In the first 15 seconds of every new experience, people are lazy, vain, and selfish. We are lazy in the sense that we don’t want to invest time and energy to unwrap and understand what something is. No patience to read directions. What pulls us past our laziness, vanity, and selfishness is “the hook.”
- Pull new people through their initial skepticism and indifference with a hook. Most often, the hook is an abstraction layer of the value beneath.
- An effective hook appeals to short term interests that are connected to a long term promise.
- Don’t think you’re above needing a Hook. Nobody is. We all need a Hook to pull us beyond our primal and inescapable tendencies.