Headline Hook Killer Examples Subheading Hook SEO Best Practices Email Hook Bullet Point Hook Benefits Hook Landing Page Hook Pop-Up Hook Video Hook

1. 1
TOPIC 8.1
THE HOOK

2. • Headline Hook
• Killer Examples
• Subheading Hook
• SEO Best Practices
• Email Hook
• Bullet Point Hook
• Benefits Hook
• Landing Page Hook
• Pop-Up Hook
• Video Hook
2

3. 3
Part 1
The Headline Hook

4. 4
HEADLINE HOOK
Email / Blog / Video / Podcast
Target Audience
You must understand who you are
targeting, so you can use the right
powerwords in your title.
Select Powerwords
Select from the list of power words in the eBook
“Secrets of Communication”. Make them relevant to
what your main text is about.
The Importance
Your headline is the first thing that can grab
the attention of your reader or web visitor.
Your headlines, in effect, are your first real
point of connection with your prospective
customer.
Getting Started
Write an outline of the main text, or
subheadings first.
Choose 1 of 5 killer strikes
1.Provide a solution to a problem and decide on
one or two power words solve it. 2.Make a
promise. 3.Draw a picture. 4.State a fact. 5. Ask a
question.
More Than One
Write several different headlines and
read them out loud. Which one stands
out? Which one is different?
Emotion + Powerword = Magic
The 2 magic ingredients. Make sure the title has
both and don’t make it too long.
Which Emotion?
When you read it out aloud, which
emotions does the title produce? Try
and aim for positivity where possible.

5. 5
HEADLINE HOOK
Power Word Examples
The word “Unveiled” makes it feel like a secret is
being exposed, and the word “Breathtaking”
makes you curious to see what the photo looks
like.
People generally love anything adorable, so this
headline will easily catch attention. (The fact that
it refers to snakes will only make people more
curious.) The headline then drives it home by
using the powerful verb “Conquer.”

6. 6
HEADLINE HOOK
Power Word Examples
While one or two power words are often enough,
this headline proves you can use more when it
fits. This headline has four powerful words, but
they feel natural in the headline, which keeps it
from feeling like over-the-top clickbait.
This headline incorporates two greed words:
“money” and “get paid.” This ad drove a lot of
traffic creating curiosity and greed.

7. 7
HEADLINE HOOK
1 in 5 Killer Strike Examples
Kiss Knee Pain Goodbye in
20 Minutes with this
amazing exercise plan.
Solve a Problem Make A Promise Draw A Picture
“How To
______________”
“How to Add at Least 20
Yards to Your Drives and
Hit the Ball in the Fairway
More Often than a PGA
Tour Pro.”
“How I _______________”
“How I Overcame Joint
Pain, Got Off the Sidelines,
and Back in the Game.”
“Secrets of
____________”
“Secrets of Wall Street’s
Elite Investors Revealed,
showing you how to invest
in property with little
money.”
“Warning:
___________________.”
“Warning: a little-known
change in the law will make
it harder to manufacture
chocolate. Here’s what you
can do right now to keep
making chocolate…”
Are you __________
?
“Are You Ready for the
Most Beautiful Lawn in
Your Neighborhood?”
Ask A Question
“Free_______________”
FREE FISH AND CHIPS on
Wednesday at Sir Ed’s Pub
in Park Road Shopping
Center.
Would you ________
?
“Would you like to
learn how to generate
thousands of organic
leads in just days?”
For more killer strike headlines check out the eBook
“Secrets of Communication”.

8. 8
SUBHEADING HOOK
Email / Website / Blog
CREATE
EMOTION
Effective subheadings should
create curiosity and surprise.
STATE THE
BENEFITS
Just as you do when you write
headlines, you want the
subheadings to show a benefit.
Subheadings should be useful,
entice readers to take notice, and be
unique.
MAIN PURPOSE
Your headline is intended to hook, entertain, shock, and above
all else, create curiosity. Its purpose is to pull readers further
into your content so as to stay long enough to realize how
stellar the information and writing are and not only continue
reading but return for new content as it is posted.
SECONDARY PURPOSE
People often scan through a blog, website, PDF or email to see
what it covers and subheadings should act as a guide, from one
heading to another; they should serve to summarise your article.
They provide a quick and easy guide to see what the content is
all about. Ideally, each one should grab the readers' attention so
they will stop to read before continuing to scan until the next
subhead.
Subheadings must compliment the main heading.

