Hooks, Headlines and Leads

Before we get into the specifics of headlines and leads, let’s talk about these three ideas together… hooks, headlines, and leads, because they go together. In fact, a headline is often your hook. Not always, but often. And a good lead hooks the reader to keep on going. 

So what specifically are these three copy elements? Let’s define them.

A hook is a curiosity-creating idea. Sometimes your hook will address a pain or problem. Sometimes it promises a big gain. Other times your hook will tell a story or make a prediction. But most importantly, a good hook makes you want to keep reading. It opens up a loop that can only be closed by continuing to read your mesage. 

A headline is the first line of your copy. Often it’s the tightest possible expression of your hook. But it doesn’t have to be that. Your headline is there to catch attention and keep the reader going to the next line. And if it does that, you’re doing well.

Finally your lead is simply the first few hundred words of your copy, whether that’s a blog post, a case study, a sales page or something else. It pulls readers deeper into the message you are sharing.

Both your headline and your lead will be focused on the hook or idea that is intriguing enough to attract attention and keep people reading. That’s how they all fit together.

In the next few segments, we’ll break down some of the most common lead types and when to use them, the 12 things you need to think about when you write headlines, and we’ll share 14 different headline formulas to get you started as you write your copy.

Keep in mind, these elements go together. You can’t write a great lead without a great headline. And both your headline and lead need to be based on a great hook or big idea that intrigues your reader. Without it, they’ll fail.

Remember, hooks, headlines, and leads all depend on who you are writing for, what problem they have, and the stage of awareness they are in. Always keep your customer top of mind, when coming up with these elements. If the idea or headline doesn’t connect with them, your copy will fail.

Now watch the next three segments together, then take some time to play around with a couple of hook ideas, write headlines for them, then flesh out your thinking with a full lead.