Hooks & Headlines

You have one second. Spend it well.

A headline has one job: earn the next line. It doesn't sell the product. It sells the reading. Every hook you write should do at least one of three things to your reader:

1. 1Open a loop they need closed.
2. 2Name a pain they've felt but never said out loud.
3. 3Promise a specific outcome they believe is possible.

[Continue the written briefing here: examples, before-and-after rewrites and the formulas covered in the video.]