David Ogilvy nailed it with this marketing insight:
The consumer isn’t a moron, she’s your wife.
But most writers get this dead wrong. They think cramming their content with facts and stats will keep readers glued to the page.
The truth is… it probably won't.
Even the most valuable, in-depth content can bomb if it doesn’t engage specific parts of the brain. Just as you would with your spouse, you need to understand and connect with your readers on a deeper level.
Many writers don't even see this because they're too obsessed with frameworks and templates. But the real magic happens when you evoke emotions and use emotionial hooks.
Think about it. When was the last time you were moved by a list of statistics? It’s not the data that pulls you in. It’s the story behind it.
So, how can you use these powerful emotional triggers to make your content irresistible?
Let's break down the…
7 Emotions That'll Hook Your Readers and Keep Them Wanting More
Emotions control how we process information and make decisions.
Neuroscientist Jaak Panksepp identified seven primal emotions that drive human behavior. These primal emotions produce distinct emotional experiences. (Emergent Emotions.)
Now, let's explore how these emotions can help you write about one topic from different angles. To illustrate this, we're going to tackle the problem of overcoming writer's block.
I'll give you an example hook for each of the seven emotions. These hooks aren't complete. They're meant to show you how to approach the same topic from different emotional angles.
You might get the impression that this is manipulating or tricking your readers. It's not about that. It's about connecting with them in a real, genuine way.
So, please use what I'm about to show you responsibly.
Curiosity
Curiosity drives readers to explore and learn more.
Picture this:
The secret to overcoming writer's block and finally start publishing consistently.
That's the kind of hook that gets people intrigued. Use curiosity to reel them in. This works especially well for educational content or anything involving discovery and learning.
Anger
Anger can be a powerful motivator.
Think about a hook like:
Why your perfectionism is sabotaging your writing dreams (and how to fight back.)
This isn't just about stirring the pot. It's about tapping into frustrations your readers already feel. Call out an enemy. Challenge the status quo. Rally readers to right the wrongs.
Anxiety
Fear drives action.
Hit them with:
Is your procrastination ruining your writing career? Discover the one change you need to make today.
Highlight threats, risks, and potential for disaster. Whether it’s about health, security, or career, when you tap into your reader's fears, they’ll keep reading to find out how to avoid those negative outcomes.
Urgency
Addressing feelings of loss or fear of losing something valuable can be powerful.
Imagine this:
Don't let your creativity die. Here’s how to escape the rut and reclaim your creative flow.
When you speak to their pain, sense of loss, or fear of missing out, you create urgency. They’ll stick with you, desperate to find a way out.
Joy
Joy makes your content fun and shareable.
Try a hook like:
How to turn your writing sessions into a fun adventure you'll look forward to every day.
When you make your readers smile, they’re not just reading. They’re enjoying the experience. Light-hearted content makes them more likely to share and engage.
Desire
Desire fuels ambition.
How about:
Imagine the thrill of effortlessly completing your writing projects and seeing your posts go viral.
It's the promise of pleasure, success, and recognition. Lifestyle and luxury content thrive on this. Tap into your readers' aspirations and they'll want more.
Trust
Trust is the base of any strong relationship, including the one you have with your readers.
Want to build trust with strangers? Be vulnerable. Share your struggles. Show them you're human. When you open up, your readers see you as relatable and genuine.
Take this hook for example:
How I overcame writer's block and reignited my creativity.
You don't just offer advice. You show empathy. That's how you build trust and create a loyal audience that connects and sticks around.
Identify the Right Emotion for Your Content
Match the emotion to your content's purpose.
| Emotion | Purpose |
|---|---|
| Curiosity | Perfect for educational content and new topics. Gets readers exploring and learning. |
| Anger | Great for advocacy and change-driven content. Fires up readers to act against common problems. |
| Anxiety | Ideal for urgent calls to action. Pushes readers to avoid negative outcomes. |
| Urgency | Tackles fears of losing progress or opportunities. Creates a sense of immediate need. Gets readers acting fast to avoid loss or regain something valuable. |
| Joy | Makes content fun and shareable. Creates a positive and enjoyable reading experience. |
| Desire | Ideal for aspirational content. Motivates readers to chase their dreams and goals. |
| Trust | Key for building long-term relationships. Fosters a loyal, nurturing connection. |
The Power of Mixing Emotions
The best hooks hit multiple emotional angles. Mix emotions like curiosity, frustration, urgency, and trust. You’ll create a richer and more engaging experience for your readers.
- Curiosity grabs attention and pulls readers in.
- Frustration connects with their struggles, making your content relatable.
- Urgency adds a sense of importance and fear of missing out.
- Trust provides comfort, reassurance, and a promise of a solution.
When you layer emotions like a master chef cooking a gourmet meal, you do more than catch attention. You make them care about every word you write.
The more primal emotions you trigger—each one lighting up a different brain region—the more mental space you cover. That's what makes your message stick.
Putting It All Together
- Experiment: Test different emotional hooks in your content and see how readers respond.
- Refine: Adjust your approach based on engagement metrics to find what works best.
- Rotate: Keep your content fresh by rotating the emotions you use in your hooks.
Apply these insights, and you won't just grab attention—you'll inspire action. Your content will hit hard, stick, and keep your audience coming back for more.
