How much is a good hook worth?

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The higher your penetration, the lower your competition.
Consider Rolex—a Swiss watchmaking manufacturer and the largest single luxury watch brand in the world. Sure, there are many good luxury watchmakers out there, but for most people:
Only Rolex = an unmistakable authentication of the owner’s success and status.

“How does this relate to my business?” Is that what you’re thinking right now? If yes, let me start answering it by asking you two simple questions: 1. Do you know why people do business with you? 2. If “NO”, then how do you plan to go about attracting more customers?

Swamped by a flood of messages, people need a convenient ‘hook’ to hang a product/service onto.
Provide that hook, and they’re more likely to listen to you.

Feb 18, 2013

Rolex was not the first luxury watchmaker in the world. But the people behind the brand understood that we all carry a small box in our heads for a given product/service category. This box spills over quite easily when new _ _ _ _ _ _ _ replace ones that were told at an earlier date. It is tremendously difficulty to do that. But there are ways to do it. This we will talk about in upcoming stories. In the meantime, please observe how the contents gets replaced in the box in your own head by the _ _ _ _ _ _ _ in your environment.