The Star-Chain-Hook method will help you prepare the text of an advertising brochure

The Star-Chain-Hook method will help you prepare the text of an advertising brochure

21.04.2023

How to create a sales brochure using the Star-Chain-Hook method?

A sales brochure is a brilliant source of information that acts as a tireless silent salesman, promoting an idea long after the initial presentation has ended. The purpose of a brochure is to effectively showcase a product, service or brand through truly inspiring photographs and stimulating words, influencing the potential customer to complete a thoughtful purchase. The Star-Chain-Hook copywriting method will help you prepare a convincing text for an advertising booklet.

Star

The Star-Chain-Hook method was created at the beginning of the twentieth century by Dr. Frank Dignan of the University of Chicago Press. It has stood the test of time because it allows you to effectively organize information - both when written and when perceived by the reader. Star-Chain-Hook consists of three parts. The first part - the star - is the big idea that underlies the advertising booklet. Think of it as the headline of a movie or the main idea of ​​a literary work. The idea must arouse interest, be positive, optimistic and intriguing. Copywriting hook piques interest in your topic and encourages readers to continue reading your copy.

A star can be anything: from a unique advertising offer to an incredible fact. It is important to remember that the stars are always “bright” and inspiring. Trying to use this formula with negative information or scare tactics tends to turn off readers.

Introduce the big idea right at the beginning of the booklet. At the same time, focus on just one idea, one star, and not the whole galaxy.

Example of a big idea: “The printed brochure is one of the most popular advertising tools.”

Chain

Chain is a series of convincing facts, advantages, sources, reasons and evidence that lend credibility to the main idea. They must be presented in a clear sequence. Each message should be interesting and lead the reader to the next, attracting people and increasing their desire to purchase your product or service.

The success of your content will depend on the quality of your chain. Provide sufficient evidence and credible references to clear all doubts about your product or service from the reader's mind.

Example chain: “A well-prepared brochure can increase sales by 60%. Even a small circulation of brochures placed in the lobby of clinics or other partner organizations can increase the flow of clients. Even if your business is well known in the area, you will get new customers if you plan your advertising campaign correctly.

Hook “Hook”

“Hook” is a call to action. If you present an idea at the beginning of the booklet, and then create a credible chain of compelling facts and provide plenty of evidence to support it, then you only need a short hook to convince the reader to act. By the time the reader gets to your hook, they should be looking for ways to take advantage. The hook should be concise and as clear as possible. If you can, offer further solid evidence to convince any prospects who haven't fully made up their minds yet.

Example Hook: “Click here and find out what tricks you can implement in printed brochure. And let us know if you have any questions.”

So, the star-chain-hook formula is a reliable option that you can use for the text of the advertising brochure. It combines a strong opening with supporting evidence to immediately hook readers and hold them. We hope our article will help you in preparing quality content. And Wolf Printing House, as always, is ready to print impressive booklets and offers design assistance, a wide selection of paper and finishing. Contact us now!

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