Throat punch! What’s yours?

“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!)


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