Baiting The Hook

When you enter the arena of promotion – advertising, online, PR, below-the-line – you are competing not only with your peers but with a host of other distractions that assault your prospect’s mind and eye. So you have to attract, engage and hold the attention very fast.

A creative idea alone is not good enough. The lure has to be relevant to the target at the right moment in the right medium; it has to motivate, persuade, appetise and be remembered. Context is essential to creative writing and marketing success.

As any fisherman will tell you, there’s more to fishing than dropping a hook in the water. He will be specific about his quarry, and plan how, when and where to find it. It’s all in the strategy.