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Hey Reader,

I used to think...but now I...

You won't believe what happened the other day...

I've been struggling with something lately...

Lately, I've been realizing all these things...

I tried this thing last week and the results surprised me...

It's a tough world out there for creators. Everyone expects...

👆Each of these statements creates an open loop.

When you strip hooks down to the bare-bones basics, (almost) all of the best hooks create an open loop.

Why?

Because open loops create a massive curiosity gap.

"What's going to happen next?"

"Why do you feel that way?"

"Go on..."

They compel the reader to click "see more," which is the most important job a hook has.

If readers aren't compelled to click on your post, they will scroll by. Period.

Now, I'm not saying the examples above are good hooks.

I'm simply trying to show you the power of an open loop. It's absolutely foundational.

Got it? Good.

Let's layer on some hook principles.

Hook principles

When I first started on social in 2022, my hooks were atrocious.

This is the first thread hook I ever wrote for Twitter:

It's unclear, doesn't really tap into emotions, and gives the reader nothing to hold onto.

There's zero reason to read on.

In contrast, here's a hook I wrote last week:

This hook taps into inverse logic. I'm stating what's "normal" and then saying, "I'm intentionally doing the opposite of that."

It's designed to perk your ears. I want readers to feel like, "Oh, this is different, let me see what she's up to here..."

Can you see the open loop? It's way more subtle than the bare-bones examples above, but it's there.

I've piqued your curiosity, and you're keen to read on.

So, how'd I go from an atrocious hook writer to creating a best-selling course on hooks that 767 people have bought and loved?

Well, I was grossed out by all the clickback nonsense hooks I'd seen online. You know, like these:

They were so boring, template-y, and clearly designed for clicks over substance.

So I started paying attention to the hooks that stopped my scroll without any clickbait.

I then deconstructed them and came up with 6 principles they all followed:

1. Poke the pain
2. Add credibility
3. Get specific
4. Leave a cliffhanger
5. Build intrigue
6. Inspire others

I just posted a carousel on LinkedIn with examples for each of these from the hook GOAT Wes Kao. When you're done here, go read it.

Hook myths

Allow me to smash a few myths real quick:

Myth #1: Good content naturally gets attention.

If your hook sucks, no one's reading your content, no matter how good it is below the fold.

Myth #2: Viral templates are a good place to start

Yes, you may get numbers, but you're gambling with your credibility in the name of reach.
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It's like making a deal with the devil. You trade being taken seriously for being seen.

Myth #3: All clickbait is bad.

Clickbait is, by nature, meant to get clicks. All hooks are clickbait. The difference between good and bad clickbait is everything that comes after the hook.

If you deliver on the promise in the hook and write something valuable, it's not clickbait. If the juice isn't worth the squeeze, it's clickbait.

(Of course, the "if you deliver on the promise" is largely subjective and depends on your audience.)

(Also, some hooks are considered clickbait purely because they're overused — so be careful there.)

A hook conversation

Last week, my episode on Devin Reed's podcast "The Reeder" came out.

Devin and I spent a solid quarter of that chat discussing hooks, what makes them good vs. bad, and how we engineer meaningful engagement online.

​Go watch it here. ​

Any questions about hooks?

Reply here. This is one of my favorite topics to chat through, and no question is stupid.

Hope this helps!

Cheers,

Erica

Check out my 3 courses that 1700+ people have taken, loved, and gotten meaningful results from:

1. Long to Short: Turn one long-form piece into a month's worth of posts. A step-by-step system to repurpose, remix, and remaster your best ideas.

2. Hooked on Writing Hooks: Turn your ideas into content that actually gets consumed. Learn to write scroll-stopping hooks on social without resorting to clickbait nonsense that feels inauthentic.

3. Content Editing 101. Kill decision fatigue and build confidence as a writer and editor. A look inside a professional editor's workflow & best practices. Packed with lessons, examples, and a roadmap so you can stop second-guessing your writing & editing decisions.

Each course is AI-powered 🪄

You can go through them manually or use AI to play, get it done faster, and test your new skills in real time. My friend & prompt genius Rob Lennon wrote all the prompts and bots for the courses.

Want to work with me 1:1?

Check out my Content Sparring 🥊 offer: It's for seasoned solopreneurs who feel like they've hit a content plateau and want an experienced editor to ping-pong ideas and content with.

What'd you think of today's email? Reply and let me know.

Erica Schneider

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