Imagine you’re walking in a city and come across a dirty pizza box on the sidewalk.
What are the chances you’d open the box to see what’s inside?
Not very likely, right?
That pizza box could have a brand-new iPhone inside, and you would never know…
Because the “packaging” didn’t match the value that was inside.
And while you can’t necessarily put your content into a fancy box...
There is something that helps show the value that lies "inside" your content.
I’m talking about your hook.
When it comes to your content - the hook accounts for 80% of its success.
I’ve seen people take a piece of underperforming content, change JUST the hook...
And suddenly a post that barely had any traction is going viral.
That’s the power of a good hook.
Since hooks play such an important role in your content, today I'm going to break down the best-performing hooks.
Use these and watch your engagement skyrocket.
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Humans are naturally curious.
By asking a question, especially one that might resonate with the reader's own experiences or interests, you prompt them to think while also provoking curiosity.
Just make sure your question isn't too generic.
It should be relevant to your content and invoke a feeling of "I need to know" or "I've wondered that too."
Craft your question in a way that feels personal to the reader, making them believe that the content holds the answer.
People love facts, especially when it's a fact they hadn't expected.
Wake up your audience with a stat they can't ignore.
When a number defies expectations or shatters a commonly held belief, it immediately hooks readers into wanting to understand the "why" behind it.
Just make sure your statistic is both relevant to your main message and reliable.
Stories are compelling because they're human, relatable, and they paint pictures in our minds.
They instantly pull us in, and bridge the gap between the abstract and the tangible.
When sharing a story or anecdote, think back to personal experiences or observations that might resonate universally.
Paint a brief, vivid picture - but make sure the anecdote fits seamlessly into your broader narrative
Bold statements make your content stand out in a sea of sameness.
The goal is to present something that might challenge common beliefs or provoke thought, making readers want to dive deeper into your content.
While boldness is key, ensure that you can actually defend your point with reasoning or data.
The goal is to provoke thought, not intentionally upset them.
Teasers stimulate curiosity.
They promise value, entertainment, or insight - compelling readers to continue on.
Give away just enough that people get interested, but hold back "the meat" of the content so they have to engage further.
To write a good teaser hook, find the most compelling part of your content and hint towards it (without giving it all away).
People love proving themselves.
By presenting a challenge, you're not only engaging your readers but also inciting action.
This is especially powerful if you're looking for engagement.
You can use the challenge hook as part of an actual competition you’re running, or as catalyst for a real-life change you recommend them making.
Quotes are powerful because they can lend credibility to your perspective or message.
They can also serve as a bridge that connects your message to a bigger world of ideas.
However you don’t want to use any random quote - find ones that align with your message.
They should feel like a natural extension of your content, not like you're trying to force someone else's words to back up your opinion.
Our brains process visuals 60,000 times faster than text.
An impactful visual can stop a scroller in their tracks, making them want to engage with the associated content.
Infographics and other charts are also great ways to convey complex ideas quickly.
When picking your image, consider what emotion or message you want it to convey.
Promises tap into the aspirational desires of the reader.
Here, you're offering your readers a guarantee of sorts—a result, a solution, an experience.
They often address a need or a pain point, signaling a likely solution.
The promise should be both tantalizing and attainable through your content.
But make sure you can deliver on your promise.
Overhyping can lead to mistrust and disappointment.
Tie your content to what's happening now.
Current events serve as a backdrop to frame your content, making it immediately topical and increasing its chances of resonating with a larger audience
It also shows your audience that you’re in touch with the world around them and can help build trust and rapport with your audience.
By comparing a known concept with a new idea, you make your content more digestible and memorable.
It's about painting a familiar picture to explain something unfamiliar.
Think about common experiences or objects that can parallel the message you're trying to convey.
Make it both vivid and straightforward - remember, you want to simplify (not complicate) your message.
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There you have it, 11 different hooks that will take your content to the next level.
I hope you found them helpful.
Take some time this coming week to put together your own content using each of the hook types.
Once you do - hit me up on Twitter with what you came up with. (Feel free to share a screenshot and tag me!)
Let's win together 🥇
Matt
P.S. Whenever you're ready, there are 4 ways I can help you:
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#2: Have you seen my YouTube Channel? I'm putting a ton of energy into creating heaps of valuable content that I think you'll like. Come check out my latest stuff, and give me a like and subscribe.
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Tiago Forte is an expert on productivity and creative thinking, and has uncovered proven ways entrepreneurs can both improve their productivity and enhance their creativity.
If you want to get more done while also unlocking your true potential, you need to check out the chat I had with him...
It will revolutionize the way you operate.
Watch it here 👇
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The proof is in the pudding. Matt's approach has helped grow Herb into a major media company with a massive community, and his personal brand continues to grow impressively.
Investor | Entrepreneur | Creator
Matt’s advice is super on point because it’s practical. He’s gone through and done everything that he preaches. If you don’t want to spend hours digging up frameworks on content, growth, marketing, and general startup advice - talk to Matt, read his newsletter, or sign up for his course.
Founder, Zarta
Matt is an absolute beast when it comes to audience and community growth. He goes above and beyond to help founders - you can tell he genuinely cares. Would highly recommend working with him.
Founder, Figure, Archer, Vettery
