The Hook: How to Share Your Brand's Unique Story to Engage Customers, Boost Sales, and Achieve Heartfelt Success

by Richard Krevolin, Harry Beckwith (Foreword by)

Overview

Corporations can no longer just worship the bottom line. Consumers and customers want to be associated with brands that align with their values. For business success today, your company needs to tell a compelling story that creates engagement, word-of-mouth, and brand loyalty.

The Hook gives you a proven methodology to create a compelling narrative, then shows you how to share your story with the world and get consumers and customers to listen to and remember your message.

More specifically, The Hook will teach you how story-selling can be used as an incredibly powerful instrument to:

Create an emotional connection between your organization and its target market, or between a product and consumers.

Generate interest, enthusiasm, and support for a person, company, or product.

Demonstrate the benefits and potential of any product, service, company, or individual.

Create a culture of inclusion for any company or product.

Enhance staff commitment to mission and objectives.

Improve the power, tone, and texture of speeches, proposals, presentations, and printed materials.

Product Details

ISBN-13:	9781632650122
Publisher:	Red Wheel/Weiser
Publication date:	11/23/2015
Edition description:	First Edition
Pages:	224
Sales rank:	1,027,393
Product dimensions:	6.00(w) x 8.90(h) x 0.60(d)

About the Author

To achieve a greater mastery of storytelling, sales, communication, and branding, many CEOs and Fortune 100 companies—from Nestlé, Google, and Nike to a wide variety of smaller businesses—have turned to veteran teacher, author, story doctor, and brand consultant professor Richard Krevolin. A graduate of Yale University, Richard went on to earn master's degrees from both UCLA and USC. He has taught both undergraduate and graduate classes at USC, UCLA, University of Georgia, Emerson, and Pepperdine. His consulting work has affected hundreds of TV commercials produced all over the world, many of which have won awards.

Editorial Reviews

"Prof. Krevolin's passion, expertise, and charismatic style of crafting deeply resonating narratives have been pivotal in unlocking love for our brands, inspiring marketers to be storytellers, and building true consumer empathy. His contribution is immeasurable in both immediacy of impact and shaping the future."

Shekar Khosla

"I read a lot of business books, [but] it has been a while since I found something new and fresh which speaks to me. This one does! So I'm hooked by The Hook."

Terri Alpert

"Professor Krevolin's perspective on storytelling in today's world puts a premium on quality, engaging, and sought-out narratives. He serves up a delicious gumbo of memorable characters, compelling plot lines, and provoking social commentary, all must-haves for great content."

John B. Osborn

"I read a lot of business books, [but] it has been a while since I found something new and fresh which speaks to me. This one does! So I'm hooked by The Hook."
--Terri Alpert, CEO of Uno Alla Votra

Reviews

"I read a lot of business books, [but] it has been a while since I found something new and fresh which speaks to me. This one does! So I'm hooked by The Hook."
--Terri Alpert, CEO of Uno Alla Votra


"Professor Krevolin's perspective on storytelling in today's world puts a premium on quality, engaging, and sought-out narratives. He serves up a delicious gumbo of memorable characters, compelling plot lines, and provoking social commentary, all must-haves for great content."
--John B. Osborn, president & CEO, BBDO New York


"Prof. Krevolin's passion, expertise, and charismatic style of crafting deeply resonating narratives have been pivotal in unlocking love for our brands, inspiring marketers to be storytellers, and building true consumer empathy. His contribution is immeasurable in both immediacy of impact and shaping the future."
--Shekar Khosla, Chief Marketing Officer, Kellogg Asia Pacific

From the Publisher