9. 9
SUBHEADING HOOK
Do’s and Don’ts
02
03
04
01
02
03
01
04
Consistency - 04
Provide a rhythm and consistency that helps
the reader move down the page from one
subhead to the next.
Short Is Better - 02
While being descriptive of your content,
the shorter the subhead the better. The
headline is the premise and the
subheadings are the tips. The first
subhead should be the most intriguing.
Intriguing First SH - 03
Break the article into readable and sequential
sections using the subheadings.
Use Powerwords- 01
Have a clear phrase with power words that makes
readers feel they should keep reading to see what
the writer is going to say.
01 – Simple Labels
Don’t use the subhead as a simple
label. Labels simply identify, they do
not create interest.
02 - Spoil
Don’t use the subhead as a spoiler
that gives away the point of the
content that follows. You need to
create curiosity.
03 – Too Clever
Don’t try too hard to be creative. You
end up creating something more
confusing than compelling.
04 - Cryptic
Don't be cryptic: Your readers want solutions
from your text and they don't have the time
to solve a puzzle.

10. 10
SUBHEADING HOOK
Examples
The power words in
these subheads grab
your attention and make
you want to read the text
that follows. Each one
also creates some
curiosity.

11. 11
SEO BEST PRACTICE
Headings & Subheadings
Ensure each page gets a unique title that
describes the content accurately and concisely.
Titles should be short so they can be picked up
more easily with search engines.
Ideally keywords come first, but be sure to
use them in a natural manner.
Try and use your brand name in at least one
subheading.
Do not put too many keywords
in the headings.

12. 12
Part 2
The Email Hook

13. 13
EMAIL SUBJECT LINE HOOK
Best Practices
Call To Action
It’s never a bad idea to try a call to
action in your email subject line.
While many opt-out due to limited
character space, call to actions may
improve open rates.
Alteration
An ample amount of alliteration
attracts! Give it a try for some catchy
email subject lines and vary the lines
from each email you send.
Keep a Cap On It
Covering your subject line in caps
WILL NOT HELP YOU. Caps are
powerful, but not to be trifled with.
Use them sparingly and responsibly,
like grenades.
Character Limit
It’s general best practice to keeps
subject lines to fewer than 50
characters. Subject lines with less
than 50 characters have higher open
rates and click-through-rates than
those with 50+.

14. 14
EMAIL SUBJECT LINE HOOK
Examples
If this subject line was: “The rules of
learning,” do you think it would be as
appealing? The word “unspoken” is
what makes it interesting, creating
curiosity.
The power phrase “Unleash the
power” makes you feel this
email is hiding something
incredibly powerful inside.
Both “Triumph” and
“Tragedy” are powerful
words full of emotion.
Did you know…
Linked Example:
Come up with trivia
facts to pull them in.
This can also work for products
by placing trivia underneath
bottle caps, lids, behind labels
etc.

15. 15
EMAIL SUBJECT LINE HOOK
Examples
Please Don’t Tell Anyone
This…
Here’s a little
secret…
We saw you checking us
out ;)
The timers going off on your
cart
Your missing out
on______
Here’s a sneak
peak…
The best of our deals…this
is what makes us proud
Don’t open this…magic
might be unleashed!
As you wish…

16. 16
EMAIL SUBJECT LINE HOOK
Examples
Everything you wanted to
know about _______
From chaos to
calm
Welcome gift! Offer inside
Mark your calendar for these
key dates
We didn’t realize _____was so
dangerous
Show them what your made
of
Drooling over
_________________
Who you gonna call?
Get this NOW before its
gone…

