Good content should leave your readers wanting more. Really wanting more. “Did I ever tell you…” is the best possible hook because it takes them to the next piece of your content.

Here’s a new challenge for your content marketing writer:

Come up with a teaser as good as “Did I ever tell you about the time we…”

The ultimate hook…

Last week I sent e-mail to an old friend, Eric, with whom I’ve only recently re-connected, thanks to LinkedIn.

I asked him to recount an anecdote from his days as a veterinary assistant, about a mishap with an exploding parakeet. He replied with a number of details I’d long forgotten that made the story even more amusing (“more engaging content,” in marketing terms).

He ended his note with a question so disarmingly simple –

Did I ever tell you about the time we accidentally set fire to a Samoyed?

– that it took me a moment to realize that it was how every content marketing writer would love to finish every piece of content: with the ultimate hook to the next piece of content.

It was better than all of the chestnuts we trot out to tempt readers to the next bit of content. War horses like:

• “Call us for more details.”
• “Be sure to like us on Facebook and follow us on Instagram.”
• “If you liked this post, you’ll probably enjoy…”
• “Let us know what you think in the comments below.”
• “But no, wait – there’s more. If you act now, we’ll send you…”

…and the natural response to “Did I ever tell you?”

So, of course, I responded in the way I want the ideal reader of all my content to respond:

“No, you didn’t.”

“Please.”

“Tell me.”

Even if I already know the story about the accident with the Samoyed or don’t care about it, it’s an achingly good teaser from one piece of good content to another. It’s another way of saying,

I’ve got more stories like this, and I want you to read them.

For Eric and me this is just a conversation. Don’t forget, though, that you and your followers (customers, prospects, influencers, investors) are in just-a-conversation as well. How can you get a similar hook into your content and elicit a similar response that asks for more stories, more information, more relationship?

Eventually, of course, you need a call to action that will result in money for your product or service, but “Did I ever tell you…” is a good way to keep readers following you through the sales funnel.

So, two questions for you:

1. Did you ever accidentally set fire to a Samoyed? (translation: Do you have the next piece of content ready for your followers?)
2. Can you get your marketing writer to turn it into your next hit?

photo credit: Let Ideas Compete