How to write a good hook

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What is a copywriting hook?

Let’s look at a fishing rod analogy:

Bait = headline

Hook = writing hook

Line and reel = ad copy

Choose the right bait

Make your headline catchy to lure your target audience.

Hook your reader

In the copywriter’s world of advertising, a hook is your first sentence (or social media caption) that grabs your target audience. The hook follows on from the headline. It’s the all-important words that make your audience want to keep reading.

Keep them on the line

When writing your ads or captions, use words that create interest in your topic or theme. Your goal is to entice your audience to keep reading – to stay engaged.

Reel them in

Once they’re hooked, you need to keep them on the line … reel your audience in. Keep them interested by incorporating the features and benefits of your product or service. Consumers want to know about the features of what you do or sell and most importantly, they want to know how it will benefit them. They’re not handing over their hard-earned money if there’s nothing in it for them.

A bit more winding in

There’s a basic recipe to follow when creating your ads and posts:

Address the need or problem … find the solution … show the outcome.

For example:

“Have a party coming up and no time to cook?” = problem.

“Let us take the pressure off by catering for you” = solution.

“Click here or head to our website and choose the party plan to suit your taste buds and your budget.” = outcome.

Call to action before letting them go

Finish with a call to action (CTA).

For example: click here to choose your party food … register for your free 15-minute discovery call … click here for 10% off … sign up for online specials … get on the mailing list for freebies … let’s chat.

When to call for backup

If you’re spending more time trying to write for your business than you are spending in and on your business, consider getting in touch with a professional writer.

If you need a hand coming up with the right words let me help you out.

Words are my business.

Photo by Adam Sherez from Stocksnap