12 Hook Formulas That Turn Strangers Into Leads

You have 3 seconds.

That's how long someone looks at your DM before deciding whether to read it, respond to it, or delete it.

In those 3 seconds, your opening line either hooks them or loses them forever. It doesn't matter how brilliant your pitch is, how valuable your offer is, or how perfectly you've targeted them. If your first line doesn't grab attention, nothing else matters.

The good news? Great hooks aren't magic. They're formulas. And once you understand the psychology behind why certain openings work, you can craft messages that consistently get opened, read, and replied to.

Here are 12 hook formulas we've tested across thousands of X DMs. Each one is designed to trigger a specific psychological response that makes your prospect want to engage.

The Psychology of Hooks

Before we dive into the formulas, let's understand why hooks work.

Every effective hook triggers one of these psychological responses:

Curiosity: "I need to know more about this."
Recognition: "This person understands me."
Ego: "They're saying something nice about me."
Reciprocity: "They gave me something, I should respond."
Pattern interrupt: "Wait, this is different from the usual spam."

The best hooks combine multiple triggers. But even one is enough to get the conversation started.

The 12 Proven Hook Formulas

The Specific Observation

Triggers: Recognition, Pattern Interrupt

"Your thread on [specific topic] changed how I think about [related concept]."

Why it works: It proves you actually read their content. It's not a copy-paste template. The specificity signals genuine interest.

Example: "Your thread on pricing psychology—especially the anchoring section—changed how I structure my proposals. Mind if I ask a follow-up?"

The Shared Experience

Triggers: Recognition, Curiosity

"Saw your post on [problem]. Going through the exact same thing right now."

Why it works: Creates instant camaraderie. You're not a stranger—you're a peer facing the same challenges. People love talking to others in the same boat.

Example: "Saw your post on the cold email deliverability nightmare. Going through the exact same thing. Have you found anything that actually works?"

The Contrarian Insight

Triggers: Curiosity, Pattern Interrupt

"Most people think [common belief]. Based on what you posted, you might appreciate a different take."

Why it works: Contrarian ideas are inherently interesting. You're positioning yourself as someone with unique insights worth hearing.

Example: "Most people think LinkedIn is the best B2B channel. Based on your post about outreach challenges, you might appreciate a different take. Mind if I share?"

The Value Offer

Triggers: Reciprocity, Curiosity

"I have a [resource/insight/connection] that's directly relevant to what you're working on. Worth sharing?"

Why it works: You're leading with giving, not asking. The question format makes it easy to say yes.

Example: "I have a case study from a client in your exact space who solved the hiring problem you mentioned. Worth sharing? No pitch, just thought it might help."

The Genuine Compliment + Question

Triggers: Ego, Curiosity

"[Genuine compliment about something specific]. Quick question: [related question]?"

Why it works: The compliment creates goodwill. The question gives them a reason to respond. Together, they feel like the start of a conversation, not a pitch.

Example: "Your breakdown of the agency-to-productized model was the clearest I've seen. Quick question: how long did the transition take you?"

The Social Proof Drop

Triggers: Curiosity, Recognition

"[Mutual connection] mentioned you when we were discussing [relevant topic]."

Why it works: Warm intros are 3-5x more effective than cold outreach. Even a soft mention of a mutual connection warms the interaction.

Example: "Alex Chen mentioned you when we were discussing X outreach strategies. She said you're doing some interesting stuff. Would love to compare notes."

The Direct Question

Triggers: Pattern Interrupt, Curiosity

"Random question: [intriguing question relevant to their work]?"

Why it works: The casual framing ("random question") lowers defenses. The question itself creates curiosity and an easy entry point for conversation.

Example: "Random question: what's working better for you right now—content-led growth or direct outreach?"

The Thoughtful Disagreement

Triggers: Curiosity, Pattern Interrupt

"Your take on [topic] was interesting. I had a slightly different experience. Curious to hear your thoughts on [alternative angle]."

Why it works: Intelligent people enjoy intellectual discourse. A respectful disagreement is more interesting than mindless agreement.

Example: "Your take on cold email being fixable was interesting. I've had a slightly different experience—seeing better results from X DMs. Curious what you think is different about your approach?"

The Callback

Triggers: Recognition, Ego

"Remember your post about [topic] from [time ago]? I finally got around to trying it. Results were [outcome]."

Why it works: You're telling them their content had a real impact on you. That's flattering. And everyone wants to know how their advice played out.

Example: "Remember your post about the 'warm before you pitch' strategy from December? Finally implemented it. Doubled my reply rates. Thanks for that."

#10

The Prediction

Triggers: Curiosity, Ego

"Based on what you're building, I think you're going to face [specific challenge] soon. We just solved this for a similar company. Want the playbook?"

Why it works: You're demonstrating insight into their situation. The prediction positions you as someone who sees around corners. The offer of a playbook adds immediate value.

Example: "Based on your growth trajectory, you're going to hit the 'too many leads, not enough closers' problem soon. We just solved this for a similar agency. Want the playbook?"

#11

The Vulnerable Share

Triggers: Recognition, Reciprocity

"I made a huge mistake with [relevant topic]. Your post made me realize [insight]. Appreciate you sharing that."

Why it works: Vulnerability is disarming. When you admit a mistake and credit them with the insight, you create an emotional connection.

Example: "I wasted 6 months on cold email infrastructure that never worked. Your post about the X pivot made me realize I was fighting the wrong battle. Thank you."

#12

The Intro Offer

Triggers: Reciprocity, Curiosity

"I think you and [relevant person] should know each other. Similar challenges, complementary approaches. Want me to make the intro?"

Why it works: You're offering something valuable (a relationship) without asking for anything. This creates massive goodwill and positions you as a connector, not a salesperson.

Example: "I think you and Marcus Thompson should know each other. He's building in a similar space and just solved the attribution problem you tweeted about. Want me to make the intro?"

How to Choose the Right Hook

Not every hook works for every situation. Here's a quick guide:

If they just posted content: Use hooks #1, #2, #5, or #8

If you have a mutual connection: Use hook #6 or #12

If they're facing an obvious problem: Use hooks #2, #4, or #10

If you've engaged with them before: Use hook #9

If you want to stand out: Use hooks #3, #7, or #8

Common Hook Mistakes to Avoid

The Fake Personalization

"Love your work!" — Empty flattery that signals you didn't actually look at their profile.

"Your thread on pricing psychology taught me the anchoring trick I now use in every proposal." — Specific and credible.

The Immediate Pitch

"I help companies like yours get more leads..." — They've heard this 1,000 times. Instant delete.

"Curious: what's working better for lead gen right now—content or outbound?" — Starts a conversation.

The Novel

*Three paragraphs explaining who you are, what you do, and why they should care* — Too much friction.

"Quick question about your recent post on X outreach—mind if I ask?" — Short, easy to respond to.

Testing and Iteration

The only way to know which hooks work for your audience is to test them.

Here's our framework:

Pick 3 hooks to test this week
Send 10 DMs with each (30 total)
Track reply rates for each hook
Double down on the winner, drop the losers
Repeat with new variations

Over time, you'll develop a personal library of hooks that work specifically for your voice, your offer, and your target audience.

The Bottom Line

Your first line is everything. Get it right, and doors open. Get it wrong, and you're invisible.

The 12 formulas above aren't tricks—they're frameworks based on fundamental human psychology. Use them as starting points, customize them to your voice, and test relentlessly.

Master the hook, and you master the conversation.