LL Marketing

Asking a question isn't enough

For a hook to resonate, readers must be given enough context to care about the rest of the story.

Therefore, our intro must accomplish two things:

• Give readers a reason to care about our hook. Connect it to meaningful problems they face. (Failing to do this is where most intros go wrong.)


• Hook readers with half of an in

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A hook is a half -told story. You raise a question then tease only part of the answer:

• Questions —Pose an intriguing question, but don’t give the full answer.


• Narratives — Share the start of a narrative, but withhold the conclusion.


• Research —Highlight research findings, but only a small portion.


• Arguments — Make an unexpected claim, but don't explain

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The moral of the email story is to make your email easily digestible for your subscribers by using:

1. A large font size


2. A large button


3. And tons of spacing between elements.

😌 The easier it is for someone to skim your email and find that button , the more likely they are to click on your link.

Anything can be interesting when framed by an intriguing question.

Your questions don’t have to be jaw-droppingly interesting either. They just have to be good enough for your target audience to think, "This post won't be boring."

Under each talking point in an outline, I start by writing partially-formed thoughts.

It’s more efficient to speedrun through a bad first draft and improve it later than to try starting from completion.

It’s normal if few ideas come to mind immediately. You’ll discover that the majority of your ideas arrive while writing—not before. You write in or... See more

As you're writing, how do you know which thoughts are most valuable? What separates good ideas from bad ones?

My approach is to focus on ideas that are interesting or surprising. These are the ingredients of novelty. Novelty is what keeps readers reading. They tend to be:

• Counter-intuitive


• Counter-narrative


• Shock and awe


• Elegant articulations

How to generate hooks

You create hooks by finding questions you want answers to then posing those questions in your introduction:

1. Ask yourself, “If someone else wrote my intro, what are the most captivating questions they could pose to make me excited to read this?”


2. Write those questions down. Even if you lack the answers.


3. Rank your questions by how

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The Facebook average watch time is 10 seconds

If a Facebook video is watched for longer than 3 seconds, it counts as a view. If it is watched for longer than 10 seconds, it means that viewers are actively digesting and receiving your content. Anything higher than 10 seconds is an impressive goal to strive for, with a 15-30 second average watch time... See more