Justin Moore-Brown

Last week, a hook stopped me in my tracks. I became totally immersed without realizing it. And then I read the entire post even though I'm NOT the target audience. It was so good I have to share it and explain why it worked. It hit all 4 'great hook' principles: 1. Pokes at the pain 2. Piques curiosity 3. Adds credibility 4. Leaves the reader wanting more Let's break it down line by line: LINE 1: “If you gave your 10 year old kid nunchucks” It immediately opens a curiosity loop. I know this isn’t going to be about nunchucks. So I want to know where it’s going. Also, "nunchucks" brings up a specific image. If she said "a toy" it wouldn't hit nearly as hard. ***Specificity*** LINE 2: “And they chased their little brother around the house with them relentlessly” It keeps me invested. We’re in the moment now. I can’t leave until I know where she’s taking this. More specificity working here, too: "little brother" "around the house". If she said "sibling" and didn't give me a setting, I wouldn't be able to picture it as easily. LINE 3: “You’d take the nunchucks away.” I’m nodding. “Duh.” This is a brilliant way to get everyone agreeing with a common experience to frame what you’re about to compare it to. LINE 4: “That’s pretty much what Google just did to Sales & Marketing teams who have been using cold email as a spam cannon.” Boom. Like I said, I’m not the target audience. But it’s so well constructed, I want to know more. It also builds her credibility. She’s responding to a real time event. THIS IS HOW YOU HOOK PEOPLE. You make them feel something. You keep them invested. You center a common experience that annoys, delights, or confuses us. And don’t let your audience ever wonder “why should I care?” BUT MOST PEOPLE MESS THIS UP I’ve edits thousands of hooks over the past 2 years. Most of them are a hot mess. Mostly because you assume the reader knows what you know, so you don't get specific enough, and you don’t tug on emotions. You struggle because it’s a skill you haven’t yet learned. YOU CAN LEARN IT You simply need to understand, principally, what makes a great hook. And review 100s of examples of great hooks just like this, accompanied by breakdowns, so it sticks. And, practice writing your own with an AI trained assistant. It's all in my course collab with Rob Lennon. But you only have 6 days left to buy it. Grab it if you're ready to finally get your content seen. hookedonwritinghooks . com