If you recall the iconic rap battle in the movie 8 Mile, you’ll remember how, during his final rap battle, Eminem cleverly turned his vulnerabilities into strengths, taking control of the narrative. I’ve always kept that strategy in mind and had great fun using it during college debates. But recently, I had the chance to apply it in advertising, too!
And it works, just like in the movie! But under specific conditions, and we’ll go over them. 👇👇👇
The idea of trying the tactic came during a client coaching session with a client, Fincap Financial Group , discussing addressing the cultural differences between French and English Canadians. It’s well-known that it’s challenging for a Quebec brand to penetrate the English Canadian market for various reasons. Plus, it’s in the financial services industry, where the human aspect is Huge! But we also knew that the accent might cause many English Canadians to overlook the ad. This isn’t due to xenophobia but simply because it makes the ad less relatable to them, and obvious that it’s advertising. Having lived in the English-speaking part of the country for a few years, I know the people recognize our accents quickly and sometimes call us “Frenchie” or sometimes “frogs.”, amicably, of course. Personally, I never minded; it usually wasn’t meant negatively. But one thing is sure: it’s a way to stand out if used well. So, I came up with the idea of using that as a hook to catch the audience’s attention:
«You know what’s more obvious than my Frenchie Accent? Account receivables in business…»
(and while putting a frog face in the meantime)
Works like a charm. When the audience hears the accent, they immediately associate it with something unique. We then amplify this effect by incorporating a frog’s face, ensuring we capture even more attention for our business equipment leasing tips.
But that being said, I’m not the creator of this “strategy.” It’s been used for a long time. and in many different marketing campaigns. The first one that comes to mind is Buckey’s Syrup, which dates from ages ago.
And for this strategy to be effective, universal conditions must be met; otherwise, it’ll backfire negatively very quickly!
- A solid offer:To turn lemons into lemonade, you need a solid recipe, or in this case, a solid offer. It’s essential. Addressing weaknesses is only effective if your offering can still deliver exceptional benefits to the customer. Just like the Buckey’s syrup. Make sure your value proposition is rock solid.
- Be strategic with what you expose. Common sense is essential here. You can’t just uncover any weaknesses; they have to be minor; otherwise, you will generate frustration. For example, if you’re having issues with your shipping and are known to have faster delivery times, don’t try to go 8 Miles on that!!! Examples of situation where the 8 Miles Hook works:
- An E-commerce website with a very basic design but unbeatable prices: Our website looks like 2006, but that’s because we keep it simple and cut costs to ensure you pay less.
- Some working boots are more expensive than their competitors. However, you’ll keep them forever, so it’s worth paying a little extra.
- A Coffee Shop with Long Wait Times but Exceptional Coffee:
- “We know the wait can be long, but that’s because we take the time to brew each cup to perfection, ensuring you get the best coffee every time.”
- Understand your audience: Know them well enough to understand what they perceive as a relatable vulnerability versus a deal-breaker. Adapting your message to their values and expectations is crucial for the strategy’s success.
- Authenticity. You have to make sure that any weaknesses you reveal and counteract are presented authentically. Audiences can easily detect BS, and they’ll lose trust rather than build it.
In Conclusion
I hope that this article will motivate a few to try this hook strategy. If you ✅ all the conditions cited above, there’s no reason not to try! But again, common sense is key here.
For example, you won’t see American airline make these kinds of hooks for their creatives: «We know our customer’s service sucks but most of the time we’re your only option», lol.
