Rule Four: Headlines and Hooks

The process of building authority involves a constant battle for attention. When you’re an unknown just starting out, it can be tough. But when you’re well established, you’re often competing even for the attention of the faithful. Let’s face it… it’s noisy out there.

Your headline (or the title of your content) is what determines whether or not your effort even gets a chance. Think about this: On average, 8 out of 10 people will read the headline, but only 2 out of 10 will read the rest. Improve the odds with a killer headline.

A hook is the angle or the attractor that gets people interested in your content, no matter how dry the subject matter. It could be a great analogy, a pop culture reference, a historical intersection… whatever. It’s just got to be intriguing. Your hook not only helps you write a killer headline, it also keeps people glued to your content and more inclined to spread the word.