A long time ago, I wrote that good copywriting (any writing, in fact) is like using a fishing reel – you’ve got to have a hook, a line and a sinker:
- HOOK: Good copy will first hook the audience – catch their attention and engage them
- LINE: Good copy threads them along – it is interesting and engaging enough for them to follow through the rest of the copy.
- SINKER: Good copy, finally, has a sinker – it spurs your audience to action.
The first goal of copy is to get you to read more copy.
The second goal is to tell a story that spreads.
And then, finally, to have that story get people to take action.