Michael Evans talks to a practitioner about the formula for viral hooks: Benefit times Relevance times Credibility, divided by Perceived Effort. Each part matters: why you should care, who it's for, why the person saying it knows, and how much work it takes to read or use.
What are your thoughts around creating hooks that go viral? Because I've seen a lot of your personal content. You have hundreds of thousands of followers on social media, and you've had multiple pieces of content, like multiple multiples, get millions, millions of impressions. How do you manage to do that? How do you manage to hook people in?
Yeah, there's a, you know, I've written thousands of hooks for myself, for clients, for all sorts of people on different platforms, Twitter, Instagram, YouTube. I've boiled down a viral hook into a simple equation, which is benefit times relevance times credibility, divided by perceived effort. So benefit is why should people care? Relevance is who does this apply to? Credibility is why listen to you. And the perceived effort is how easy is it to not only read but also implement into your life.
