Today I want to share something massive with you.
It's something I've never done before and am scared to share. You will want to read until the end to find out what it is.
*End of role play*
Hooks and teasing the reader with a payoff is what good writing does.
But tangling the carrot so far in front of them while making them work ridiculously hard to get it is lousy writing (like I did at the start). It's the easy way to use the method.
This was brought to my attention in a marketing community by a new member's intro:
"Hi, I'm Dominik! Bootstrapping SaaS, surfing and you definitely want to read this crazy fun fact about me...
Hey there! ツ
The problem is... Now that I have your attention with my clickbaity crazy fun fact, I actually have to come up with one. OK. I have one. You definitely want to read this until the end to get it."
This is someone who read about using hooks and payoffs one time and now takes it to the extreme. They don't understand the thinking behind it; they simply understand the WHAT.
When this is done well, you shouldn't feel it. Instead, it should be an intangible pull toward the payoff (i.e., the fun fact), and it should feel like a reward, not drudgery.
So, what is my big announcement? (You thought I was kidding?)
My podcast comes out tomorrow!
It's called a Podcast on Marketing. You can find it on all major podcast players.
Let me know if you want to appear on the podcast and jam out about marketing!
🧠 + ❤️ // JO