A powerful content hook

You only need to plant one seed of doubt to make someone stop scrolling.

And there’s a specific content hook that does that better than most. 

Before I go on:

I’m teaching a live 60-minute online workshop called “The 12 Costly Email Traps” — a breakdown of the subtle, expensive email marketing mistakes most don’t realize they’re making. Sign up before the price goes up at midnight.

Now about that hook…

I was eating dinner at a small Japanese restaurant with a friend.

We were mid-conversation — casual, unfocused — when the waiter passed by, glanced at us, and said:

"Most Westerners hold chopsticks wrong."

That was it.

No follow-up. No correction. Just a passing comment and a wry smile.

He didn’t even slow his pace.

And still, I didn’t touch my food for a full 60 seconds.

Because once someone drops a stat like that, you can’t help but wonder:

Am I part of the “most”… or the elite few who get it right?

That’s why content that quietly threatens your ego — just a little — is so powerful.

It doesn’t need drama.

It just needs doubt.

Specific, subtle, personal.

Use it when you want to tap into quiet self-doubt without shame.

When your insight is rare — and you want them to sense it.

It’s not manipulative. It’s magnetic.

It works across any niche, any format, any audience —

Because it’s human nature to want to believe you’re in the 1%.

And human instinct to check… just in case you’re not.

Try this template in your next piece of content:

Examples:

• Gardeners: “99% Of Gardeners Make This Watering Mistake”

• SaaS Founders: “99% Of SaaS Founders Make This Homepage Mistake”

• Parents: “99% Of Parents Make This Bedtime Mistake”
  

Start with the tension.

Let the insight follow.

P.S. Most creators have no idea they’re making expensive email and newsletter mistakes — until it’s too late.

Join me for “The 12 Costly Email Traps” workshop — I’ll walk you through the twelve silent errors that nearly wrecked my list on the road to 40K subs.

Recording included if you can’t make it live.

Early bird discount ends at midnight.

Grab your spot quick before the price goes up →

Until next time.

Cheers.

Dil