If your hooks were on Tinder, would anybody 'swipe right'?
It was 2:30 a.m., and I was wide awake.
Insomnia had me scrolling through YouTube, looking for something to fill the silence. That’s when a title stopped me mid-scroll:
“5 Ways to Make $1 Million as a Writer.”
Make what as a who now?
I clicked play, curious… but skeptical.
I’ve watched a lot of Ali Abdaal’s videos, but this one wasn’t just about him. Nicolas Cole was the guest, and something about him stood out. He wasn’t the typical “guru” with a polished pitch and a perfectly curated life. He was just… regular.
Cole was a normal guy who took a skill he already had - writing - and turned it into a paths I’d always believed weren’t possible through writing.
The entire video, all I kept thinking about my senior year of high school. Back when I was trying to decide on a major: journalism or computer engineering.
I didn’t choose writing, no matter how much I loved it. Why? Because I believed what everyone said: there’s no money to be made in writing.
But Cole shattered that decades long belief in a little over 2 hours. He wasn’t promising overnight success or selling some unattainable dream. He was proof that writing, paired with the right approach, could lead to something bigger.
By the end of the video, I couldn’t shake the thought: What if I’d been wrong all along about careers in writing being a path to brokedom?!?!
That night didn’t just get me thinking. It got me moving. Months later, I wasn’t just watching content - I was working with Cole and his team, finally taking a chance on something I’d dismissed for years.
It all started with one restless night and a video title that challenged my thinking.
Did you know that 47% of people decide within three seconds whether to engage with content?
Your audience isn’t ignoring your content… they’re overwhelmed by it - and everyone else’s.
Every day, they scroll past thousands of headlines, posts, and notifications. Their brains aren’t wired to process it all, so they default to autopilot, scrolling past anything that feels predictable or routine.
An unexpected hook acts like a mental speed bump. It stops your audience in their tracks, forcing them to take notice. But the best hooks do more than grab attention - they create curiosity, stir emotions, and promise value.
Take the $1 million writing headline. It wasn’t just eye-catching - it aligned perfectly with an aspiration I didn’t even know I was ready to act on. That’s the secret of a great hook: it’s not just about standing out. It’s about meeting your audience exactly where they are, in a way they didn’t expect.
Design hooks that break through the scroll using my D.I.S.R.U.P.T. framework:
• D - Defy Expectations with Precision
Your audience has a mental filter for “same old” content. A great hook isn’t just surprising - it’s precise enough to challenge what they believe while promising relevance to their goals. Start by identifying an assumption your audience holds. Then design your hook to create tension between that assumption and the payoff your content provides.
How to do it:
• Break a belief with authority: “You don’t need a huge audience to make $1 million writing online—here’s why.”
• Deliver the unexpected: “Why your best-performing post might be killing your engagement.”
• I - Interrupt the Comfort Zone
Humans scroll on autopilot to avoid disruption. Your hook should jolt them out of their mental routine by speaking to their hidden discomfort or aspirations. Interrupt their comfort zone subtly. Instead of shocking for shock’s sake, use your audience’s emotional triggers to stop the scroll and engage their curiosity.
How to do it:
• Highlight an overlooked pain point: “Struggling with content burnout? You’re probably making this mistake.”
• Tap into unspoken fears: “Here’s why most writers will never break six figures—and how to avoid their fate.”
• S - Spark Curiosity with Layers
Basic curiosity fades fast. Advanced hooks embed multiple layers of intrigue, so every word builds on the last, creating momentum toward engagement. Use an “unfinished narrative.” Start with a piece of the story that leaves your audience needing to know how it ends. Combine this with emotional stakes for maximum impact.
How to do it:
• Build tension in stages: “I almost gave up writing until I discovered one counterintuitive strategy that changed everything.”
• Imply there’s more to the story: “What happened next left me speechless - and $10,000 richer.”
