On LinkedIn, the hook is the first line a reader sees in their feed. The first 200 characters or so are visible before LinkedIn truncates the post with a See more link. If the hook does not earn a click, the rest of the post might as well not exist. Strong hooks tend to do one of three things: state a number or fact that earns attention ("I lost my biggest client last week"), frame an unusual opinion the reader wants to interrogate, or open a story mid-action so the reader has to continue to find out what happened. Weak hooks announce that a post is coming, restate the headline, or lean on templated phrases like "now more than ever". Edgar's voice sessions surface real moments from the conversation that work as hooks because they came from something the speaker actually said, not a templated opener.
Examples
- I fired my best salesperson today.
- We did $2M in ARR with 4 people. Here is what we cut.
- Three years ago I almost shut down the company.
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Frequently asked questions
Related terms
Preview text
The portion of a LinkedIn post visible in the feed before the See more truncation. Roughly the first 200 characters.
Hook-story-lesson
A three-part LinkedIn post structure: a hook to earn attention, a short story for context, and a lesson the reader can take away.
Scroll stopper
Any element of a LinkedIn post that breaks a reader out of passive scrolling and earns active attention.
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