First, you should know that this publication is not about sex work, although that probably is a lost art as well. Instead, it’s about creating content so good it literally stops traffic and turns heads, just like a really good hooker. Let's get it on.
You spend hours crafting the perfect social media post. You hit publish, sit back, and wait for the magic to happen.
Then... nothing. Crickets.
Your post is circling the drain in the algorithm abyss.
No likes, no comments, minimal views.
You think, “I just need to give it time”.
So you wait. You come back later to check.
Yup, still crickets.
No amount of refreshing is going to magically turn your content viral.
And I know it goes without saying, that likes are just a vanity metric and we should just focus on putting out quality content, but the truth is, that vanity metric is what keeps us motivated to put out said quality content.
So, f*ck you viral posters, likes do matter.
And while we’re spiraling together over the lack of likes, let me just remind you, your content isn't bad. The problem is actually a whole lot simpler and more fixable than you think.
You're simply missing the art of the hook.
Or, as I like to call it, the invisible barrier between you and your ideal clients.
Every piece of content you create has to enter into the Fight Club arena for attention in an impossibly crowded space. Your email subject line is competing with 50 others in someone's inbox. Your social media post is scrolling at lightning speed between vacation photos and memes about the ongoing comedic satire called the US government.
Without a proper hook, your content unfortunately doesn't stand a chance.
A hook isn't just the opening line of your email or the first few words of your caption. It's the psychological bridge between your audience's current state of mind and your content. It's what transforms a distracted scroller into an engaged reader.
Think about it this way: you're not just competing with other content creators in your industry. You're competing with Netflix, TikTok, text messages from friends, and that big ass pile of laundry that's been staring at them all week. Your hook needs to be strong enough to win that battle.
Most entrepreneurs approach hooks like they're writing a polite introduction at a networking event. They're worried about being too bold, too direct, or too specific. So they create vanilla openings that offend no one and intrigue no one. It’s like having your content wear a “Hello, my name is ______”, only the ______ is not filled in. It’s literally blank, not worth knowing, talking to, or engaging with.
Boring is the biggest risk you can take. When you try to appeal to everyone, you appeal to no one. When you try to be safe, you become invisible.
Your hook needs to do something most content doesn't: it needs to create a moment of pattern interruption in someone's busy brain. It needs to make them think, "Wait, what?" or "That's exactly what I've been struggling with" or "I need to know more about this."
This isn't about being manipulative. It's about being clear, specific, and compelling enough to cut through the noise.
But not all hooks are created equal. There's actually a hierarchy that builds from basic attention-grabbing to action-driving:
A Level 1 Hooker is about stopping the scroll. This is where you interrupt their pattern and get them to pause. Something like "I quit my corporate job three times before I turned in my resignation letter" creates that initial curiosity.
A Level 2 Hooker is about creating genuine interest. Now you need to build on that attention with something that makes them want to know more. "The third time I quit, this one thing was what made the difference."
A Level 3 Hooker is about promising transformation. Here's where you hint at what they'll gain from engaging with your content. "This simple tiny shift finally unlocked sales, and I’m sharing it all with you."
A Level 4 Hooker is about compelling action. This is where you create urgency or scarcity that makes them want to engage now, not later. "I'm giving you my exact framework to the first 50 people that comment ‘framework’ - don’t sleep on this”.
Most people get stuck at Level 1. They create curiosity but don't build enough interest to get the click or the engagement. Or they promise transformation but don't deliver, which is how you lose trust faster than you built it.
Here's what I've learned from writing thousands of hooks and watching what works: certain patterns show up over and over again because they tap into fundamental human psychology.
The Confession Hook works because vulnerability creates connection. Instead of "The expensive mistake that taught me everything," try "I spent $18,000 on a Coach that was literal bullshit (but the refund email I wrote was pure gold)." (true story, btw 😆)
The Contrarian Take works because it challenges assumptions. Rather than "Why hustle culture is bad," try "Why I stopped posting daily on social media and my actual engagement went up." (also true story)
The Specific Number works because our brains love concrete details. Instead of "The email that made me money," try "The 47-word email that landed my first $2,000 client."
The Behind-the-Scenes works because people crave authenticity. Rather than "What successful entrepreneurs know," try "What I really do during my 'productive morning routine' (spoiler: it's not what you think and I’m kinda embarrassed to even tell you)."
The Transformation Story works because everyone wants to believe change is possible. Instead of "How I grew my business," try "How I went from 0 to 50 email subscribers in 30 days (without buying followers or begging my family to read my shit)."
Notice how each of these feels more relatable and achievable? That's intentional. Your hooks should feel aspirational but not impossible.
And while in some instances, bigger and longer is better, with hooks, that is not the case. Cramming every benefit, every detail, and every possible angle into your opening line is actually killing your hook before you even get it out there.
The best hooks are like a perfect espresso shot…concentrated, potent, and can turn vanilla ice cream from basic to bougie.
Your hook should say one thing, clearly and compellingly. If you're trying to communicate multiple ideas in your hook, you're diluting its power. Pick the most compelling angle and save the rest for the content itself.
This is especially important in our current attention economy. People are making split-second decisions about whether to engage with your content.
A confused mind always says no.
A clear, specific hook gets a yes.
The Hook Ecosystem
Your hook doesn't exist in isolation. It's part of a larger ecosystem that needs to work together seamlessly.
Your hook stops the scroll and creates curiosity. Your opening line needs to immediately deliver on that curiosity while setting up the rest of your content. Your body content provides the value you promised in the hook. Your call-to-action asks for the next logical step in the relationship.
If any part of this ecosystem is weak, the whole thing falls apart. You can have the most compelling hook in the world, but if your content doesn't deliver on the promise, you've just trained your audience not to trust you.
This is why hook writing isn't just about crafting a catchy opening line. It's about understanding the entire journey you're taking someone on and making sure every step feels natural and valuable.
So, where are the hookers? (ps: the answer is everywhere)
The beauty of understanding hooks is that once you get it, you can apply it everywhere. Your email subject lines become more compelling. Your social media captions draw people in instead of letting them scroll by. Your video intros grab attention in those crucial first few seconds. Your sales page headlines make people want to keep reading instead of bouncing.
Even your bio becomes a hook. Instead of "Brand consultant helping service providers stand out," you could say "Killer of basic brands. I help entrepreneurs take their brands back from the brink of boring."
The framework is the same regardless of the format: interrupt the pattern 👉create curiosity 👉promise value 👉deliver on that promise.
When you become a better hooker, everything gets easier. More people open your emails, which means more people see your offers. More people watch your videos, which means the algorithm shows them to even more people. More people engage with your social media, which builds your authority and attracts better opportunities.
It's not just about vanity metrics, either. Better hooks lead to better conversations with potential clients. They attract the right people and repel the wrong ones. They position you as someone worth paying attention to in a crowded marketplace.
One well-crafted hook can be the difference between a post that gets lost in the noise and one that builds your business. I've seen it happen and personally experienced this over and over again.
The entrepreneurs who master hooks don't just get more engagement - they build stronger relationships with their audience because they've learned how to communicate in a way that actually resonates with them.
Your content deserves to be seen.
Your message deserves to be heard.
Your expertise deserves to be valued.
It starts with learning to hook.
xo,
jess
PS: If you want to learn more about the art of messaging, I’d love to invite you to join the waitlist for Murder Your Messaging - a new masterclass I’m working on that teaches you how to, well, murder your messaging. I’d tell you more, but then I’d have to kill you, so you’ll just have to join the waitlist instead. 👉 click here to join.
P.S. lurking encouraged…