---
title: How to Find a Hook
description: How to find a hook for B2B buyers.
---

[Revenue Acceleration & Growth Marketing](https://www.client-bridge.com/blog) » Latest Articles

[ Categories ](https://www.client-bridge.com/blog/bid/24819/How-to-Find-a-Hook#)

- [Infographic](https://www.client-bridge.com/blog/topic/infographic)
- [Social Media Marketing](https://www.client-bridge.com/blog/topic/social-media-marketing)
- [Marketing Strategy](https://www.client-bridge.com/blog/topic/marketing-strategy)
- [Content Marketing](https://www.client-bridge.com/blog/topic/content-marketing)
- [SEO](https://www.client-bridge.com/blog/topic/seo)
- [Social Media Trends](https://www.client-bridge.com/blog/topic/social-media-trends)
- [Inbound Marketing](https://www.client-bridge.com/blog/topic/inbound-marketing)
- [Social Media](https://www.client-bridge.com/blog/topic/social-media)
- [Video](https://www.client-bridge.com/blog/topic/video)
- [Facebook](https://www.client-bridge.com/blog/topic/facebook)
- [Mobile Marketing](https://www.client-bridge.com/blog/topic/mobile-marketing)
- [Search Engine Marketing](https://www.client-bridge.com/blog/topic/search-engine-marketing)
- [Twitter](https://www.client-bridge.com/blog/topic/twitter)
- [small business marketing](https://www.client-bridge.com/blog/topic/small-business-marketing)
- [Blogs](https://www.client-bridge.com/blog/topic/blogs)
- [B2B Marketing](https://www.client-bridge.com/blog/topic/b2b-marketing)
- [Google](https://www.client-bridge.com/blog/topic/google)
- [Metrics](https://www.client-bridge.com/blog/topic/metrics)
- [B2B Lead Generation](https://www.client-bridge.com/blog/topic/b2b-lead-generation)
- [B2B Internet Marketing](https://www.client-bridge.com/blog/topic/b2b-internet-marketing)
- [Marketing Automation](https://www.client-bridge.com/blog/topic/marketing-automation)
- [Email Marketing](https://www.client-bridge.com/blog/topic/email-marketing)
- [Lead Generation](https://www.client-bridge.com/blog/topic/lead-generation)
- [Smartphones](https://www.client-bridge.com/blog/topic/smartphones)
- [Lead Nurturing](https://www.client-bridge.com/blog/topic/lead-nurturing)
- [HubSpot](https://www.client-bridge.com/blog/topic/hubspot)
- [Word of Mouth Marketing](https://www.client-bridge.com/blog/topic/word-of-mouth-marketing)
- [Advertising](https://www.client-bridge.com/blog/topic/advertising)
- [YouTube](https://www.client-bridge.com/blog/topic/youtube)
- [Website Marketing](https://www.client-bridge.com/blog/topic/website-marketing)
- [LinkedIn](https://www.client-bridge.com/blog/topic/linkedin)
- [ROI](https://www.client-bridge.com/blog/topic/roi)
- [Local Business Marketing](https://www.client-bridge.com/blog/topic/local-business-marketing)
- [Lead Management](https://www.client-bridge.com/blog/topic/lead-management)
- [Location-based Marketing](https://www.client-bridge.com/blog/topic/location-based-marketing)
- [Marketing Trends](https://www.client-bridge.com/blog/topic/marketing-trends)
- [Pinterest](https://www.client-bridge.com/blog/topic/pinterest)
- [Lead Conversion](https://www.client-bridge.com/blog/topic/lead-conversion)
- [Videos](https://www.client-bridge.com/blog/topic/videos)
- [Website Optimization](https://www.client-bridge.com/blog/topic/website-optimization)
- [PPC](https://www.client-bridge.com/blog/topic/ppc)
- [Customer Engagement](https://www.client-bridge.com/blog/topic/customer-engagement)
