It's Not Your Product, It's Your Hook: How to Write A Hook that Actually Works

Mechi Mansilla
Jul 4
6 min read

How to Write A Hook that Actually Works

Let's clear something up: your product might be amazing, but if your hook isn't hitting, your audience isn't clicking. Welcome to the brutal truth about high-converting sales copy. The hook is everything. Whether it's a subject line, an ad headline, or the first line of your landing page, your hook determines if people keep reading or bounce. It's the micro-moment that makes or breaks conversions.

But here's where it gets interesting... I used to think copy was about features and benefits. I'd write these long, detailed descriptions about what my clients' products could do. And you know what happened? Nada…. Zero engagement. I was basically screaming into the void while my competitors were making bank.

Then I discovered something that changed everything. Just a few weeks ago, I helped a client jump her email open rate from 12% to 48% and boost her CTR from 0.3% to 4.1%, just by rewriting ONE hook. Yep, the first 8 words. Want results like that?

But wait, there's more to this story (and I promise it gets juicier). Let's dive into a mini masterclass on writing hooks that sell. But first, it’s important to notice that in copywriting EVERY piece of the copy matters, but the hooks, re-hooks and CTAs are the Kings and Queens here.

However, they all need to be orchestrated in a way that flows and makes sense, leading the readers exactly how we want to. With that out of the way, want to learn how to write a hook that actually works? time to dive into winning hooks!

Busting the Biggest Myth: The “Perfect Offer” Is Useless Without a Strong Hook

You could have the juiciest offer in the game, but if your hook doesn't spark curiosity or emotion, no one's clicking. And I hate to burst your bubble, but the opposite of love isn't hate... It's apathy, which is even worse because it means no one is noticing you.

So, your job as a marketer or business owner is to stop the scroll. And great hooks do this by:

Leading with emotion
Introducing an open loop
Promising a specific outcome
Triggering curiosity, urgency, or ego

Here's what I mean by open loops: See how Netflix leaves you hanging at the end of every episode? That's an open loop! Your brain literally can't handle unfinished business. We'll explore exactly how to weaponize this psychological trigger in your copy.

Want more CRO insights? Check out this post on 20 Conversion Rate Optimization Hacks.

Good vs. Bad: Real Examples That'll Make You Cringe (And Convert)

Bad Hook: "Our software helps businesses improve their marketing results."
Why it fails: It’s generic and boring. Tells me nothing, so I'm already scrolling past.
Good Hook: "The 37-second email that landed my client a $50K deal."
Why it works: Specific timeframe. Specific outcome. Creates an open loop (what was in that email?). Makes you go from WAIT WHAT? To OMG I need to know more!
Bad Hook: "Learn about social media marketing strategies."
Why it fails: Vague. No urgency. Sounds like homework.
Good Hook: "Why my ugliest Instagram post got 847 comments (and how to recreate it)."
Why it works: Counterintuitive. Specific number. Promise of replication. I'm curious about this “ugly” post. But here's the thing that really gets me... I see smart entrepreneurs using bad hooks every single day. They're leaving money on the table because they're afraid to be specific. They think being vague makes them sound "professional."

Spoiler alert: vague doesn't pay the bills - in fact, it might be draining yours…

My 5 Non-Negotiables for Scroll-Stopping Hooks

It must be a one-liner. Punchy beats paragraphs every time.
Start with a keyword. Yes, SEO still matters in 2025.
Use specifics. Numbers, outcomes, timelines. The more specific, the more believable.
Be direct. No fluff. Get to the point.
Promise one tangible result. Not three. Not five. One.

Here's a real-life winner that made me literally do a happy dance: "The subject line that made my client $3M in 24 hrs."

Why did it convert? Because it checked every box. But here's what you don't see... it took me 33 different versions to get there. Most people quit after version 5, if they're lucky to get there. That's why most hooks suck. Want to see more of this in action? Browse my portfolio for real client wins.

Email Hooks? Same Rules. Even More Important.

Subject lines equal hooks. Preview text equals rehook. First line equals tone-setter.

