What makes an email stand out in your overflowing inbox?
What stops your mindless social scrolling and prompts you to click “read more”?
What separates a boring link from one you follow without question or hesitation?
A killer hook.
This pint-sized persuasive powerhouse converts boring copy into exciting, actionable, emotion-stirring content and transforms passive audiences into engaged participants. The Rumpus Writing and Editing team’s professional copywriters know that writing a good hook involves sharing something of value, so we’re sharing our tips on how to write the best hooks.
Hooked: What is a hook and why does it matter?
A hook is a powerful statement, question, fact, or idea that grabs and holds your reader’s attention, ignites their curiosity, and further engages them with your content. Hooks can be found in all content types, from informative blog posts and articles to social media content, email, and text messages. No matter what you’re writing, thoughtfully crafted and positioned hooks set the tone for your copy and message, build trust and familiarity, convey value for your service or brand, and quickly connect with the audience.
How to write a head-turning hook
Whether you’re writing an educational blog post about heartworm disease or a social media headline to attract new followers, a good hook can take your copy from ho-hum to holy—well, you know what. Here’s how.
Focus on your audience
Consider how your message, product, or service benefits your reader. Will your new dental promotion mean more pets will receive the oral care they need? Can employment at your unicorn clinic help frustrated veterinary professionals rediscover their joy for vet med? Leading with benefits rather than features provokes interest and enthusiasm, because they appeal to the audience personally.
Example: Here, you’re more than an employee. You’re an integral part of a thriving, supportive, and compassionate community built on a shared love for pets. Turn your passion into a purpose—apply today!
Meet a need
Targeting specific pain points will grab your audience’s attention and present your service or brand as the obvious—and compassionate—solution. Pet owners’ pain points may include difficulty scheduling an appointment, forgetting to refill parasite prevention, understanding their pet’s behavior problems, or not recognizing that their pet is sick or in pain.
Example: Are you tired of watching your overweight pet struggle to keep up? Restore their health, happiness, and mobility with these five tips.
Create urgency
Fear of missing out (FOMO) can be an effective way to spur action, whether that’s opening an email or attending a veterinary clinic open house. A good hook will give your audience a sneak peek at what’s possible, but caution them that it’s a fleeting opportunity, so they will be prompted to act and not miss out.
Example: Don’t let your pet be the only one on the block without flea and tick protection! Swing by our clinic today for the last chance to snag unbeatable savings on recommended preventive.
Make a bold statement
Bold proclamations surprise and interest the audience, because they challenge assumptions, provoke curiosity, and cause emotional reactions. When pet owners read the unexpected, they ask questions such as “How?” and “What’s in it for me?” They may also be skeptical or uncertain and ask, “Really?” and need to find out more.
To ensure the greatest impact, use bold statements sparingly and provide information verifying your claim.
Example: Anxious? You’re not the only one. More than 70% of dogs express anxiety-like behaviors, indicating their mental well-being may be declining.
Play with shock and awe, but don’t deceive
Shocking statements make good hooks by jolting your audience from their normal thought patterns and stirring emotions, including disbelief and intrigue. Such strong emotions compel them to react by clicking, reading more, taking action (e.g., scheduling an appointment), or learning more about your brand or service.
While shock and awe can create powerful headlines, this technique relies on strong emotions and therefore should be used carefully. Eye-catching claims that lack substance or accuracy can make your audience feel cheated and they will lose trust. If you’ve ever clicked on clickbait, you know the sense of betrayal from a misleading hook.
Example: One in five pets will experience cancer in their lifetime. Is your pet the one?
Mix it up: Try different hooks to capture and hold attention
Similar to how fishermen use different hooks for different fish, you’ll need to experiment with a variety of styles and techniques to keep your content fresh and dynamic for your current followers and to attract new ones. Regardless of your chosen style, focusing on providing value to your readers will ensure you’re creating a good hook and that your content remains authentic, useful, and worthy of their continued engagement and loyalty.
If you feel that everyone has their hooks in you and you can’t possibly find the time to create your own content, the Rumpus Writing and Editing team can help you break free. Our talented writers bring creativity, accuracy, and genuine industry perspective to every word and phrase, ensuring your copy is personal, powerful, and unforgettable. Contact us to discuss your content needs.
Leave A Comment