hook-and-headline-writing

80% of content performance comes from the hook. This skill provides the frameworks to craft headlines that capture attention and drive engagement - for any industry, any platform, any content type.

Core Philosophy: Generate volume (10+ options), then select best using proven criteria. The first option is rarely the best option.

• Writing newsletter subject lines that get opens
• Crafting social media thread hooks that stop the scroll
• Creating LinkedIn post first lines that compel "see more"
• Optimizing headlines for blog posts or articles
• Generating multiple hook variations for A/B testing

Pairs well with: anti-ai-writing (for humanizing headlines), voice style skills (for brand-specific tone)

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The 3-Sentence Rule for Social Hooks

• Maximum 3 sentences for social media hooks
• First sentence MUST be short
• Each sentence's goal: get reader to the next

The 25% Rule

How to allocate time on any content:

• 25% ideation (identifying what to say)
• 25% hook/headline (crafting how to say it)
• 50% body content

Volume → Selection

• Generate 10+ variations minimum
• Select best using systematic criteria (not gut feel)
• The first option is rarely the best option

Story = Problem + Goal + Path

This equation equals value. Use it to identify what transformation your hook promises.

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Phase 1: Generate Hook Ideas (Ideation)

Goal: Identify the core benefit, transformation, or insight your hook will promise

#### Step 1: Use the "Start Questioning" Method

Ask who/what/where/when/why/how about your topic. Then dig deeper by asking multiple times on the same answer.

Example:

• Topic: Productivity systems
• What? "What is the system?" → Time-blocking with deep work periods
• Why? "Why does it work?" → Eliminates context switching
• Why (deeper)? "Why does that matter?" → You get 3x output in half the time
• How? "How do people fail at this?" → They schedule too many blocks
• Impact angle discovered: "The counterintuitive key to time-blocking: schedule LESS"

Quality Check:

• [ ] Asked who/what/where/when/why/how
• [ ] Dug deeper at least 2-3 times on promising angles
• [ ] Identified a specific, impactful aspect (not just surface-level info)

#### Step 2: Identify the Transformation

Use the Story = Problem + Goal + Path framework:

• Problem: What struggle/pain does the audience face?
• Goal: What result do they want?
• Path: What's the journey between them?

Example:

• Problem: Knowledge workers feel busy but unproductive
• Goal: Get meaningful work done and leave on time
• Path: Discover the 3-block system that eliminates busywork

Your hook should promise movement along this path.

#### Step 3: Identify Headline Elements

Extract these 6 elements from your content:

1. Problem - What pain/struggle exists?
2. Goal - What result does reader want?
3. Benefit - What will their life look like after?
4. Concept - What idea/principle applies?
5. Example - What story/data illustrates this?
6. Process - What steps lead to the result?

You'll combine these in Phase 2 to generate variations.

#### Step 4: "Become the Reader" Check

Before moving to Phase 2, review from audience perspective:

• Ask: "What's in it for me?"
• Check: Is this too abstract? (If you can't picture it, neither can they)
• Verify: Would I stop scrolling for this?

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Phase 2: Select Hook Type & Formula

Goal: Match your idea to proven frameworks that amplify it best

#### The Headline Element Combination System

Combine 2 of the 6 elements to create headline structure:

| Combination | Formula | Example |

|-------------|---------|---------|

| Problem + Process | "How to [Solve Problem] in [Steps]" | "How to Overcome Writer's Block in 5 Steps" |

| Benefit + Timeframe | "[Achieve Benefit] in [Time]" | "Double Your Productivity in 30 Days" |

| Concept + Target Audience | "[Concept] for [Specific People]" | "Minimalism for Busy Professionals" |

| Goal + Benefit | "[Achieve Goal] to [Get Benefit]" | "Build an Audience to Earn Money While You Sleep" |

| Example + Process | "[Specific Result] using [Method]" | "How I Hit 100K Followers Using 3 Simple Rules" |

| Problem + Benefit | "Stop [Problem] and Start [Benefit]" | "Stop Trading Time for Money and Start Building Passive Income" |

How to use:

1. Review your 6 elements from Phase 1
2. Try 5-10 different combinations
3. Select 2-3 that feel most powerful for your concept

#### Hook Type Selection

Choose the hook type that best matches your content goal:

1. Curiosity Hooks (create information gap)

• State what and why, leave out how
• State start and end, leave out middle
• Make bold claim, leave out data/proof

Examples:

• "I turned 33 today. I weighed in at 337lbs this week. Here's what happened and how I'll lose 140lbs in the next 18 months:"
• "10 years in SEO. Here's what every new marketer should know:"

---

2. Transformation Hooks (show before → after)

• Personal transformation stories
• Skill development timelines
• Business/financial progress

Formula: "[Before State] → [After State]. Here's how:"

Examples:

• "100 followers when I started. Last week, hit 10k. Here's how I did it:"
• "I quit my 9-5 in 6 months. The key? Mastering one high-income skill."