- [FourSquare](https://www.client-bridge.com/blog/topic/foursquare)
- [Small Business Trends](https://www.client-bridge.com/blog/topic/small-business-trends)
- [Digital Marketing](https://www.client-bridge.com/blog/topic/digital-marketing)
- [Entrepreneurship](https://www.client-bridge.com/blog/topic/entrepreneurship)
- [Keyword Research](https://www.client-bridge.com/blog/topic/keyword-research)
- [SMB Lead Generation](https://www.client-bridge.com/blog/topic/smb-lead-generation)
- [Website Design](https://www.client-bridge.com/blog/topic/website-design)
- [Monitoring Tools](https://www.client-bridge.com/blog/topic/monitoring-tools)
- [marketing automation software](https://www.client-bridge.com/blog/topic/marketing-automation-software)
- [Customer Satisfaction](https://www.client-bridge.com/blog/topic/customer-satisfaction)
- [Link Building](https://www.client-bridge.com/blog/topic/link-building)
- [Marketing Analytics](https://www.client-bridge.com/blog/topic/marketing-analytics)
- [strategic marketing planning](https://www.client-bridge.com/blog/topic/strategic-marketing-planning)
- [Bing](https://www.client-bridge.com/blog/topic/bing)
- [Branding](https://www.client-bridge.com/blog/topic/branding)
- [Call to Action](https://www.client-bridge.com/blog/topic/call-to-action)
- [Customer Service](https://www.client-bridge.com/blog/topic/customer-service)
- [Editorial Calendar](https://www.client-bridge.com/blog/topic/editorial-calendar)
- [PR](https://www.client-bridge.com/blog/topic/pr)
- [Startup](https://www.client-bridge.com/blog/topic/startup)
- [Thought Leadership](https://www.client-bridge.com/blog/topic/thought-leadership)
- [Analytics](https://www.client-bridge.com/blog/topic/analytics)
- [CRM](https://www.client-bridge.com/blog/topic/crm)
- [Groupon](https://www.client-bridge.com/blog/topic/groupon)
- [Infographics](https://www.client-bridge.com/blog/topic/infographics)
- [Lead Scoring](https://www.client-bridge.com/blog/topic/lead-scoring)
- [Mobile Website](https://www.client-bridge.com/blog/topic/mobile-website)
- [Social Commerce](https://www.client-bridge.com/blog/topic/social-commerce)
- [Social Gaming](https://www.client-bridge.com/blog/topic/social-gaming)
- [Web Analytics](https://www.client-bridge.com/blog/topic/web-analytics)
- [Yahoo!](https://www.client-bridge.com/blog/topic/yahoo)
- [small business Internet Marketing](https://www.client-bridge.com/blog/topic/small-business-internet-marketing)
- [Conversion Testing](https://www.client-bridge.com/blog/topic/conversion-testing)
- [Conversions](https://www.client-bridge.com/blog/topic/conversions)
- [Demand Generation](https://www.client-bridge.com/blog/topic/demand-generation)
- [Gamification](https://www.client-bridge.com/blog/topic/gamification)
- [Guest Blogging](https://www.client-bridge.com/blog/topic/guest-blogging)
- [Lead Generation Software](https://www.client-bridge.com/blog/topic/lead-generation-software)
- [SMS Marketing](https://www.client-bridge.com/blog/topic/sms-marketing)
- [Sales Funnel](https://www.client-bridge.com/blog/topic/sales-funnel)
- [Social Customer](https://www.client-bridge.com/blog/topic/social-customer)
- [Viral](https://www.client-bridge.com/blog/topic/viral)
- [Engagement](https://www.client-bridge.com/blog/topic/engagement)
- [Innovation](https://www.client-bridge.com/blog/topic/innovation)
- [Sales 2.0](https://www.client-bridge.com/blog/topic/sales-20)