Bad Subject Line: "Newsletter: Marketing Tips"
- Open rate: 8%. Yeah, it's as depressing as it sounds.
Good Subject Line: "The 3-word sentence that doubled my client's sales."
- Open rate: 81%. CTR: 45%. Why? Because it creates an itch the reader has to scratch.

But here's where most people mess up... they nail the subject line but then their first sentence is "Hope you're having a great day!" Stop it. Please. You just wasted the curiosity you built. Here's a better first line: "She said these three words to her biggest prospect..." See how that continues the story? That's how you keep people reading.

Want My 6-Step Hook Formula?

Define the core transformation (what changes?)
Pick an emotional trigger (curiosity, fear, desire...)
Choose a format (how-to, bold opinion, story, question)
Add numbers or power words (specific always beats generic)
Keep your copy under 10 words (attention spans are shrinking)
Make your copy crystal clear (if you confuse your leads, you'll lose them)

Example transformation: Bad: "Improved my client's funnel" Here's a better alternative: "This one change added $9,541 to a dead funnel." The difference? The first one could mean anything. The second one tells a specific story with a specific outcome. Which one makes you want to know more? Need help applying this? Book a consulting session.

Pro Tip: Your Best Line Is Probably Buried in Paragraph 3

This drives me crazy. Most people hide their strongest insight in the middle of their copy. They think they need to "warm up" to it. Wrong.

Your best line should be your first line. Period. I learned this the hard way when I spent three hours writing what I thought was brilliant copy, only to have my mentor circle one sentence in paragraph four and say, "Start with this." That's how you go from boring to binge-worthy.

Check out this post on how to fix your funnel if your sales are tanking.

5 Hook Formulas That Just Work (Steal These)

Timeframe: "$7K in 3 days with one change."
How-to: "How I wrote 12 sales emails in 3 hours."
Open loop: "Most people mess this up (even pros)."
Contrarian: "Stop writing your offer before you do this."
Transformation: "Last year he had no clients. Today he's booked out."

But here's the secret sauce... these formulas are just the beginning. The real magic happens when you combine them with your unique story and voice. For example, I could write: "How I made $50K in one month." (timeframe formula) Or I could write: "The panic attack that led to my $50K month." (story + transformation)

Which one made you more curious? The second one, right? There's an explanation why I got ir right, and no, I can0t read your mind (yet). Jokes aside, it's because it's unexpected. It creates tension. It makes you want to know the connection between panic and profit.

The Real Secret? Specificity Equals Believability

The more specific you are, the more trust you build. Trust equals conversions.

Generic: "Helpful copy tips." Specific: "6 cold email lines that booked my client $12K last month."

But here's what's really wild... I used to be terrified of being specific. I thought if I said "my client made $12K" and someone didn't make $12K, they'd ask for a refund. Then I realized something: people don't buy results. They buy hope. They buy the possibility. They buy the story. And specific stories are way more believable than generic promises.

The Psychology Behind Why This Works

Your brain is wired to pay attention to:

Novelty (something new or unexpected)
Urgency (use time-sensitive information)
Relevance (something that affects you personally)
Emotion (anything that makes you feel something)

Great hooks trigger at least two of these. Amazing hooks trigger all four.

Remember our good hook example? "$7K in 3 days with one change." Let's break it down:

Urgency: "3 days" creates time pressure
Relevance: If you want to make money, this affects you
Novelty: Not everyone talks about specific dollar amounts
Emotion: That specific number creates desire and curiosity

But here's the part that keeps me up at night... I see great entrepreneurs with life-changing products or services wasting money with terrible hooks that trigger none of these psychological drivers. They're basically invisible in a world where everyone's fighting for attention.

What's Next?

Look, I could keep going (I have about 47 more examples burning a hole in my brain), but I want to leave you with this... Your hook is your first impression. Your only impression. In a world where people decide whether to engage with your content in 2.3 seconds, your hook isn't just important. It's everything.

Need help dialing in your hooks, funnels, or emails? Slide into my DMs or... Check out my services. And hey, if this was helpful, subscribe to my newsletter for more spicy takes on copy, CRO, and selling ethically.