17. 17
EMAIL SUBJECT LINE HOOK
7 Styles
Funny Lines
A humorous subject line can really
stick out among the dry, dull emails
surrounding it. Humour is a touchy
thing though – it thrives on exclusivity,
which isn’t always great if you’re trying
to appeal to the masses.
Scarcity Tactic
We have a deep, inherent terror of being
left behind, of missing out. Email subject
lines threatening scarcity (limited time
offer!) tend to perform well.
Numbers & Lists
Incorporating numbers into your subject line
attracts attention, as our brains are naturally
drawn to digits. This tends to be why top 10
lists are so successful – lists are easier for
our brains to process and they create
curiosity, in addition to providing the promise
of a quick and easy read.
Simple, No Nonsense
MailChimp conducted an email subject line
study and found that short, descriptive subject
lines fare better than cheesy lines. It’s worth
noting that this works best in which a user
already has a connection with the content
you’re delivering.
Single Word
One effective email subject line
strategy involves going ultra-
minimalist with one-word subject
lines. Try to use a power word that
will cause curiosity.
Questions
Question marks offer another
method for standing out from the
email masses. Punctuation marks,
however often fail. Experiment with
some fun symbols.
Shock & Contreversy
Controversy (sometimes) sells, and it most
certainly grabs attention. Using shock,
controversy, or insult in your subject
lines requires you to tread really carefully. You
may get opens, but at the cost of customers.
This strategy requires you to be confident in
your understanding of your audience’s tastes
and perceptions.

18. 18
Part 3
The Bullet Point Hook

19. 19
BULLET POINT HOOK
Email, Landing Page, Ads
Benefits
Express the clear benefits and
promise to the reader. They are like
headlines. Bullets encourage the
scanning reader to go back into the
real meat of your content, or go
forward with your call to action.
Summetrical
Keep your bullet points symmetrical
if possible; meaning, one line each,
two lines each, etc. It’s easier on the
eyes and therefore easier on the
reader.
Clarity
Avoid bullet clutter at all costs. Do
not get into a detailed outline jumble
of subtitles, bullets and sub-bullets.
Bullets are designed for clarity, not
confusion.
Thematical
Keep your bullet groups thematically
related, begin each bullet with the
same part of speech, and maintain
the same grammatical form. And
don’t write too much.

20. 20
BULLET POINT HOOK
Types of Bullet Points
Clarity
Extracting bullets out of complex sentences helps you drive
home a point while also increasing the usability of your
content.
External Fascinations
These types of bullet points are usually found in sales
copy. They create curiosity and work like headlines to
prompt a purchase or other action.
Authority
These bullets are used to recite the data
and proof that supports your argument,
turning factual information into interesting
reading.
Internal Fascinations
These bullet points are pretty much identical to
external, except they’re designed to persuade
people to continue reading.
Cliffhanging
These bullets tease what’s coming up next or in the near future.
You can also use cliffhanger bullets for an upcoming promotion,
launch, or special content event.
Giveaways
These bullets are a great way to
highlight freebies and discounts.
Expansion
These bullets break up the “sameness” of the
page, and they add more tease, demonstration
and curiosity.
Can’t Be Done
This is where you say something that
is almost unbelievable. Something 100% true, but
makes you say, “How can you do that?”
02 01
04
03
06 05
08 07

21. 21
BULLET POINT HOOK
Pro Tip
Bulleted lines will
keep your readers
running down your
page.
Shortcut to
bulletpoints
Craft each bullet as if it were to
serve as your headline. You won’t
achieve perfection with each and
every bullet you write, but if you
stick to this principle, writing them
gets much easier over time.
Write out 3 for
each bullet
point, and pick
the best one.

22. 22
BULLET POINT HOOK
Examples
In bold are the hook headlines that can also be
used in your subject title. Underscored are the
power words. What emotions do you feel?
This example gives the emotion of “fear” in the
first line, and then gives a positive phycological
emotion to fix it.

