The 1 thing creators struggle with the most writing online:

Hooks.

• Some creators don't understand how to write a good hook
• Some creators don't like the idea of hooks at all
• Some creators don't even know what a hook is

But most creators know that if they can write a good hook, it will:

• Grab the attention of people scrolling their feed
• Entice them to click 'see more' and read their content
• Give them an opportunity to make more money

Because after all, how can you compel someone to:

• Sign up to your newsletter
• DM you to enquire about your services
• Comment on your post
• Like your post
• Follow you

If they don't even read your content?

The answer is, you can't.

(Unless your personal brand is so massive, you can say literally anything and people will stop scrolling, click 'see more', read every word and throw money at you)

And I've seen this in action, every day for over 20 months since I started writing online.

I see terrible hooks that I never click 'see more' on because they don't sound intriguing.

I hear creators complaining that their reach is down, but really:

Your hooks are just...boring.

I've coached creators to become better digital writers and the biggest problem?

Yep, you guessed it:

HOOKS.

But it's not for the lack of trying.

It's for the lack of understanding.

• Why a hook is important
• How a GOOD hook is structured
• What makes a good hook

A lot of questions.

It's for this reason I send 5 hook templates to my paid newsletter subscribers, every month.

But I don't just send 5 templates. I send:

• An example of successful usage on LinkedIn or X
• A breakdown of why they worked so you can do it too

I want to help creators understand why certain hooks work.

And how they can replicate it for themselves.

So today, I wanna give you a sneak peek.

In the October edition of my paid newsletter, I broke down 5 hooks.

But this 1 hook by Reno Perry stood out.

Let's take a look at why it worked (and how you can use it too):

The Hook

(Click here to see the full post)

The Breakdown

Contrarian Perspective:

Reno starts with “Everyone thinks” and that sets the stage for a common belief.

But then gives a contrary viewpoint. That generates intrigue and holds attention. Readers are naturally curious about why and how the writer’s viewpoint is different and might be encouraged to reevaluate their own beliefs about leadership.

Relatability:

We can all resonate with having different types of leaders in our lives.

Some people might have bad experiences with bold, charismatic leaders. By offering a different perspective, Reno resonates with a group of people who share a similar belief, but haven’t often seen it shown.

Mystery and Invitation:

By not directly specifying why Reno prefers a quieter leader, he invites the reader in to learn more.

Reno leverages mystery and curiosity, enticing the reader to click/read more to understand the real reasons and learn something new about leadership styles.

Challenging Stereotypes:

It nudges readers to think about leadership at a deeper level.

Are charisma and boldness really necessary? Or just stereo-typically praised? By challenging common perceptions, it invites a discussion and debate, which boosts engagement.

The Template

Everyone thinks a {type of person} needs to be {common stereotype}.
​
But I prefer a {type of person} that is not {side effect of the stereotype}.

The Example

Here’s how I could see this being used for a web developer:

Everyone thinks a web developer needs to be the best coder.
​
But I prefer a web developer that is not one dimensional.

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