Welcome back to 52 Weeks of Marketing Wisdom, where we review and recommend a new book weekly across five themes: Foresight, Customer, Strategy, Creativity & Innovation, plus two extras to complete the 52.

Our program is for busy marketing professionals seeking inspiration and growth through reading.

Rather than a simple review, we've evolved our blog posts to bring a point of view to the work and focus on how it informs what we do at Selbey Labs.

As we begin a new year, we've shifted focus to look at Innovation for the next five weeks and first up is Hooked: How to Build Habit-Forming Products by Nir Eyal.

Hope you enjoy it.

How to get them hooked on your products and services

As marketing professionals, we’re in the business of attention. But attention alone isn’t enough. Capturing attention is one thing; holding it is another. In a world where consumers swipe, scroll, and click at lightning speed, building brand loyalty requires something deeper—a way to become part of your customers’ habits.

That’s where Hooked: How to Build Habit-Forming Products by Nir Eyal comes in. This book isn’t just a playbook for product designers—it’s a must-read for marketers looking to create lasting engagement with their audience.

Eyal gives us the tools to understand what makes consumers tick and, more importantly, how to integrate our brands seamlessly into their daily routines. With a practical framework, real-world examples, and a healthy dose of ethics, Hooked teaches us how to build products and campaigns that people not only use but keep coming back to.

The Hook Model: A Framework for Lasting Engagement

At the heart of the book is the Hook Model, a four-step loop that explains how habits are formed and sustained. Let’s break it down:

1. Trigger: This is what prompts the user to take action. Triggers can be external, like a push notification, or internal, like boredom or anxiety. The most powerful products are tied to internal triggers because they embed deeply into the user’s psyche.

Example: Being notified about a post on Substack prompts someone to click, where they can read a regular post and engage in a community.

2. Action: The user takes a simple, frictionless action in anticipation of a reward. The easier the action, the more likely it is to happen.

Example: Swiping right on Tinder requires minimal effort but holds the promise of connection.

3. Variable Reward: This is the dopamine hit that keeps users coming back. Unpredictability makes rewards more enticing, whether it’s the thrill of a new match, a like on a post, or a surprise discount.

Example: Scrolling through a well designed retail website provides unpredictable, entertaining content that keeps users hooked.

4. Investment: Finally, users put effort, time, or resources into the product, increasing their attachment and likelihood of returning. The more they invest, the harder it becomes to leave.

Example: Building a Spotify playlist and sharing it with others provides authorship and recognition which builds connection and self-esteem.

Together, these four steps create a habit loop that keeps users engaged over time.

Why This Matters to Marketers

If you’re thinking this sounds like a framework for app developers, think again. The Hook Model is just as relevant to marketing. 

Habits drive loyalty.

If your product or brand becomes a habit, you don’t need to spend as much on customer acquisition because your audience returns naturally. As Eyal puts it: “The companies that form strong user habits gain a significant competitive advantage.”

Think about brands like Starbucks or Netflix. They’ve mastered the art of becoming part of their customers’ routines. A morning coffee, an evening binge-watch—these aren’t just transactions. They’re habits.

Internal triggers are powerful, and marketers can harness them.

What emotional states align with your brand? Maybe your product provides comfort in stressful times or joy during moments of boredom. Link your messaging to these triggers, and you’ll create a deeper connection.

As Eyal says, “Companies that successfully attach their products to internal triggers enjoy a special bond with users.”

Campaigns that surprise and delight customers create lasting impressions. The unpredictability of a surprise discount, a personalized message, or an exclusive offer taps into the same psychology that keeps people pulling the lever on a slot machine.
If you're managing a product or service, you need to think about how you're surprising and delighting your customers and prospects across every touchpoint.

How to Apply Hooked to Your Brand

You don’t need to build an app to use the principles in Hooked. Here’s how to start:

1. Identify Triggers: Think about the emotional states or external cues that prompt your audience to engage with your brand. Are you solving boredom, providing comfort, or addressing curiosity?

2. Simplify Actions: Make it ridiculously easy for customers to engage. Reduce friction in everything—whether it’s signing up for a newsletter, browsing your website, or making a purchase.

3. Incorporate Variable Rewards: Surprise your customers with rewards that create excitement and anticipation. It could be a random giveaway, a personalized email, or an exclusive offer.

4. Encourage Investment: Find ways for customers to invest in your brand. Maybe they’re creating a wish list, writing reviews, or contributing to a community. The more they invest, the more likely they are to stick around.

Ethics Matter

One of the standout aspects of Hooked is its emphasis on ethics. Eyal warns creators to use the Hook Model responsibly, ensuring their products genuinely benefit users. For marketers, this is a critical reminder: “With great power comes great responsibility.”

The goal isn’t to manipulate people—it’s to create value in ways that improve their lives. Brands that build trust and transparency into their habit-forming strategies will win in the long run.

The Bottom Line

Hooked isn’t just a book for product designers—it’s a playbook for marketers looking to create lasting customer relationships. By understanding the psychology of habit formation, we can craft campaigns, experiences, and products that go beyond attention and drive true engagement.

So, the next time you brainstorm a campaign, ask yourself: What’s the trigger? How easy is the action? What’s the reward? And how can we encourage investment?

Because as Eyal says, “Successful habit-forming products don’t just attract attention—they hold it.”

And in today’s crowded marketing landscape, that’s the ultimate win.

If you would like some help in making your products and services more habit forming, visit us at www.selbeyanderson.com

Hooked:  How to Build Habit-Forming Products by Nir Eyal