23. 23
Part 4
The Benefits Hook

24. 24
WEBSITE BENEFITS HOOK
01
02 03
04
05
06
07
08
Easy to Scan
If you don't want your visitors to
miss out on your persuasive
words or your product's most
important features, make sure
that the text on your website
homepage is easy to scan.
Call top Action Placement Key
In one case study, an online store
selling trampolines increased their
conversion rate by 11 percent just by
adding a CTA above the fold
Clarity
When a visitor arrives on your
homepage for the first time, there
should be no ambiguity about what
their next step should be.
Call to Action Placement
Place your call to action at
the top, middle and bottom
of the page.
Repeat Value
Throughout your homepage repeat the
benefits your visitors will get after clicking
on your CTA. You can use different power
words and visuals to reiterate these
benefits.
CTA Clarity
Apart from being
clear about the
action your visitors
need to take, you
also need to be
clear about why they
need to take that
action – state the
why’s.
Reduce Anxiety
Reduce your customers' risk by
proving that you do deliver on your
promises. This is where social proof,
such as reviews, case studies, and
testimonials come in.
Easy Tips
1. Break up your homepage content with
subheads. 2. Use lists to outline details
rather than describe them in paragraphs. 3.
Use short sentences. 4. Consider
presenting supporting information through
visuals and video.
Heading and Subheadings
Within 3 seconds, a website needs to tell visitors what it
has to offer. Keep your headline clear and simple – no
fluff. Your headline should also be action-oriented and
dynamic. Your sub-headings should offer a brief
description of what you do or offer. Avoid jargon or
talking about yourself.
State the Solution/Benefits
Prospects want to know about the benefits of buying
from you. Keep it lightweight and easy to read.
Speak the language of your customer.
Returns
Trial
Free Cancelation

25. 25
WEBSITE BENEFITS HOOK
Example
This list states what you’ll get
when you sign up to this email
list. Power words are underlined
in Orange.
Go look at your homepage now
and see if you can find any
areas you can spruce up with
some power words.

26. 26
WEBSITE BENEFITS HOOK
Example
The list provides 3 clear benefits
from using this software.
Have a look and see if you can
find any power words.

27. 27
REDUCING ANXIETY
Example
Social proof can reduce a
persons anxiety and provide
reassurance. There are many
ways to do this. Here’s one
that outlines the best time to
show the ad, using this
analytics program.

28. 28
REDUCING ANXIETY
Example
In this example, testimonials
are providing a solid basis to
develop trust. It’s important
to never put up false
testimonials. People will find
out.
A good way to entice people to
leave reviews is to reward
them by picking the best one
of the month and providing
them with a reduced off price
code for their next purchase.

29. 29
VIDEO TESTIMONIAL
Make sure they are
genuine and not fake.
Customers will banish
your business if they are
fake.
Make sure the
quality is good but
also easy for them
to do; ask them to
use their phone to
record.
Collage video reviews
together for full
effectiveness, and put
in your own spin.
Make it easily
available to view.
Easy for Customers
Make sure you make it easy for customers
to record their reviews and upload. Using a
mobile phone is the easiest by far, but it
also has to be easy to upload otherwise
they wont do it.
Be Creative
Consider putting together all the best
reviews into one video, and adding in your
own spin which could be about hhow the
product or service works, how happy
people are, funny moments etc.
Be Genuine
Whatever you are thinking, people can spot
fake video reviews by a mile away.
Remember to give something back if they
provide a video review. Ask for genuine
reviews and picl the best to use.
01 02 03
01
02
03
Helps drive sales

30. 30
REPEAT ELEMENTS
Examples

31. 31
REPEAT VALUES
Example
The value of doing your
studies with this university
is that you have flexibility,
that is mentioned 4 times
in 3 different ways.

32. 32
REPEAT VALUES
Example
The value of protecting
yourself from online
threats by learning
yourself is mentioned 4
times in 4 different ways.

33. 33
CALL TO ACTION
Example
States the benefits.
States the action.
No ambiguity.
It’s clear
Tells you exactly what
you will get.
And how you can get
it.

