It’s All About the Hooks

Hooks are interesting because, to the uninitiated, they are very shallow. “Yah, yeah, just say something crazy and then use that to sell something.”

No, it’s precisely the opposite. You want your hook to fit your idea and your audience. That takes thinking, and I highly suggest you do not skip this step. 

A good idea is nothing more than an idea until you make people care about it. Run all your ideas through 3 filters: 

Is it useful? 

Look at viral ideas from the past. They went viral because people cared about them. They also went viral because there was some hook that got people thinking “WOAH” right away.

Hooks are a very key part of writing and enhancing your ideas. Being able to take your idea and think of a way to get attention on it is a top priority. 

There are thousands of competing interests who all want a slice of your audience’s attention. It’s entitled to say, “They should know the value of my work.” Instead, make it easy for them to give you that initial attention and then deliver great ideas that are useful to your audience.

Bring in Resources For Best Results

People tell me that I can write well. Well, they tell me I'm a good writer. I think this is funny because while I can enjoy writing and have the ability to write things that make people interested in them, I struggle with structure.

I’m also not good at writing hooks, swhich means I cstruggle to get people into the conversation. To address this, I’ve brought in resources to fill my gaps. As long as the ideas are still mine, I’m content to have someone help make me a better writer. 

In fact, this is being written by a ghostwriter right now, and that’s NOT a bad thing (or so he tells me). 

But seriously, having someone who can take your ideas and turn them into something better while still retaining the original thread is how you spread your ideas without having to become an amazing writer. 

If you can't recognize your best ideas and don’t have time to get great at writing so you can get your points across, then yes, you should hire a ghostwriter or somebody to support you.

It’s Not Cheating If They’re Still Your Ideas

I identified a place where I’m weak — my hooks — and then worked with my ghostwriter on this. But even more, I bring my ideas and observations and ask him to organize them into something more focused and applicable. 

My tendency is to notice major trends in the way messages are distributed and customers interact with products. My ghostwriter drills me on this until it becomes clear HOW these ideas will affect my clients and what I should be saying to earn prospective clients’ trust. 

Bringing in a ghostwriter is just one way you can improve your ideas with outside resources. You could formalize your ideas into something bigger by using a research assistant, illustrator, or making a “survey audience” whose reactions you regularly poll before you send this out. 

By looking at your ideas as a starting point and finding the people who can improve them and provide that feedback, you are more set up for success. 

Neglecting Your Writing Is Like Saying No to Growth

I hope it’s clear by this point that writing can be a collaborative effort. Whether you’re running your ideas by focus groups, bringing in a ghostwriter or editor, or just spending more time talking with your audience, those all help make your ideas better. 

And when your ideas get better, your writing gets better. 

Writing helps you structure your thoughts, making your ideas better. By working on your ideas on your own, working them into something better, and then bringing in resources where you’re weak, you can make your ideas better and have something better to share with your audience, investors, or employees. 

And your writing will make a difference everywhere in your business. Write a shitty job post, spend months trying to hire. Write a great one, and you’ll get what you want sooner. 

Write a weak pitch. Get weak investors. 

Talk about the wrong problems. Close few sales.

Tell a bad story in the press. Get poor leadflow. 

You get it. 

And what’s amazing about this is that it’s in your control. Stage presence is a “you’ve got it or you don’t” situation. Distribution is something you can buy or engineer. Writing is something that you can build into your own skill stack. 

Spending time working on writing will always be a valuable skill, because learning to write well very much is about structuring the way you think. And the more effective you can think and communicate your thoughts, the more effective all of your business will be.

Have fun building this superpower, and if you want help using your ideas to get more customers, Tides has a proven process for doing this.

-Grady