If your brand’s social media content isn’t grabbing attention in the first 3 seconds, it’s dead on arrival.
Your dream clients and customers are scrolling at lightning speed. They’re drowning in reels, ads, and content from every business, coach, consultant, and expert out there. If a post, video, or ad doesn’t stop them in their tracks instantly, they’ll keep swiping—straight past the offer and onto another that was able to hook them faster.
A hook is the difference between brand’s getting ignored & getting paid.
You can have the best offer, product or solution on the planet, but if no one STOPS to consume your content, they’ll never even get to the part where you’re able to sell it.
Think of your hook as your brand’s billboard. If it’s boring, confusing, or vague—your audience won’t read the rest. If it hits hard, makes them feel something, or sparks instant curiosity, they’re locked in.
The three types of hooks that actually work (and the ones that flop):
After working with 100+ brands globally, I’ve seen what gets eyeballs and engagement—and what disappears into the content graveyard.
Here’s what actually stops the scroll:
1. Elevated pain point hooks (Attract viable customers that could benefit from your offering)
Example: “Your business has thrived for almost a decade, so why is your social media presence still so dismal?”
This works because it hits a nerve. The person reading feels called out in the best way—because you just described their exact problem.
The other thing to note is by touching on the business’ success to date, we are speaking to qualified clients. If you speak about issues and struggles on their own, you won’t be attracting a premium clientele.
2. Authority hooks (Instant credibility = Instant attention)
Example: “Here’s how I made $112K in my first five months by fixing this ONE thing…”
The reason this works is because people are skeptical and want proof. Leading with a bold result will pique their interest and they’ll want to know how to achieve the same outcome.
3. Curiosity hooks (Make them NEED to know more)
Example: “Most business owners are making this mistake – and it’s costing them thousands.”
This works because it triggers FOMO and they will be compelled to investigate further to find out what it is. No one wants to be making a mistake that’s costing them money, clients, or credibility.
Read also: The future of internal comms in the Australian public sector: Measuring & maximising impact
Why most brands are getting it wrong
Most businesses water down their message because they’re afraid of being too bold, too direct, or too different. So instead of posting something that will strike a nerve, they post:
❌ “Struggling to grow on Instagram? Try these tips!” (Bland. Who isn’t saying this?)
❌ “Here’s how to improve your cash flow.” (Vague. Improve how? Why should I care?)
❌ “Tips for health and fitness.” (Yawn. Too broad, too boring, and too forgettable.)
If your hook doesn’t immediately resonate plus connect with your audience’s biggest problem, goal, or curiosity, it’s not working hard enough.
How to write hooks that make people STOP, READ and BUY:
Step 1: Start with your dream client’s biggest frustration. You can get inspiration for these based on conversations with existing customers.
● What are they struggling with right now?
● What’s keeping them stuck?
● What do they wish they knew?
Example: A hook for a gym could be “6-pack is more imaginary than your crypto gains? It’s not more time you need, it’s this 5-minute exercise..”
Step 2: Make It Punchy, Not Fluffy
● Cut the extra words.
● Say it like you would to a friend over coffee.
● The shorter, the better.
Example: A hook for a financial coach could be “If you’re making decent money but still feel broke, we need to talk.”
Step 3: Add an Emotional or Authority Trigger
● Add a result, stat, or bold claim
● Use FOMO, urgency, or pain points
● Make it irresistible to ignore
Example: A hook for a beauty clinic could be “95% of clients say their skin finally feels like it matches their age — not their stress level.”
Your hook = The first sale you need to make
Before someone buys your offer, they have to buy into your content.
And before they buy into your content? They have to STOP SCROLLING.
Get this part right, and your brand will pull in dream clients like clockwork. Get it wrong? They’ll never even see the value your business brings to the table.
Kady O'Connell
Kady O'Connell is a brand strategist with over a decade of experience building successful brands through her award-winning agency, Kady Creative.
She has built 100+ brands globally from the ground up, and worked on campaigns for ASX-listed companies and national household names.
As a sought-after speaker, trainer, and best-selling author, she brings deep expertise in transforming businesses through strategic brand positioning and simplified marketing approaches.
