Have you discovered your hook yet?

In music theory, artists talk about the hook.

Almost every song from the Beatles has a hook. Weezer uses them to great effect. Modern hip hop's success can largely be attributed to the hook's alluring power.

A hook is a small, catchy and unique combination of notes that is repeated in some way throughout most of the song. It's what allows a song to be memorable.

Hooks aren't just for fishermen and musicians

A hook is in many ways a promise. In music, it's the promise that if you enjoyed this bit of the song, you'll like the rest of it.

In advertising, the hook typically starts with an enticing headline, continues with some imagery and/or long copy, and, in this digital age, carried beyond the ad and onto a landing page. This hook, the promise you make with your ads, is fulfilled when the consumer purchases your product.

The same is true with articles, blog posts and newsletters. Your hook is introduced in the headline, carries the reader from the first line all the way through to the end, and by the time they've finished reading, your promise should be fulfilled - whether that was to entertain, to provoke debate, to educate, etc.

Making promises - and keeping them - are a great way to build trust

Promises are dangerous things. Making promises and failing to keep them is probably the worst thing you can do for your business. On the other hand, keeping promises shows that you can be trusted. In a world where no one trusts anybody, keeping promises may be the very best thing you can do for your business.

Discovering the hook behind every bit of writing you do will help you to not only gain clarity in your writing, but also gain trust from your readers. Every time you write something with a clear hook, you are making a promise. Every time you deliver on that promise, you earn trust. Little by little, bit by bit, your readers will learn not only to trust your writing, but to trust you as an individual as well.

Photo credit: michelini