202402111321 Status: #idea #🧠 Tags: #lead-generation #social-media # Hook, Retain, Reward When posting content that's going to go "viral" (gross), it appears you want to appeal to some pretty basic human psychology. Every m9 and his dog has their own way of talking about this, but it comes down to something pretty similar to LaM's [[Choose, Interpret, Share]] framework: 1. How do we get someone's interest, such that they stop scrolling? 2. How do we increase watch-time, such that they watch to the end? 3. How do we satisfy the thing we promised our viewer, such that they do what we ask them to, follow our content, and/or share it with someone else? ### Hook, Retain, Reward 1. Hook them with something relevant and novel 2. Retain their interest until the end 3. Reward their interest by satisfying the pay off you set up initially ## 1. Get them to [[Care]] with a Hook. The objective: get them to [[Care]]. Because the audience cannot be rewarded unless we first get their attention. Give your audience a reason to redirect their attention from whatever they are doing towards us. If we do that, we’ve hooked them. The effectiveness of your hook is measured by the percentage of people who start consuming your content. ### Set a Topic Use some *Topics* to help create content: 1. Far Past: the important past lessons of your life 2. Recent Past: interesting stuff that's happened 3. Present: ideas and insights as they come to you 4. Trending: go where the attention is 5. Manufactured: turn your ideas into reality. Pick a topic people find interesting, and then make it, or learn about. Then show the world. > *"Life happens–profit by sharing yours."* > — [[Alex Hormozi]] #quote ### Write a Headline Studies show that the following elements drive the most interest. Try and include at least 2. Refer to [[Robert Cialdini]]'s [[Influence]] for further reading. 1. Recency: As recent as possible, quite literally the ‘new’s 2. Relevancy: Personally meaningful 3. Celebrity: Including prominent people (celebrities, authorities, etc.). 4. Proximity: Close to home – geographically 5. Conflict: of opposing ideas, opposing people, nature, etc. 6. Unusual: Odd, unique, rare, bizarre 7. Ongoing: Stories still in progress are dynamic, evolving, and have plot twists. ## 2. Retain: Make sure they [[Hear]] you out > *"There is no such thing as too long, only too boring."* > — [[Alex Hormozi]] #quote The best driver is *curiosity*. People will wait years if they're curious. Make people curious with Lists, Steps or Stories. 1. Lists: Things, facts, tips, opinions, ideas, etc. presented one after the other. Good lists in free content also follow a theme. Think “Top 10 Mistakes” or “5 Biggest Money Makers” and so on. 2. Steps: Actions that occur in order and accomplish a goal when completed. Provided the early steps were clear and valuable, the person will want to know how to do them all to accomplish the overall goal. 3. Stories: Describe events, real or imaginary. And stories worth telling often have some lesson or takeaway for the listener. You can tell stories about things that have happened, might happen, or will never happen. ## 3. Reward: Satisfy the promise of the Hook (and get them to [[Share]]) How good your content is depends on how often it rewards your audience in the time it takes them to consume it. Think *value per second.* People will read whole books or watch 3h movies, so it's not about length, it's about attention span. You can't promise that people will get what they want out of your content. But you can even the odds by: 1. Hooking the right audience with proper topics, headlines, and formatting 2. Retaining them with lists, steps, and stories to get them curious and wanting more  3. Clearly satisfying the reason the content hooked them to begin with. --- # Further Reading - [[Posting Free Content]] - [[Guidelines for Posting Free Content]] - [[100m Leads Playbook]] - [[Engaged Leads]] - [[Lead Magnets (Bar Snacks)]] - [[The Core Four]] - [[More Better New]] - [[The Four Lead Getters]] - [[The Five Step One-page Advertising Plan ]] - [[Hormozi-$100M Leads]] - [[Posting Viral Content]]