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What’s a hook? Just as a physical hook lets you catch and keep a fish, a written hook helps you catch and “keep” a reader. Research shows the average reader will read something for about 5-6 SECONDS before deciding to drop it or keep reading. So, it’s essential to START STRONG with a good hook.
The Friday, March 4, 2011 Wall Street Journal had this nugget to start an article called “The Most Expensive Town in America.”
“The lowest-priced single-family home on the market in Aspen is listed for US$559,000. It’s located in a trailer park.” (Note: for those not familiar with American towns, trailer parks usually have some of the cheaper homes–well below a half million dollars!) The author, Nancy Keates, continues: “While most housing markets in the rest of the country continue to struggle with anemic demand and foreclosures– and sales at many other luxury ski resorts are still sluggish–Aspen has forged its own orbit.” The author then goes on to tell how the average home price in Aspen, Colorado is now about $6 million, and how Aspen is booming despite the recession. In other words, the author starts with a good hook THEN gets into the details of the story. In sum, I think the author has a GREAT hook. It’s short, surprising, and reels in the reader. What more can you ask for in a good hook? |