Did you know the average person’s attention span is now shorter than a goldfish’s? In a world where distractions are everywhere, your message needs to stand out instantly.

Several years ago, I discovered three attention-grabbing tools that completely changed the way I wrote for television: hooks, salt, and emotion. These techniques aren’t reserved for top professionals—they’re for anyone who wants to captivate an audience, keep them engaged, and leave a lasting impression.

If you’re ready to break through the noise, here’s how you can use these three tools to get your message heard:

1. Write Irresistible Hooks

A hook is your first impression—it grabs your audience’s attention and keeps them focused on what you’re about to say. Think of it as the doorway into your message. Without a great hook, your audience might tune out before you’ve even begun.

Here are three types of hooks you can use:

• Strong Captivating Statements
• Tailor these statements to the specific interests, concerns, or desires of your audience.
• Example: “What if I told you one simple change could double your results?”

• Personal References
• Mention someone your audience knows, like a celebrity or public figure, to spark instant recognition.
• Example: “When Serena Williams prepares for a championship, she does this one thing differently.”

• Specific Questions (The Strongest)
• Ask pointed, specific questions that draw your audience into the present moment.
• Example: “What’s the one skill that separates amateurs from professionals?”

Real-World Application:Think about the most successful TED Talks. Almost all of them start with a captivating hook—whether it’s a surprising statistic, a personal story, or a powerful question. Hooks are what make us sit up and listen.

2. Add Salt to Sentences

Think of this trick as sprinkling curiosity throughout your message. Adding "salt" means building anticipation by telling your audience what’s coming before you reveal it.

This technique:

• Keeps attention levels high.
• Creates a thirst for the next part of your message.
• Raises curiosity, making your audience eager to hear more.

Here’s how to salt effectively:

• Tease what’s ahead: “In just a moment, I’ll share the most overlooked secret to success.”
• Build suspense: “You won’t believe how simple this trick is, but it works every time.”

Pro Tip: Think of salt as seasoning. A little adds flavor, but too much can overwhelm your message. Use it sparingly to keep your audience hooked without losing their trust.

Real-World Application: Movie trailers are masters of salting—teasing just enough of the story to get us excited while leaving us wanting more. That curiosity is what drives ticket sales.

3. Paint Emotional Word Pictures

Words are powerful, but the right words can create vivid mental images that stick with your audience long after they’ve heard your message. Emotional word pictures stimulate the brain’s visual and feeling centers, clarifying your point and embedding it into your audience’s emotions.

Here’s how to do it:

• Stimulate the Right Brain: Use descriptive language that triggers emotions and visual imagery.
• Example: “Imagine standing on the edge of a cliff, feeling the wind rush past as you prepare to leap into the unknown.”

• Clarify with Visuals: Help your audience "see" what you’re saying.
• Example: “It’s not just a door; it’s a gateway to possibilities, painted in bright colors of hope.”

• Connect Emotionally: Evoke feelings that align with your message.
• Example: “It’s like hearing your favorite song after a long day—it instantly lifts your spirits.”

Real-World Application: Apple’s product launches are filled with emotional word pictures. Instead of just describing the new iPhone as fast, they paint a picture of you capturing life’s precious moments in perfect clarity. It’s about what you feel, not just what you see.

Your Next Steps

These techniques are powerful, but they require practice to master. Here’s how to get started today:

1. Write a Hook. Think about your next project, whether it’s a video, email, or presentation. Write a captivating hook using one of the three types shared above.
2. Sprinkle Salt. Identify a key moment in your message. How can you build anticipation before revealing it? Try teasing the payoff without giving too much away.
3. Practice Word Pictures. Take a concept you want to explain and craft a vivid word picture around it. Describe it in a way that stimulates the senses and evokes emotion.
4. Get Feedback. Share your new hooks, salt statements, or word pictures with a colleague or friend. Ask them if it captured their attention or sparked curiosity.
5. Reflect and Refine. Review your recent projects. Did you use hooks effectively? Did you build curiosity with salt? Did you create emotional connections with word pictures?Identify areas to improve and apply what you’ve learned.

Your Call to Action

Your ability to capture attention could be the difference between being ignored and making an impact. Start using these techniques today to ensure your message stands out in a crowded world.

Ready to take your communication skills to the next level?

Visit paulstevenforrest.com to discover tools, resources, and strategies to help you craft messages that inspire, engage, and resonate.

Your message matters. Let’s make sure it gets heard.