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3. Authority Hooks (leverage expertise/results)

• Share years of experience
• Highlight specific achievements
• Borrow authority from others

Formula: "[Credentials/Results]. Here's what [audience] should know:"

Examples:

• "I've built and sold 3 startups. Here are 17 learnings for your entrepreneurial journey:"
• "I coached 12 clients to $40,000/month. If you want to hit $10K/month, read this:"

---

4. Problem Callout Hooks (identify pain immediately)

• Name the specific struggle
• Call out the mistake/gap
• Challenge common practice

Formula: "Are you making these [number] [topic] mistakes?"

Examples:

• "98.9% of people are still unaware of ChatGPT's full potential. Here are 10 advanced prompts:"
• "The costly mistake 90% of writers make"

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5. Target Callout Hooks (speak directly to specific audience)

• Name the audience explicitly
• Address their specific context

Formula: "[Audience name]... [Action/insight they need]"

Examples:

• "Digital Writers... Stop committing these 4 headline mistakes"
• "Attention Founders: Your landing page is costing you customers"

---

6. Bold Claim Hooks (pattern interrupt)

• Make counterintuitive statement
• Challenge conventional wisdom
• Present surprising data

Formula: "[Surprising/controversial claim]. Here's why:"

Examples:

• "AI will create millionaires. Here's how you can be part of it:"
• "Forget everything you know about headline writing"

---

#### Apply Sticky Sentence Techniques

Enhance your hook using these literary devices:

Alliteration - Same starting sounds

• "Specificity is the secret"
• "The best jobs are neither decreed nor degreed"

Symmetry - Parallel structure

• "Read for awareness. Write for understanding."
• "It's not 10,000 hours. It's 10,000 iterations."

Contrast - Opposing ideas

• "To be everywhere is to be nowhere"
• "Be clear, not clever. Concise, not complex."

Rhyme - Similar ending sounds

• "Tell a story or lose your glory"

Rhythm - Pleasing cadence

• "When you can't wait to share it, they can't help but read it"

Combining techniques: For maximum stickiness, combine multiple

• "Anger prepares us to fight. Fear prepares us to flee." (Symmetry + Alliteration)

See references/sticky-sentence-techniques.md for detailed examples.

#### 15 Proven Headline Formulas

1. How-to: "How to [Achieve Result] in [Timeframe]"
2. List: "[Number] Ways to [Achieve Goal]"
3. Question: "Are You Making These [Number] Mistakes?"
4. Curiosity-gap: "The Surprising Truth About [Topic]"
5. Benefit-driven: "[Do This] to [Get Benefit]"
6. Authority Secret: "[Expert's] Secret to [Result]"
7. Without Formula: "Do [Great Thing] without [Thing They Hate]"
8. Weird Trick: "1 Weird Trick for [Result] with [Topic]"
9. Quick and Easy: "A Quick and Easy Way to [Solve Problem]"
10. The Art Of: "The Art of [Topic]"
11. X Ways to Ruin: "[Number] Ways to Ruin [Topic]"
12. Name Your Reader: "[Reader Type] + [Topic]"
13. Teaser Introduction: "[Number] proven strategies to [result]: (thread)"
14. Essential Knowledge: "[Number] tools every [profession] should know"
15. Time-Saving Experience: "I've tested [number]+ [things]. Save yourself [time] with these top picks"

See references/headline-formulas-library.md for full examples.

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Phase 3: Optimize & Select Best

Goal: Generate 10+ variations and select the best using systematic criteria

#### Step 1: Generate Volume (10+ Variations)

Using different combinations from Phase 2:

• Try 3-4 different hook types
• Apply 2-3 different headline formulas
• Test with/without sticky sentence techniques
• Vary element combinations

Minimum output: 10 hook variations

Example for "Productivity System" content:

1. "I wasted 3 years on productivity hacks. Then I found the one that actually works."
2. "Why the most productive people schedule LESS (not more)"
3. "10 years optimizing workflows. Here's what every knowledge worker should know:"
4. "The 3-block system: How I 3x'd my output while working fewer hours"
5. "Are you making these 3 time-blocking mistakes? (Most people make #2)"
6. "From 12-hour days to leaving at 5pm. Here's what changed:"
7. "The counterintuitive productivity hack: do less, achieve more"
8. "Knowledge workers: Stop trying to be busy. Start trying to be effective."
9. "I've tested 50+ productivity systems. Save yourself 3 years with these findings:"
10. "Forget time management. The best workers manage energy instead."

#### Step 2: Apply the 10 Commandments of Engagement

Optimize your top 5-7 variations using this checklist:

1. Numbers and Statistics

- [ ] Uses specific numbers (not "many" or "several")

- [ ] Includes percentages, dollar amounts, or timeframes

1. Negativity Bias

- [ ] Highlights potential loss or mistake

- [ ] Warns of consequences

1. Pattern Interrupt

- [ ] Challenges common belief

- [ ] Surprises or contradicts expectations

1. Target Callout

- [ ] Directly addresses specific audience

- [ ] Names them explicitly when appropriate

1. Problem Callout

- [ ] Identifies common pain point immediately

- [ ] Names the struggle specifically

1. Confidence and Conviction

- [ ] Uses strong, assertive language

- [ ] Eliminates hedge words (maybe, might, could)

1. Aesthetics

- [ ] Visually clean and scannable

- [ ] Line breaks in right places

1. Potential Benefit

- [ ] Clearly states what reader will gain

- [ ] Focuses on outcome, not just process

1. Social Proof

- [ ] Leverages authority or popularity when relevant

- [ ] References results, credentials, or validation

1. Warning and Caution

- [ ] Creates urgency or importance

- [ ] Suggests reader might be missing out

Aim for 4-6 commandments per hook for strong performance.