- [Social Business](https://www.client-bridge.com/blog/topic/social-business)
- [Social Discovery](https://www.client-bridge.com/blog/topic/social-discovery)
- [Website Development](https://www.client-bridge.com/blog/topic/website-development)
- [Website Promotion](https://www.client-bridge.com/blog/topic/website-promotion)
- [Adwords](https://www.client-bridge.com/blog/topic/adwords)
- [Announcements](https://www.client-bridge.com/blog/topic/announcements)
- [B2B Lead Generation Services](https://www.client-bridge.com/blog/topic/b2b-lead-generation-services)
- [B2C Marketing](https://www.client-bridge.com/blog/topic/b2c-marketing)
- [Blogging](https://www.client-bridge.com/blog/topic/blogging)
- [Data Visualization](https://www.client-bridge.com/blog/topic/data-visualization)
- [Instagram](https://www.client-bridge.com/blog/topic/instagram)
- [Landing Page](https://www.client-bridge.com/blog/topic/landing-page)
- [Local SEO](https://www.client-bridge.com/blog/topic/local-seo)
- [Mobile App](https://www.client-bridge.com/blog/topic/mobile-app)
- [Online Ads](https://www.client-bridge.com/blog/topic/online-ads)
- [Outbound Marketing](https://www.client-bridge.com/blog/topic/outbound-marketing)
- [Paid Search](https://www.client-bridge.com/blog/topic/paid-search)
- [Reports](https://www.client-bridge.com/blog/topic/reports)
- [Retail Marketing](https://www.client-bridge.com/blog/topic/retail-marketing)
- [Social Media Optimization](https://www.client-bridge.com/blog/topic/social-media-optimization)
- [Timing](https://www.client-bridge.com/blog/topic/timing)
- [Backlinks](https://www.client-bridge.com/blog/topic/backlinks)
- [Blog Marketing](https://www.client-bridge.com/blog/topic/blog-marketing)
- [Brand Awareness](https://www.client-bridge.com/blog/topic/brand-awareness)
- [Business Blogging](https://www.client-bridge.com/blog/topic/business-blogging)
- [Consumer Trends](https://www.client-bridge.com/blog/topic/consumer-trends)
- [Facebook marketing](https://www.client-bridge.com/blog/topic/facebook-marketing)
- [Google Local](https://www.client-bridge.com/blog/topic/google-local)
- [Google Local Search](https://www.client-bridge.com/blog/topic/google-local-search)
- [Inbound Sales](https://www.client-bridge.com/blog/topic/inbound-sales)
- [Mobile Email](https://www.client-bridge.com/blog/topic/mobile-email)
- [NFC](https://www.client-bridge.com/blog/topic/nfc)
- [Sales Strategy](https://www.client-bridge.com/blog/topic/sales-strategy)
- [Smarketing](https://www.client-bridge.com/blog/topic/smarketing)
- [Social Location](https://www.client-bridge.com/blog/topic/social-location)
- [Traditional Media](https://www.client-bridge.com/blog/topic/traditional-media)
- [Twitter Marketing](https://www.client-bridge.com/blog/topic/twitter-marketing)
- [buyer personas](https://www.client-bridge.com/blog/topic/buyer-personas)
- [inbound marketing services](https://www.client-bridge.com/blog/topic/inbound-marketing-services)
- [strategic marketing consulting](https://www.client-bridge.com/blog/topic/strategic-marketing-consulting)
- [Apple](https://www.client-bridge.com/blog/topic/apple)
- [Apps](https://www.client-bridge.com/blog/topic/apps)
- [Attribution Modeling](https://www.client-bridge.com/blog/topic/attribution-modeling)
- [Authority](https://www.client-bridge.com/blog/topic/authority)
- [Blog](https://www.client-bridge.com/blog/topic/blog)
