Black Belt Web Marketing.pdf - Costa del Sol

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Exercise 1-5 -- Selecting a "Hook" for Your Event
The third key element in a Black Belt Marketing Plan is the hook or method used to describe an
event in such a way that target audiences and the media will want to see for themselves.
Describing your event is similar to pitching a story to an editor (which you will learn how to do in
Lesson 9) or pitching a book proposal to a publisher. The hook has a major impact on the
reception your event description receives.
Guidelines for Great Hooks
These types of hooks improve the odds that your event will be noticed. They may not be enough
to get your event covered in Time Magazine but they are likely to be noticed by target audiences
and the media that serve them:
Describe an event that is unique and meaningful
Relate the event to something in the news.
Describe an event that is exciting
Describe the event in "best" or "first" terms
Announce the event as something that affects audience
Describe the event as a solution to a problem the audience faces
Describe the event as an impressive success story
Get an expert or celebrity involved.
Completing the Possible Hooks Worksheet
For the worksheet for Exercise 1-5, brainstorm possible hooks for each of these types. Then
narrow the list down to the best ones. Try to combine more than one idea, such as a newsworthy
Lesson 1 Pg.15