34. 34
Part 5
The Landing Page Hook

35. 35
LANDING PAGE HOOK
Changing Your to My on CTA button
Using “my” instead of “your”
consistently leads to higher conversion
numbers. Various case studies show
that it can nearly double your click
through rate, with this one simple
change.
Add Directional Cues
Directional cues such as arrows or images of a
person looking/pointing in a particular direction,
help the user's eyes naturally flow from one
section to another on your homepage. It helps
guide people to their next step in your sales
process.
1:1 Attention Ratio
The attention ratio of your landing page
is how many links there are on your
page compared to the number of
conversion goals (which should always
be one). Keep it at 1:1 = one link, one
goal.
Short Copy Vs Long Copy
Studies show that short copy works better than
long, so keep your sentences short and your
paragraphs limited to two or three sentences
maximum. Too much copy makes the page look
cluttered and uninviting. You want your content to
encourage people to click through and explore
other pages.
Matching Messages
When you’re driving visitors from an
advertising campaign, it’s vital that the
landing page they arrive at has the same
message as the ad. For example, if your ad
is offering a free trial, then make sure the
landing page also offers a free trial.
One Conversion Goal
Each landing page should only have a
single conversion goal. That goal might be
to request more information, to make a
purchase, to sign up for a trial, or
something else. Stick to just one.

36. 36
LANDING PAGE HOOK
Website
5. HIGH RISK = LONGER CONTENT
The higher the risk, the longer
your content should be. More
validation will be required to
reduce their anxiety.
6. INBOUND LANDING PAGE
Use a landing page for your inbound
marketing campaigns, rather than
sending visitors to your homepage.
2. SUPPORTING YOUR GOAL
Make sure every element on
your page supports your
conversion goal; pictures, video,
features etc
3. CTA SHOULD STAND OUT
Your call to action should stand out
from the rest of your content.
Consider contrast colours to
accomplish this. Remember, Red
tends to work best.
4. SOCIAL PROOF VALIDATION
Provide social validation, possibly in
the form of testimonials and reviews.
1. CONVERSION HAS ONE GOAL
Limit conversion goals to one
per landing page, keeping your
attention ratio low, ideally, 1:1.

37. 37
LANDING PAGE HOOK
Text Examples
This headline for the
landing is full of power
words and produces lots
of emotions.
The headline is followed
by these emotion-packed
subheads.
The call to action
provides lots of reasons
why you should click. 60
days trial period will
combat any anxiety.

38. 38
LANDING PAGE HOOK
Clean Example
This headline offers a
large percentage off to
entice customers. The
CTA button is direct and
clear.
The sale ends text
should be much bigger,
as this time limit tactic
creates a strong feeling
that you have to hurry.

39. 39
LANDING PAGE HOOK
Clean Example
This headline gives the
emotion of fear, in a
way that gets you to
think about keeping
safe. The CTA button
provides the
reassurance, reducing
anxiety.
The picture does not do
itself justice. It’s basic,
boring, and nothing
stands out.

40. 40
CTA BUTTON
Website
Change Possessive
Pronouns
Using “my” instead of
“your” consistently leads to
double conversion numbers
according to studies.
Button Colour
Is your colour palette mostly
blues and greens? Try using
a red or orange
button. Almost any bright
colour will likely do better
than a shade of neutral.
A case study by Hubspot
found that Red buttons
produced a 21% better
click-through rate than
Green buttons.
Button Placement
You want your call to
action to appear at
intervals on your landing
page, depending on the
length of the page.
CTA Button Test
Take the time to properly
test and optimise your call
to action in order to
maximise the conversions
you get. Test different
colours, copy and
placement.
A week (or month) or
two spent testing your
landing page can
result in huge gains over
the term of your campaign.

41. 41
CALL TO ACTION
Examples

42. 42
CTA BUTTON
Examples
“Send Me the List” could have been used instead, as most people would do,
but “Unlock” makes it sound a lot more intriguing — like you’re getting access
to something that’s been kept hidden away.
“Immediate,” “Money Back,” and “Guarantee” are
all incredibly powerful words, and the author
manages to squeeze them all into one button.
One of the most common power
words used in buttons is “Free”

43. 43
Part 6
The Opt-In Pop Up Hook

44. 44
OPT-IN POP UP HOOK
Website
The average pop-up -
of almost 2 billion tested by
Sumo in 2019 - converted
at 3.09%, and the best
around 9.28%
Hide It!
The first innovative, effective way to
use pop-ups: hiding the form on
your landing page. The more form
fields your landing page has, the
lower its conversion rate.
Offer a Discount
People like offers that will save
them money. That annoying pop-up
should entice them to click. Make it
irresistible.
Offer a Freebie
Offer a free trial, free shipping, an
eBook, that is relevant to the page
they are on. If you don’t offer
something valuable and relevant to
what they’re reading, it will get
ignored.
Create Urgency
A count down timer creates fear that someone will miss out if they don’t
buy now. A timer can create that sense of urgency.
Exit Pop-Up
There are three functions for this
type of pop-up message. The first is
when someone tries to leave a
website (are you sure? pop-up
appear), the other is when
someone clicks to leave a shopping
cart (help pop-up appears), and
lastly to provide a better offer.
Clarity
Not only should the CTA be very
clear, but the pop up box should
have power words, state the
benefits, an irresistible incentive,
and be eye catching.
01
02
03
04
05
06

