.01% Of People Know This

“Dude we suck at hooks, honestly we just suck at content in general.”

That is what me and Ryan said before we spent over 50 hours studying viral content.

Here’s 3 takeaways from 50+ hours of research:

1. The Information Gap

When you write your hooks, there has to be a gap in information to the consumer.

What is the “thing” they don’t know, that you are going to give to them as a free gift.

That is how you should view your content, giving a free gift to whoever may view it.

Your gift can be many things:

• Save them time

• Prevent future pitfalls

• Give them more of something they want

Most hooks sound like this to achieve the gift and the gap:

“Here’s this…”

That’s as much as I will put a framework on a hook. Most hooks use those two words (here’s and this.)

Why?

Because “Here’s” implies a gift, you are giving.

“This” implies there is something you are about to say, but haven’t said yet.

But you want a more detailed example:

“Here’s this tool that saved me 238 hours in my business last year.”

2. Tonality

How you say what you say, is just as important as what you say. (If not more.)

Most people miss this.

When you approach a stranger in public, do you yell and scream at them?

I would bet you don’t, because it’s:

• Weird

• Unwelcoming

• Off-putting

Yet some people still do this in their content.

Approach your hook like you would a stranger.

Use authority, but be welcoming and warm. You are offering a gift.

If you don’t know how to do this, look in the mirror and practice.

This skill will serve you in far more scenarios than just filming hooks.

3. Familiarity

Lastly bring some familiar faces or places into the mix.

One strong example is:

“Location-based (target market)”

When someone hears that, and they are both the target market and live in that location, it feels creepily specific, so they listen.

Use this to your advantage when you want to target a very specific group of people.

The above is for targeting a narrow audience, what about a wide one?

You can do the same thing by calling out something everybody knows.

This can be a known person, place, company, or any other thing widely known.

For example, “Disney just made a crucial mistake with this movie.”

Makes you curious right?

You want to start by calling out the familiar thing in the front of the hook to capture attention immediately.

Saying the word “just” is subtle, but powerful. Because it adds the element of recency, meaning this “just” happened.

If I simply said, “Disney made a crucial mistake with this movie.”

Doesn’t have half the punch.

You can see just how important every single word is in a hook.

To become an overnight content expert and master everything in the shortest way possible, so you can build your brand and business to do the heavy lifting for you, click the link below:

https://theartofcontent.carrd.co/

Your friend,

Zeke “teaching you to hook” De Smet