The Hook Framework

FRAMEWORK
The Hook Framework

I stumbled upon a framework by Nir Eyal that boosted product retention and growth around seven years ago. It's called the Hook Framework.

The framework thrives on creating habitual use through a four-step loop—Trigger, Action, Variable Reward, and Investment. Once users complete the cycle, they're more likely to start it again, building loyalty.

Here’s the breakdown of each step:

1. Trigger: This is the nudge your users need to think about your product. For those starting out, it can be external, like emails or social media reminders. Eventually, you'll aim for internal triggers, like an emotion or routine.

2. Action: Make sure the user's motivated to take the next step—this needs to work for both parties. If there's a disconnect, they might tune out.

3. Variable Reward: Give them something extra! The surprise factor is powerful, much like a slot machine. It fuels their desire to reengage.

4. Investment: Engage them in a way that’s not always about buying but maybe sharing data or committing to a routine. This step makes them anticipate more interactions.

Here’s an example using Beehiiv, the email marketing platform I use to send this newsletter:

1. Trigger: Daily email update on no. of new subscribers

   

2. Action: The Beehiiv dashboard encourages users to write weekly newsletters—reasonable action for someone growing their newsletter.

3. Variable rewards: After 24 hours of sending my newsletter, Beehiiv will send an email to show its performance. This gets me excited every time.

   

4. Investment: Beehiiv has weekly streak tracking. Users are more likely to see the next trigger, and the loop reinforces itself.

   

EXAMPLE
The Iconic VW “Think Small” Campaign

A quick breakdown of the iconic Volkswagen 'Think Small' campaign, created by Julian Koenig, DDB, in 1959. At a time when large, flashy cars were all the rage, this campaign took a brave step with its minimalist and smart advertising approach to promote the compact Beetle.

Here are a few key points:

• Goal: To reposition the Volkswagen Beetle in the American market, encouraging consumers to 'Think Small' instead of conforming to the trend of bigger vehicles.

• Audience: People who are practical, cost-conscious, and those who appreciate clever and honest marketing.

• Unique Elements: It used irony and self-deprecating humor, unconventional in an era dominated by grandiose car ads. The minimalist design with plenty of white space made the product stand out.

• Call to Action: Encourages the audience to rethink their perception of what a car should be – practical and smart – exactly what the Beetle represents.

The campaign left a lasting impact and set a template for Volkswagen's future advertising.

TACTICS
1 marketing tactic you can implement this week

When was the last time you sent an email or posted a social post simply saying thank you?

Not asking for anything. Not promoting anything. Not sharing a testimonial…

…But just doing what a good friend would do, simply saying thank you for something.

In marketing, there’s an old saying that “people buy from people” because humans are likely to have a stronger connection with another human than a brand.

Actionable: I want to encourage you to email your client/prospect or post on social media tomorrow with 5 to 10 things you are thankful for this week.

Don’t put a link to purchase at the bottom of the email.

Don’t say you are thankful for your VIP customers.

Pro tip: You could use a website like Winsor to automatically send a personalized (using AI) video saying thank you to each customer/subscriber or use a handwriting service like Scribe Handwritten to physically send handwritten thank you notes to all of your customers if you have their address 😁 

Research shows handwritten notes can double future spending.

COPYWRITING
‘A better way’ headline

Create your product's value proposition around the one differentiator that's crucial to your target audience. In 1-2 words, highlight how it's better than others.

Formula: {Achieve desirable outcome} {in a better way}

Sponsored by SecretFrameworks

88 Ogilvy’s iconic ads collection

If you’re a marketer, your master swipe file isn’t complete without Ogilvy’s most famous ads.

And it's not overselling it to say that David Ogilvy is the most famous and most successful of all the "Founding Fathers" of modern advertising.

This collection includes most of his winning ads across many brands, including:

• Rolls Royce

• Hathaway Shirts

• Schweppes

• Zippo Lighters

• How to create advertising that sells

It includes 88 total ads. And this is your opportunity to own all 88 – for life.

CLICK WORTHY
ICYMI

• TikTok launched automated ad targeting.

• Reddit introduces AI-powered keyword targeting features.

• Instagram DMs add the ability to save customer details.

• Threads is working on a new community feature ‘Loop”.

When you are ready, here’s how I can help:

• Free SF community where I share my swipe files, cheatsheets, templates and other marketing and copywriting resources.

• 1:1 consulting (currently closed).

Hit reply any time! I love hearing from you.