Writing: Hook, Line, Sinker

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.

Thank you, Seth Godin, for the refresher:

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.


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