- [Brand Advocate](https://www.client-bridge.com/blog/topic/brand-advocate)
- [Brick and Mortar](https://www.client-bridge.com/blog/topic/brick-and-mortar)
- [CPC](https://www.client-bridge.com/blog/topic/cpc)
- [CTA](https://www.client-bridge.com/blog/topic/cta)
- [Campaign Planning](https://www.client-bridge.com/blog/topic/campaign-planning)
- [Closed Loop Reporting](https://www.client-bridge.com/blog/topic/closed-loop-reporting)
- [Commenters](https://www.client-bridge.com/blog/topic/commenters)
- [Competitor Analysis](https://www.client-bridge.com/blog/topic/competitor-analysis)
- [Coupons](https://www.client-bridge.com/blog/topic/coupons)
- [Crowdfunding](https://www.client-bridge.com/blog/topic/crowdfunding)
- [Customer Reviews](https://www.client-bridge.com/blog/topic/customer-reviews)
- [Daily Deals](https://www.client-bridge.com/blog/topic/daily-deals)
- [Dashboard](https://www.client-bridge.com/blog/topic/dashboard)
- [Digg](https://www.client-bridge.com/blog/topic/digg)
- [Digital Marketing Strategy](https://www.client-bridge.com/blog/topic/digital-marketing-strategy)
- [Discounts](https://www.client-bridge.com/blog/topic/discounts)
- [Goal Setting](https://www.client-bridge.com/blog/topic/goal-setting)
- [Google Places](https://www.client-bridge.com/blog/topic/google-places)
- [Image Optimization](https://www.client-bridge.com/blog/topic/image-optimization)
- [Inbound Selling](https://www.client-bridge.com/blog/topic/inbound-selling)
- [Internet Marketing](https://www.client-bridge.com/blog/topic/internet-marketing)
- [Kickstarter](https://www.client-bridge.com/blog/topic/kickstarter)
- [Marketing Templates](https://www.client-bridge.com/blog/topic/marketing-templates)
- [Mcommerce](https://www.client-bridge.com/blog/topic/mcommerce)
- [News](https://www.client-bridge.com/blog/topic/news)
- [Online Communities](https://www.client-bridge.com/blog/topic/online-communities)
- [Outsourced Lead Generation](https://www.client-bridge.com/blog/topic/outsourced-lead-generation)
- [Partnerships](https://www.client-bridge.com/blog/topic/partnerships)
- [Personalization](https://www.client-bridge.com/blog/topic/personalization)
- [Photo Sharing](https://www.client-bridge.com/blog/topic/photo-sharing)
- [Press Releases](https://www.client-bridge.com/blog/topic/press-releases)
- [Quality Score](https://www.client-bridge.com/blog/topic/quality-score)
- [Quora](https://www.client-bridge.com/blog/topic/quora)
- [Reddit](https://www.client-bridge.com/blog/topic/reddit)
- [SMO](https://www.client-bridge.com/blog/topic/smo)
- [Sales Automation](https://www.client-bridge.com/blog/topic/sales-automation)
- [Small Business](https://www.client-bridge.com/blog/topic/small-business)
- [Social Sharing](https://www.client-bridge.com/blog/topic/social-sharing)
- [Social Video](https://www.client-bridge.com/blog/topic/social-video)
- [Tips](https://www.client-bridge.com/blog/topic/tips)
- [Tradeshow Marketing](https://www.client-bridge.com/blog/topic/tradeshow-marketing)
- [Tumblr](https://www.client-bridge.com/blog/topic/tumblr)
- [Vine](https://www.client-bridge.com/blog/topic/vine)
- [Viral Marketing](https://www.client-bridge.com/blog/topic/viral-marketing)
- [Webinar](https://www.client-bridge.com/blog/topic/webinar)
- [messaging](https://www.client-bridge.com/blog/topic/messaging)
- [strategy](https://www.client-bridge.com/blog/topic/strategy)

