“We have to overcome the noise to rise above it.” - Brendan Kane

The #1 asset of the digital economy isn't money.  It's attention.

Attention is power.

Attention is scale.

Attention is influence.

Attention is money.

Attention is the currency of the digital economy.  

It can't be bought.  It can't be sold.  It can only be earned.

A few years ago, I realized the importance of leverage while building my first digital product, Major Gains. Despite having a great product, I had no audience to sell it to.

It hit me like a ton of bricks:  without an audience, you lack leverage.

Building a brand requires leverage, and leverage comes from having an audience that pays attention to your message.

Attention: The Currency of the Digital Economy

Brands succeed by knowing how to leverage attention at scale. The skills you need to capture this attention are seldom taught.

In school we’re taught to write research papers with an argument and facts to support it.  Boring.  No one reads that shit.  Unlike academic writing, advertising and social media require crafting novel messages that grab attention using marketing tools like hooks.

Hooks stop the scroll and pique curiosity. As someone who has managed multi-million dollar ad campaigns, I can attest that the skills for paid campaigns and building a personal brand are closely aligned with how to grow on social media, and today, I’d like to teach you the 3 steps you can use to start creating more powerful content for your social media.

3 Steps to Create Viral Content

I know this sounds simplistic, but most viral posts (reels, Twitter posts, and ads) has the same simple ingredients:

• A Hook - something that get people to stop scrolling

• A Mechanism - something that sets expectations 

• An open loop - a piece of information that the audience needs to be satisfied

When you learn how to use these elements in your content, you will immediately start seeing results.  The reason this formula works is the hook gets people to stop, the mechanism tells people what to expect, and the open loop gives them a reason to stay and learn more.  The best hooks in the world combine all of these elements to make one powerful scroll stopper.  Here’s an example:“3 simple diet changes that helped me lose 20 pounds.”This simple headline alone contains all of the elements above.  The hook identifies the thing people want (to lose weight).  It contains a mechanism (3 simple changes).  And finally, it opens a loop, because people want to know what diet changes could result in weight loss.  Win.  Win.  Win.

If you want to start creating viral ads, posts, and content, start using and experimenting with the elements above in your posts.

Conclusion:

In the crowded digital space, cutting through the noise to capture attention is both an art and a science. As we've explored, the power of a well-crafted hook can't be understated. It's not just about getting eyes on your content, but about creating a compelling journey that keeps your audience engaged and hungry for more.

By utilizing the simple yet potent formula of a hook, a mechanism, and an open loop, you set the stage for impactful messages that resonate and, more importantly, convert. Whether you're growing a personal brand, selling a product, or simply wanting to have your voice heard, mastering this technique is indispensable.

So, don't just throw content into the void hoping it sticks. Equip yourself with the knowledge and strategy to craft hooks that stop the scroll, communicate value, and leave your audience eager for more. In doing so, you're not just gaining attention—you're building a foundation for lasting success.

If you, or someone you know needs help creating better content that breaks through the noise, feel free to reach out to me at: [email protected]