Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

How Addictive is Your Product? [Insights from Nir Eyal's Hooked]

How Addictive is Your Product? [Insights from Nir Eyal's Hooked] Blog Feature

Ramona Sukhraj

Associate Director of Content, Strategized Initiatives That Increased IMPACT’s Website Traffic From ~45K to ~400K

September 28th, 2015 min read

nir-eyal2-compressorWe live in an age of digital addiction.

Everyone’s glued to their phones, tablets, apps, but for the most part, not many of us know or understand why.

Hooked: How to Build Habit-Forming Products, written by Nir Eyal, takes a fascinating look into just that. It takes a deep dive into the psychology of consumer behavior and habit formation and asks, “why are we really hooked to certain products?”

Nir Eyal's Hooked breaks this down into an actionable science that can be learned and replicated for your own business.

Forming Internal Triggers

It’s no coincidence that some of the most profitable businesses in the world have found a way to tap into the internal triggers of consumers, so they feel a natural urge to make the purchase, instead of forced.

For the purpose of this book, Eyal defines habits as: “automatic behaviors triggered by situational cues -- things we do with little or no conscious thought.”

According to him, the convergence of access, data, and speed is making the world a more habit-forming place, and who can argue with him?

Thanks to social media and Google, we expect instant gratification from everything we do.

When we have a question, all we have to do is type it into Google or YouTube and we have a detailed answer in seconds. The same goes for being bored, all we have to do is log on to Facebook, Twitter, or Buzzfeed and we are bombarded with people and things to entertain us.

That urge you get to check Twitter or Instagram is what Eyal describes as an internal trigger and the more we reward those triggers, the more often we experience those triggers.

This sounds harmless (and to a large degree it is), but scientific research has found that Facebook addiction activates the same areas of the brain as drug addiction.

Companies understand this and they know that tapping into our internal triggers provides a powerful influence on our purchasing behavior.

The Hook Model

According to Eyal, the Hook Model outlines an experience designed to connect the user’s problem to a solution frequently enough to form a habit. You may recognize the illustrated model below. It is the “habit loop” from The Power of Habit by Charles Duhigg.

hooked-the-hook-model

As you can see, The Hook Model is a simple four-step formula that explains the process of habit formation. Let’s take a more detailed look at each step.

Step #1: Trigger Behavior

The trigger is what causes the behavior to happen. It can be internal or external.

An example of an external trigger would be a notification from your Facebook app. You weren’t even thinking about Facebook, but as soon as you get a notification, you have an urge to login.

Step #2: Perform Action

The action you perform is the actual behavior done in anticipation of the reward.

The two ways to increase the likeliness of a person taking action are:

  1. Making the action easy to perform
  2. Providing motivation to perform that action

Continuing with the same example above, the action in this loop is logging into Facebook. It’s quite simple, you just click on the app and (unless you’ve previously logged out) you’re good to go.

Step #3: Variable Reward for Action

Feedback loops are all around us, but predictable ones don’t create desire -- so it’s more effective to offer variable rewards. The inconsistency and unknown result is what makes us come back for more.

We know there’s a chance that the reward could be good or bad, but the possibility of a positive outcome is what keeps us interested.

Facebook offers variable rewards by updating your newsfeed every time you reopen the app.

Some of the things you see you won’t like, some you’ll find funny, some will make you angry, etc.

Even the notification is a variable reward.

Is it a friend request? Did someone tag me in a photo? Maybe it’s just another annoying Candy Crush invite…

The outcome could be great or dismal, but the only way to find out is to log in.

Step #4: Commitment to Product (Investment)

Investment happens once we put something of value into the product or service.

For example, time, money, data, effort, or perhaps social capital (i.e. adding friends, photos, etc.)

This investment is an action that implies an improvement in the service for the next go-around and increases the odds that the user will make another pass through the Hook cycle in the future.

This is why when you sign-up for Facebook (or any other social media platform) they want you to immediately start finding friends and building your profile.

They’ll show you reminders that your profile isn’t complete or that you haven’t used the friend finder tool. The more time and energy you invest, the more likely you’ll be back. Face it, Facebook wouldn’t be much fun to use if you didn’t have other people to connect with.

Getting into the Habit Zone 

No time to read Eyal's entire book? No problem! In our full summary of Hooked, we'll show you exactly how to use Nir Eyal's findings to get your business into "The Habit Zone" and to create a product your buyer persona's can't get enough of.  

To get started, click "keep reading" below. 

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE