PERREAULT Magazine JULY | AUGUST 2016 | Page 60

●Why-Oriented:

The most intriguing part of entrepreneurial stories are the WHY part. What was the motivating tipping point, force, or moment that led you to adventure and commit to traveling down this path. Your customers will connect with your why on much deeper level the more honest and authentic you are about your life. Did you start your business to prove a point? Provide a cure? For revenge? For love?

●Mission or Goal Oriented: Media loves to know your big, lofty goals and mission. What is the ultimate, Mt. Everest goal you are driving towards? Personally, to empower a billion women by 2020 I know is a gigantic goal. Customers love to support businesses that have a specific goal or mission.

Find Your Hook

Your story will stay the same, but your hook will change, based on what’s going on in your business, in current events, and in what you’re trying to communicate. When you’re looking for the perfect hook, consider these three categories.

●Is your hook relevant and part of something bigger? Watch what is going on in the news that you can leverage to gain more attention and traction.

For example, when the national news reported a credit card security breach at a national retailer, if you had an identity theft business, you could create a hook based on this news story.

Start watching daily headlines with the goal being to connect what’s going on to your business.

●Are you doing something for the first time? Is your company announcing a product, service, or event that is brand new in the market?

●Is your hook urgent? Consider events happening in the near future and think about how your story could be relevant or impact the future event.

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