Positive vs. Negative Hooks — Stirring the Right Emotions in Your Marketing

Before you post your next reel or caption, you need to understand something critical:
What you're brewing with your first line — hope or fear, trust or disruption, empathy or urgency — sets the entire tone.

Most small biz owners only use positive, peppy hooks like:

“Here’s how to grow your audience in 3 easy steps!”

But in today’s scroll-happy world, sometimes you need to grab people by the collar and say:

“You’re wasting time on Instagram — here’s why it’s not converting.”

Both hooks have their place. But they’re not interchangeable.

☕ Positive vs. Negative Hooks: What’s the Difference?

• ☀️ Positive Hooks: Spark hope, curiosity, and excitement.
  Best when: You’re building trust, onboarding new folks, or reinforcing good habits.

• ⚠️ Negative Hooks: Disrupt assumptions, tap into pain points, or create urgency.
  Best when: You need attention fast, break someone’s pattern, or highlight risk.

Coffee Analogy?

• A positive hook is a warm welcome — a fresh cup on a cold morning.

• A negative hook is a double espresso to the face — it wakes people up, even if they didn’t ask for it.

☕ When to Use Each?

Use a Positive Hook When: Use a Negative Hook When:

You’re teaching something new You’re calling out a common mistake

You’re highlighting a win or outcome You’re addressing what’s not working

You want to build rapport or inspire You want to create urgency or FOMO

You’re speaking to loyal followers You’re trying to hook cold audiences

☕ Side-by-Side Hook Examples

☕UNIVERSAL HOOK PAIRS FOR ANY BUSINESS OWNER

Written out:

AWARENESS

+ There’s an easier way to get results—and my clients are proof.

- Still struggling with the same problem? Here’s why it’s not working.

The right support changes everything. Here’s what that looks like.

If you’ve tried everything and nothing’s worked, it’s not your fault—but it is your problem.

My clients don’t just get [result]—they enjoy the process.

You’re wasting energy doing it the hard way.

There’s a reason people choose me over others. Let me show you why.

If you sound like everyone else, you’re forgettable.

When your [problem] gets solved, everything else gets easier.

That thing you keep ignoring? It’s costing you time and money.

INTEREST/CONSIDERATION

+ Imagine what one small change could do for your results.

- If you don’t change something, you’ll keep getting the same results.

Here’s how I help people like you every day.

People like you come to me after everything else has failed.

You’re not alone—this is more common than you think.

Most people wait until it’s too late to fix this.

Let’s take the guesswork out of [topic].

If you're still guessing, you're probably wasting time.

It doesn’t have to be overwhelming—here’s how I simplify it.

Overthinking this is exactly what’s keeping you stuck.

CALL TO ACTION (CTA)

+ Ready to stop spinning your wheels? Let’s talk.

- You’ve waited long enough—now it’s costing you.

Want results you can actually feel proud of? Let’s make it happen.

Another week without progress? That’s a choice.

Let’s get this off your to-do list and into your done pile.

Still putting this off? How much longer will you wait?

You deserve support that actually gets you results.

Trying to do it all yourself is why you’re burned out.

Let’s make this the moment things finally click.

What happens if you stay stuck another 3 months?