The Secret to a Great Hook

June 14, 2021
Woman speaking, smiling, in front of a group. Dark blue walls, natural light.

Nail your opening, or else.


Do we have your attention yet?


Opening a story or presentation is one of the most difficult yet essential things to nail down in advance. At our Story Hours, or during a coaching session, it’s very common for storytellers to begin with, “Uh... okay,” “My story is about…” or the ever classic, “So…”


It’s common to begin with a half-baked plan, and it’s not surprising because most people are still crafting the story in their heads while they are speaking. The moment may be extemporaneous or just unplanned and the slow start is an inevitable side effect. But it’s time to develop some strategies to avoid showing up like you’re not sure what you’re talking about.


Here are a few tricks to a confident, powerful opening:


  • Take a big breath before you begin. This slows your heart rate, stabilizes your vocal support, and will literally ground you and make you more confident.
  • Dive right in. Avoid filler words and long-winded explanations. Just start.
  • Consider beginning your story or presentation in the middle of the drama. Get your audience interested in the problem before you back up and provide context.
  • Start with something unexpected or unusual. Play around with the 5Ps of Story Delivery to capture your audience.
  • Ask a rhetorical question. Our brains have a hard time NOT answering a question that is posed to us, even if it’s just in our heads. Starting with a question immediately engages your audience’s minds… just don’t ask the question “Can I tell you a story?”
  • Start in a scene with a specific time and place, and vivid sensory details. Help folks visualize something immediately.
  • Consider memorizing your first sentence so you know exactly how you will begin.


In full disclosure, a great hook and strong opening is more of an art than a science, so while these tips will help, to really master your opening, you have to experiment and ask for feedback from others. Don’t wait until you’re facing the most important presentation of your life before considering how to open.


What do you use to hook your audience at the beginning of a story or presentation at work?


This article has been cross published on LinkedIn.

Summary of Takeaways

The first 60 seconds of a presentation or story are the most critical for earning your audience's attention. A "hook" is not just an opening line; it is a strategic maneuver to create a "knowledge gap" that the audience feels compelled to close. Here is the secret to crafting a great hook:



  • Identify the "Knowledge Gap": Curiosity is a physiological response to a gap between what we know and what we want to know. A great hook highlights this gap immediately. Instead of starting with a conclusion (e.g., "Our sales grew by 20%"), start with the tension that led there (e.g., "Six months ago, we were on the verge of losing our biggest client").
  • Avoid the "Safe" Opening: Default openings like "Thank you for having me" or "My name is..." are polite but forgettable. They signal to the audience that they can safely tune out. Start instead with a provocative question, a surprising statistic, or a "cinematic" moment that drops them right into the action.
  • The "Wait, What?" Effect: A powerful hook often uses a subversion of expectations. By sharing a fact or a story beat that seems counterintuitive, you force the audience’s brain to switch from "passive listening" to "active problem-solving."
  • Connect the Hook to the "So What": A hook shouldn't just be sensational; it must be relevant. Ensure that the curiosity you spark at the beginning is directly tied to the core message or "KNOW, FEEL, DO" objectives of your presentation.
  • Practice the "Parachute" Technique: Don't provide context before the hook. Parachute into the most intense or interesting part of your story first. You can always go back and fill in the background details once you have successfully "hooked" their attention.


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