10 Hook Types Small Businesses Can Use to Attract Clients (nutrition coaches, restaurants, bookshops)

1. Shock the System

Surprise people by breaking what they expect.

“Your ‘healthy’ smoothie might have more sugar than a doughnut.” (nutrition coach)
“Most people walk past the best dish on our menu — don’t be one of them.” (restaurant)
“The bestseller you bought last year? You probably never finished it.” (bookshop)

2. Contrarian Callouts

Challenge what people usually believe.

“Skipping carbs won’t help you lose weight — it might be the reason you’re stuck.” (nutrition coach)
“Ordering the cheapest wine? You’re missing out — here’s why.” (restaurant)
“Buying fewer books could actually make you read more.” (bookshop)

3. Credibility Triggers

Show proof that builds instant trust.

“My client lost 10lbs in 6 weeks — without giving up chocolate.” (nutrition coach)
“We sold out of our Sunday roast by 2pm — again.” (restaurant)
“Over 300 readers joined our book club this year.” (bookshop)

4. Big Claim or Stat

Grab attention with numbers.

“95% of diets fail — here’s how my clients get into the 5% that don’t.” (nutrition coach)
“9 out of 10 customers say this is the best burger they’ve ever had.” (restaurant)
“8 out of 10 people who read this author come back for more.” (bookshop)

5. Open Curiosity Loops

Tease something they want to know.

“There’s one food I ask every client to eat daily — here’s why.” (nutrition coach)
“This ingredient makes our pasta taste different from anywhere else in town.” (restaurant)
“I’ll never recommend this popular author again — want to know why?” (bookshop)

6. Transformation Hooks

Highlight the before-and-after journey.

“From yo-yo dieting to confident eating — here’s how Sarah did it.” (nutrition coach)
“We turned empty weeknights into fully booked tables in a month.” (restaurant)
“This shop went from dusty shelves to a buzzing community hub.” (bookshop)

7. Step-by-Step Reveals

Make it feel simple and achievable.

“3 steps to stop snacking at night — that actually work.” (nutrition coach)
“Here’s how we prep 100 meals before dinner service starts.” (restaurant)
“Our exact 3-step process for helping you find your next favourite book.” (bookshop)

8. Time-Based Hooks

Add urgency and fast results.

“Lose your first 5lbs in just 21 days — without strict dieting.” (nutrition coach)
“Try our lunch special — here today, gone tomorrow.” (restaurant)
“Find your perfect holiday read in under 2 minutes.” (bookshop)

9. Pattern Interrupts

Say something unexpected that makes people stop.