the hook


For today's challenge, watch the video from 4:30 to 11:16

the breakdown

The first section of your blog post should be close to 500 words.

You should include 1-2 universal truths that will resonate with your ideal clients and start to build rapport.

Also, include an anecdote and/or local reference to further the relationship you are building (this is also great for SEO).

Your hook should be around four sentences, uplifting, and motivating.

the why

One of the most important things our marketing efforts can do is help our potential clients fall in "like" with us. People make purchases emotionally and they are reluctant to offer their money up to someone they don't like. Building this rapport is the entire point of the first section, and the hook, of your blog post.

Now, that's not to say we should try to cross ethical lines and become BFFs with our clients. Instead, what we're doing is using the words we write on the page to help them see us as friendly, knowledgeable, and approachable professionals. Once our leads like us, we can move on to earning their trust and their respect.

While the hook section goes a long way in our likability factor, it also serves another purpose. Readers today have very short attention spans. You’ve done great work through the lesson on Day One and enticed your ideal clients to click your blog post through your headline.

So, now it’s time to make sure they stick around.

The goal is to help readers start to like you and see you as a clinician they want to work with.

You want to “hook” your readers and immediately appeal to them by making them feel welcome and comfortable. Do this by including universal truths, anecdotes, and local details.

the how-to

1. Think of one or two universal truths that relate to the subject of your blog post that will resonate with your ideal client.

Some examples might include:

  • Somewhere along the way, we got the message that we're supposed to love our partner's family just as much as we love them
  • Women are socialized to take responsibility for everybody and everything
  • Every one of us has an inner voice that guides our thoughts and actions, but sometimes she's just plain mean.

2. Next, brainstorm a narrative that your ideal client can identify with. The use of story will automatically relax the reader and allow them to picture themselves personally experiencing the scenario. 

Some stories might be:

  • For the first universal truth above it might be taking an awkward family vacation with your in-laws.
  • For the second it might be an overwhelmed mom who loses it in the drive-thru when they forget her fries.
  • And, for the third, it might be suffering from stage fright right before a big presentation at work. 

3. Throughout the story, sprinkle local details. This will again create rapport with the reader, help them see you as a friend, and make it easier for them to identify with your blog post. If your blog post is intended for an (inter)national audience use details that match your ideal client's preferences.

Try details like these:

  • Which airport would your client fly out of on the way to the vacation?
  • Is there a local drive thru in your town, one that your clients mention liking?
  • What is a major employer in your community? What freeway would your readers commute on?

4. The ultimate job of the hook should be to motivate readers to view your entire blog post. You can think of this as a mini call to action with an emotional spin. Use the last sentence of this section to grab your readers attention.

Think of these questions:

  • What would they like to feel?
  • How will their relationships improve?
  • If they do everything you suggest in the article, including scheduling a session with you, what will be the emotional result?

the format

Use the following template as a guide to create your own hook section:

Paragraph 1: Universal statement and why it's true.

Paragraphs 2 - 4: Build Rapport

  • Unfortunately, when we live life according to this [universal truth], it affects our lives in numerous ways... 
  • The downsides to this include [negative emotion/relational problem]...
  • Not only is does living according to this [universal truth] affects us in this [negative way], we start to exhibit these [negative emotions]...

Paragraph 3 - 5: Relevant Anecdote

  • Perhaps for you it plays out in your life like this...
  • At the time it might have felt like...
  • Unfortunately all this does is...

Paragraph 6 - 8: Normalize to Set the Stage

  • Eventually, you wind up in a place...
  • But the truth is it's completely normal/lot's of people struggle to...
  • It's OK to...

HOOK: 4 sentences

It’s true that [reader struggle and how it impacts them]. However, if we can learn [hint at education points from article] we can [hint at emotional result promised from article]. When we [make changes re: education points] it is entirely possible to [firm guarantee of emotional results]. Keep reading for [# of tips] so you can start [seeing emotional result] today.

Your Next Steps

Spend the next few minutes writing the first section of your blog post. It should come close to 500 words and set the tone for the rest of your article. Remember to include universal truths, anecdotes, local references, and your hook set up.

Once you've got a good rough draft, head over to the challenge page  for accountability and to see what others are discussing today.

Also, be sure to tune in to the live Q&A at 5PM PST | 8PM EST so we can chat about it together.

Lastly, click here to save your seat for the LIVE 1-hr training Monday, March 5th at 5PM PST | 8PM EST.