The first two lines of your LinkedIn post determine everything.
If the hook doesn't stop the scroll, your insight, your story, your CTA — none of it matters. Nobody sees it.
After writing thousands of posts for e-commerce founders, here are the 7 hook formulas that consistently outperform.
1. The Contrarian Statement
Open with something that challenges conventional wisdom in your industry.
Example:
"Revenue is a vanity metric. I'll die on this hill."
This works because it forces a reaction. People either agree strongly or disagree strongly — both drive engagement.
2. The Specific Number
Numbers create instant credibility and curiosity.
Example:
"We changed one image on our listing and CTR went from 0.8% to 2.1% in 14 days."
Specificity beats generality every time. Don't say "we improved results." Say exactly what changed and by how much.
3. The Pattern Interrupt
Start with something unexpected that breaks the reader's autopilot scroll.
Example:
"I got fired from my first e-commerce job. Best thing that ever happened."
The unexpected admission or twist creates a gap the reader needs to close.
4. The Question Hook
Ask a question your audience is already thinking about.
Example:
"What's the first thing a buyer sees when they search your category on Amazon?"
Questions work because they trigger an internal response. The reader starts answering before they even realize they're engaged.
5. The "Most People" Framework
Position yourself against the crowd.
Example:
"Most Amazon sellers optimize their PPC before their images. That's backwards."
This creates an immediate divide: am I in the "most people" group or not?
6. The Before/After
Show a transformation in the first line.
Example:
"6 months ago: 3 LinkedIn posts total. Today: 12 inbound leads per month from content alone."
Transformation hooks work because they imply a story. And humans are wired for stories.
7. The Direct Callout
Name your audience in the first line.
Example:
"If you're an Amazon seller doing $100K+/month and you're not on LinkedIn, read this."
Direct callouts filter for the right reader immediately. Everyone else scrolls past — which is exactly what you want.
The Rules Behind the Hooks
Every hook that works follows the same principles:
- Short. Two lines max before the "see more" fold.
- Specific. Vague hooks get vague results.
- Emotional or intellectual tension. Create a gap that needs closing.
- Relevant to your ICP. A great hook for the wrong audience is worthless.
Test these on your next 7 posts. Track what performs. Double down on what works.
The hook is the strategy. Everything else is execution.