2 parter: Appeal to whatever their characters like while also appealing to the players. Sell one olayer on it - Wizard guy likes to be an arcanisr? Offer magic lore. Likes to cast big boomy spells? Offer a hook with combat. Now scale it out. A lore quest is either a reward from the NPC, or a side-bar to what the NPC wants at location x. A combat quest is usually a “save me!” Emergency (immediate), a scouting task (journey) or an elmination (intermediate).