No line, no paragraph, no word should be off-putting.
A fancy way to put this across is having a ‘hook’ in your copy.
As the name suggests, the ‘hook’ will serve as an instrument to hook your audience’s attention.
To have a better understanding, let’s look at a solid definition of the same.
Often misinterpreted as a mere compelling introduction, a hook isn’t just that. It goes beyond that as a compelling tone as a whole. You cannot start with a super interesting hook and go bland the entire copy, the hook won’t serve its purpose then. It’s a constant tone throughout.
It is often described as a concept or an idea that gets people interested in what you have to say and what you have to offer.
With the attention span of people declining as a whole, great hooks are all the more important today.
As a matter of fact, the average attention span has decreased to 3.75 seconds from 2000 to 2015.
Now, with a basic understanding in hand, we can jump onto learning how to integrate good hooks in your copy.
10 pointers to keep in mind while creating a ‘hook’ for your copy-
- Distinguish a hook from a clickbait: Never- I repeat- Never use a clickbait thinking of it as a hook for your copy. Clickbait is misleading, a false narrative of what you are about to present in your copy.
Whereas, a good hook is click-worthy and also provides great value to the reader.
Stay relevant to what you are providing to the reader, do not false narrate a story as a hook to catch attention only to disappoint them later.
Remember, always lead with value.
- Fear of missing out: In the context of marketing, it is a great tactic to use.
Showcasing how many people are already benefiting from the service you are providing while they are missing out on the same.
With it, should come social proof of how people are benefitting, authentic and reliable. This will act as a nudge to the people wanting to engage but needing a push.
- Confirm beliefs: It’s true that people respond towards evidence which support their existing beliefs.
This is about validating the existing beliefs of the reader and presenting some new information in continuation to make them go, “Wow! I didn’t know that!”
- Educating the audience: Everyone is on the lookout for some new information that doesn’t need much reading. Something quick to be learned.
- Personalization is the key: Speak directly to the reader. Always remember the copy is not about you, the writer, or your company either. It is about the reader.
80% of marketers agree that personalized content is more effective, as well.
Everybody likes attention. Especially in the content they are reading. Include “you” where possible.
- Mention a shocking statistic: An unexpected statistic is always successful in catching attention.
It’s one of the best methods to interest readers.
- Tell a story: Who doesn’t like good stories? Stories are a great way to grab the attention of your audience.
They generate emotion, activate important parts of the brain, and establish a connection with others.
An intriguing plot, an interesting introduction, and a great medium to convey the story behind your organisation/company.
- Asking questions: Asking questions that are relevant to your audience’s interests and problems is one way to grab their attention.
Ask the audience a question about:
- The problem they’re experiencing.
- Symptoms of the problem they have.
- The solution they want.
- Values or beliefs they hold.
- Nurture your audience’s imagination: Give food for thought. It places readers into an emotional state and helps them see themselves in the situation you create.
You can use words like consider, imagine, envision, etc. It automatically triggers the part of the brain associated with imagination.
- People will do more to avoid pain than gain pleasure: This is a proven fact that can be leveraged by you in your hook for the copy.
Illustrating a threatening situation that reflects the solution that you provide will very likely get their attention.
Let’s be straight. A killer hook determines whether your copy is a hit or a flop. Whether it will win its audience or not. No matter what your product or niche is, developing a skill to write solid hooks should be your priority as a copyrighter.
Hopefully, this article will serve as a fuel to your engine of marketing and give you ideas when you are in a want of a solid hook.