[B2B Lead Generation](https://www.client-bridge.com/blog/topic/b2b-lead-generation)

 Mar 22, 2010 • [Jack Barry](https://www.client-bridge.com/blog/author/jack-barry)

# How to Find a Hook

You probably know that publicity in the media can be extremely valuable in building credibility and awareness for your company.

A legitimate news story is an endorsement that can reach a wide audience for very little cost beyond your own creativity and time.  It can help you

-     Build awareness about your products/services, expertise and people
-     Drive prospects to your website
-     Drive participation in a promotion or event
-     Educate the market about problems your company can solve

Getting publicity isn't about luck.  Just like any sales & marketing campaign, you gain publicity by knowing your audience, capturing their attention, and delivering a message that's interesting, timely and relevant.

Before you crank out a press release, how can you maximize your chances for success?  Here are a few general tips:

1.  Start with a strategy.  What's your goal for the campaign?  Are you looking for serious coverage in a major industry publication, or do you just need links or content for your website?   Different strategies require different tactics.

2.  Who's your audience?  Are you writing to capture the imagination of reporters or are you trying to reach your market directly?  Know and write to your audience.

3.  What's your hook?  Why should your audience stop what they're doing and read your story RIGHT NOW?  We all have thousands of options dancing in front of us at all times.  A good story has a hook, a compelling reason for the audience to read right now. 

If you're having trouble coming up with a hook, think about the last movie you saw.  Was the leading character the same in the end in the beginning?  Was life the same at the end of the movie?  No, because a real story is about change.  A character faces conflict and changes as a result.

If there's change and/or conflict in your announcement, there's your hook – you probably have a story.  If you can't find any change or conflict, then you have an announcement.  You may still generate some coverage, but if you can come up with a real story, you'll probably find greater success with your campaign.

Share [![Share on Facebook](https://www.lean-labs.com/hs-fs/hubfs/LLv2/images/icon-blog-facebook.png?noresize&width=24&name=icon-blog-facebook.png)](http://www.facebook.com/share.php?u=https%3A%2F%2Fwww.client-bridge.com%2Fblog%2Fbid%2F24819%2FHow-to-Find-a-Hook%3Futm_medium%3Dsocial%26utm_source%3Dfacebook) [![Share on LinkedIn](https://www.lean-labs.com/hs-fs/hubfs/LLv2/images/icon-blog-linkedin.png?noresize&width=24&name=icon-blog-linkedin.png)](http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.client-bridge.com%2Fblog%2Fbid%2F24819%2FHow-to-Find-a-Hook%3Futm_medium%3Dsocial%26utm_source%3Dlinkedin) [![Share on Twitter](https://www.lean-labs.com/hs-fs/hubfs/LLv2/images/icon-blog-twitter.png?noresize&width=24&name=icon-blog-twitter.png)](https://twitter.com/intent/tweet?original_referer=https%3A%2F%2Fwww.client-bridge.com%2Fblog%2Fbid%2F24819%2FHow-to-Find-a-Hook%3Futm_medium%3Dsocial%26utm_source%3Dtwitter&url=https%3A%2F%2Fwww.client-bridge.com%2Fblog%2Fbid%2F24819%2FHow-to-Find-a-Hook%3Futm_medium%3Dsocial%26utm_source%3Dtwitter&source=tweetbutton&text=How%20to%20Find%20a%20Hook)

Published by [Jack Barry](https://www.client-bridge.com/blog/author/jack-barry)  March 22, 2010

[![](https://www.client-bridge.com/hs-fs/file-13707562-jpg/images/b2b_lead_generation-resized-600.jpg) ](https://www.client-bridge.com/blog/bid/80197/INFOGRAPHIC-B2B-Lead-Generation)

[Content Marketing](https://www.client-bridge.com/blog/topic/content-marketing)

 11.12.2012 [Staff](https://www.client-bridge.com/blog/author/staff)

### [INFOGRAPHIC: B2B Lead Generation](https://www.client-bridge.com/blog/bid/80197/INFOGRAPHIC-B2B-Lead-Generation)

<https://www.client-bridge.com/blog/bid/77764/Why-Implementing-a-Good-Content-Strategy-is-Good-for-Business>

[Marketing Strategy](https://www.client-bridge.com/blog/topic/marketing-strategy)

 08.13.2012 [Staff](https://www.client-bridge.com/blog/author/staff)

### [Why Implementing a Good Content Strategy is Good for Business](https://www.client-bridge.com/blog/bid/77764/Why-Implementing-a-Good-Content-Strategy-is-Good-for-Business)

<https://www.client-bridge.com/blog/bid/72761/VIDEO-B2B-Marketing-r-Evolution>

[Social Media Marketing](https://www.client-bridge.com/blog/topic/social-media-marketing)

 03.1.2012 [Staff](https://www.client-bridge.com/blog/author/staff)

### [VIDEO: B2B Marketing [r]Evolution](https://www.client-bridge.com/blog/bid/72761/VIDEO-B2B-Marketing-r-Evolution)

![](https://www.facebook.com/tr?id=294775621000513&ev=PageView&noscript=1) ![](https://dc.ads.linkedin.com/collect/?pid=120632&fmt=gif)