Did you know your hook could be all it takes to capture your target audience’s attention, even if you don’t consider yourself a great writer?
In fact, all it takes is some creativity and keeping your readers at the forefront.
Whether you’re illustrating the pain points you can alleviate or sharing a personal story, you want to connect to your readers on a human level. This is what pushes that, “Oh my gosh, I totally relate!” sentiment to convert readers to paying customers.
Keep Readers’ Eyes On The Page With Intriguing Hooks
Writing content to promote your business isn’t always easy. But what’s even worse is if the people you’re writing for aren’t reading your copy. It’s frustrating, feels like a setback, and can get your mind spinning about what you should be doing differently. But sometimes, all you need is to rework your hook.
What Is A Hook Anyways & Why Should I Care About It?
There’s a good chance you’ve heard the term “hook” in discussions about writing. It’s that opening line that keeps your eyes moving down the page to learn more.
Otherwise, a swipe of the finger will have them reading or watching something else. And if they’re searching for something specific, you may have pushed them to move on to what your competitors are offering.
How To Write A Strong Hook Your Audience Wants To Read
The most important aspect in getting your message across is to write copy your audience actually wants to read. And we’re here to help you capture attention so you can continue spreading your message and growing your business.
1. Speak To Your Ideal Clients Or Audience
Do you know who your ideal audience is?
These are the people your business is made for.
They have problems that you can solve through your product or service. You saw a need and went into business to provide a solution. Now, all you have to do is get people to realize they don’t just need the product – they need your product.
Suppose your business primarily targets women in executive positions. In that case, you may state, “As an ambitious woman busy crashing glass ceilings, is your life revolving around other people’s needs while you’re left with never-ending to-do lists?”
Here you’ve called out your target – ambitious women. And you’ve humanized their personal needs and let them know that you can relate. Any career-driven woman chasing ambitions on top of caring for children and running all the errands will be excited to read what life-changing solutions you are offering.
2. Raise Eyebrows With Shocking Statistics Or Going Against The Grain
We’re not encouraging click-bait, but instead, consider how you can raise ‘brows by going against the grain. Something different, quirky, startling, or surprising that will set you apart from the tons of blogs and articles out there.
In your search bar, simply type in your keyword + statistics (or stat or stats). Before you know it, you’ll have a variety of data to choose from. So find something relevant that speaks to your target audience, and it will lock in their attention to read past the first line of your copy.
As an example, consider the many new, toxin-free cosmetic lines available in the U.S. Type in: toxic cosmetics + statistics = “Since 2009, 595 cosmetics manufacturers have reported using 88 chemicals, in more than 73,000 products, that have been linked to cancer, congenital disabilities, or reproductive harm.” If you were in the market for safer cosmetics and skincare, would you keep reading?
3. Illustrate Pain Points That Alert Readers To A Threat Or Urgent Warning
Without realizing something was lacking in your industry, would you have started your business in the first place? The pain points in our lives are what drive innovations and new businesses.
Don’t be afraid to push on those pain points to alert your readers to threats they need to know about.
For instance, imagine you are selling umbrellas that wick away water and dry off quickly. Before and during hurricane season, you can warn your audience of upcoming bad weather.
In this instance, your hook may be, “With a week’s worth of rain heading our way, don’t let a soggy umbrella soak everything in your purse and the floor of your office or home.” You are helping them with a heads up about the upcoming rain and offering a preemptive solution to their chronic, weather-related pain point.
4. Keep It Relevant & Confirm Beliefs
Sometimes with creativity also comes the need to reign it in!
You could have the catchiest phrase you’re dying to use, but if it’s not relevant – you may have fallen off course. After all, you need to keep the focus on what you’re offering and who would actually purchase your product or service.
Another proven method to make that needed emotional connection is to confirm your reader’s beliefs. Imagine you own a tire company but many of your potential customers don’t know what they need.
You could write, “Tired of the tire salesman trying to frighten you into purchasing the most expensive set on their floor? We’re tired of watching our friends and family get scammed. That’s why we started TrustyTires. The only tire provider whose goals are to keep you safe and save you money.”
5. Factor In FOMO Worth FOMOing
The fear of missing out is such a universal feeling that the acronym FOMO caught on quickly and swept social media by storm.
There’s nothing like FOMO to get us googling. Whether or not we end up jumping on the bandwagon, we want to be in the know.
So hit your audience with curiosity punches that will get them wondering, “What am I missing out on and how could finding out improve my life?”
Consider a super affordable wash and fold laundry service. For apartment dwellers who are paying $2-$3 per machine, this may come out to only an extra dollar or two more than what they’re spending on DIY laundry anyways.
With so many people living in apartments, the benefits are bound to cause FOMO in jealous neighbors. Consider a hook similar to, “Are you wondering how your neighbor with kids has time to do everything and keep their house clean? Save time and your sanity by letting us take on the laundry so you can have more time to focus on what matters the most.”
Passing on the chore of laundry may be the most FOMO thing worth FOMOing about to your audience, so let them know!
6. Don’t Be Afraid To Get Personal & Vulnerable Through Storytelling
Too many times, people only present the successes that came after their hardships. But that’s not the way to create an emotional connection with your audience.
Is there a story behind your passion? Was it something that happened to you as a child? Or maybe in your previous career?
Don’t be afraid to get personal and share the vulnerabilities that got you where you are today. Whether that’s from a hard upbringing, challenges at a previous job, or just one day or instance when things weren’t great. More people can relate to your vulnerable side than your successful one.
And maybe your story isn’t as heart-tugging as others you’ve heard, but that is ok! There are so many people in the world searching for someone to relate to their struggles. So be the voice to the voiceless and embrace how you got to where you are today.
7. Back Up Statements You Portray As Facts
While this might be last on our list, it is certainly not the least. This is because your credibility is the most important thing you have to offer.
Shocking statements to grab your readers’ attention is great – but make sure you’re not falling away from any truths. Nowadays, fact-checkers are quick to call out anyone who even strays from the straight and narrow.
Don’t let creativity take away from your credibility. Hook your target audience with vulnerable stories or surprising statistics. And most importantly, back up statements you are portraying as facts. Either with statistics, a quote directly from the source, or just owning your own truths.
While this will protect your credibility, it will also help it grow. Wouldn’t it be great if your audience began using you as a source for what they need to know? Not only does this build brand awareness and loyalty, but all those extra clicks on your website won’t hurt either.
Don’t Have The Time To Write Your Own Hooks & Copy?
If getting into the groove of writing doesn’t fit in your busy schedule, FocusCopy can help.
We help businesses in every stage identify their target audience. Then we craft copy to get the message across. From writing the hooks to closing the deals, your to-do list is overwhelming. Let the experts at FocusCopy do what we do best – helping businesses grow.
Ready to get back to focusing on what’s most important? Contact us today to get started.
