The Most Important 8 Seconds of Your Show
Back in 2007, when PPM ratings rolled out, Jeff McHugh attended an Arbitron seminar that revealed something shocking.
The presenter paused, like he was about to deliver bad news about a loved one, and said:
“The point in any given hour when the most listeners leave a radio station is not during commercials. It’s when the deejay starts talking.”
Hmmm, but here’s the kicker: PPM data still shows the same thing today. Yet we still hear many shows start with the same old pattern: “Station name, show name, back-sell the song, artist, slogan, weather, time.”
By the time you finish all that wallpaper? Ten to twenty seconds have gone by, and many listeners have gone with it.
Why Start with a Hook Headline?
As a host, you’ve got about eight seconds to grab attention.
Think about your own media habits. When you’re scrolling online, what makes you stop and click? It’s the headline, the hook. It grabs you emotionally or sparks curiosity.
Radio works the same way.
Sure, attention spans are shorter today, but the bigger challenge is competition. Most radio listening occurs in the automobile. The dashboard is now packed with choices, streaming, podcasts, and playlists, not just AM/FM. You can’t afford to ease in slowly.
Anatomy of a Hook Headline
A must-listen hook headline teases what’s coming next without giving it away.
Here’s what makes one work:
- Hook headlines are teasers to get listeners’ attention without giving away the story or content.
- It sets the tone. A flat or generic open signals “same old, same old,” and listeners tune out.
- They build clarity and trust—frame “why you should care” right away. Let them know they’re in for entertainment, laughter, or drama.
- Headlines fuel energy. A strong open energizes both you and your audience.
- They spark curiosity. Set up a mystery that makes listeners lean in.
- Hook headlines ask intriguing questions. Curiosity is a magnet for attention.
- They trigger emotion. The best hooks make us feel something:
- Wow or amazement
- Humor or joy
- Heartfelt emotion
- Vulnerability
- Fear or danger
3 Keys to Crafting Great Hook Headlines
- Keep them short, specific, and emotional.
Set up a mystery that piques curiosity.
- Test it out loud.
If it makes you curious, laugh, or lean in, it’ll likely do the same for your audience. If it feels flat, tweak it using the principles above.
- Think movie trailer.
Trailers get your attention. You know what the movie’s about, but they don’t give away the story.
Photo by Wilson Blanco on Unsplash
