You don't need a strong hook to write a viral post

A good copy will outperform any strong hook/claim.

Here's how I came to this conclusion:

The hook, supposedly, is the number 1 most important thing in copywriting.

Common advice: Spent 20% of the time on the actual article and 80% of the time on the hook.

The goal is to make the hook so catchy that the reader clicks on the copywriter's most desired button: "Read more"

Here's what I realized, though:

Yes, many copies with a strong hook go viral.

But not every copy that goes viral has a strong hook.

In fact, many viral copies I've seen break almost every copywriting rule!

- They are not well structured

- They use unnecessary filler words

- They contain complicated and long sentences

- They start with an unattractive and meaningless claim

Following most copywriting rulebooks, they simply shouldn't perform! But here they are, getting huge attention and engagement.

I try to explain it to myself like this:

A person with a beautiful appearance might be more attractive at first, but if this person is shallow and narrow-minded, you won't stay around for long.

The same goes for copies.

A strong claim increases the chances of getting attention. But if the content behind it is flat and uninspiring, it won't perform.

Personally, if I see a super catchy and audacious claim, I don't even click on it anymore. Because I have learned that there is not much behind it most of the time.

So here's my claim:

DON'T focus most of your time on the hook.

Instead, focus on what is behind it and on the value.

Eventually, it will shine through and perform better than any hook.

A strong hook will help and increase the reach of your post TREMENDOUSLY.

But only if the value your provide in your copy meets the expectations created by the hook.

A strong copy with a weak hook will outperform a strong hook with a weak copy.

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Mentionable comments under the LinkedIn article: Finn: A great headline will not fix a bad article. and a GREAT article will perform well almost regardless of the headline. So one could draw the conclusion that the headline doesn't matter in either case. i'd say it mostly matters in the middle cases, where your article is neither so bad that nothing can fix it, nor so great that it will go viral regardless of any bad copywriting practices. which is most articles that are being written.

But I'd agree with you that first, you need to have something to say. you need to have some experience or knowledge worth sharing. unless you have that, you can work on your headline all you want without great results. once you have that solidly in place, working on your headline can increase your opening rate 20, 30, 100% etc. Dina: Content > teaser. Anytime. Björn: Value will always outperform catchy but unsubstantial phrases. People always look for whats in it for them. So you should always focus on giving value into it first before the catchy claim. Fernando: This is the difference between playing a long term game and a short one. Everyone wants results and success as soon as possible, therefore they focus on how to get those for themselves. They forget that in order to win you should focus on providing as much value as possible to your audience. It's not about you, it's about them. Nico: Content, value, Message is always what makes the content piece successful. It's like restaurants: there are some that look very shabby, but the food is great. There are visually very appealing ones with bad food. And there are the visually appealing ones with good food. These are the successful ones.

The headline is the first signal that should appeal. It will only be really successful if the food, the content, is also good. That's the best way to get regular customers / fans.