? Why Some Brands Get Clients Hooked (And How to Do the Same)

The SMART Sell – Issue #1

?? Steal This Idea | Marketing in Motion | Authority & Influence | Reverse-Engineered | Tactical Advantage

Sales should feel seamless, not forced. The SMART Sell gives you the strategies to make that happen with five unique categories and fresh, high-impact ideas in every issue.

This week, we’re talking YouTube’s takeover of TV, emotional branding done right, and a 5-minute fix to help more people find you online.

S – Steal This: The Hook Model – How to Create Habit-Forming Engagement

?? Why Some Brands Stick While Others Fade

Ever wonder why some platforms become part of people’s daily routines while others struggle to keep users engaged? It’s not luck—it’s science.

The Hook Model, developed by Nir Eyal in Hooked: How to Build Habit-Forming Products, breaks down the four-step cycle for designing products and services that become seamlessly embedded into users' routines.

1. Trigger – What makes someone take action?
2. Action – What’s the simplest behavior that leads to a reward?
3. Variable Reward – How do you keep them coming back?
4. Investment – What makes them feel committed?

What product or service do you use that you just can't live without? What makes you use it? What do you feel like is the small, immediate win?

?? Buyer’s Agents, Swipe this to Keep Fence-Sitters Invested in Their Search

• Trigger: A buyer favorites a few listings but hasn’t scheduled a showing.
• Action: Send a personalized “First Look” list of price reductions and upcoming inventory.
• Reason to Come Back: Position yourself as the first to get them inside competitive properties.

?? Example Outreach: "That home you liked just dropped $15K - want to see it before the price cut attracts more buyers?"

M – Marketing in Motion: YouTube is the New TV

?? 1 Billion+ hours of YouTube content are watched on TVs daily. ?? TV is now the primary device for YouTube viewing in the U.S.

What This Means for You:

• YouTube isn’t just competing with streaming services - for many consumers, its replacing them entirely.
• If you’re not creating long-form content, you could be missing out on the biggest shift in viewer behavior.
• YouTube’s algorithm prioritizes creators who keep people watching longer.

What I've learned as a YouTube live streamer:

I cover trials as a hobby with a YouTube channel that's grown to over 30,000 subscribers. I typically do live streams and hang out with the chat (a built-in feature for YouTube live streams) of 1000+ users while we watch high-profile trials. So many people have told me they have me up on their TVs while they do work around the house. Because of this, I've become conscious of 2 things:

1) Anyone in the house might be able to hear/see content streaming on a television. Because of this, I'm extra careful to keep my commentary PG.

2) Just because the content is video doesn't mean a user's eyes are always on the screen. To help people who are listening, I try to audibly describe important things happening on the screen or in the chat.

Takeaway: If your marketing strategy only includes short-form clips, rethink that. Long-form content optimized for TV audiences is a great way to connect with people where they are.

??Read more: YouTube CEO Neal Mohan's 2025 Big Bets

A – Authority & Influence: What Aston Martin’s CEO Understands About Emotion & Branding

New Aston Martin boss Adrian Hallmark is rethinking how electric cars create emotional connection. Instead of faking engine noise, he wants to physically agitate the body structure of EVs to simulate the vibrations of a fuel-powered car.

Why This Matters:

• People don’t just buy "things" - they buy experiences.
• Emotional branding is about designing new experiences that evoke a sense of connection and impact.
• The best products give people a sense of control - i.e. Switching to EVs doesn't mean you have to give up the way your favorite car makes you feel.

Takeaway: What’s the “engine noise” equivalent in your industry? What’s a small but powerful experience you can create that makes your brand feel more familiar and intuitive?

?? Read more: Here’s how Aston Martin will make its EV feel like a V12 Valkyrie

R – Reverse Engineered: The Right Way to Handle Online Reviews

?? What if you could work backward through customer content (reviews) to build a brand reputation?

?? Stat #1: 98% of consumers read online reviews before making a purchase.

?? Stat #2: 88% of consumers are more likely to use a business that responds to reviews.

Businesses obsess over getting more reviews, but how you respond matters just as much as what’s written.

?? Consumers trust businesses that engage. Ignoring reviews—especially bad ones—signals that you don’t care.

?? A bad review isn’t always bad for business. If a company responds well, 45% of customers say they’re more likely to do business with them anyway.

?? It’s not just about customer service - it also helps with SEO. Responding to reviews boosts search rankings on Google, Facebook, and other platforms.

Takeaway:

• Respond to every review, good or bad.
• If a review is negative, address it without getting defensive.
• Think of reviews as free market research. What are people consistently praising or complaining about? That’s where you double down or make changes.

?? Read more: 45+ Online Review Statistics You Need to Know in 2024 - GatherUp

T – Tactical Advantage: A 5-Minute Fix to Get Found on Social

??How to Show Up in More Searches on LinkedIn & Facebook

On social platforms, people don’t just search for names. If your profile doesn’t include keywords your ideal audience searches for, you won't get found when they're looking for someone that does what you do.

What you can do in the next 5 minutes for big impact:

1. LinkedIn: Go to your profile headline and summary. Add industry-relevant keywords (Example: “Helping Real Estate Agents Close More Listings with Transparent Pricing”).
2. Facebook: Update your bio and about section to include keywords people would type in to find someone like you.
3. Pin a post with your key offer and a CTA - this anchors your profile for visitors.

Final Thoughts: Smart Sales Don’t Feel Like Sales at All.

The best sales and marketing make people feel like they’re making the right decision, not being pushed into one.

Want sales copy, messaging ideas, or positioning tips tailored to YOU?

Drop a comment with your industry, product, or business, and I’ll pull real-world examples that fit what you do in the next edition.

Cheers!

-Katt

P.S. If you're in the real estate industry, check out my latest project, EZ Real Estate Platform. It’s built to work in the new real estate landscape, so agents can just step in and succeed. Check EZ out on Facebook!