Creating a "hook" to instantly grab your prospect's attention doesn't have to be a crapshoot.
In fact, the process
I'm going to walk you through below will explain how you can create a compelling hook that helps you achieve your sales objectives.
So what, exactly, does a hook look like?
Here's an
example:
The following headline was written by the legendary John Caples. It was an ad he wrote for the US Music School back in 1926.
“They laughed when I sat
down at the piano — but when I started to play…”
Now, even though this was written almost a hundred years ago, its structure is still wildly effective and widely modeled today.
Why is
that?
Well, upon closer inspection, there's A LOT going on.
In any effective hook, there's almost always a proven psychology and copywriting principle
behind it.
Curiosity: You want to know what happens next.
Conflict: There’s ridicule and redemption — a story forming instantly.
Empathy:
The reader can relate to being underestimated.
Payoff: You anticipate transformation — emotional satisfaction.
This sets the stage by giving the reader a clear pattern to follow. (which many of us find irresistible)
Ok, how can you use the same concept with YOUR business?
Here's how:
Formula:
Start with tension or disbelief. can you use the
Add an emotional trigger (envy, curiosity, pride, fear).
Promise resolution or reward.
Here's an example of the formula in action using a modern offer:
"They said I was crazy to quit my 9-5...UNTIL I replaced my income in 60 days..."
Now, here's the "other half" of the hook...a strong call-to-action (CTA).
Like this:
"Download your 5-minute Hook Builder"
Why it works: It's specific, low-risk and implies an instant reward.
You can use different types of CTAs:
Urgency (“Join before midnight”)
Specificity (“Get your 7-step checklist”)
Curiosity (“See what you’re missing”)
Reversal (“Don’t click this if you’re easily offended”)
Now, YOU try it!
Here's a challenge...
Write a hook that starts with "They told me I couldn't..."
Email it to me at gerry@marketingwriter.ca - and I'll feature my
favorites next week.