Page 117 · Module 05, Market Your Message · this screen continues that page
All 108 frameworksHook Framework for Content
Your content is well-written and genuinely useful but it gets ignored. You're posting
The prompt
Copy & paste readyLabelsReplace theseSwap the role below
Pro tip, from the book
The curiosity hook is the most powerful but the most overused. The relatability hook is the most underused and often outperforms everything else because it makes the reader feel seen before they've read a word of content. Start with: 'You know that moment when...' and describe your audience's exact situation.
Who should run this prompt
Module role profileWho should build and review your marketing? Marketing fails at two points: when the message is unclear, and when it reaches the wrong people. The roles on this page cover both failure modes. Internal roles help you build, sharpen, and distribute. Outside perspectives — especially the cold customer — tell you whether what you built actually works before the campaign launches.
Choose any role to drop it into the prompt above. Only the highlighted opening clause changes — the rest of the prompt stays exactly as printed.
◆◆◆◆◆ → ◆ seniority, board level down to specialist◈ outside the organisation
How to make any role sharper
- Add years of experience: "...with 15 years in enterprise SaaS" produces different depth than just the title.
- Add what they care most about: "You care most about [X]" shapes every word of the output.
- Add their communication style: "Be direct. Flag risks first. No jargon." changes the tone entirely.
Use this when
The problem it solvesconsistently and seeing minimal engagement. The problem isn't the content it's that nobody is stopping to read it.
How the framework works
From the printed pageIn a feed of infinite content, the first line of any post, email, or video is the only thing that decides whether the rest gets seen. A hook works by triggering one of four responses: Curiosity (I need to know how this ends), Relatability (that is exactly my situation), Controversy (I disagree and want to respond), or Value (this will help me right now). The 3H Hook System structures every piece of content around a strong opening that earns the scroll followed by a clear value delivery and a closing that creates engagement or action.
The method, in four moves
Do these in orderWrite 5 hook variations for every piece of content the best one is rarely the first.
Test different hook types across your audience: curiosity works on some, value on others.
The hook should be the last thing you write after you know what the content delivers.
If the hook doesn't make you want to keep reading, rewrite it before posting. The first line determines whether the rest gets read Curiosity Isn't a License to Bait A hook that promises one thing and delivers another earns a scroll-past on the next post, not the current one. Curiosity should point at the real value inside if the opening line and the content don't match, you're not hooking, you're baiting.
Where the framework comes from
Social media content strategy — Hook framework methodology, 2020s
Pairs well with
As printed with this frameworkModule 05 — Market Your Message
Build the system that makes your right customer find you.
10 frameworks, printed on pages 114–133.
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