9 Tips For Writing a Compelling Hook

From The Editor’s Desk

When I launched African Hustle, I had a very clear goal. I wanted to combine all the best bits of valuable business information like the Harvard Business Review, but with a focus on content tailored for entrepreneurs.

But I struggled to attract entrepreneurs because marketing wasn’t my forte. I noticed that influencers were gaining a lot of followers, while my traffic remained low.

This got me thinking about what could be driving clicks.

If you want to find out more about what I discovered, dive into today’s newsletter!

In This Issue

• From The Editor’s Desk

• Word Of The Day: Clickbait

• Main Issue: How To Write A Compelling Hook

• Knowledge Corner: Stock Market Investing

• Book Of The Month: Traction

• Emerging Tech: Cassava AI

• StartUp Spotlight: Portia M

• Local Heroes: Chinua Achebe

• Quote Of The Week

• Inside Africa: Spotlight Nigeria

• Culture: Meet The Maasai

Word Of The Day

Clickbait

: it is a marketing and engagement strategy that uses sensationalist, misleading, withholding, or deceptive content to entice clicks and drive page views.

More often than not, clickbait content is far less exciting, accurate, or valuable than what was promised.

Main Issue

What Is A Hook?

A hook can take many forms - it can be a catchy phrase, a tagline, or a strategically-crafted message. It could also be a thought-provoking question or statement. But regardless of its form, its purpose is to capture attention, generate interest and spur action.

Why Do You Need It?

With the global interconnectedness that has been made possible by the internet, it is difficult to stand out. Within 3 seconds of someone coming across your post or video on social media, they need a hook to grab their attention otherwise they scroll in search of more compelling content.

This is not only true for social media but ordinary conversations too. No one has the time to listen to you relay a boring conversation about your origins, journey, services or products!

You need to grab people’s attention. To hook it, and reel it in!

How To Write A Compelling Hook?

Warning: Your hook should not be clickbait!

The best hooks describe in one sentence your product’s primary benefit. Using our newsletter as an example, let us go through the steps of generating the best hook to help get the attention that will ultimately drive your business.

1. Identify your target audience.

   Our newsletter is designed for the ambitious African entrepreneur; the median age of such an entrepreneur is 31.

2. What are their aspirations, and interests?

   Most of the entrepreneurs have at least a secondary school education, with a growing number having tertiary education. The primary drivers of entrepreneurship are the lack of formal employment and the desire to innovate and solve local problems. Most of the entrepreneurs are interested in technology, agriculture and retail.

3. What are their biggest pain points, challenges or frustrations?
   Apart from the obvious global challenges like access to markets, technology, opportunities, capital, inefficient bureaucratic processes and corruption, African entrepreneurs are constrained by a scarcity of curated insights, practical tips and timely information on launching, growing and scaling their businesses

4. What are the main drivers of your targeted audience?

   They are primarily focused on community, collaboration, empowerment, growth, opportunity, innovation, technology, impact and sustainability.

5. What makes your product/service better?

   African Hustle is the research team that spoon-feeds you valuable business insights that you'd normally have to pay top dollar for. Except it's free. And it’s dished straight into your inbox!

6. What problem do you solve that others don't?

   It can be hard to find tailored business information for the African landscape. We aim to bridge this gap and inspire and empower African entrepreneurs.

7. What specific benefits do you offer?

   • Exclusive business insights

   • We celebrate, empower and inspire African entrepreneurs

   • Expert interviews and community events

   • Practical tips and advice

   • African success stories

8. Brainstorm Hook Ideas

   We fed ChatGPT the answers to the 7 questions above and asked it to generate authentic hook ideas. This is what it came up with:

   • Unlock the Secrets of Africa's Top Entrepreneurs!

   • Empower Your Business with Curated African Insights

   • Your Gateway to Business Success in Africa

   • Africa's Premier Business Newsletter

   These did not resonate with our USP though. Our main focus was on condensing our USP into one bold statement. We considered different hook types: questions, anecdotes, and statistics.

   

9. Test and refine your hook ideas.

   We aim to share information to help you become smarter. Our goal is to present insights in a conversational newsletter that can be read in under 5 minutes. These insights will mainly focus on business, technology, and culture. Our hook is a combination of these three pieces of information.

Get smarter on business, tech and culture in under 5 minutes when you subscribe to and read our newsletter. 

