'm priceless.

Brendan Kane: "You can't ask for money right away; you need to provide value first."

Her Tangh-i-ness says: But I'm priceless.

Brendan Kane: "Remember, the more value you give, the more value you get."

Her Tangh-i-ness: You know I'm priceless, right?

Brendan Kane throws up his hands and walks away.

Her Tangh-i-ness: There, I just proved my message.

PS. If you actually read the book you'll understand what that little exchange was about.

Note: Hook Point: How to Stand Out in a 3 Second World was a self-purchased digital title. Her Tangh-i-ness usually reviews on a for-the-love basis. No lucre has been involved.

Hook Point: How to Stand Out in a 3-Second World

[Pavel Annenkov · Rating 3 out of 5]

О ЧЕМ КНИГА:
Работа о том, как нам привлечь внимание к себе и своему бизнесу в мире, где нас постоянно окружает информационный и рекламный шум.
Что хорошо получилось у автора, так это привлечь внимание к своей книге. Броское название и яркие заголовки каждой части книги заманили меня её прочитать. Новых мыслей мало. Старые и давно перепетые истории из рекламы брендов и известных личностей. Но даже в этом болоте из заезженных примеров и мыслей удалось выловить пару интересных идей и подходов.

ГЛАВНАЯ МЫСЛЬ КНИГИ:
Если ты будешь продвигать себя и свой бизнес без яркого и цепляющего заголовка и посыла, то сейчас тебя не заметят.

ЗАЧЕМ ЧИТАТЬ ЭТУ КНИГУ?
Узнать новые инструменты и подходы для продвижения своей компании, её продуктов или личного бренда.

МЫСЛИ И ВЫВОДЫ ИЗ КНИГИ:
- Над всё время помнить, что мы живем в «3-секундном мире», где у нас есть только несколько секунд, чтобы на наш рекламный посыл обратили внимание.

- Не надо смешивать УТП, слоган компании и её миссию в одном месседже. Это совершенно разные вещи.

- При разработке посылов для вашего бренда думайте не про логику, а то, что ваши клиенты будут чувствовать, когда прочитают ваше послание.

- Вы должны уметь объяснить ценность вашего бренда одним предложением из 3-5 слов.

- Хорошее упражнение - если бы вам предоставили билборд на оживленной трассе для рекламы вашего бренда, то чтобы вы на них написали.

- «People don’t buy what you make, they buy what you believe.»

ЧТО Я БУДУ ПРИМЕНЯТЬ:
При создании контента буду помнить выражение - "Люди покупают не то, что вы создаете, а то, во что вы верите".

ЕЩЕ НА ЭТУ ТЕМУ:
Йона Бергер «Заразительный»

[Book_withquotes · Rating 4 out of 5]

In our increasingly cluttered digital age, where attention spans dwindle to mere seconds, Brendan Kane’s Hook Point offers a timely and practical guide to stand out in a 3-second world. Kane effectively breaks down the concept of a “Hook Point,” a concise and compelling message that can capture the audience’s attention and drive engagement. He emphasizes the importance of understanding your target audience, crafting a unique value proposition, and delivering a memorable message.

The book provides actionable strategies for creating effective Hook Points, including strong visuals, storytelling, and persuasive language. While some of the concepts may be familiar to experienced marketers, Kane presents them clearly and concisely, making the book accessible to a wide audience. However, the book’s brevity can sometimes feel limiting. While it offers valuable insights, it lacks the depth and detailed case studies to truly elevate the reader’s understanding.

Additionally, the focus on digital marketing might overlook the nuances of traditional marketing channels. Despite these minor shortcomings, Hook Point is a valuable resource for anyone seeking to improve their marketing and communication skills. Following Kane’s advice, readers can develop more effective marketing campaigns and build stronger brands.

[Siim · Rating 4 out of 5]

A good book about a specific topic - how to craft messages that make you stand out in 3 seconds, since that is just about the reach of people's attention span when they first stumble upon your work as they are actually in the midst of doing something else (and these days, everybody is, constantly).

It is strange to read reviews saying this is Marketing 101 and there is nothing new in this book. Unless you've noticed, all marketing has been done. We are just taking the old marketing tips and tricks and applying them in the new age. There is nothing new you can say about marketing. But you can keep coming up with new ways to present the logic until the wisdom sticks. I do believe the author is an expert at what he does. And there is plenty here to make you think about Hookpoints for the next time you take hours crafting an email and leave the subject matter as the last thing, and just wing it...