How To Write A Hook That Stops Them From Scrolling

Last Updated on August 19, 2024

When I took the copywriting program, The Copy Posse Launch Pad, we had a whole week devoted to learning how to write hooks. Students had the opportunity to submit their workbooks to be critiqued live in front of the class (at least via Zoom) for each module of the 9-week course.

I’ve never submitted a homework assignment faster, for one important reason:

It doesn’t matter what you write in the ad, blog, or book if you can’t make people stop to read it in the first place!

Although it’s not an official testimonial, many of my classmates turned to me for help on their own hooks and headlines after my critique that day. I wrote this post to help anyone still struggling with this illusive art form.

I see you! You can do this!

And I’m going to show you exactly how.

What’s A “Hook”?

A hook piques a reader’s interest and then draws them in (like a hook). It’s usually the first sentence in any form of writing, and it makes a grand promise that there’s either value or entertainment waiting for them. Promises can range from discounts (“25% off your first order”)

It’s dynamic, interesting, and exciting for your reader. A hook is also one of the most fundamental skill sets for any marketer or copywriter to have. Once you learn it, it will enhance everything that you do (because everything is marketing)!

Why Do I Need to “Hook” My Audience?

Simple fact: There’s no audience without a hook.

It doesn’t matter if you’re writing an essay, blog post, or book. You have to demonstrate why someone should choose your piece of content. As someone scrolls through their phone or browses the internet, they are always subconsciously asking themselves, “How is this relevant to me? Why should I read this?”

Writing helps us to communicate, spread information and ideas, and ultimately connect with others. If your writing doesn’t have that initial hook, you’re going to struggle to connect with your readers.

Examples of Awesome Hooks

Here are a handful of great hook examples that I found. Keep in mind, hooks are crafted differently depending on the target demographic the writer is trying to reach. If these hooks and headlines don’t interest you, take a quick scroll through your own favorite websites, brands, and email inbox. Ask yourself, “Would I click on this?”

NOTE: Also pay attention to how these headlines sound different depending on the readers and brand of the business.

Goodreads 2023 Choice Awards

Goodreads 2023 Choice Awards: These are the top books by reader ratings (all genres included). Check out the hooks within the first sentence of each book.

• “The night I watch Athena Liu die, we’re celebrating her TV deal with Netflix.” – Yellowface, R.F. Kuang
• “Conscription Day is always the deadliest. Maybe that’s why the sunrise is especially beautiful this morning-because I know it might be my last.” – Fourth Wing, Rebecca Yarros
• “As a little girl I walked for hours alone in the silent woods behind my house in Louisiana, singing songs.” –The Woman In Me, Britney Spears
• “Cold fog had settled over the depot like a burial shroud, and Iris Winnow thought the weather couldn’t have been better.” –Divine Rivals, Rebecca Ross
• “It’s an old city, and no longer in very good shape, nor is the lake beside which it has been built, but there are parts of it that are still pretty nice.” – Holly, Stephen King

CNN News

CNN: Informative, urgent, reliable, professional

• “Venezuela’s opposition secured over 80% of crucial vote tally sheets. Here’s how they did it.”
• “What your teen actually wants you to do when they are upset”
• “Warren Buffett’s Berkshire Hathaway cuts stake in Apple by nearly 50%”

BuzzFeed News

Buzzfeed: Youthful, fun, dramatic

• “27 Celebrities Who Are Either Nothing Like They Seem Or Exactly As You’d Expect”
• “Jamie Oliver Shared A Surprising Piece of Information About Brad Pitt And Jennifer Aniston’s Marriage”
• “Here’s The Reported Reason Ben Affleck Bought A New Home”
• “32 Things You Need If You And The Sun Are Not On Good Terms”

How to Write A Hook (Fast)!

Give a Slice First, Then Share the Whole Pie

This is a simple hook format that a lot of new writers mishandle. All you have to do is ask yourself, “What information or mystery will my reader solve by reading my content?”

Now, write a hook that teases that information to pique their interest! If you don’t like the idea of “teasing” your audience, make a “promise” with your hook that you will then uphold with your content. So, something like “My Top 3 Secrets for Moisturized Hair, Explained.”

