How to Add Good Hooks to My Content?
So, we’ve learned how to sniff out what makes a post “good” and how to create your unique angle within a particular niche.
Now what?
Andrew Davis, one of the most influential marketers in the world, said
“Formats give your content structure; a hook gives it character. A hook is, quite simply, a unique content concept that is designed to ensnare and trap your unsuspecting audience into consuming and sharing your content.”
The hook is what makes your content memorable — what makes it stand out.
Try using Jay Acunzo’s “This is a [thing] about [X] where we [Y]” statement to help you determine your hook:
“This is a [thing] about [topics], where we [hook].”
Or, take it one step further…
“This is a [thing] about [topics]. Unlike other [things] about [topics], only we [hook].”
Let’s do an example.
Let’s say you’re a soap maker, and you’re trying to write stronger emails that not only get people to read your copy, but also click your links as well. You’ve put together a guide on ingredients people should never put on their skin, and you’re giving it away for free to the next 50 people who make a purchase. You might use a hook like:
“This is a 5-step guide to your healthier skin, where we show you how to STOP putting chemicals onto your body.”
which could then be elaborated to…
“This is a 5-step guide about how to stop damaging your skin. Unlike other natural soap companies, only we make products right here in Canada — specifically for those of us that live in six months of winter every year!”
It’s very easy to get caught up in the it’s-already-been-done mindset. Yes—almost every topic out there has been done! But every single day, there are old dogs learning new tricks and new spins being spun on classic topics.
Did you know that every year, there are over 2 trillion Google searches — and about 18% of those have never been searched before?
That means that new angles and hooks are popping up every single day.
What is your hook?
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Key takeaways: To pinpoint what will make your product/service unique, try using Jay Acunzo’s formula to find your unique “hook.”
Check out the next post in this series here!
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