• R - Resonate with the Unspoken Truth
Your hook should feel like it’s pulled directly from your audience’s mind. When they see it, they should think, This is about me. Use data and research to validate your audience’s experiences. When you show that their challenges are real and common, your hook creates immediate trust and connection.
How to do it:
• Speak to their secret thoughts: “Ever feel like everyone else is getting it right except you?”
• Mirror their ambitions: “How I scaled to $1M online—without being a ‘guru.”
• U - Use Cognitive Dissonance to Challenge Assumptions
A truly disruptive hook creates a clash between what your audience expects and what you’re delivering. This tension demands resolution, pulling them into your content. Pair cognitive dissonance with social proof. Show how others achieved success by challenging the same assumption your audience is questioning.
How to do it:
• Turn a norm on its head: “Why spending less time on your content might double your sales.”
• Ask a provocative question: “What if working harder is the reason your content isn’t converting?”
• P - Pack Your Hook with Visual Power
Visual language creates mental images that stick. Advanced hooks don’t just state a fact - they immerse your audience in a mental movie they can’t ignore. Anchor your visuals in emotion. A vivid image tied to a powerful feeling makes your hook both memorable and magnetic.
How to do it:
• Create a moment they can see: “It was 2:30 a.m., insomnia was winning, and then one headline changed everything.”
• Paint an unexpected scene: “Imagine making $1M without a fancy website or endless content creation.”
• T - Tease a Transformation, Not Just Information
Your audience doesn’t want facts - they want results. A great hook hints at the transformation they can achieve, leaving them eager to find out how. Use open loops strategically. Your hook should make your audience feel like they’re on the verge of discovering a breakthrough they can’t afford to miss.
How to do it:
• Focus on outcomes: “How I turned one late-night idea into $100K—and how you can too.”
• Promise clarity: “The writing mistake that’s sabotaging your success—and how to fix it today.”
Why This Works
Most hooks fail because they rely on clichés or follow predictable patterns. Your audience has seen it all before, so they scroll past without a second thought.
But a disruptive hook doesn’t just grab attention - it creates a connection. It challenges assumptions, reflects desires, and promises something new.
When your audience feels like your content “gets them,” they’re not just intrigued—they’re invested. That’s the power of a great hook: it doesn’t just start a story. It starts a relationship.
Here’s What You’ll Get Out of It
When you master unexpected hooks, you’ll:
• Stop the Scroll: Write hooks so compelling they force your audience to pause and pay attention.
• Create Instant Curiosity: Design hooks that leave your audience hungry for answers, ensuring they stick around.
• Turn Intrigue into Action: Transform curiosity into tangible outcomes - clicks, shares, or even sales - by guiding them seamlessly to your main message.
“Your first line isn’t just an introduction - it’s a lifeline. Use it to pull your audience out of autopilot and into your world.”
Your Turn
Designing a great hook starts with understanding your audience. Here’s how to make your next one stop the scroll:
1. Challenge the Predictable
Write the most obvious opening line for your content - then flip it on its head.
Instead of: “How to write better hooks,” try: “Why your headlines are making people scroll past you.”
2. Start with a Question
Pose something that makes your audience stop and think:
“What’s the one skill keeping you from making $1 million?”
3. Use Contrast
Pair opposites to create intrigue, like:
“Why ordinary people make extraordinary entrepreneurs.”
4. Test in Real Time
Post a few versions of your hook on social media to see what resonates. The one that gets replies or shares is your winner.
5. Deliver on the Hook’s Promise
Remember, the best hook in the world won’t matter if your content doesn’t live up to it. Make sure what follows builds on the curiosity you’ve created.
Prefer listening to reading sometimes? Want an extra layer?
Press play for the ‘Narrated Insights’:
Today’s Mega-Prompt: "Stop Autopilot Scrolling with Hooks That Dominate Algorithms"
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“Transform your existing hook into 10 compelling variations using pattern-disruption methods like Contrarian Statements, Provocative Questions, and Mini-Stories.”
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