Beyond the Buzzwords, How to Say Something That Matters

It’s the idea that grabs attention, sparks curiosity, and makes your audience lean in. But finding it isn’t about luck - it’s about creativity and process. Here’s how we help clients uncover hooks that cut through the noise.

Step 1: Competitor Analysis – What’s Already Being Said?

Before you can say something new, you need to know what’s already out there. We start by mapping the landscape. What are your competitors talking about? What themes dominate the conversation? What formats are they using—reports, webinars, LinkedIn posts?

This isn’t about copying—it’s about identifying saturation. If every law firm is talking about a topic, but they’re all quoting the same stats and saying the same things, there’s an opportunity to go deeper, challenge assumptions, or shift the lens.

We also look at tone. Are competitors being too safe? Too technical? Too self-promotional? Sometimes the hook isn’t a new topic—it’s a fresh voice at the right time.

Step 2: Gap Analysis – What’s Missing?

Once we know what’s being said, we ask: what’s not being said?
This is where the magic happens. We look for blind spots, unanswered questions, and underserved audiences. The call to action is often missing here. For example law firms often talk about a piece of legislation without translating the impact into meaningful action.

Gap analysis is about empathy. It’s about reviewing your competitors and listening to your audience. Here you can spot the disconnect between what they care about and what they’re being offered.

Timing also matters and knowing your position helps define your strategy. If you’re first to market with a new idea, you have the chance to shape the narrative. If you’re last, you may want to stop your campaign in its tracks, opt to send a client note, or say something sharper, more provocative, or more useful than what’s already out there.

Step 3: Brainstorm – What Could We Say?

With the landscape mapped and the gaps identified, it’s time to ideate.

Ask questions including:

● What’s the boldest thing we could say?
● What’s the simplest way to say it?
● What would make someone share this with a colleague?

Fee earners lived experiences, client conversations, and sector knowledge can spark brilliant ideas in the brainstorming phase and ensures the final output gains their buy in. Don’t forget to involve design and PR teams to help shape the hook visually and emotionally. A strong idea is only half the battle; how it’s expressed matters just as much.

We often scope out the use of interviews and surveys at this point. In this instance, don’t worry if the hook doesn’t come at the very beginning. It may only reveal itself once you’ve collected the data, spotted the patterns, and heard the stories.

The key is to stay open—and keep listening.