Think of the last movie you saw in the theater.

Chances are, before committing to that movie you either heard about it from a friend or saw the trailer and were intrigued enough to find out more.

Whether it’s filling movie theater seats or building an audience around your work, you need a great hook to get people through the door.

Think of how many times you get asked what you do. How many times do people who know you have a podcast, a blog or a YouTube channel ask what it’s about?

A great hook should cause their eyebrows to shoot up, interested, intrigued even, curious to find out more, even if they’re not in your target audience.

A great hook is concise and memorable, something that sticks in the memory of everyone you tell. Something they can repeat verbatim next time they come across someone who might be interested in the content you create.

With a great hook, you can turn everyone you talk to about your work into a small part of your marketing department.

Without a great hook, they tune out, you lose interest, and the opportunity is wasted.

Find your hook. Find a way in 15 words to describe what you do, who it’s for, and why it matters.

No, it’s not easy, that’s why not that many people have a great hook, which is why not that many people are able to turn acquaintances into advocates, which is why so many creators are left struggling to build an audience around their work.

Your work is interesting. Learn to communicate that and watch your audience begin to grow.

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Want to hear more about building an audience around work that matters? I think you might enjoy these reads.

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