"Abre los ojos… Open your eyes."
"This is where our magic comes from?"
"Mm-hmm. This candle holds the miracle given to our family."
Do you recognize those opening lines? 🎬
As the movie starts, the scene quickly shifts from the present day to a moment in the past that changed the Madrigal family forever. We see a young Abuela Alma, her husband Pedro, and their infant triplets fleeing from an attack on their village.
In a heartbreaking moment, Pedro sacrifices himself to protect his family. But just as all seems lost, a miracle occurs—a magical candle appears, creating La Casita - the Madrigal family’s enchanted home- and protecting the family. This miracle also grants Alma and Pedro's descendants unique magical gifts.
If you haven’t guessed it already, this is the opening scene from Encanto by Walt Disney Animation Studios—a movie that, between my 12-year-old daughter and twin 3-year-old nephews (who conveniently live next door to me), never ceases to be on our TV… and honestly, I’m all for it!
This movie, like so many great Disney films, drops you right into the action.
It catches your attention in a way that makes it hard to turn away… right from the first line.
In this post, we’re going to explore the importance of an enticing first line—aka “the hook.”
Let’s get into it. 👇👇
The first line of any email you send to your subscribers has a pretty important job. It sets the tone for your entire email and encourages your subscribers to keep reading… or not.
Knowing this, it’s worth mastering the always-important hook. And, as your email marketing coach, I’m here to help. 😉
Here are five ways you can grab your subscribers' attention this week:
1) Put your reader into the story. Drop your reader right into the middle of the situation. This literary technique is called in medias res—a Latin phrase meaning "in the middle of things." (Feel free to impress your friends with that one!)
When you use in medias res, you drop your reader directly into the action, often without providing much background information upfront. This creates intrigue and compels the reader to keep reading and learn more about the situation.
For example: "Smoke filled the air, and my heart pounded in my chest. This was it—the moment everything changed."
That grabs attention immediately, doesn’t it? Your reader will want to know what happens next, and that’s the magic of a great hook.
2) Ask an unexpected question. Sometimes, the simplest way to grab your subscribers' attention is by posing a question they weren't expecting. Thought-provoking questions can ignite curiosity and pull your reader into the conversation, making them feel involved right from the start.
For example: “Do you know the one thing successful people do that most others overlook?”
A well-placed question creates an open loop that your reader will want to close by continuing to read.
3) Articulate a problem your reader can relate to. Describe the pain. Create an It’s Me moment where your reader feels like you’re speaking directly to them and their struggles. This is your chance to show them you understand what they’re going through.
For example: "Ever feel like you’re working twice as hard for half the results? Like no matter what you do, you’re stuck in the same place?"
Describing a relatable problem helps your reader think, “Wow, that’s exactly how I feel.” When they see themselves in your message, they’re more likely to keep reading, looking for the solution.
4) Quote a controversial piece of data. Grounding your email in a surprising or shocking statistic is a powerful way to get attention. People love statistics, especially when they challenge what’s commonly believed.
For example: “Did you know that 80% of small businesses fail within their first 18 months? But here's the surprising part: most fail due to problems with marketing—not lack of a great product.”
A controversial or surprising fact will make your reader pause, and it opens the door for you to explain why this data matters and how you can help them beat the odds.
5) Set up an analogy or metaphor. Sometimes, comparing something abstract to something familiar can make it much easier for your reader to grasp the point you’re making. A good analogy or metaphor can clarify your message and create an engaging visual in your reader’s mind.
For example: “Developing your company’s email marketing plan is like building a house. You need a solid foundation, careful planning, and the right tools to see it through to completion. Without the proper planning and execution, the few results you do get will not be built to last.”
Metaphors and analogies make your message feel relatable and easier to understand. And when done well, they can create those aha moments for your reader.
So, next time you’re crafting an email, take a moment to think about your first line. Use one of these five techniques above to make your readers sit up and pay attention. Compel them to read the next line.
After all, just like Disney movies, your emails deserve an opening scene that leaves your subscribers craving more.
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