I found this little video on this page over at golf.com. Golf Magazine Top 100 Teacher Brian Manzell gives a little lesson on how to hit a bump-and-run chip by giving the ball some hookspin:
The basics are pretty simple: Aim the ball a bit to the right of your target (to the left if you're left-handed), close the club face a little, and make sure you turn your upper body through the shot.
That last bit may be the most important. If you stop turning before you finish the shot, you'll flip your hands at the ball. In all likelihood, you'll hit a high pulled shot that doesn't even get to the green.
Take a good look at this short video. Hooked chip shots almost always bounce through greenside rough better than a normal open-stance chip. It's a nice simple shot to add to your repertoire.
http://www.golfchannel.com/media/the-golf-fix-spin-in-the-short-game-051313/
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