Why do some pieces of content garner coverage whilst others languish unseen and unloved? More often than not it comes down to the hook. But what the hell is a hook? Hannah explains what a hook is, and provides tips and insights on how to improve your creative work.
36. @hannah_bo_banna
Hey Hannah!
We made this thinger, and we all think it’s great!
We’ve gone to 200 journalists, but no one’s picked it
up, and we’ve seen no social shares either.
Any idea where we’re going wrong?
38. @hannah_bo_banna
when people tell me their
piece isn’t working,
& I take a look,
I typically feel one (or more)
of these things
this is shallow
if I shared this it would say
nothing good about me
this is so ugly I think my eyes
might bleed
I don’t think this shows what
you’re claiming it shows
this is patronising
there’s nothing I can identify
with here
there’s nothing new or
different here
I’m confused – I don’t get it
this isn’t something I care about
this isn’t something I’ve ever
wondered
you’ve promised me something
but haven’t delivered
cool, but so what?
107. @hannah_bo_banna
when people tell me their
piece isn’t working,
& I take a look,
I typically feel one (or more)
of these things
this is shallow
if I shared this it would say
nothing good about me
this is so ugly I think my eyes
might bleed
I don’t think this shows what
you’re claiming it shows
this is patronising
there’s nothing I can identify
with here
there’s nothing new or
different here
I’m confused – I don’t get it
this isn’t something I care about
this isn’t something I’ve ever
wondered
you’ve promised me something
but haven’t delivered
cool, but so what?
109. @hannah_bo_banna
however, I think that each issue can be tied back to problems with:
the content, the execution, the hook,
or a combination of the three
110. @hannah_bo_banna
issues with content (?)
this is shallow
if I shared this it would say
nothing good about me
this is so ugly I think my eyes
might bleed
I don’t think this shows what
you’re claiming it shows
this is patronising
there’s nothing I can identify
with here
there’s nothing new or
different here
I’m confused – I don’t get it
this isn’t something I care about
this isn’t something I’ve ever
wondered
you’ve promised me something
but haven’t delivered
cool, but so what?
111. @hannah_bo_banna
issues with execution (?)
this is shallow
if I shared this it would say
nothing good about me
this is so ugly I think my eyes
might bleed
I don’t think this shows what
you’re claiming it shows
this is patronising
there’s nothing I can identify
with here
there’s nothing new or
different here
I’m confused – I don’t get it
this isn’t something I care about
this isn’t something I’ve ever
wondered
you’ve promised me something
but haven’t delivered
cool, but so what?
112. @hannah_bo_banna
issues with the hook (?)
this is shallow
if I shared this it would say
nothing good about me
this is so ugly I think my eyes
might bleed
I don’t think this shows what
you’re claiming it shows
this is patronising
there’s nothing I can identify
with here
there’s nothing new or
different here
I’m confused – I don’t get it
this isn’t something I care about
this isn’t something I’ve ever
wondered
you’ve promised me something
but haven’t delivered
cool, but so what?
147. @hannah_bo_banna
it’s likely that people were throwing
virtual snowballs to:
flirt
or
reconnect (without actually reconnecting)
or
just say hi
(the list here could go on & on)
154. @hannah_bo_banna
if you fail to understand
your audience,
you are in danger of creating
something that leaves them
feeling one of these things
this is shallow
if I shared this it would say
nothing good about me
this is so ugly I think my eyes
might bleed
I don’t think this shows what
you’re claiming it shows
this is patronising
there’s nothing I can identify
with here
there’s nothing new or
different here
I’m confused – I don’t get it
this isn’t something I care about
this isn’t something I’ve ever
wondered
you’ve promised me something
but haven’t delivered
cool, but so what?
155. @hannah_bo_banna
if you fail to understand
the people you’re trying to engage with
you’re likely to fail to elicit the emotional
response you desire from them
198. @hannah_bo_banna
issues with the hook (?)
this is shallow
if I shared this it would say
nothing good about me
this is so ugly I think my eyes
might bleed
I don’t think this shows what
you’re claiming it shows
this is patronising
there’s nothing I can identify
with here
there’s nothing new or
different here
I’m confused – I don’t get it
this isn’t something I care about
this isn’t something I’ve ever
wondered
you’ve promised me something
but haven’t delivered
cool, but so what?
239. @hannah_bo_banna
NOT one of these things!
this is shallow
if I shared this it would say
nothing good about me
this is so ugly I think my eyes
might be bleeding
I don’t think this shows what
you’re claiming it shows
this is patronising
there’s nothing I can identify
with here
there’s nothing new or
different here
I’m confused – I don’t get it
this isn’t something I care about
this isn’t something I’ve ever
wondered
you’ve promised me something
but haven’t delivered
cool, but so what?
241. @hannah_bo_banna
does this content make
people feel any of these
things?
this is shallow
if I shared this it would say
nothing good about me
this is so ugly I think my eyes
might be bleeding
I don’t think this shows what
you’re claiming it shows
this is patronising
there’s nothing I can identify
with here
there’s nothing new or
different here
I’m confused – I don’t get it
this isn’t something I care about
this isn’t something I’ve ever
wondered
you’ve promised me something
but haven’t delivered
cool, but so what?
249. @hannah_bo_banna
Hannah Smith
Head of Creative
Verve Search
send questions and/or pictures of cats to: hannah@vervesearch.com
tweet things @hannah_bo_banna
250. @hannah_bo_banna
Big love to the team at Verve who helped me put this together.
Images:
feels: http://i1.kym-cdn.com/photos/images/newsfeed/000/531/319/99f.gif
nobody likes me: http://www.iheartthestreetart.com/street-2/#lightbox[group-26481]/39/
phone lovers: http://banksy.co.uk
no ball games: http://banksy.co.uk
disobedience: http://living-my-life-recklessly.tumblr.com/post/98684008648/it-is-through-disobedience-that-progress-has-been
beer map: http://vinepair.com/wine-blog/most-popular-beer-every-country-map/
don draper: http://www.bandt.com.au/media/here-are-some-of-don-drapers-best-put-downs
Credits