Hooks are everywhere in copywriting. But ask five copywriters what a hook is, and you may get five different answers. That can make something that should be simple feel a lot more complicated than it needs to be.
In this clip from one of his coaching sessions, A-List copywriter and copywriting coach David Deutsch offers a simple way to think about hooks. If you’ve ever struggled to come up with the “right” hook—or wondered if yours is doing its job—this short discussion may change the way you approach your next piece of copy.
For a comprehensive collection of David's best copywriting secrets — including how to write effective copy in this age of AI overwhelm — you'll want to check this out.