#### Step 3: Test with The 4 U's

Evaluate your top 3-5 options:

1. Useful - Does it offer clear value?
2. Urgent - Does it compel immediate action/attention?
3. Unique - Does it stand out from similar content?
4. Ultra-specific - Is it concrete (not vague)?

Example of all 4 U's working:

"7 Little-Known SEO Tricks to Boost Your Traffic by 204% in Just 30 Days"

• ✅ Useful: SEO tricks that boost traffic
• ✅ Urgent: "Just 30 days" creates timeframe
• ✅ Unique: "Little-known" implies non-obvious
• ✅ Ultra-specific: "204%" and "7 tricks" are concrete

Quality threshold: Score 3/4 or 4/4 on the U's.

#### Step 4: Final Selection Using Anatomy Criteria

Rate each finalist 1-5 on:

1. Clarity - Main point immediately clear?
2. Specificity - Concrete information or promise?
3. Urgency - Compels immediate action/interest?
4. Uniqueness - Stands out from competitors?
5. Relevance - Aligns with target audience's interests?

Minimum passing score: 20/25 total

Aim for: 22-25/25 for high performance

#### Step 5: "Become the Reader" Final Check

Before finalizing:

• [ ] "What's in it for me?" - Is the benefit crystal clear?
• [ ] Too abstract? - Can I picture what this promises?
• [ ] Would I stop scrolling? - Honest answer
• [ ] Does it make sense standalone? - Or does it need more context?

---

For Newsletter Subject Lines

```markdown

# Newsletter Subject Line Options - [Date]

[1-2 sentence summary]

• Problem: [...]
• Goal: [...]
• Path: [...]

OPTION 1: [Hook Type]

Subject Line: [The subject line]

Framework: [Formula used]

4 U's Score: Useful ✅ | Urgent ✅ | Unique ✅ | Ultra-specific ✅

Commandments Applied: [List 4-6]

[Continue through 10 options]

[Selection with rationale]

```

For Social Media Thread Hooks

```markdown

# Thread Hook Options - [Topic]

OPTION 1:

[Hook text - max 3 sentences]

Framework: [Template used]

Type: [Curiosity/Transformation/Authority/etc]

4 U's: [Score]

[Continue for all 10]

[Final choice with rationale]

```

---

Ideation Issues

❌ Surface-level questioning - Stopping at first "why"

❌ Too abstract - Can't visualize what you're promising

❌ Missing transformation - No clear before → after

Formula Issues

❌ First-match bias - Using first formula that fits

❌ Formula drift - Abandoning structure mid-hook

❌ Overcomplication - Trying to say too much

Optimization Issues

❌ Skipping volume - Writing 2-3 instead of 10+

❌ Hedge words - "Maybe," "might," "could" (kills conviction)

❌ Generic promises - "Boost productivity" vs "Double your output in 30 days"

Selection Issues

❌ Gut-based selection - Picking favorite without criteria

❌ Ignoring reader perspective - Benefit unclear

❌ Clickbait - Promise you can't fulfill (destroys trust)

---

A successful hook/headline:

✅ Passes 4 U's test - 3/4 minimum

✅ Applies 4-6 Commandments

✅ Scores 20+ on Anatomy (Clarity, Specificity, Urgency, Uniqueness, Relevance)

✅ Survives "Become the Reader" test

✅ Uses proven formula

✅ Generated from volume - Selected from 10+ options

---

Buzz Words:

Hacks, shifts, tips, tricks, simple, new, small, tiny, insanely, profound, definitive, commandments, profitable, dreamy, subtle, destiny

Emotional Triggers:

Weird, unusual, unique, crucial, bulletproof, exclusive, secret, little-known, unfair advantage, dirty little, dark secrets, outrageous, strange, scarce

Powerful Phrases:

• "... that changed my life"
• "The truth about..."
• "... don't want you to know"
• "(backed by science)"
• "(you'll thank me later)"
• "I regret..."
• "(for intelligent people)"
• "This is what I'd do:"
• "... in [time frame]"
• "(not joking)"

See references/power-words-library.md for full library.

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Template Libraries

• references/headline-formulas-library.md - All 15 formulas with examples
• references/thread-hook-templates.md - 20+ social media thread openers
• references/sticky-sentence-techniques.md - Literary devices with examples

Optimization Tools

• references/10-commandments-checklist.md - Detailed commandment explanations
• references/power-words-library.md - Emotional triggers and phrases

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• anti-ai-writing - Humanize headlines that sound too polished
• social-content-creation - Apply headlines to platform-optimized posts
• voice-[style] - Match headlines to specific brand voice

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Spend 25% of your content creation time on headlines. Generate 10+ options. Select using criteria, not gut. The hook determines 80% of your content's success.