I remember when I first learned the basic structure of writing copy. It was mid-2020, and I was taking a simple course that taught the typical copy framework—headline, sub-headline, body copy.

When the teacher of my course started talking about how to create headlines, though, I started to feel a little queasy. The main way it talked about writing headlines was as a “hook.”

The concept was unsettling to me then, and is unsettling to me now. 🫠

What hooks really imply

Of course, I know that it using the word “hook” interchangeably with “headline” is just a figure of speech describing a small bit of copy. A hook, in copywriting, refers to the first and visually largest bit of copy that is designed and written to grab the attention of a potential client or customer, and “reel them in” to read your article, buy your product, pay you money.

Here’s the thing though: I don’t think we actually WANT to use our words to hook people.

A hook implies that someone is captured against their will. They don’t want to be there, they just can’t help it… they were snagged and can’t get away. As soon as they can get off, they will.

Trying to hook people wears down trust. No one wants to feel like they were “got” or taken advantage of. Using copywriting techniques like fine print, bait and switch methods, misleading copy, and extreme exaggeration are all ways that copy becomes more about just capturing a potential client than inviting someone into a genuinely beneficial offer.

Swap hooks for invitations

So, what should you do instead of writing hooks? Think of the contrast of an invitation. An invitation is a kind offer! A delight to receive! Gracious and welcoming! It implies friendship and connection, instead of hooking and grabbing.

Of course I don’t think *most* people who try to hook people with their copy have ill intentions. If you have a “hook bank,” certainly no shame! It’s the language of the copywriting industry, and it makes sense that we would adopt it without thinking too much about the implications. 

I wonder, though, how the whole tone of your brand would change if you changed your posture from one of throwing out hooks to one of offering invitations. Instead of thinking, “How can I hook my clients?” train yourself to think, “How can I connect with them? How will they know I am talking to them?” I’m convinced that having an audience that knows, without a doubt, that you care more about THEM then just getting a quick click, will benefit your business in the long run. Maybe the process will feel slower, but it will be worth it in the end.