How we change what others think, feel, believe and do
Add special points in your sentences where you deliberately 'hook' the audience, grabbing their interest and attention.
Elements you can use in the hook include:
You can have multiple hooks, although be careful to ensure they all hook in the same direction.
Hooks can be negative, working with fear and other negative emotions, although they are better if they are positive, working with desires and delight.
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I know you've been searching for a course on topiary, and I've found one for you. But first I want to talk about what you will do afterwards.
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A problem with much persuasive speaking is that we try to persuade before we have the full attention of the person in question.
A critical part of hooking and gaining attention is to evoke emotions. When people are emotionally hooked, then they will listen and engage with you.
The principle of the 'hook' comes from music, where a particularly catchy variation is put into the middle of the song. It may appear once or may appear repeatedly, often around the chorus.
Further back, the original metaphor comes from fishing where, once hooked, the fish is steadily reeled in.
Advertising copy makes regular use of hooks and it can be instructive to discover these. The simplest way is to read the adverts and introspectively feel yourself being hooked.