For your new customer business development communications to work more effectively, follow these three simple steps:

1. Tell your reader what you want them to know.

   This needs to be simple, single-minded and ideally including a ‘hook’, - which typically sits within your headline. The hook grabs the reader’s attention and makes them a relevant promise.

   Without this, an audience that’s looking for an insurance solution has little reason to read on.
   
   

2. Tell them why they should believe your hook.

   This is the ‘line’, which delivers support to your promise, convincing the reader that they can confidently believe the claim you’ve just made.
   
   

3. Tell them what you want them to do.

   This is the sinker, which acts as your call-to-action, encouraging readers to contact you to find out more.
   
   

Create a compelling ‘hook’

For example, your hook might be:

‘Our goal is simple; to always get you the best price for your insurance’.

This works because it’s benefit-led and concisely tells the reader how you will solve their problem.

Then attach your hook to your line

Your line has to correspond to your purpose.

So for example if your website’s headline hook is: ‘Our goal is simple; to always get you the best price for your insurance’, then an enthusiastic client testimonial (ideally on video) will reassure and support this effectively.

Then add your sinker

This is the focal point, your call to action. Make it bold, easy to see and compelling to act on.

To sum up, your plan should be to grab and then hold on tight to your target audience until you’ve convinced them to pick up the phone - catching their eye from the first line on either your email or website, and then continuing to engage with them until you’ve got them ‘hook, line, and sinker’.