Want better engagement with your content? You have about three seconds to hook their attention. And the best way to do that is to study the masters — 1950’s ad men.
David Ogilvy said it best in his book Ogilvy on Advertising:
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
This statement applies equally well to your social content: When you’ve found the right hook, you’ve done eighty percent of the work.
Fortunately, a handful of headline formulas can create an endless supply of unique, creative hooks for your content (and copywriting). All you have to do is plug in your specifics and tweak the formula to add your voice and tone.
9 Powerful Hook & Headline Formulas
1. Offer + Benefit
This works best if your product is extremely well known or your price is unbelievably low. The benefit is mentioned to add value to an already great offer.
Yours for only $[price]
The Best in [emotional benefit, promise]
[product] saves you money with this great special offer…
[Spell out your offer.]
# ways to save time and money…
2. The Gift
People love anything free. If you’re giving something away, consider leading with it.
Keep this gift even if you don’t buy a sizeable bargain we’re offering.
Free [premium offer] with [value-added benefit]
You are cordially invited to receive
a free [product/service] with [value-added benefit]
prepared by [role within company] of [company]
3. A Thought-provoking Question
Be careful leading with a question. If your prospect can answer with a quick yes or no, they may dismiss you before they begin reading. Ask a question that’s intriguing or suggests a hidden benefit, and you’ll get their attention.
Will There Be [something scarey] in the [days/months/years] Ahead?
This is an ordinary [common item] [Include a picture of it.]
It could belong to anyone, but…
Suppose it was yours?
4. The Problem
The problem lead is a great way to hook your prospects. The trick is to get them nodding their heads. Let them know you understand their problem and then introduce your product or service as the solution.
Tired of [irritations caused by problem]?
Do your [type of products] make you feel [negative feeling]?
Do they [negative results of using competitors’ products]?
How many of these common [activity] mistakes
are causing you to work harder than you really have to?
5. The Big Benefit
Especially if your product isn’t well known, sell the benefit. But even if it is, people buy benefits, not products. Make sure your promise is big. Then make sure you can deliver the goods.
At last! [big benefit]
In spite of [specific challenges in production or delivery]
…at a price that will make you smile [or some other related response]
If you want to [life benefit]…
Don’t mind hard work [or other character-trait requirement]…
Like to [character-trait requirement]…
[premium or trial offer]
And I want you to keep it. FREE!
6. The Introduction
Suggest that the world has been waiting for this product and won’t be the same now that it’s here. Focus on the exclusivity of being one of the first to own it and on the ways it will make life better.
Now you can have your own [metaphor/image for product]
Introducing: [name product]
The first and only [product category with specific desirable benefits]
7. The Secret
Everyone wants to be in the know. Offer insider information, and you’ll definitely capture your reader’s interest.
From one [member of target audience] to another…
Here’s one [necessary information, fact, secret]
your [teacher, parent, guide] probably never told you!
8. The Magic Number
This works extremely well if you’ve reduced a complicated task to a few numbers or created a comprehensive list with a large number. Here’s a tip: Beware of using numbers in multiples of 5 or 10. Odd numbers are your best bet.
Do You Make These # Mistakes in your [activity, job]
# Ways to…
# Steps to…
9. How-to
If you’ve hit on something your reader needs to know how to do, and if you can honestly tell them how to do it, the How-to is a great way to lead. Be careful, though. If you don’t deliver on your promise, they’ll feel cheated. That’s not a great way to begin a relationship.
How to [accomplishment] by [unexpected action]
How to [accomplishment] in [time frame]
How to turn [problem] into [benefit]
How to improve your…
How [someone like your prospect] [accomplished a desirable
outcome] by [something unexpected]
Find the right hook, and most of your job is done
Remember, you have approximately three seconds to convince your prospect to engage with your content. Whether it’s an Instagram video, article, sales letter, or ad, your hook is the key to great results. Hopefully, these headline formulas will help.
Great marketing isn’t always about perfect writing. It’s about connecting with your prospect on an emotional level. If you need help, let me know. I’d be happy to help.