45. 45
OPT-IN POP UP HOOK
Irresistible Example
This pop up is are designed to
entice people to sign up to a
mailing list.
Is uses certain power words and
emotions to make you feel like
you will miss out on something
great if you don’t sign up.
It also offers a discount off your
first purchase. What makes it irresistible? 1. Being first to know
the latest 2. 10% off your first purchase.

46. 46
OPT-IN POP UP HOOK
Discount Example
This pop up is also designed to
entice people to sign up to a
mailing list.
It also uses certain power words
and emotions to make you feel
like you will miss out on
something great if you don’t
sign up.
The discount is significant
enough to entice you to make
that purchase.

47. 47
OPT-IN POP UP HOOK
Freebie Example
This pop up is designed to get
your email address in exchange
of an eBook.
It uses certain power words and
emotions to make you feel like
you can gain more subscribers.
The CTA button to decline gets
you to questions whether you
are doing enough already.

48. 48
OPT-IN POP UP HOOK
Freebie Example
This pop up is designed to get
your email address in exchange
of 2 eBooks.
The CTA button lets you know
your subscribing, but its
uninspiring. It’s basic and
uninviting.
It uses minimal power words
which is fine, but doesn’t really
tell you how you will benefit from
these eBooks.

49. 49
OPT-IN POP UP HOOK
Urgency Example
This pop up is designed to get
you to make a purchase now.
It uses certain power words and emotions to
make you feel like you will miss out on the
offer if you don’t complete your shopping
within the time.
The CTA button gives you the
sense of a voucher being
applied.
It also provides a fun factor that links into the
theme of the website.

50. 50
OPT-IN POP UP HOOK
Part-Clarity Examples
These pop ups are
designed to get you to
sign up for the free
course, with the view of
upscaling later on.
Both use certain power words and emotions to give you the
sense of finding exclusive content and hidden gems.
It’s reasonably clear in what the
benefits are, without revealing
too much and still giving the
sense of secrecy.

51. 51
OPT-IN POP UP HOOK
Full-Clarity Examples
With this pop-up you know
exactly what you are getting and
how it will benefit you.

52. 52
OPT-IN POP UP HOOK
Power word
Examples
This popup has power
words everywhere, but it
avoids feeling like overkill.
It’s understated, but still quite effective.
You don’t have to overdo it with the power words
on these. A little can go a long way.
Effective use of power words
that can create excitement.

53. 53
OPT-IN POP UP HOOK
Website
Offer Choice
The problem with so many exit popups is that
they don’t offer something the visitor really
wants. A simple way to get around this
problem and present the perfect offer to each
visitor is by letting them choose what they’re
most interested in.
Progress Bar
There is a psychological phenomenon that
makes people feel uncomfortable leaving
things incomplete. It’s known as the
Zeigarnik Effect. A progress bar can coax
your visitors into action.
Highlight Benefits
Highlight your most amazing features in a
bulleted or numbered list.
Bribe Picture
Images can make a huge difference
in any online marketing campaign,
and popups are no exception.
Studies suggest 67% of people rely
on the image alone.
Offer Upgrades
When some tries to exit your site, set up a pop-up for
your abandoning visitor with an upgrade to the
content they were just reading.
Create Scarcity
It’s a well-known fact that scarcity (having
less of something) increases the urge to buy.
By offering content
upgrades, RazorSocial
increased their conversion
rate by a whopping 520%!
EXIT
EXIT

