How do you write headlines that actually get read and acted on? If no one stops to read what you’re saying, your brilliance might as well be silence.

In family business, communication is often overlooked.

You focus on quality, consistency, relationships. And rightly so.

But none of that matters if no one sees you.

Visibility isn't vanity. It's survival.

Whether you’re baking bread or building software, the first thing people encounter isn’t your product. It’s your title, subject line, or post headline. And if that doesn't catch them, the rest is invisible.

The fix?

Think like a fisherman: no hook, no bite.

The Formula: Proof. Promise. Plan.

This is your bait. Use it everywhere, from posters and pitches to blogs and brochures.

Proof: Why should I believe you?

Promise: What’s in it for me?

Plan: What’s the next step?

Let’s see it in action:

Example 1: The Village Bakery

Before: “We bake fresh bread daily.”

Honest, but forgettable.

After (using the formula):

Proof: “Voted Best Bakery in Devon.”

Promise: “Taste the loaf locals queue for.”

Plan: “Pop in this weekend for a free slice.”

Now we’re listening.

Example 2: The Family-Owned Tech Firm

Before: “We provide IT services.”

Sounds like most IT specialists.

After:

Proof: “Trusted by 500+ SMEs.”

Promise: “Boost your team’s productivity by 50%.”

Plan: “Book a free 20-minute call.”

Suddenly, they stand out.

Common Traps (and How to Dodge Them)

Too Formal?

You’ll sound like a lawyer. People tune out.

Speak human, not corporate.

Too Casual?

You risk looking sloppy. Especially in high-trust sectors.

Be relaxed, but respectful.

Too Clever?

If they don’t get it, they won’t click.

Be clear, not cryptic.

Stick With It (Even When You’re Bored)

Here’s the irony:

By the time you’re tired of your hook, your audience is just starting to remember it.

Repetition builds reputation.

Think McDonald’s. Or Nike. Or your local handyman who never changes his van slogan.

Frequently Asked Questions

Q: Isn’t “Proof, Promise, Plan” too formulaic?

Only if you make it sound robotic. Treat it like a framework, not a script. You can adjust tone and style while still delivering the three essentials.

Q: What if I don’t have awards or big proof yet?

Use what you do have. “50 happy clients.” “Family-run for 27 years.” “5-star Google rating.” Authentic proof builds trust.

Q: Does this work offline too?

Absolutely. It’s just as powerful in window signage, emails, WhatsApp group updates, or your newsletter intro. Hooks aren’t digital. They’re human.

Q: Can this be used for internal communication?

Yes. Especially when trying to align teams or announce changes. Internal buy-in starts with attention, too.

Start writing hooks that make people stop scrolling.

Use Proof to earn trust.

Offer a Promise worth acting on.

End with a Plan they can follow.

This isn’t about clickbait.

It’s about clarity. It’s about drawing people in—for the right reasons.

Because in the noisy, distracted world we live in, a good title is more than just words.

It’s your handshake. Make it count.