Keep in mind, I am NOT telling you to create clickbait. This isn’t trick or treat. In everything that you do, you should be providing value and serving your audience.

When you use this hook writing technique, you’re simply giving them a taste before sharing the whole pie.

Infuse Emotion

Can you amp up the emotion of the situation (if it doesn’t already have some)? Make it sound more urgent or dramatic in some way?

If you are writing a more journalistic article, an easy way to do this is to take a stance. Do you disagree with or condemn what happened in some way? Make sure to make your stance obvious in your hook.

My personal favorite way is to use an Emotions Wheel. You don’t have to do anything fancy. Just answer the question, “How do I want my audience to feel when they read my hook?” Then, brainstorm 3-5 words that convey that emotion.

When in doubt, you can always look for inspiration in credible places, like the examples I included before.

Start In the Middle

This is my personal favorite! If you are writing something creatively, one of the best ways to write a hook is to start in the middle.

What this means is instead of building up to the tension, you put your main character (and readers, by extension), directly in the middle of it. Not only does this grip short attention spans, but it also makes for a more dynamic introduction to the protagonist’s character.

If you’re currently writing a novel or screenplay, check out Reedsy’s post on How to Start a Story. They have amazing guides on a large range of writing topics, and free resources!

This approach can be used for more informational or nonfiction writing as well. Storytelling is a powerful marketing tactic that is used in plenty of commercials, social media ads, and emails. (Perfect example: those Chick-fil-A commercials showing the friendships between customers and employees.)

Be Specific to the Reader

Seriously, this might be the most important tip you get from this post. Keep your reader in mind when writing (anything)!

You probably noticed in the previous section that I included some examples of hooks that didn’t appeal to you. There are so many different types of people on this planet. It doesn’t matter how awesome your marketing is if it’s speaking to the wrong person.

Some questions to ask if you don’t know who your reader is:

1. Do they know anything about the topic you’re discussing?
2. What are they interested in reading? What other content (like mine) do they consume regularly?
3. What words are they most likely to use in their everyday language?
   • Case in point: Would you use the 80s slang word “tubular” if you’re writing a YA novel and your reader was born in the early 2000s? Maybe if the book was set in the 80s, but come on. Meet people where they’re at.
4. Have they heard about this method, service, or product before? How “novel” is this idea or news that you’re sharing?

If you can get this right, you’ll be well on your way to crafting amazing hooks that your target audience will sop up with a biscuit!

Bonus: “I’m a blogger. What about SEO?”

I’ve said it once and I’ll say it again: there’s more to know than just SEO.

Although SEO is vital to a successful blog, you can’t forget what SEO stands for: search engine optimization…

NOT human brain optimization!

Just because the Google algorithm can read it without a problem, that doesn’t mean that humans will want to.

You still have a responsibility to create high-quality content that is relatable, empathetic, and speaks to the people who will be reading it. The first step to doing that is learning how to write a hook worth their attention.

Don’t fret, though. I know just how much work you’re putting into getting traffic on your site and how much you had to learn to start your blog. This doesn’t have to be hard!

If you still feel like the ideas listed above don’t apply to you, go to Pinterest (where blogs go to flourish), and look at the titles of the pins there. You should be able to get some great hook inspiration in no time.

Recap

Writing hooks is a fundamental part of our digital marketing and writing landscape. And unfortunately (or fortunately, if you love it like I do), everything is marketing!

Whether you’re writing the first chapter of your book, the logline of a new screenplay, or the subject lines of your newsletter…you need to learn how to hook the attention of your audience.

And when in doubt, scroll around the internet and find something that you’d be interested in clicking on. Ask yourself, why does this feel worth my time and eyeballs?

If this how-to guide still hasn’t helped you break through the writer’s block, check out my post on Getting Through First Drafts stress-free. And (I shudder to think it!) if you’re burnt out and ready to give up, read my post on How To Recover From Content Creation Burnout.

Have you attempted writing hooks in the past to no success? Let me know what stopped you from grabbing your reader’s attention…or share what you’ve done to master hooks like a pro since.

Happy Writing!