54. 54
OPT-IN POP UP HOOK
Scarcity Example

55. 55
OPT-IN POP UP HOOK
Highlight Benefits Example

56. 56
OPT-IN POP UP HOOK
Picture Bribe Example

57. 57
OPT-IN POP UP HOOK
Progress Bar Example

58. 58
EXIT POP UP HOOK
Choice Example

59. 59
EXIT POP UP HOOK
Upgrades Example

60. 60
Part 7
The Bio Hook

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BIO DESCRIPTION
Website / Social Media
Start With Name First
Begin writing your bio with your first and
last name. If your readers don't remember
anything else about your bio, make sure
they remember your name. You might want
to start with something like: Jay Sears
carried out a 5 year research project on
growth marketing hacks and set up an all
inclusive online marketing hacks course,
with the launch of Insider Marketing Hacks.
Associated Brand
Make sure the brand you want to be
associated with is mentioned in your bio.
Current Position
State your current position and what you do. Make
your primary responsibilities known for the reader,
helping them paint a picture of you.
Accomplishments
Just as a business touts its client
successes in the form of case studies,
your professional bio should let your own
audience know what you've already
achieved.
The First Line is Key
Readers suffer from reading fatigue, so if
you can’t hook them in from the start you’ll
loose engagement. Write out 3-5 different
opening sentences, read them aloud and
select the one that sounds the most
exciting and interesting.
Use Third Person
Write in the third person, even if you are
the one writing it. Instead of saying, “I have
been involved in marketing for 5 years,”
you would say, “Kelly has been involved in
marketing for 5 years.

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BIO
ADD FLAVOUR
End your professional bio on a good
note or, more specifically, a funny
note. Leaving your audience with
something quirky or uniquely you can
ensure they'll leave your bio with a
pleasant impression of you. You
don’t want to make off-colour jokes in
your biography, so pretend your
mother is reading it.
Structure and Time
Before you start writing your bio,
structure out what you will be
including. Use short precise
sentences and also keep the
paragraphs short, ideally two at
most. Don’t bog the reader down
with large blocks of text.
Linkage
Use only one link. Decide what is the
most important place you want your
readers to find you. Twitter?
Instagram? Your signup list? Ideally
the one link should have it go to your
signup page. An email list is the most
important, as it gives you direct
access to potential clients. They can
always google your name to find you
on social media.
Pro Tips

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BIO DESCRIPTION
Examples
This author bio is full of power words. It shows her
uniqueness and makes her stand out from other
copywriters. You can tell she has carefully picked
each perfect word for maximum impact and
provides a link to sign.
This bio opens strong immediately by mentioning
the guides are insanely useful. And just the name
of her report alone is full of power words: “Free,”
“Reveal,” and “Begging.” It makes you want to get
your hands on that report. It also provides a link.
What’s missing? The one on the left doesn’t state
an associated brand. Both don’t mention
accomplishments.

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Part 8
The Picture & Thumbnail
Hook

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PICTURE TEXT HOOK
Flyer / Packaging Label / Thumbnail
Powerwords – Step 1
Choose 2-3 powerwords you like the
sound of that relates to your picture.
Emotion – Step 2
Choose 2-3 emotion words that creates
the emotional response you want.
Analyse – Step 3
Analyse examples, say them out loud
and figure out what catches your
attention.
Pick the Best – Step 4
Look at your picture and cross reference with
the words you have selected, to find which
ones relate best to the picture.
Practice – Step 5
Write out 3 of your own phrases, using the
words you have chosen. Say them out loud
and refine them.
See Topic 8 “Secrets
of Communication &
Content Strategy”
for al list of power
words and emotional
words.

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PACKAGING LABEL TIPS
Keep It Clean
When your product label design has way too
much going on, it’s going to throw off your
customers.
Font
Don’t use too many fonts. It’s best to
stick with 2 at the maximum to keep
your label consistent and easy to
read.
Consistency
You always want to stay
consistent with the type of product
you’re selling.
Keep It Simple
Keep your designs, images, and fonts simple
for maximum user experience. Labels loose
impact when saturated with different elements.
However, It is important to have a label that fits
the brand identity.
Colour
Colours are essential for grabbing a
customer’s attention. People are
more likely to stop in their tracks if
you’ve got a nice colour jumping out
at them. Keep it consistent.
Stand Out
Find something unique you can
associate with your brand; the
shape, size, different photographs,
featuring individual messages.
01 03
02
Also consider a semi-
gloss vs a matt finish,
and pick what is
appropriate for your
visual identity.

