It has never been easier to post, but getting anyone to pause and care about your message is harder than ever.
To dig into how to overcome that challenge, I chatted with Jimi Gibson, Vice President of Brand Communication at Thrive Internet Marketing.
Jimi has helped thousands of brands craft content that draws people in. His approach blends clear messaging, curiosity, and practical storytelling that always puts the audience first.
In this blog, you’ll get a step-by-step look at how to create emotionally charged content that stops the scroll and builds a real connection.
Why Stopping the Scroll Matters More Than Ever
Everyone has access to the same publishing tools, so your audience faces a flood of content daily. Most of it feels generic or even robotic, and attention spans keep shrinking.
People decide in seconds what to ignore and what to engage with. If your content does not spark emotion or feel real, it disappears into the noise. Only content that feels genuine can break through.
When you show a real story or real emotion, you make someone pause. That real pause is the first step to building trust and creating lasting engagement.
Introducing the Stop the Scroll Framework
Jimi Gibson created the Stop the Scroll framework by using lessons from magic. His approach breaks attention into three steps: Connection, Curiosity, and Conversion. Each step builds on real human psychology, not tricks or gimmicks.
The goal is to move beyond generic content and spark authentic reactions. Real-world storytelling runs through every phase, turning expertise into memorable moments.
This process makes your content relatable and keeps people invested. When you use Connection, Curiosity, and Conversion together, you guide your audience from a quick glance to genuine action. This is how you stand out in crowded feeds.
Step 1 – Forge a Genuine Connection
Start with instant relevance. The first words must show your audience you see them and understand what they face. Use a hook that speaks to their daily experience or struggle. On LinkedIn, those first 65 characters can make all the difference.
Personal stories build trust. Share a quick moment or lesson from your own work that matches your reader’s reality. Address a pain point or common question. Keep language simple and direct.
Focus on audience-centric hooks. For example, ask if they have faced a challenge that you know is real for them. When your message feels personal and specific, people pause and pay attention.
Step 2 – Spark Curiosity
Curiosity keeps your audience invested after the first hook. It is not about clickbait or empty promises. Real curiosity starts with a simple trigger, like asking “What if?” or sharing a detail just out of reach.
Try to build subtle tension. Give enough information to open a loop, but not enough to close it right away. For example, “What if you never had to worry about your biggest pain point again?” invites your reader to imagine a new outcome.
A small twist or hint of mystery makes people want to stick around. Authentic intrigue gets people leaning in, eager for the answer. Use your next line to keep them moving forward, not skipping ahead.
Step 3 – Deliver a Satisfying Payoff (Conversion)
The best conversions never feel forced. They arrive at the perfect moment, when your audience has followed your story and wants the answer. Think of the payoff as the reveal in a magic trick. You have built tension; now you resolve it and spark action.
Use a soft call-to-action that fits the story. For example, after sharing how a client solved a big problem, invite readers to see how they can do the same. A simple “Ready to get started?” or “Curious what this could look like for you?” is enough.
Guide your audience to an “of course” moment where taking the next step feels natural.
Putting the Framework Into Practice
You can use the Stop the Scroll framework for any content format. Map your video, social post, email, or web copy to the three steps: connection, curiosity, and conversion.
Avoid bland hooks, rushed CTAs, or letting AI take over your message. Stay audience-focused and include something personal every time.
Here’s a simple checklist to keep you on track:
- Start with a hook that speaks to your audience’s real pain or desire
- Build curiosity through honest storytelling and clear stakes
- Close with a natural, story-driven payoff that feels earned
Stick with these steps and you’ll create content that stands out.
Beyond AI – The Irreplaceable Human Touch
AI can help you outline ideas or clean up grammar, but it cannot replace the real stories behind your brand. Only your team can add the quirks, scars, and honest moments that make your message stand out. Use AI as a support, not the creative driver.
Encourage your team to share wins and lessons learned. Authentic content resonates because it feels true. Your unique perspective, voice, and emotion connect with people in ways no tool can. Let your human side shine through, and your audience will notice.
Take This Framework and Make It Yours
Try the Stop the Scroll framework in your own way. Make each step fit your audience, your message, and your goals. Progress matters more than perfection. Every time you test, you find out what connects. Keep this checklist close as you create:
- Start with a real, relatable story
- Use curiosity to invite your audience in
- End with a clear, human payoff
Begin today. Create content that stands out, connects, and moves your audience to act. Listen to the full episode for more insights and real-world examples.