Knowledge Corner

Stock Market Investing

In the simplest of terms, the stock market is like a gigantic marketplace where you can buy tiny pieces of a listed company. These tiny pieces are called shares.

Just like any online marketplace, you need a medium to transact. This medium will depend on which particular stock market you want to invest in. Apps like Easy Equities, Robin Hood and Stash are the mediums through which you can buy shares (those tiny pieces) with just a few bucks.

It's like playing Monopoly where you're betting on companies you believe in, but instead of rolling a dice, you actually do a bit of research to decide on the best buys. The better the company does, the more your investment can grow!

It's not a get-rich-quick scheme, but it's a way to build wealth over time.

Learn more about why stock market investing is essential for entrepreneurs in our LinkedIn blog.

Book of The Month

Traction

We are still on Gino Wickman’s Traction. In last week’s newsletter, we learnt about the Entrepreneurial Operating System (EOS). This week we will just pick 3 other lessons from the book.

1. Define Your Vision: Establish a clear 10-year vision and work backwards to set weekly action steps.

2. Proactive Problem-solving: Address issues directly and transparently to create a smoother path to your goals.

3. Standardize Processes: Document essential processes to enhance efficiency and scalability.

Emerging Tech

Cassava AI

Strive Masiyiwa backed Cassava Technologies launched Cassava.AI 5 days ago. According to the information made available via the company’s website, Cassava AI will bring these benefits to businesses of all sizes:

• Advanced data analysis tools that help businesses make informed decisions

• AI-driven automation of routine tasks

• AI-powered chatbots that provide real-time customer support, improved response times and customer satisfaction.

• Geospatial AI technology to assist businesses in optimizing their supply chains and achieving operational resilience by integrating geospatial data with business operations.

StartUp Spotlight

Portia M

Portia M is an award-winning cosmetic brand that specialises in skin care solutions. Its products are recommended for stretch marks, uneven skin tone, oily, dehydrated & acne prone skin. The company started with just one product in 2011, but now has over 40 facial and body skin care products that are sold in over 2000 retail stores.

The company was founded by South African entrepreneur Portia Mnongomezulu. Her journey into the beauty industry began in 2010 when she sought a remedy for her postpartum stretch marks. Inspired by her mother-in-law’s suggestion to use marula oil, Portia started sourcing the oil from local women in her hometown.

With just $14, she launched her business in 2011, initially using her home as a makeshift factory. Her determination and innovative approach led to the growth of Portia M Skin Solutions, which now boasts an annual turnover of over $2 million and partnerships with South Africa’s biggest retailers like Shoprite, Clicks, and Pick n Pay.

Local Heroes

Chinua Achebe

Mr Achebe was a Nigerian novelist, poet, and critic regarded as a central figure of modern African literature. His first novel and magnum opus, Things Fall Apart, occupies a pivotal place in African literature and remains the most widely studied, translated, and read African novel. In the West, Achebe is often referred to as the "father of African literature", although he vigorously rejected the characterization.

Quote Of The Week

Inside Africa

Nigeria

We were happy for Nigeria and Africa when the continent’s richest man, Aliko Dangote, launched the $20 billion Dangote Petroleum Refinery. The project billed as the defining plant that could wean Nigeria and possibly the neighbouring countries off dependence on imported refined petroleum products seems to be caught in regulatory headwinds with the industry regulator accusing it of being monopolistic.

But that’s not all there is to Nigeria. Here are some of the remarkable aspects of Africa’s most populous nation:

• It is home to over 250 ethnic groups and 500 languages

• The film industry, Nollywood, is the second largest in the world by volume, producing thousands of films annually

• Offers a rich history, archaeological sites, stunning landscapes and beautiful beaches.

• Nigeria is Africa’s largest economy

• The capital city is Abuja. Until 1991, Lagos - Africa’s biggest city, was the capital.

• The population is over 230m

• Covers an area of 923 768 sq km.

Culture

Meet the Maasi People.

The Maasai are traditionally semi-nomadic pastoralists, relying on cattle herding for livelihood. They are known for their vibrant red shukas (clocks) and intricate beadwork. The young men undergo rigorous training to become warriors. Their diet primarily consists of meat, milk and blood from their cattle. A significant population of the Maasai is found in Kenya and Tanzania. They predominantly speak Maa and also Swahili and English.

AND THAT’S A WRAP

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Until next time

Happy Hustling.