Hook Creation

In general, hooks should have some of the following characteristics to attract player investment:

In-game Rewards

Tangible goods: money, gear, spells, abilities
Information about treasure locations, maps
Social status/standing
- Allies, Clubs,
Special Treatment
- Store discounts
- Advice/Information services

Mystery

Play on the curiosity of the party
New information may be seen as a reward
Abnormalities and strange phenomena are very compelling
What might be hiding in an interesting location

Related to pre-existing events/activities

Negative consequences require new issues to be taken care of.
Think of what new opportunities may become accessible due to success/rewards. Players will be happy to capitalise on their new capacities.

Threat of Negative consequences

Immediate danger to an individual
Townsfolk discussing feelings of unease relating to an issue

Character-driven

Opportunities for a player to perform/explore aspects of their character
Emphasise the heroism and popularity the players have among their society.
Rivalry, Impress others.