“What is the throat punch?” That is the first question I always ask my team as we’re working on a creative brief for a client.
First, you’re likely wondering, “What in the world is a throat punch?” A throat punch is the opening line of your message that instantly grabs the attention of whoever you are trying to reach.
“XYZ Credit Union is a not-for-profit financial institution open to those who—” ZZZ… This is not a throat punch, it’s a dose of NyQuil™.
But hear me on this: A throat punch is not clickbait either. A throat punch should deliver a stat or ask a question that resonates with your ideal member. (That’s why I’m constantly preaching to identify who your ideal member is!)
Here are two examples of a throat punch:
- A simple, declarative statement: “70% of people over age 50 report having sore knees.”
- A customer testimonial: “My knee pain vanished when I put these insoles in my shoes.”
If you’re selling products for feet to people over 50, you’ve identified and commiserated with their problem, or you’ve immediately caught their attention with a solution.
Here are a few more examples:
- A question aimed at the audience: “Are your knees sore?”
- An incomplete sentence: “I first noticed my knees were sore when…”
- A metaphor begging for context: “I had a headache behind my kneecap.”
(Note! Number 3 is not my favorite, as it takes some time to decipher, but it can work in certain situations.)
Also, beware: Stay away from product-pushing and adspeak. (Also referred to as “corporate bullshittery,” as defined in a previous blog.) Don’t try to speak to everyone. Speak to your ideal member to empathize with their problem and provide your solution.
Do you need help defining your ideal member or crafting your credit union’s throat punch? We’ve been the credit union marketing partner for hundreds of credit unions over the last 15-plus years. We can help you, too.
