A recent survey of students entering a college-level course in introductory oceanography reveals that they feel a strong connection with, and curiosity about, the ocean. To guide this inherent curiosity into understanding and stewardship, educators need to know the 'hooks,' the topics and concepts that catch students' interests. According to a survey of 119 students at North Carolina State University-Raleigh, some useful hooks are students' personal, emotional connection with the ocean, human impacts (especially pollution), exotic biology, and cool technology.