Whether you're publishing a static post on Linked In, a reel on Instagram, or sending an email pitch, the secret to going viral or getting a sale is to immediately get your reader's attention. How do we do this? With a great HOOK.
The bulk of your content might be awesome, but if you’re slacking on your hooks, your audience simply won’t get to it. In this post we'll go over why hooks are the key ingredient to successful copywriting and provide some examples to uplevel your copy game.
What is a Hook?
A hook is any combination of words or phrases that is simply irresistible to your audience. It usually falls in the first 1 or 2 lines of your post captions, your Reel, your carousels and beyond.
In media res is a Latin phrase that means "in the middle of things." It refers to starting a story or narrative in the middle of the action, rather than at the beginning. In copywriting, the concept of "in media res" can be used to grab the reader's attention right away and create a sense of intrigue or excitement.
The hook is vital because you want your content to be seen and enjoyed by as many people as possible. Otherwise, what's the point of posting?
"The most important sentence in any article is the first one. If it doesn't induce the reader to proceed to the second sentence, your article is dead."
William Zinsser
Why is a Hook so important?
The harsh truth: You only have about 1-2 seconds to grab your reader's attention before they habitually scroll on.
The purpose of a hook is to
capture the reader's attention
entice them to click, read, or engage with your content further.
A good hook is the gateway to visibility and engagement. The better your hook, the more likely people are to continue following your content.
"The first sentence can't be written until the final sentence is written."
Joyce Carol Oates
How to Nail Your Hook
Start strong by triggering an emotion such as
Surprise
Shock
Intrigue
Interest
Curiosity
Compassion
Relatability
Discomfort
Some experts say you should even draft your post/story first, and then spend the bulk of your time working on the hook. To do this, identify the most important point in your story and lead with that.
To get the most "bang for your buck" remember to...
Tailor your hooks to your specific audience and niche. Know who you're writing for and WHY you're telling the story.
Include a select word or phrase in ALL CAPS, or incorporate an asterik or parentheses to create emphasis, visual interest and dynacism.
Cut the clutter (avoiding excess or fluffy language)
Use words like "Best","Top" or "Proven" to build authority and credibility
Tell a story by including a specific timeline or other numeric detail
Provide a valuable takeaway in your final lines and through a CTA.
Different Types of Hooks
Having a collection of hooks is vital for your content creation. Here are some of the most popular types of hooks you can use and some common examples that will get your reader clicking "See More..."...
Pattern Interrupt Hook: to illicit intrigue, fascination, curiosity,challenge - something unexpected or thought-provoking
Did you know that 90% of people are living with ...?
What if I told you that you could double your income in just 30 days?
Did you know that the average person spends over ...?
Let me tell you about the time a single idea revolutionized an entire industry.
Forget everything you've been told about ...—it's time for a revolution
The secret to ....might actually be ....—not ...
Are you brave enough to break free from ....and live life on your own terms?
Newsflash:...
Problem-Focused Hooks:
Are you tired of struggling to find time for ..."
Do you constantly feel overwhelmed by ....in your home?
Are you frustrated with your current .... not delivering results?
Raise your hand if...
If you're doing this, then you're making a mistake and wasting your....
Solutions/Benefit Hooks:
Gain back valuable time in your day with our easy-to-use .....
Transform your -----with our space-saving ...
Achieve --- and boost your ----with our proven ----
Introducing our new ...designed to save you...
The Secret's out...
Discover our innovative ....to ....once and for all.
Meet our advanced .... to reduce ....
These 5 tips could triple your…
Question Hook: Pose a thought-provoking question that resonates with your target audience. Examples:
Are You Guilty of These Common Mistakes?
Wondering How to Achieve _____?
Permission to Rant?
Numbered List Hook: People are often drawn to content that promises a specific number of tips, ideas, or steps. Examples:
7 Effective Ways to Boost Your ______
10 Secrets for a Successful _____
5 things I'd do if I was starting over....
Instructional Hook: Provide a solution, hack or promise to teach your audience a valuable skill or technique. Bonus if you can call out a silent objection! Examples:
How to Master the Art of _____
How to Win The ____ Game Every Time.
How I _____ in (time) without _____
You've been doing it wrong...
This trick will save you hours
How to ___ without losing____ or looking)
Controversy Hook: Make a bold, unapolgetic statement or take a stance on a controversial topic to pique curiosity. Examples:
Why ____ is Dead
The Surprising Truth About ____
Unpopular Opinion:
Hot Take:
Harsh Truth:
The problem with...
This might sound controversial but...
Curiosity Hook: Create a sense of intrigue and curiosity by offering a teaser or hint of valuable information. Examples:
Unlock the Secret to_____
The One Thing You Need for ____
I was too scared to... Until I learned this trick to help me get over my fear
Watch til the end...
This will blow your mind...
I’ve got a secret to share...
I'm going to let you in on a secret...
Quick reminder…
The craziest thing just happened...
What if I told you...
I wasn't going to share this but...
What I DIDN'T do to find success
Today I'm spilling my secrets...
Expectation vs Reality
I'll get straight to the point..
Here's the Tea...
I'm a ___ and I want you to _____. Here's why...
Vulnerability Hook: Share a personal anecdote or story that connects with your audience's authentic emotions or experiences. Examples:
How I Overcame_____and Found Success
My Journey from _____to _____
2020: I knew/I did/I was.. vs Today: I know/I am/
I've never felt like I belonged in the … world
The biggest lesson I've learned
Vulnerability Share:
I'm gonna be honest here
I changed my mind about...
This is hard to write...
If I could do it all over again...
Statistical Hook: Use a surprising or compelling statistic or data point to grab attention and establish trust and credibility. Examples:
80% of People Make This Common Mistake
Studies Show _____Increases Happiness by 50%.
Myth vs Fact
Did you know 70% of people...
Urgency Hook: Creating a sense of time sensitivity compels the audience to take immediate action or to pay close attention. Examples:
I need your help
Last Call
In the next 30 seconds, I'm going to show you how...
Belonging Hook: Talk about a shared identity, desire, problem or pain point. Establishing a sense of belonging helps the audience feel special, unique and seen.
This one is for _____ only (insert a group of people)
Calling all _____!
I know what you're thinking
Only __ will get this
You're tired. You're exhausted. You're ready for a change
If you're ___ then you can go ahead and stop reading/watching, however if you...
Wrapping It Up
Mastering the art of compelling copywriting is all about the hook. It's the gateway to connection, engagement and sales.
If you're ready to elevate your brand's messaging and captivate your audience, I'm here to help. Let's transform your content into a compelling narrative that leaves your customer always wanting more.
Erin Ratliff is a holistic business coach and organic growth & visibility marketer serving energy-sensitive, earth-loving, heart-led soul-preneurs, self-starters, and founders with the mission of personal and planetary healing.
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