The first 3 seconds (and why you're losing people)

Your content could be brilliant. But if the first line doesn't grab them, they'll never know...

Author

Stephen Stanberry
January 7th, 2026

In partnership with

Hey friend!

Your most valuable asset as a content creator is your opening line.

Not your insights. Not your frameworks. Not even your story.

Your hook.

Because while everything else might be brilliant, get disrupted by trends, or become outdated... the ability to grab attention in 3 seconds compounds forever.

It's the one skill that gets more valuable the noisier the internet gets.

And it pays dividends way beyond just "getting reads."

Content with strong narrative structure performs 300% better in engagement than content without it. (Video retention studies)

Our brains now have an attention span shorter than a goldfish's, meaning you literally have SECONDS to capture someone before they scroll.

And nearly all high-performing creators use one of three proven hook methods in their opening lines.

The challenge? Too many creators I meet treat their hooks as an afterthought.

They write incredible content but start with "I've been thinking about something..."

They have powerful stories but begin at the boring setup instead of the climax.

They deliver game-changing insights but lose people in the first sentence.

The result? You end up working harder for every reader, every share, every reply.

But what if it didn't have to be that way?

What if your hook became the engine that made everything else get consumed?

This is why I'm breaking down The 3 Hook Methods That Stop The Scroll, including:

Method #1: The Emotional Peak

The counter-intuitive approach that flips your content structure:

  • Start at the climax, not the beginning (the moment of highest emotion)

  • Fill in context as you go (don't make them wait 10 paragraphs for the payoff)

  • Lead with the moment that made YOU feel something (that's where the hook lives)

Example: Instead of "Last week I had a presentation..." start with "I'm standing on stage. Every face is staring at me. My notes are shaking so hard they're rattling."

Check out the Business Behind the Story Podcast

You’ll hear honest interviews with founders and creatives, plus solo episodes where I break down storytelling tips and strategies.

Method #2: Multi-Format Hooks

The 3-layer system that captures attention across all formats:

  • Visual Hook: Something happening on screen that breaks the pattern (screenshot, image, bold formatting)

  • Text Hook: Words that create instant curiosity (stat, provocative claim, direct question)

  • Audio Hook: The first sentence designed specifically for YOUR audience (not generic—targeted)

Use all three together for maximum impact. Written content uses visual + text. Video uses all three.

Method #3: The ABT Framework

The storytelling structure that sets expectations in under 10 seconds:

  • And: Establish who this is for and their current situation

  • But: Introduce the specific problem or conflict

  • Therefore: Tease the resolution or insight they'll discover

Example: "You're a content creator AND you're posting consistently, BUT nobody's engaging with your content, THEREFORE you need to master storytelling to keep viewers hooked."

In one sentence, your reader knows: who it's for, what problem it solves, what value they'll get.

3 Immediate Results when you apply these methods:

  • Result #1: People stop mid-scroll instead of passing you by

  • Result #2: Your content gets consumed instead of skimmed

  • Result #3: Readers feel like you're speaking directly to them (because you are)

Here's what I want you to do:

Go back to your last 5 posts or emails.

Look ONLY at the first sentence.

Ask yourself:

  • Did I start at the emotional peak or at the boring beginning?

  • Did I use multiple formats (visual, text, audio elements) to stop the scroll?

  • Did I clearly signal who this is for, what problem it solves, and what they'll get?

If you answered "no" to any of those, that's why people are scrolling past your best work.

Fix your hooks. Everything else gets easier.

Reply and tell me: What was the opening line of your last post?

Copy and paste it. I'll tell you which hook method would make it stronger.

I read every response.

Till tomorrow...

From my home here in Jamaica 🇯🇲 

Stephen

P.S. - You didn't create brilliant content just to have it ignored in the first 3 seconds. Don't let weak hooks kill your best insights.

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