Attn: This course is released over a series of weeks. If you do not see a lesson link available it is not published yet.
Lesson 1: What Is a Hook & Why It Matters
A hook is the first sentence or idea that grabs attention—it's what stops the scroll,
gets clicks, or opens the email. It's crucial in a noisy digital world where attention
is the currency.
Note: when crafting this think about what you click on and what moves you.
I always think to myself would I click on this myself ? Why or why not?
The role of a hook:
Interrupt the reader’s pattern
Create curiosity or tension
Invite further reading or engagement
Types of hooks:
Bold statements: “Most branding advice is dead wrong.”
Provocative questions: “What if you could 10x your sales without spending more on ads?”
Relatable pain points: “Tired of posting daily and getting zero engagement?”
Surprising stats: “80% of online brands fail because of one simple mistake.”
Lesson 2: Anatomy of a Great Hook
Every strong hook has 3 core elements:
Attention: Stops the scroll.
Relevance: Speaks to your audience’s current problem or goal.
Curiosity: Makes them want to know more.
Formula to follow:
[Trigger Emotion] + [Specific Subject or Pain Point] + [Open Loop]
Examples:
“You're wasting hours on content—and it’s killing your reach. Here’s how to fix it.”
“I used to get 12 likes a post—now I’m booked 3 months out. What changed?”
Lesson 3: Linking Your Hook to Your Product
Your hook gets attention. Now what? You bridge the hook to your
offer naturally, without sounding like a sales pitch.
Use this 3-step approach:
Hook: Grab attention
Story or Insight: Deliver value or context
Product bridge: Tie it back to your offer as a solution
Example:
Hook: “Most coaches are invisible online—even with amazing services.”
Story: “It’s not their offer—it’s their messaging.I learned this the hard way until I built a simple framework.”
Product Bridge: “That framework became my Content Clarity Toolkit—designed to help service providers stand out and sell with ease.”
Lesson 4: Adapting Hooks for Different Platforms
Hooks perform differently depending on the platform:
Example for Instagram:
Image: Text says “You’re posting wrong.”
Caption Hook: “I grew my brand by posting less—not more. Here’s how.”
Lesson 5: Hook Writing Exercise + Action Plan
Let’s put it all together. Here’s your 3-part action plan:
🧠 Step 1: Brainstorm 5 Hooks Using These Prompts
A painful mistake your audience makes
A transformation you've helped clients achieve
A surprising fact related to your industry
A common myth in your niche
A before-and-after story
🛠 Step 2: Link Each Hook to a Product
For each hook, write a short bridge to your offer. Use this structure:
“That’s exactly why I created [Your Offer]—it helps [target audience] do [result] without [pain point].”
📅 Step 3: Implement on 3 Platforms This Week
Post or email using 3 of your hooks:
One on social (Instagram, X, LinkedIn)
One via email
One as a story or reel
Track engagement to see which hook style resonates most.
✍️ Final Example Walkthrough
Hook: “Your brand isn’t boring—it’s just being misunderstood.”
Bridge: “After working with over 100 creators,
I realized most aren’t lacking personality—they’re lacking clarity.”
Product: “That’s why I built the Brand Story Audit— so you can uncover what makes your voice magnetic and memorable.”
Share this post