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PRODUCT LABEL
Examples
Winter Ale from the Great Lakes
Brewery use a dark bottle so that
the blue and white text colour
stands out. This also ties in
nicely with the theme of winter.
Green is a popular colour for
hygiene and sanitizing products.
It’s a colour that represents
security and health. This label
from Meditrix uses it well for a
product label that looks modern
and professional at the same
time. The font is very clear and
consistent.

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PRODUCT LABEL
Examples
This American dermal CBD brand
has an elegant and bold label. The
gold details add contrast to the
dark-coloured bottle and label.
Although there isn’t a lot of space to
work with, the brand still made sure
to have an informative product
label.
Brands differentiate themselves from the
competition by using different label materials.
This wine brand taps into a matte material to
exude elegance. The texture adds a touch of
sophistication to the overall look of the bottle. It
goes well with the illustration and typography of
the design.

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PRODUCT LABEL
Examples
James Ready, a Canadian beer
brand of Moosehead Brewing
Company puts a fun message
printed under every beer bottle
cap.
Innocent Smoothies put a
humorous message at the back
of their bottles as a way of
encouraging you to do
something good. In this case, it’s
about recycling the bottle.

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THUMBNAIL
Examples
Both provide an emotion of
“curiosity”. I wonder how/what.
However, the picture bellow could
also provide “shock”.
Both provide an emotion of
“curiosity”. I wonder how/what.
Provides an emotion of
“curiosity”, “fear”, “anxiety”,
“panic”. These are mostly
negative emotions and title is
extreme that will generate a lot of
views. However, keep in mind
creating negative emotions often
has the opposite effect.

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THUMBNAIL HOOK
Examples
Provide an emotion of “happiness”
and laughter.
Provides emotions of “excitement”,
“Curiosity” and for some, “relief”.
Without having words to describe
the picture, it still strongly
demonstrates the power of
creating “horror”, “fear”, “anxiety”
and “curiosity”.

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Part 9
The Text & Title Hook

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BOOK COVER HOOK
Example
You might say Stephen Covey’s use of
power words in his title has been highly
effective. See what I just did? Odd
numbers tend to work best, according
to research and the power words of
“effective” and “habits” draw people in.
The use of “Badass” alone will
make it stand out in the self-
development section, but the
use of “Greatness” and
“Awesome” in the subtitle truly
seals the deal.

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BOOK COVER HOOK
Example
The power word “Subtle”
contrasts well with the F-bomb
in the title, and the use of
“Counterintuitive” will spark
some interest as well.

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VIDEO TITLE HOOK
Examples
“Disgusting,” “Punishment,” and
“Controversy” are all attention-grabbing
words (and that’s besides the attention-
grabbing names of Brock Turner, Star Wars,
and Kim Kardashian). Note also how he has
capitalised “Disgusting.” It’s another smart
trick many YouTube channels use to stand
out more in YouTube’s lists of video
suggestions.
By capitalising the power words
“Don’ts” and “Stupid,” his title
catches a lot more attention (as
you can see for yourself by the
millions of views it’s received).

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Part 10
The Video Hook

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VIDEO INTRO HOOK
Videos
Create
Curiosity
Tension will usually
also create curiosity in
most cases. Consider
finding clips that end
with “and then this
happened”…
Suspens
e
Creating suspense
will keep people
hooked in. By not
revealing too much
at the start will draw
them in. Always
leave them on the
edge.
Thumbnai
l
Your thumbnail should
tell people what the
video is about, without
revealing the most
exciting part of the
video. The hook of the
video should tease
them.
Create
Tension
Find a short segment in
your video, that you can
chop and copy to place
at the start which
creates tension.
3 to 5
sec rule
The first 3-5 seconds of a
video is vital in grabbing
attention. Put every effort
in catching cutomers
attention.
Test
Try different
versions of the
hook, see which
one creates the
most excitement.

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VIDEO INTRO HOOK
Examples

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VIDEO INTRO HOOK
Example