What do you think of when you see these names?

Albert Einstein
Isaac Newton
Leonardo da Vinci
William Shakespeare
Alexander the Great
Abraham Lincoln
Charles Darwin
Martin Luther King, Jr.
Steve Jobs
Bill Gates

Those are some of the best-known names in history but the reason you know them is because of their story. Most of us will know at least some of their stories, which is why we remember them.

Well, it’s the same with any business. I own a copywriting business, and one of the first things we do when we get a client is figure out the HOOK. It’s also called the BIG IDEA.

The success of a campaign can often come down to just how good the HOOK is. That’s why you get viral videos with millions of views, they hooked the viewer’s attention.

Could you tell a compelling story about your business?