The Art of the Hook: How to Stop Losing Clients in 4 Steps

Attention is the currency.

You struggle with compelling introductions.

So, you missed opportunities.

Today you'll learn to ensure that your message stands out and attracts clients from the first interaction.

Apply these 4 steps and start answering prospects messages, because your ideal clients are among them.

1. Start with a Ridiculous Question

Engage your audience is by opening with a ridiculous question.

"Does it sound absurd to publish 8 books every year?"

Your question makes them question their limits.

It makes them realize they can reach their ideal outcome much more easily than they imagined.

Also, when you write it... aim for the no.

You want them to answer by no.

It creates a greater sense of agency.

2. Go against common knowledge

Incorporating surprising facts creates an immediate impact and draw readers in.

“When you ask a question, aim for no.” (Headline)

“Most people feel safe when saying no.” (Fact)

“No, protect you. It prevents you from engaging in risky relationships. It preserves your agency.” (Reason)

Such startling perspectives build relevance, prompting your audience to consider how your expertise can help them avoid pitfalls.

By presenting unexpected information, you position yourself as a knowledgeable resource.

3. Make it Yours

Next year, you can be sure that most content will be generated by neural networks.

What's a neural network? That's what most people call Artificial Intelligence.

Here's a bold statement : "Artificial Intelligence will likely never happen.

It's not here, because it doesn't have a goal. (Intelligence requires a goal and possibly an intent.)

All we have today is Artificial Information."

Write like this.

This feels personal.

Of course, you'll need information to in write this manner, so start with a topic you're passionate about.

(I'm passionate about Deep Learning, GANs and Transformers for Video Games.)

4. Create Attachment

Start with Attention, end with Attachment.

That's what persuasion is about.

To hook your audience, it’s essential to establish an emotional connection.

Anger.

Joy.

Excitement.

Sadness.

Nostalgia.

Fear.

Pick one of these 6 emotions and write One-Liners.

Anger - I cannot bear to repeat the same failure every day. So, I tried empathy.

Joy - I got better at writing and drawing much faster than I expected. Just make short stories and you will too.

Excitement - I found my favorite game, here's what it's all about.

Sadness - I lost a friend and gained a lesson on self-denial.

Nostalgia - I remember the feeling of finishing my first book. After I share it with you, you'll want to write yours.

Fear - Nighttime reminds me of what I'll become if I don't reach my ideal self.

(Repeat each emotional framework every week.)

Evoking emotions fosters attachment.

Conclusion : Remember, Hooks Matter

The opening lines of your content are critical for several reasons:

- They Set Expectations for you and your customers.

- They Engage people you want to sell to and detract those you don't.

- They Ensure Your Message is Symbolic.

To create REAL HOOLS, consider this:

1 - Display your Interests. It will differentiate you from competitors and attract your people.

"I'm listening to very cool jazz fusion while writing this post."

2 - Display your Will to Support. "If you come to me with a problem I will want to solve it.

If you share your Needs with me, I'll try to fulfill them."

That's your message.

3 - Keep Sentences Short.