Killer Hook Factor: The Secret to Content People Can’t Ignore

Here’s a quote I can’t get out of my mind from the second I read it:

When you’ve written your headline, you’ve spent 80 cents of your advertising dollar.

I came across it when I was reading Alex Hormozi’s book $100M Offers (which is worth 100x the price he charges, by the way). He was quoting David Ogilvy who was one of the greatest Manhattan ad men in the 1960s.

The idea in his quote is something we can still learn from in 2024.

Draw People In With a Killer Hook

Picture this: Someone’s scrolling social media. Your 45 second video (which you worked so hard on!) pops up.

You must capture your customer’s attention in 3-5 seconds or risk never getting it back.

It’s simple why: There’s another piece of interesting content waiting in line right behind yours. If you can’t deliver quickly, they won’t give you the chance.

You might argue, “But my content is really good! It’s better than other content on social media!”

Even if you could prove that (you can’t lol), your customer doesn’t know it until they swipe. And when that content fails to please them, they’ll just swipe again.

See how this works?

Your content means nothing if no one reads it.

Doesn’t matter if that’s fair, or how much effort you put into making it awesome. Demonstrate that value by making the headline just as awesome (if not, even more).

What Makes a Killer Hook

This isn’t about changing the substance of what you’re saying: it’s just about changing the wrapping paper it comes in.

A killer hook is an authoritative, intriguing, mysterious, controversial, ironic, or contradictory statement that immediately captures the attention of your audience and holds it long enough for you to get a point across.

Here are a few components of what makes a killer hook:

1. It is immediate. If it’s not the very first thing your audience hears, you’ve completely missed the point. I would keep it short: 1 to 2 sentences at most. (Don’t worry, you get to unpack it later.)

2. It evokes a strong reaction. It should make your audience say “Huh?” or “Woah!” or “What?” or “I thought…?” and really want to know more.

3. It begs a question (your content will answer). This is the mystery, intrigue, controversy, ironic part of the equation. Bonus points if you keep the explicit answer at the end of the content (but not so far away from the initial hook you lose them).

4. It seems authoritative, contradictory, or challenges the status quo. Assuming your audience might have some context to agree or disagree with your statement, a killer hook will get their attention because it seems like a statement that goes against traditional thinking.

5. It provides value. Know why everyone hates clickbait? Their headlines made promises the articles couldn’t keep. In order to stay “killer hook” and not become “clickbait”, you must avoid sensationalizing. Exaggeration is okay though (maybe even encouraged)—as long as you can honestly deliver on it.

How to Write a Killer Hook

The process of writing a killer hook is a little involved but, once you find your method, really isn’t that bad.

• Know what you want to say. If you’re struggling with the hook itself, write out your thoughts first. No one says you have to start with the headline.

• Look for a firm belief that summarizes your argument. Remember in high school how you had to write an argumentative essay? No one likes boring writing. Finding a firm belief should enable you to speak with authority. Make sure your killer hook is not just a sub-theme.

• Brand it. Dream up a clever or authoritative way to say it. Alliteration, rhymes, repetition, imagery: these are all simple ways to spice up a catchphrase or killer hook.

• ChatGPT is your friend. If you’ve never used ChatGPT, go sign up for an account now. Ask it a question like you would texting a really, really smart friend. Also, welcome to the future.

• Bonus points: Google it. Has someone else already come up with your killer hook? Refine it to make it your own. Plagiarism isn’t cool (even accidentally).

Straightforward Headlines VS Killer Hooks

The Google / SEO experts among us might ask, “But isn’t it better for Google to try to write a headline that clearly explains what we’re doing, that matches what people might be searching for?”

I’ll concede that point, but only a little.

The best way to mix straightforward headlines and killer hooks is for your killer hook to be the first statement you make, and the straightforward headline to be the tagline / secondary headline.

Look at the title of this email for a prime example:

The Killer Hook Factor (Headline)

The secret to making content people can’t ignore (Tagline)

This way, you don’t lose either. The killer hook alone might be too vague, but the tagline clears that up.

And on this topic, my point still remains: Doesn’t matter how good your content is if no one reads it. Be a smart marketer and give them a reason to care.

Someone’s Attention is the Greatest Compliment

We are bombarded by things vying for our attention.

When someone gives you their attention, it’s the biggest compliment they can pay you. Everything else—for that brief moment in time—is second best to you.

Don’t squander the opportunity when someone gives you their attention.

This Goes Beyond Social Media

Re-read this newsletter and recognize it goes far beyond social media.

• Are you a realtor writing a newsletter? Use a killer hook.

• Are you a car salesman introducing yourself to walk-ins on the lot? Use a killer hook.

• Are you a pastor writing a sermon? Use a killer hook.

• Are you a musician drafting cold-emails to venues? Use a killer hook.

• Are you a restaurant naming a new dish? Use a killer hook.

Give your content the eyes it deserves by focusing on making it as appealing as possible. It will only benefit you.