5 ms·

Maybe I lack imagination or maybe A/B testing is dull, but I can't get to understand what a "hook" can be. Would you have any imaginary example for me? Do you m

Maybe I lack imagination or maybe A/B testing is dull, but I can't get to understand what a "hook" can be. Would you have any imaginary example for me? Do you mean something like 'mine was a small business, but when I used VWO my sales increased by 20% and finally I could afford a new server to expand the business'? Well there are such case studies available on the site. What sort of hook are you talking about here?

lkozma 16y ago
I think your "hook" could be that you are a small (one-person ?) operation based in India, competing with much larger competitors (as far as I can tell from the website, sorry if I'm mistaken). Instead of downplaying it, maybe you could stress this angle of the story. It's risky though, maybe your customers expect to work with a larger company. Still the media might like this side of the story.
maxklein 16y ago
The more interesting a hook is, the more dangerous it is for the company. Let me give you some samples of hooks: Slumdog Millionare Hook: "I'm a pennilless indian guy who has taken over the market from american companies." They will call you when they are writing articles comparing india to U.S. Deformation Hook: "I have only one arm, one eye, in a wheelchair, can't read". But I still managed to make this company. Location Hook: "I live on a mountain in Tibet, but I'm competing successfully with startups living in silicon valley" Technology Hook: "Look, I applied my technology to these peoples websites without them knowing and it increased 20%. Then they hired me" College drop-out hook: "I was kicked out of college, failed, lived on the streets as a bum. Then I came back to make this." Romance hook: "I lost my girlfriend, and decided to A/B test a bunch of profile pictures. I ended up with the best picture, and decided to start a business out of it" The key is this: Would a tabloid be interested in writing about this? It has to be dumbed down and sensationalist, and most difficult of all, unique, while fitting within a general pattern. Difficult to do. Practical advice for your case: You already have your hook. You are the A/B testing guy that nobody wanted to cover because you were not sexy enough. That's why I remembered you. That's why all these other posters remembered you. But no journalist knows that story. You can package it and sell it. But like I said at the start - it's dangerous. If it seems fake, it will hurt your credibility.
- paraschopra 16y ago
  Right, interesting points. But all these hooks and even a small team one seem quite risky for long term success of the company. I wouldn't risk credibility and _realness_ of what I do to get publicity. Also, fake hooks are outright unethical IMO,

lkozma 16y ago

I think your "hook" could be that you are a small (one-person ?) operation based in India, competing with much larger competitors (as far as I can tell from the website, sorry if I'm mistaken). Instead of downplaying it, maybe you could stress this angle of the story. It's risky though, maybe your customers expect to work with a larger company. Still the media might like this side of the story.

maxklein 16y ago

The more interesting a hook is, the more dangerous it is for the company. Let me give you some samples of hooks: Slumdog Millionare Hook: "I'm a pennilless indian guy who has taken over the market from american companies." They will call you when they are writing articles comparing india to U.S. Deformation Hook: "I have only one arm, one eye, in a wheelchair, can't read". But I still managed to make this company. Location Hook: "I live on a mountain in Tibet, but I'm competing successfully with startups living in silicon valley" Technology Hook: "Look, I applied my technology to these peoples websites without them knowing and it increased 20%. Then they hired me" College drop-out hook: "I was kicked out of college, failed, lived on the streets as a bum. Then I came back to make this." Romance hook: "I lost my girlfriend, and decided to A/B test a bunch of profile pictures. I ended up with the best picture, and decided to start a business out of it" The key is this: Would a tabloid be interested in writing about this? It has to be dumbed down and sensationalist, and most difficult of all, unique, while fitting within a general pattern. Difficult to do. Practical advice for your case: You already have your hook. You are the A/B testing guy that nobody wanted to cover because you were not sexy enough. That's why I remembered you. That's why all these other posters remembered you. But no journalist knows that story. You can package it and sell it. But like I said at the start - it's dangerous. If it seems fake, it will hurt your credibility.

paraschopra 16y ago
Right, interesting points. But all these hooks and even a small team one seem quite risky for long term success of the company. I wouldn't risk credibility and _realness_ of what I do to get publicity. Also, fake hooks are outright unethical IMO,