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  A marketing communication strategy should not be left to chance. For every marketing content lies a message which the marketer uses to attract the attention of a segmented audience to make purchases.
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In a world where people listen and are exposed to billions of advertising content per day, finding ways to get your audience captivated becomes a drive. Marketing content is only said to be effective when it can attract and hold the interest of the audience towards making a purchase. These threefold coils help you attract leads, increase sales, make your authority over your competitors, and help you earn back your Return on Investment (ROI). It’s quite simple because all you need is a Hook, A story, and an Offer and you’d have people eating off your hands in no distant time. So how can you go about this:
  • Create A Hook

Just like a real-life fishing hook is used to grab hold of a fish, a marketing hook is used to grab the attention of people. By reeling somebody in, you gain the opportunity to expose more of your message through the story and offer. This is the audience’s first point of contact with your advertisement, so it has to be different in so many ways. And what makes it different is your ability to make your ad emotionally and personally relatable to your audience. Bring it home by using numbers (e.g. 8 ways to burn fat in 30days), using a curiosity gap (e.g. Click the link below to find out easy ways to scale through arithmetic problems) and using fear appeal (e.g. Grab this offer now before it’s sold out). Always remember that the size or type of hook you would use depends on the size/type of client you’re hoping to reel in. The hook should be short, strong, and enticing.
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  • Tell A Story

Having lured them in, you tell them a story. The story is the central message which the marketer wants to pass across and shouldn’t be off the point of the intended action. This story has to be interesting, relatable and should strike a chord in the heart of your audience. You can choose to tell your story from your angle (that is, how you had a problem and how you found a solution) or from the angle of another person who had that issue but survived because you stepped in, having previously experienced that. Here are some tips for telling an enticing story:
  • State what your customer needs.
  • Point out your customers’ problems.
  • Let your customer be the hero. Just present yourself as a guide.
  • Present a plan
  • Make a call to action
  • Tell them what they stand to lose
  • Present what they stand to gain
  • Make An Offer

At this point, your audience is at your mercy, so you have to make an irresistible, mouth-watering offer to them. Your offer shouldn’t just be your product or service but should include additional benefits to increase the value. This is the most tactical part of every marketing campaign as it has to be captivating enough to fizzle out any objections which your audience might have. You could offer:
  1. Free mentorship
  2. Free shipping
  3. A discount on the purchase price
  4. Buy one get 3 offers
  5. Free meals etc.
Without these 3-Fold Coil, your advertising message will keep being drowned in the voices of other competitors. Featured Image Source: The Diamond Lab
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This article was first published on 5th November 2021


Chidiogo Shalom Akaelu holds a degree in English and Literary Studies, from the University of Nigeria. She is a freelance writer, editor and founder of Loana Press, a budding online publishing outlet.

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