What’s the difference in a break that fails and one that succeeds? We know from research that breaks have to start fast if they’re to have any chance. that’s the 7 second challenge. Yet just launching a segment with a quick hook isn’t enough to keep the audience leaning in to find out what will happen next. Sometimes it’s just a matter of creating external hooks rather than internal hooks.

Isn’t it amazing how some personalities sound like the show is all about themselves? It’s inside and full of self-absorbed chatter that makes the audience feel like outsiders.

Other talent can present the same topics, but include the listeners in the conversation. They have a seemingly natural skill to relate conversationally. They’re inclusive and externally focused.

What’s the difference? it’s usually a simple adjustment in approach. Just changing a few simple words makes a big difference. But often, adjusting the point of entry – the hook – makes the biggest improvement.

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External Hooks vs. Internal Hooks

Here are examples of how the same content can be perceived as either self-indulgent or relatable. You’ll start to see a pattern of how simple language adjustments can exclude or include the listener.

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